Spintax

Use Spintax to create dynamic content variations in your emails by automatically rotating words, phrases, or sentences. This feature helps increase personalization and uniqueness in messages, improving engagement and deliverability by preventing content repetition.

Overview

Spintax works by defining a set of alternative words or phrases that the system randomly selects from when sending emails. Each recipient receives a slightly different version of your email, which helps:

• Improve deliverability - Unique content reduces spam filter detection
• Test messaging - See which phrases resonate with your audience
• Add variety - Keep content fresh across large campaigns
• Personalize tone - Use different greetings, calls-to-action, etc.

Spintax Format

Spintax tags use double curly braces:

{{tag_name}}

Examples: {{greeting}}, {{sales_guy}}, {{call_to_action}}

Variable Types Summary

Type	Syntax	Example	Description
Spintax	{{tag}}	{{greeting}}	Rotating text variations
Recipient Fields	%%field%%	%%first_name%%	Contact data fields - see Custom Fields
Dynamic Content	[[tag]]	[[rss-feed]]	Conditional content blocks
Inline Conditions	[if:field]...[endif]	[if:name]Hi[endif]	Inline conditional content
RSS Variables	___tag___	___title___	RSS feed data (in Dynamic Tags)

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Viewing Spintax

Navigate to Campaigns → Spintax to view all spintax tags.

Page Features

• Add New button to create a spintax tag
• Pre-Defined Templates button to access template library
• Bulk Actions dropdown for operations on selected items
• Our records / User records toggle
• Filter by admin dropdown
• Show entries dropdown
• Search box

Spintax Information

Column	Description
Tag	The tag name in {{tag}} format
Description	Optional description of the tag's purpose
Created On	Date and time created
Actions	Action menu (three dots)

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Creating a Spintax Tag

Navigate to Campaigns → Spintax and click Add New.

Spintax Settings

Tag

Enter a name for your spintax tag. Only alphanumeric characters, underscores, and hyphens are allowed.

Examples:

• greeting
• sales_guy
• call_to_action
• discount_offer

Tag Format

The tag name you enter becomes {{tag_name}} when used in emails. For example, entering sales_guy creates the tag {{sales_guy}}.

List of Values

Enter each variation on a separate line. The system will randomly select one value when sending emails.

Example - Greeting variations:

Hello
Hi
Hey
Greetings
Good day

Example - Call-to-action variations:

Shop Now
Buy Today
Get Yours
Order Now
Grab the Deal

Example - Discount phrasing:

Save 50% Today
Get Half Off
50% Discount Inside
Special: Half Price Sale
Limited Time: 50% Off

Description

Optional field to describe the tag's purpose. Helps organize and identify tags.

Save

Click Save to create the spintax tag.

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Using Spintax in Emails

Using Spintax Tags

Insert spintax tags anywhere in your email content using the {{tag_name}} format.

Subject Line:

{{greeting}}, %%first_name%% - {{discount_offer}}!

Possible outputs:

• "Hello, John - Save 50% Today!"
• "Hi, Jane - Get Half Off!"
• "Hey, Bob - 50% Discount Inside!"

Email Body:

<p>{{greeting}} %%first_name%%,</p>

<p>We have an exciting {{offer_type}} for you!</p>

<p>{{call_to_action}}</p>

<p>{{closing}},<br>
{{sender_name}}</p>

Inserting Spintax in Editor

When editing a broadcast or drip email:

1. Place your cursor where you want to insert the spintax
2. Click the Spintax dropdown button below the editor
3. Search or scroll to find your spintax tag
4. Click to insert the tag (e.g., {{sales_guy}})

The editor shows a searchable dropdown with all available spintax tags.

Where Spintax Can Be Used

Spintax tags work in the following fields:

Field	Module	Example
Email Subject	Broadcasts, Drips	{{greeting}} %%first_name%% - {{offer}}
From Name	Broadcasts, Drips	{{sender_name}}
Pre-header Text	Broadcasts, Drips	{{teaser_text}}
HTML Content	Broadcasts, Drips, Dynamic Content	Full body content
Text Content	Broadcasts, Drips	Plain text version

Combine with Recipient Fields

Mix spintax with recipient fields for maximum personalization:

{{greeting}} %%first_name%%, {{offer_intro}}!

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Pre-Defined Templates

Mumara provides pre-defined spintax templates that you can clone to your account.

Accessing Templates

1. Navigate to Campaigns → Spintax
2. Click Pre-Defined Templates
3. Browse available templates
4. Click Clone to copy a template to your account

Cloning Templates

Clone Single Template:

• Click the Clone button next to any template
• The template is copied to your spintax list
• You can then edit the cloned version

Clone All Templates:

• Click Clone All to copy all available templates at once
• All templates are added to your spintax list

Template Customization

After cloning, you can edit the values to match your brand voice and messaging style.

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Processing Order

When emails are sent, content is processed in a specific order:

1. Dynamic Content Tags    [[tag]]      → Conditional content blocks
        ↓
2. Spintax                {{tag}}      → Random selection from word list
        ↓
3. Recipient Fields       %%field%%    → Contact data (first_name, etc.)
        ↓
4. System Variables       {var}        → Sender info, links, etc.

