Spintax — Dynamic Text Variations
Spintax lets you create multiple text variations within a single email, so every recipient gets a slightly different version. This improves deliverability by making each email unique and helps avoid spam filters.
Syntax:
Wrap your alternatives in curly braces, separated by pipes:
{Hello|Hi|Hey} — randomly picks one option per send.
Works In:
- Subject lines — Yes, fully supported
- Email body — Yes, fully supported
- Follow-up steps — Yes, each step can use spintax independently
Examples:
Subject: {Quick question|Reaching out|Short intro} about {{company}}
Body: {Hope you're doing well|Hope your week is going great}, {{firstName}}. {I wanted to reach out|I'm reaching out|I noticed your work} {about|regarding} {a potential collaboration|an opportunity I think you'd find interesting}.
Multiple spintax blocks multiply your variations:
- 1 block with 3 options = 3 unique versions
- 2 blocks (3 × 2 options) = 6 unique versions
- 3 blocks (3 × 2 × 4 options) = 24 unique versions
The variation count is shown in the editor status bar so you can see your total unique combinations at a glance.
Spintax vs Merge Tags:
- Merge tags ({{firstName}}) pull data from your prospect's profile — same value every time for that prospect
- Spintax ({Hi|Hello|Hey}) randomly picks one option at send time — different each time
- You can combine both: {Hi|Hello} {{firstName}}, {hope you're well|how are you?}
Preview & Testing:
- The email editor highlights spintax in yellow so you can spot it easily
- Use the Preview panel to see how a resolved version looks
- Click the Shuffle button (🔀) in the preview to re-randomize and see different variations
- Always send a test email to yourself to verify spintax resolves correctly
Processing Order:
1. Merge tags are resolved first ({{firstName}} → 'Scott')
2. Spintax is resolved second ({Hi|Hello} → 'Hello')
3. HTML formatting is applied last
Best Practices:
- Use spintax in subject lines — it dramatically improves deliverability by making each email unique
- Keep all options natural and interchangeable (don't mix formal and casual in one block)
- Avoid nesting spintax inside spintax — only one level is supported
- Combine with merge tags for maximum personalization
- Aim for 10+ total variations across your email to ensure uniqueness
- Don't confuse spintax braces {} with merge tag braces {{}} — single braces with pipes are spintax, double braces are merge tags