Spintax
A template syntax listing alternatives in braces, such as {Hi|Hello}, from which a sending tool picks one per message so each recipient gets a slightly different text.
What it means
Instantly's help describes spintax as creating multiple variations of sentences or words so each lead receives a slightly different version of the email. The common form lists options separated by pipes inside braces; tools differ in the exact wrapper, so check your sequencer's syntax.
Cold email tools offer spintax so that hundreds of near-identical messages do not look identical to filters. M3AAWG's position on cold email describes bulk cold email made to look one-to-one with personalisation or AI-generated content, combined with delivery methods meant to avoid spam filter detection, as a deceptive pattern. Filters also weigh reputation, authentication and engagement, which text variation does not change.
If you use it, keep every variant correct and natural: a broken brace or an odd synonym is sent as written.
Example
{Hi|Hello} {{first_name}}, {quick question|one question} about {{company}}.Related terms
On this site
Sources
What this definition rests on. The wording is ours; the facts are theirs.
- Instantly Help Center: How to use spintaxhelp.instantly.ai
- M3AAWG Position on Cold Email (November 2025)m3aawg.org
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