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Use Spintax to create email variations automatically

Spintax lets you write one template with several wording options. ZipLeads picks one option each time the message is sent, so your emails feel more natural and less repetitive.

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Written by Matt Phillips

Make your messages more personal and less repetitive by creating several versions of your content from one template.

What is Spintax?

Spintax lets you create several versions of a message from a single template. Each time the content is sent, ZipLeads automatically picks one of the options. This helps your messages feel more natural and less repetitive.

You can use Spintax in almost all email builders, including:

  • Conversations

  • Bulk Actions

  • Workflows

  • Email Builder

Why use Spintax?

Spintax is especially useful for cold email outreach, follow-ups, appointment reminders and automated conversations. Spintax helps you:

  • Create unique message variations automatically

  • Reduce repetitive content across campaigns

  • Personalise messages at scale

  • Test different messaging styles

  • Improve engagement with more natural communication

Spintax and email deliverability

When every recipient gets the exact same email, mailbox providers may see the content as highly repetitive.

Spintax adds variety to your messages by rotating words, phrases and sentences. This can help reduce how uniform your content looks across large campaigns.

For example, instead of sending: Hey {{contact.firstname}}, you can use: {SPIN|Hi|Hello|Hey}

Important

Use Spintax thoughtfully. Modern email providers can recognise simple word swaps, so changing only your greetings may have limited impact.

For the best results:

  • Spin complete phrases or sentences instead of single words.

  • Combine Spintax with personalisation and Custom Values.

  • Keep all variations natural and conversational.

  • Use Spintax to support testing and content variation, not as a replacement for good email practices.

Common use cases and examples

  • Greetings
    {SPIN|Hey|Hi|Hello} {{contact.first_name}}

  • Appointment Reminders
    {SPIN|Just a reminder|Friendly reminder|Quick reminder} about your appointment tomorrow.

  • Follow-Up Messages
    {SPIN|Checking in|Following up|Wanted to circle back} on our previous conversation.

  • Calls to Action
    {SPIN|Would you like to learn more?|Interested in hearing more?|Want to schedule a quick call?}

  • Email Content Variations
    {SPIN|Thanks for your interest|Appreciate your time|Thanks for connecting with us}

How to use Spintax

  1. Open the email editor in ZipLeads.

  2. Add your content variations inside curly braces after the keyword SPIN, like this: {SPIN|}. Separate each option with a pipe |.

    Example:

    {SPIN|Hey|Hello|Hi} {{contact.first_name}}

  3. Save your message or template.

  4. When the message is sent, ZipLeads automatically picks one of the options at random.

Using Custom Values inside Spintax

You can include Contact Fields and Custom Values directly in your Spintax variations. Each variation can contain different merge fields, so you can personalise messages in several ways.

Example: {SPIN | Hi {{contact.firstname}} | Hi {{contact.lastname}}}

Possible outputs:

  • Hi John

  • Hi Smith

You can also use Custom Values in your variations:
​{SPIN | Learn more about {{customvalue1}} | See how {{customvalue2}} can help your business}

Possible outputs:

  • Learn more about Website Design

  • See how Website Design can help your business

Tip: Each variation can contain different text, Contact Fields or Custom Values. This gives you more flexibility when personalising emails.

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