Same Tag = Same Value

When you use the same spintax tag multiple times in one email, each instance gets the same randomly selected value. For example, if {{greeting}} appears in both the subject and body, both will show "Hello" (or whichever value was selected).

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Best Practices

Naming Conventions

Use descriptive, consistent names:

Good	Bad
greeting	g1
call_to_action	cta
discount_offer	x123
subject_opener	so

Value Guidelines

Keep variations consistent in:

• Tone (formal vs casual)
• Length (similar character count)
• Meaning (all options should fit the context)

Example - Good consistency:

Shop Now
Buy Today
Order Now
Get Started

Example - Poor consistency:

Shop Now
Click here to explore our entire catalog of products
Buy

Testing Variations

Create spintax with variations you want to test:

Subject Line Openers:
- Exclusive Offer
- Just for You
- Don't Miss Out
- Limited Time

Call-to-Action Buttons:
- Shop Now
- Get the Deal
- Claim Offer
- Buy Today

Monitor your campaign statistics to see which phrases perform better.

Deliverability Tips

• Use 3-5 variations per tag for good diversity
• Keep variations natural and readable
• Avoid spam trigger words in all variations
• Test emails before large sends

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Examples

E-commerce Promotional Email

Spintax Tags Created:

Tag	Values
greeting	Hello, Hi, Hey
offer_intro	Check out, Don't miss, Discover
urgency	Limited time, Today only, While supplies last
cta	Shop Now, Buy Today, Get Yours

Email Content:

Subject: {{greeting}} %%first_name%% - {{urgency}}!

<p>{{greeting}} %%first_name%%,</p>

<p>{{offer_intro}} our amazing deals!</p>

<p>{{urgency}} - Save up to 50% on select items.</p>

<p><a href="#">{{cta}}</a></p>

Newsletter Welcome

Spintax Tags:

Tag	Values
welcome_subject	Welcome, Thanks for joining, Great to have you
welcome_greeting	Hello, Hi, Hey
welcome_message	Welcome to, Thanks for joining, We're excited to have you at
closing	Best regards, Cheers, Talk soon

Email:

Subject: {{welcome_subject}} %%first_name%%!

<p>{{welcome_greeting}} %%first_name%%,</p>

<p>{{welcome_message}} our newsletter!</p>

<p>{{closing}},<br>
The Team</p>

B2B Outreach

Spintax Tags:

Tag	Values
professional_greeting	Good morning, Good afternoon, Hello, Greetings
value_prop	increase your revenue, boost your sales, grow your business
meeting_request	schedule a quick call, set up a brief meeting, connect for 15 minutes

Email:

Subject: {{professional_greeting}} %%first_name%% - Let's {{meeting_request}}

<p>{{professional_greeting}} %%first_name%%,</p>

<p>I wanted to reach out because I believe we can help %%company_name%% {{value_prop}}.</p>

<p>Would you be open to {{meeting_request}} this week?</p>

Sales Team Rotation

Spintax Tag: sales_guy

Values:

Artur Movchaniuk
Ayvar Gabidullin
Nikolaj Plugatar

Usage:

<p>Best regards,<br>
{{sales_guy}}<br>
Sales Team</p>

Each email will randomly show a different sales team member's name.

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Managing Spintax

Editing a Tag

1. Click the actions menu (three dots) next to a tag
2. Select Edit
3. The edit page shows "Edit Spintax tag_name"
4. Modify the list of values or description
5. Click Save

The edit page description reads: "Modify and optimize your spintax to generate dynamic and unique content variations. Customize the syntax for multiple alternatives to enhance engagement and avoid duplication across your email campaigns."

Tag Name

The tag name cannot be changed after creation. To use a different name, create a new tag and delete the old one.

Deleting Tags

Single Delete:

1. Click the actions menu next to a tag
2. Select Delete
3. Confirm deletion

Bulk Delete:

1. Select multiple tags using checkboxes
2. Click Bulk Actions
3. Select Delete Selected
4. Confirm deletion

Tags in Use

Before deleting, ensure the tag is not used in any active broadcasts or drips. Deleted tags will display as literal text (e.g., {{greeting}}) in emails.

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Troubleshooting

Tag Not Being Replaced

Possible causes:

• Incorrect syntax (missing braces or typo)
• Tag doesn't exist
• Tag was deleted

Solutions:

• Verify syntax: {{tag_name}} with double curly braces
• Check tag exists in Campaigns → Spintax
• Ensure exact spelling match (case-sensitive)

Same Value Every Time

Possible causes:

• Only one value in the word list
• Testing with same recipient

Solutions:

• Add more values (3-5 recommended)
• Send test to multiple addresses

Inline Spintax Not Working

Possible causes:

• Missing pipe separator
• Incorrect bracket type

Solutions:

• Use square brackets: [option1|option2]
• Use pipe character: |
• Check for unclosed brackets

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Next Steps

• Broadcasts - Use spintax in email campaigns
• Dynamic Content Tags - Conditional content blocks
• Drip Campaigns - Automated email sequences
• Scheduling Campaigns - Schedule your campaigns