TL;DR
Spintax lets one email send slightly different wording to each lead.
Put the options in curly braces separated by a vertical bar, for example {Hey|Hi|Hello}. ListKit picks one at random for each send.
It works in subject lines and body copy, and you can combine it with variables like {{first_name}}.
To add it automatically, click Spintax the sequence · 100 credits in the sequence editor. You can revert it in one click.
Spintax reduces repetition, but it isn't a deliverability fix on its own.
When you'd use this
Use spintax in every campaign, especially at volume. When thousands of identical emails go out from the same senders, the pattern looks like bulk mail. Spintax changes how much of your exact wording repeats, without changing what you say. It also gives you free data: spin your call to action three ways and you'll see which phrasing gets replies.
The syntax
Wrap your options in curly braces: { }
Separate each option with a vertical bar: |
No spaces around the bars
Correct: {Hope this finds you well|Hope your week is going well|Hope you're doing well}
Incorrect:
{Hope this finds you well | Hope your week is going well}: spaces around the bar
{Hope this finds you well/Hope your week is going well}: slash instead of a bar
{Hope this finds you well|Hope your week is going well: missing closing brace
If spintax is broken, the campaign can't be published until you fix it. Always preview before you launch.
Step-by-step
Write spintax yourself
Open the Campaign page (next.listkit.io/campaign), open the campaign and go to step 2, Create Sequence. If the campaign is live, click Pause campaign first.
Write your email in full, the way you want it to read.
Pick the spots where variation makes sense and wrap them in spintax. Start with the greeting, the transition line and the call to action.
Click Preview Email a few times to see different versions.
Let AI add spintax
In Create Sequence, find Spintax the sequence with AI.
Click Spintax the sequence · 100 credits. AI varies greetings, transitions and sign-offs across every step.
Review the result. If you don't like it, revert it in one click.
Where to apply spintax
Greeting: {Hey|Hi|Hello} {{first_name}},
Opening line: the first sentence is the most repeated line in any sequence.
Transitions: {Worth a look?|Worth exploring?|Open to it?}
Call to action: {Open to a quick call next week?|Would a short call next week make sense?|Any interest in a quick call next week?}
Sign-off: {Best|Thanks|Cheers},
Best practices
Keep it readable. Every option has to sound like something a real person would write.
Don't over-spin. Three to five spintax blocks per email is plenty.
Keep options equal in meaning. {Hi|Hey|Hello} is fine. {Hi|Good morning} isn't, because "good morning" can land at 4pm.
Use two to four options per block. Keep subject line spintax short.
Check grammar. If spintax sits mid-sentence, every option must fit the words around it.
Never spin your value proposition or product name.
What spintax doesn't fix
Spintax varies your words, not your email. If every inbox sends the same structure, subject pattern and timing, swapping "Hi" for "Hey" won't change how that traffic is classified. Spintax works best on top of:
Several genuinely different campaigns and variants, not one campaign cloned many times
Real personalization with variables that pull each lead's data
Inboxes that are Ready and within their daily limits
A clean, verified list
Example: before and after
Before
Hi {{first_name}},
I noticed {{company_name}} is hiring for sales roles right now.
We help B2B teams build verified lead lists so their reps spend time selling instead of prospecting.
Open to a quick call next week?
After
{Hi|Hey|Hello} {{first_name}},
I {noticed|saw} {{company_name}} is hiring for sales roles {right now|at the moment}.
We help B2B teams build verified lead lists so their reps spend time selling instead of prospecting.
{Open to a quick call next week?|Worth a quick call next week?|Any interest in a short call next week?}
The value proposition sentence stays the same on purpose. There's no sign-off name in the example because each inbox's signature is added automatically.
Expected outcome
Each lead gets a natural-sounding version of your email, and far less of your exact wording repeats across sends.
FAQ
Does spintax work in subject lines?
Yes. Keep subject line spintax short, with two to four options.
Can I nest spintax inside spintax?
Avoid it. It's hard to read and the output is hard to predict. Use separate blocks.
Can I use spintax with variables?
Yes. For example, {Hey|Hi} {{first_name}}, works. See How do I personalize emails with variables?.
Preview Email shows the curly braces. Is something wrong?
Check the syntax first: braces closed, vertical bars, no spaces around the bars. If the syntax is right, it's a preview display issue, and each sent email still picks one option. If you're unsure, send us a screenshot.
How much does AI spintax cost?
100 credits each time you click Spintax the sequence · 100 credits. Sending never uses credits.
Should I use spintax or separate variants?
Both. Spintax handles small generic parts. Variants test genuinely different angles. Use spintax inside your variants.