diff --git a/resources/views/messages/show.blade.php b/resources/views/messages/show.blade.php
index c961448a..00bdcbbf 100644
--- a/resources/views/messages/show.blade.php
+++ b/resources/views/messages/show.blade.php
@@ -41,7 +41,7 @@ function resizeTextArea(element) {
                 </tr>
                 <tr>
                     <td><b>{{ __('Subject') }}:</b></td>
-                    <td>{{ $message->subject }}</td>
+                    <td>{{ $subject }}</td>
                 </tr>
                 <tr>
                     <td><b>{{ __('From') }}:</b></td>
diff --git a/src/Http/Controllers/MessagesController.php b/src/Http/Controllers/MessagesController.php
index f844a411..d55dc5e1 100644
--- a/src/Http/Controllers/MessagesController.php
+++ b/src/Http/Controllers/MessagesController.php
@@ -10,7 +10,8 @@
 use Sendportal\Base\Facades\Sendportal;
 use Sendportal\Base\Models\Message;
 use Sendportal\Base\Repositories\Messages\MessageTenantRepositoryInterface;
-use Sendportal\Base\Services\Content\MergeContent;
+use Sendportal\Base\Services\Content\MergeContentService;
+use Sendportal\Base\Services\Content\MergeSubjectService;
 use Sendportal\Base\Services\Messages\DispatchMessage;
 
 class MessagesController extends Controller
@@ -21,17 +22,22 @@ class MessagesController extends Controller
     /** @var DispatchMessage */
     protected $dispatchMessage;
 
-    /** @var MergeContent */
-    protected $mergeContent;
+    /** @var MergeContentService */
+    protected $mergeContentService;
+
+    /** @var MergeSubjectService */
+    protected $mergeSubjectService;
 
     public function __construct(
         MessageTenantRepositoryInterface $messageRepo,
         DispatchMessage $dispatchMessage,
-        MergeContent $mergeContent
+        MergeContentService $mergeContentService,
+        MergeSubjectService $mergeSubjectService
     ) {
         $this->messageRepo = $messageRepo;
         $this->dispatchMessage = $dispatchMessage;
-        $this->mergeContent = $mergeContent;
+        $this->mergeContentService = $mergeContentService;
+        $this->mergeSubjectService = $mergeSubjectService;
     }
 
     /**
@@ -82,9 +88,10 @@ public function show(int $messageId): View
     {
         $message = $this->messageRepo->find(Sendportal::currentWorkspaceId(), $messageId);
 
-        $content = $this->mergeContent->handle($message);
+        $content = $this->mergeContentService->handle($message);
+        $subject = $this->mergeSubjectService->handle($message);
 
-        return view('sendportal::messages.show', compact('content', 'message'));
+        return view('sendportal::messages.show', compact('content', 'message', 'subject'));
     }
 
     /**
diff --git a/src/Http/Controllers/Webview/WebviewController.php b/src/Http/Controllers/Webview/WebviewController.php
index 94fc674c..5c107e4b 100644
--- a/src/Http/Controllers/Webview/WebviewController.php
+++ b/src/Http/Controllers/Webview/WebviewController.php
@@ -8,14 +8,14 @@
 use Illuminate\Contracts\View\View as ViewContract;
 use Sendportal\Base\Http\Controllers\Controller;
 use Sendportal\Base\Models\Message;
-use Sendportal\Base\Services\Content\MergeContent;
+use Sendportal\Base\Services\Content\MergeContentService;
 
 class WebviewController extends Controller
 {
-    /** @var MergeContent */
+    /** @var MergeContentService */
     private $merger;
 
-    public function __construct(MergeContent $merger)
+    public function __construct(MergeContentService $merger)
     {
         $this->merger = $merger;
     }
diff --git a/src/Services/Content/MergeContent.php b/src/Services/Content/MergeContentService.php
similarity index 97%
rename from src/Services/Content/MergeContent.php
rename to src/Services/Content/MergeContentService.php
index 764afd72..39f80747 100644
--- a/src/Services/Content/MergeContent.php
+++ b/src/Services/Content/MergeContentService.php
@@ -12,7 +12,7 @@
 use Sendportal\Pro\Repositories\AutomationScheduleRepository;
 use TijsVerkoyen\CssToInlineStyles\CssToInlineStyles;
 
