Spintax (short for spinning syntax) lets you create multiple variations of the same text. It allows you to randomize specific words, phrases, or sentences in your messages, so you don't send the exact same wording to every contact.
Each time a message is sent, Reply automatically selects one option from the list you provide. This can also help with deliverability, since your templates won't be identical.
In Reply, Spintax is implemented using the {{Random}} variable.
For example, instead of repeating the same greeting in every message, you can rotate between several options:
👉Example: {{Random | ‘Hi’ | ‘Hello’ | ‘Hey’}}
Each recipient will see one of these greetings, chosen at random.
How to use Spintax?
To use Spintax in Reply:
Add a {{Random}} variable to your message.
Learn more about adding variables in our Variables article.
Add your text options.
Inside the brackets, list your alternatives (words, phrases, or full sentences), separated by pipes|.
Reply picks one option per message. When the message is sent, Reply randomly chooses one of the options and inserts it into the message.
💡Important: Incorrect spacing will break Spintax. Make sure there's a space before and after each pipe so the spintax works correctly. If spacing or syntax is incorrect, the text may not appear correctly in the email body or preview.
Use cases for Spintax
Spintax is especially useful in parts of your message that tend to sound repetitive. Below are common use cases with examples.
Greetings
The opening line of your message helps set the overall tone. With Spintax, you can vary greetings to add a personal touch. For example:
{{Random | ‘Hi’ | ‘Hello’ | ‘Hey’}}Reason for outreach
Clearly explaining why you're reaching out is important for engagement. The first sentence after your greeting should make it obvious why you're emailing. Spintax allows you to vary this sentence while keeping the intent clear. For instance:
{{Random | ‘I am writing to you’ | ‘Reason for my outreach’ | ‘The reason for my email is’ | ‘I am reaching out to you’}}Call to action (CTA)
Calls to action encourage contacts to reply or take the next step. For example:
{{Random | ‘Worth exploring?’ | ‘Worth exploring more?’ | ‘Curious to take a look?’ | ‘Interested to learn more?‘}}Case study
You can rotate company names or examples to better match different audiences. For instance:
We help {{Random | ‘Google’ | ‘Microsoft’ | ‘Amazon’}} and {{Random | ‘Facebook’ | ‘Netflix’ | ‘Tesla’}}Even small variations can make your emails more engaging and encourage more replies.
💡 Tips for using Spintax
To get the best results when using Spintax in Reply, keep the following in mind:
Keep your variations relevant.
Each option should make sense in the same context.
Test different wording.
Trying variations helps you see what works best with your audience.Avoid overuse.
Too many variations in a single message can make it confusing.Follow outreach best practices.
Make sure your messages comply with regulations like GDPR and CAN-SPAM.
Using Spintax and variables together
You can use Spintax and variables in the same message, but variables cannot be placed inside a Spintax block.
Reply doesn't support variable chaining within Spintax, so variables must be added separately.
❌ Incorrect
{{Random | ‘Hi’ | ‘Hello’ | ‘Hey’{{FirstName}}}}✅ Correct
{{Random | ‘Hi’ | ‘Hello’ | ‘Hey’}}{{FirstName}}In this case, {{FirstName}} is added after the Spintax block, so both variables work correctly.
Conditional logic in Spintax
Spintax also supports conditional logic, which allows you to adjust message content based on contact data such as job title.
Example: customizing text based on job title
Dear {{FirstName}},
As a{{#if Title == 'Marketing Manager'}}Marketing Manager{{else}}{{#if Title == 'Sales Director'}}Sales Director {{else}} {{#if Title == 'CEO'}}CEO{{else}}marketing specialist{{/if}}{{/if}}{{/if}}, you understand the importance of {{#if Title == 'Marketing Manager'}}effective marketing strategies{{else}}{{#if Title == 'Sales Director'}}sales optimization{{else}}{{#if Title == 'CEO'}}business growth{{else}}relevant content{{/if}}{{/if}}{{/if}}.
Let’s discuss how our product can support {{#if Title == 'Marketing Manager'}}your marketing efforts{{else}}{{#if Title == 'Sales Director'}}your sales performance{{else}}{{#if Title == 'CEO'}}your company growth{{else}}your organization{{/if}}{{/if}}{{/if}}.In this example:
The
{{#if ...}}statement checks the value of the Title variable.The
{{else}}{{#if ...}}blocks define what text is shown when the previous condition is not met.The final
{{else}}provides a default option if none of the conditions are met.{{/if}}marks the end of the conditional block.