If you send cold outreach or large email sequences, content uniformity is one of the quieter deliverability risks. When every recipient gets an identical email, spam filters take notice. ESC Hub has added Spintax to the email builder to help with exactly that.

What's changed

You can now create multiple variations of words, phrases, or entire sentences within a single email template. When the email sends, ESC Hub automatically selects one variation at random - so each recipient gets a slightly different version without you having to create and manage separate templates.

The syntax is straightforward. Wrap your variations in curly braces after the keyword SPIN, separated by a pipe. For example: {SPIN| Hey | Hello | Hi} there! - each recipient will see either "Hey there!", "Hello there!", or "Hi there!" depending on which variation is selected at send time.

Spintax works in subject lines, preview text, and the email body. Custom Values are also supported inside Spintax variations, so you can combine dynamic personalisation with content variation in the same template.

To use it, open the email builder, add your Spintax syntax where you want the variation, save your template, and send as normal.

Why it matters

Reducing content uniformity across a large send helps with deliverability and reduces the repetitive feel of sequences for recipients who may receive multiple emails. It also lets you test different messaging approaches without maintaining separate A/B versions of the same template.