What are Personalisation and Spintax?

Personalisation in email means tailoring email content to the individual recipient based on name, company, role or behaviour. Spintax is a technique in which you define several variants of sentences or words, so every email you send is unique, which lowers the spam score and increases authenticity.

Why personalisation works

Personalised emails have significantly higher open rates and click-through rates. An email that opens with the first name, refers to the specific company and names a relevant challenge feels relevant instead of generic, and is therefore not seen as spam.

Spintax in practice

Spintax looks like this: {Hi|Good morning|Hey} {FirstName}. Every email sent picks one of the variants at random, so no two emails are identical. This is crucial for deliverability in large-scale cold email campaigns, where spam filters check for duplicate messages.

Limits of personalisation

Personalisation has to feel authentic. Overdone or incorrect personalisation, such as a wrong name or an irrelevant detail, backfires and damages trust.

What can I personalise besides the name?

Company name, industry, location, recent news about the company, job title or recent behaviour on your website.

Is spintax the same as AI-generated content?

No. Spintax works with predefined variants. More at developers.google.com/search.