This guide covers how to personalize your emails using variables and create text variations with spintax.

Variables

Variables let you insert lead-specific information into your emails. Use double curly braces with the field name:

Hi {{First name}},

I noticed {{Company}} has been growing...

When the email sends, each variable is replaced with that lead’s actual data.

Reachkit normalizes variable names on the backend, so you can write them in different formats and they’ll still work:

All three refer to the same field. This makes it harder to accidentally break your personalization with typos or formatting differences.

If a variable might be empty for some leads, you can set a fallback:

Hi {{First name | there}},

If the lead has a first name, it uses that. If not, it uses “there” instead, so you get “Hi there,” rather than “Hi ,”

You can use any field from your lead data:

You can also use {{Inbox signature}} to pull in the signature from the sending inbox.

Spintax

Spintax lets you create random variations in your emails. This helps avoid spam filters and makes your emails feel less templated.

{{SPINTAX | option1 | option2 | option3}}

When the email sends, Reachkit randomly picks one of the options. For example:

{{SPINTAX | 10 minutes | ten mins | a few minutes}}

Could become “10 minutes”, “ten mins”, or “a few minutes”.

Greetings:

{{SPINTAX | Hi | Hey | Hello}} {{first_name}},

Phrases:

I wanted to {{SPINTAX | reach out | connect | get in touch}} about...

Call to action:

{{SPINTAX | Would you be open to a quick call? | Worth a conversation? | Can we find 15 minutes to chat?}}

The word SPINTAX must come first, before the options
Spaces around the pipes are optional and will be removed
Don’t nest variables inside spintax - the }} from a variable like {{first_name}} will break the spintax syntax

This won’t work:

{{SPINTAX | Hi | Hey {{first_name}}}}

Do this instead:

{{SPINTAX | Hi | Hey}} {{first_name}},