-class MergeContent
+class MergeContentService
 {
     use NormalizeTags;
 
@@ -117,7 +117,6 @@ protected function compileTags(string $content): string
             'webview_url'
         ];
 
-        // NOTE: regex doesn't seem to work here - I think it may be due to all the tags and inverted commas in html?
         foreach ($tags as $tag) {
             $content = $this->normalizeTags($content, $tag);
         }
diff --git a/src/Services/Content/MergeSubjectService.php b/src/Services/Content/MergeSubjectService.php
new file mode 100644
index 00000000..b1b77abb
--- /dev/null
+++ b/src/Services/Content/MergeSubjectService.php
@@ -0,0 +1,52 @@
+<?php
+
+declare(strict_types=1);
+
+namespace Sendportal\Base\Services\Content;
+
+use Sendportal\Base\Models\Message;
+use Sendportal\Base\Traits\NormalizeTags;
+
+class MergeSubjectService
+{
+    use NormalizeTags;
+
+    public function handle(Message $message): string
+    {
+        $messageSubject = $this->compileTags($message);
+
+        return $this->mergeSubscriberTags($messageSubject, $message);
+    }
+
+    protected function compileTags(Message $message): string
+    {
+        $tags = [
+            'email',
+            'first_name',
+            'last_name',
+        ];
+
+        $messageSubject = $message->subject;
+
+        foreach ($tags as $tag) {
+            $messageSubject = $this->normalizeTags($messageSubject, $tag);
+        }
+
+        return $messageSubject;
+    }
+
+    protected function mergeSubscriberTags(string $messageSubject, Message $message): string
+    {
+        $tags = [
+            'email' => $message->recipient_email,
+            'first_name' => $message->subscriber ? $message->subscriber->first_name : '',
+            'last_name' => $message->subscriber ? $message->subscriber->last_name : '',
+        ];
+
+        foreach ($tags as $key => $replace) {
+            $messageSubject = str_ireplace('{{' . $key . '}}', $replace, $messageSubject);
+        }
+
+        return $messageSubject;
+    }
+}
diff --git a/src/Services/Messages/DispatchMessage.php b/src/Services/Messages/DispatchMessage.php
index 75eea178..584cdaf4 100644
--- a/src/Services/Messages/DispatchMessage.php
+++ b/src/Services/Messages/DispatchMessage.php
@@ -10,7 +10,8 @@
 use Sendportal\Base\Models\CampaignStatus;
 use Sendportal\Base\Models\EmailService;
 use Sendportal\Base\Models\Message;
-use Sendportal\Base\Services\Content\MergeContent;
+use Sendportal\Base\Services\Content\MergeContentService;
+use Sendportal\Base\Services\Content\MergeSubjectService;
 
 class DispatchMessage
 {
@@ -20,21 +21,26 @@ class DispatchMessage
     /** @var RelayMessage */
     protected $relayMessage;
 
-    /** @var MergeContent */
-    protected $mergeContent;
+    /** @var MergeContentService */
+    protected $mergeContentService;
+
+    /** @var MergeSubjectService */
+    protected $mergeSubjectService;
 
     /** @var MarkAsSent */
     protected $markAsSent;
 
     public function __construct(
-        MergeContent $mergeContent,
+        MergeContentService $mergeContentService,
+        MergeSubjectService $mergeSubjectService,
         ResolveEmailService $resolveEmailService,
         RelayMessage $relayMessage,
         MarkAsSent $markAsSent
     ) {
+        $this->mergeContentService = $mergeContentService;
+        $this->mergeSubjectService = $mergeSubjectService;
         $this->resolveEmailService = $resolveEmailService;
         $this->relayMessage = $relayMessage;
-        $this->mergeContent = $mergeContent;
         $this->markAsSent = $markAsSent;
     }
 
