Spintax lets you write several versions of a word, phrase or whole sentence inside one email, and Ignite Funnels picks one at random for each recipient. Every person gets a slightly different email, which is what keeps a large cold outreach send from looking like the identical bulk message spam filters are built to catch.

How does Spintax work?

You wrap your alternatives in curly braces, starting with the word SPIN, and separate each option with a pipe character. When the email goes out, one option is chosen at random for each recipient.

{SPIN|Hey|Hello|Hi} there!

That single line sends as "Hey there!", "Hello there!" or "Hi there!", depending on who is receiving it.

How do I add it to an email?

Type it straight into the email builder as part of your normal copy. There is nothing to switch on and no separate editor.

1. Open the email builder.
2. Write your variations inside curly braces after the keyword SPIN, separating each option with a pipe character.
3. Save your message or template.
4. Send a test to your own inbox to see one of the variations in action.

Where can I use it?

In the subject line, the preview text and the body of the email. You can also nest Custom Values inside a variation, so personalisation and rotation work together.

{SPIN|Hey|Hello|Hi} {{contact.first_name}}

Why does varying the wording help?

Mailbox providers look at how similar your messages are to each other. A few thousand identical emails is one of the clearest signals of bulk sending, and it pushes the whole send towards the spam folder. Rotating the wording breaks that pattern, so the emails you meant for real prospects have a better chance of being seen.

• Less repetition across a large outreach sequence
• Better alignment with anti-spam best practice
• A way to try different phrasings without maintaining separate versions of the same email

Who should use this?

Businesses doing cold outreach at volume, where the same message goes to a long list of people who have not heard from you before. For a warm list of existing customers expecting your newsletter, ordinary personalisation does the job and Spintax is unnecessary.

You will find this in the email builder. Type the syntax directly into your subject line, preview text or body copy.

This update was originally released in June 2026. Menu locations may have changed since.