Spintax (spin syntax) is a way of writing alternatives into an email so each recipient gets a slightly different version. {Hi|Hello|Hey} picks one greeting at random for each email. In mailzy it's written {{RANDOM | Hi | Hello | Hey}}, and an option may hold a merge tag.
Why cold emailers use it
When thousands of identical emails go out, filters can spot the pattern. Small variations in greetings, phrasing and sign-offs make each email less uniform, and they make a large campaign read less like a template.
Using it well
- Vary small, natural things: greetings, connecting phrases, sign-offs.
- Keep the meaning identical in every option.
- Don't spin the core message so much that you can't tell what's working.
- Check the syntax: one missing bracket sends literal braces to every lead.
Spintax and A/B tests
Spintax adds random variety within one message; an A/B test compares two different messages. Use A/B tests to find what works, and spintax to keep the winner from looking identical everywhere. Write and preview variations with the free spintax generator.