@@ -49,6 +55,8 @@ public function handle(Message $message): ?string
             return null;
         }
 
+        $message = $this->mergeSubject($message);
+
         $mergedContent = $this->getMergedContent($message);
 
         $emailService = $this->getEmailService($message);
@@ -62,12 +70,25 @@ public function handle(Message $message): ?string
         return $messageId;
     }
 
+    /**
+     * The message's subject is merged and persisted to the database
+     * so that we have a permanent record of the merged tags at the
+     * time of dispatch.
+     */
+    protected function mergeSubject(Message $message): Message
+    {
+        $message->subject = $this->mergeSubjectService->handle($message);
+        $message->save();
+
+        return $message;
+    }
+
     /**
      * @throws Exception
      */
     protected function getMergedContent(Message $message): string
     {
-        return $this->mergeContent->handle($message);
+        return $this->mergeContentService->handle($message);
     }
 
     /**
@@ -108,13 +129,13 @@ protected function isValidMessage(Message $message): bool
             return false;
         }
 
-        if (! $message->isCampaign()) {
+        if (!$message->isCampaign()) {
             return true;
         }
 
         $campaign = Campaign::find($message->source_id);
 
-        if (! $campaign) {
+        if (!$campaign) {
             return false;
         }
 
diff --git a/src/Services/Messages/DispatchTestMessage.php b/src/Services/Messages/DispatchTestMessage.php
index 8c6c7269..d6498fdb 100644
--- a/src/Services/Messages/DispatchTestMessage.php
+++ b/src/Services/Messages/DispatchTestMessage.php
@@ -10,7 +10,7 @@
 use Sendportal\Base\Models\EmailService;
 use Sendportal\Base\Models\Message;
 use Sendportal\Base\Repositories\Campaigns\CampaignTenantRepositoryInterface;
-use Sendportal\Base\Services\Content\MergeContent;
+use Sendportal\Base\Services\Content\MergeContentService;
 
 class DispatchTestMessage
 {
@@ -20,7 +20,7 @@ class DispatchTestMessage
     /** @var RelayMessage */
     protected $relayMessage;
 
-    /** @var MergeContent */
+    /** @var MergeContentService */
     protected $mergeContent;
 
     /** @var CampaignTenantRepositoryInterface */
@@ -28,7 +28,7 @@ class DispatchTestMessage
 
     public function __construct(
         CampaignTenantRepositoryInterface $campaignTenant,
-        MergeContent $mergeContent,
+        MergeContentService $mergeContent,
         ResolveEmailService $resolveEmailService,
         RelayMessage $relayMessage
     ) {
diff --git a/tests/Feature/Content/MergeContentTest.php b/tests/Feature/Content/MergeContentTest.php
index 1c072f13..5091d621 100644
--- a/tests/Feature/Content/MergeContentTest.php
+++ b/tests/Feature/Content/MergeContentTest.php
@@ -10,7 +10,7 @@
 use Sendportal\Base\Models\Campaign;
 use Sendportal\Base\Models\Message;
 use Sendportal\Base\Models\Template;
-use Sendportal\Base\Services\Content\MergeContent;
+use Sendportal\Base\Services\Content\MergeContentService;
 use Tests\TestCase;
 
 class MergeContentTest extends TestCase
@@ -145,8 +145,8 @@ private function generateCampaignMessage(?string $campaignContent, ?string $temp
 
     private function mergeContent(Message $message): string
     {
-        /** @var MergeContent $mergeContent */
-        $mergeContent = app(MergeContent::class);
+        /** @var MergeContentService $mergeContent */
+        $mergeContent = app(MergeContentService::class);
 
         return $mergeContent->handle($message);
     }
diff --git a/tests/Feature/Content/MergeSubjectTest.php b/tests/Feature/Content/MergeSubjectTest.php
new file mode 100644
index 00000000..078baa3d
--- /dev/null
+++ b/tests/Feature/Content/MergeSubjectTest.php
@@ -0,0 +1,115 @@
+<?php
+
+declare(strict_types=1);
+
+namespace Tests\Feature\Content;
+
+use Illuminate\Foundation\Testing\RefreshDatabase;
+use Illuminate\Foundation\Testing\WithFaker;
+use Sendportal\Base\Facades\Sendportal;
+use Sendportal\Base\Models\Campaign;
+use Sendportal\Base\Models\Message;
+use Sendportal\Base\Models\Subscriber;
+use Sendportal\Base\Services\Content\MergeSubjectService;
+use Tests\TestCase;
+
+class MergeSubjectTest extends TestCase
+{
+    use RefreshDatabase,
+        WithFaker;
+
+    /** @test */
+    public function the_email_tag_is_replaced_with_the_subscriber_email()
+    {
+        // given
+        $subject = 'Hi, {{email}}';
+        $message = $this->generateCampaignMessage($subject, 'foo@bar.com', 'foo', 'bar');
+
+        // when
+        $mergedSubject = $this->mergeSubject($message);
+
+        // then
+        self::assertEquals('Hi, foo@bar.com', $mergedSubject);
+    }
+
+    /** @test */
+    public function the_first_name_tag_is_replaced_with_the_subscriber_first_name()
+    {
+        // given
+        $subject = 'Hi, {{first_name}}';
+        $message = $this->generateCampaignMessage($subject, 'foo@bar.com', 'foo', 'bar');
+
+        // when
+        $mergedSubject = $this->mergeSubject($message);
+
+        // then
+        self::assertEquals('Hi, foo', $mergedSubject);
+    }
+
+    /** @test */
+    public function the_last_name_tag_is_replaced_with_the_subscriber_last_name()
+    {
+        // given
+        $subject = 'Hi, {{last_name}}';
+        $message = $this->generateCampaignMessage($subject, 'foo@bar.com', 'foo', 'bar');
+
+        // when
+        $mergedSubject = $this->mergeSubject($message);
+
+        // then
+        self::assertEquals('Hi, bar', $mergedSubject);
+    }
+
+    /** @test */
+    public function multiple_different_tags_are_replaced()
+    {
+        // given
+        $subject = 'Hi, {{first_name}} {{ last_name }} ({{email }})';
+        $message = $this->generateCampaignMessage($subject, 'foo@bar.com', 'foo', 'bar');
+
+        // when
+        $mergedSubject = $this->mergeSubject($message);
+
+        // then
+        self::assertEquals('Hi, foo bar (foo@bar.com)', $mergedSubject);
+    }
+
+    private function generateCampaignMessage(
+        string $campaignSubject,
+        string $email,
+        string $firstName,
+        string $lastName
+    ): Message {
+        /** @var Campaign $campaign */
+        $campaign = Campaign::factory()->create([
+            'content' => '<p>Content</p>',
+            'subject' => $campaignSubject,
+            'workspace_id' => Sendportal::currentWorkspaceId()
+        ]);
+
+        /** @var Subscriber $subscriber */
+        $subscriber = Subscriber::factory()->create([
+            'workspace_id' => Sendportal::currentWorkspaceId(),
+            'email' => $email,
+            'first_name' => $firstName,
+            'last_name' => $lastName,
+        ]);
+
+        return Message::factory()->create([
+            'workspace_id' => Sendportal::currentWorkspaceId(),
+            'subscriber_id' => $subscriber->id,
+            'source_type' => Campaign::class,
+            'source_id' => $campaign->id,
+            'subject' => $campaignSubject,
+            'recipient_email' => $email,
+        ]);
+    }
+
+    private function mergeSubject(Message $message): string
+    {
+        /** @var MergeSubjectService $mergeSubject */
+        $mergeSubject = app(MergeSubjectService::class);
+
+        return $mergeSubject->handle($message);
+    }
+}