If you're prospecting by email and want to scale up to send more emails, you've probably already run into this problem: how can you automate even more sends without all your messages being identical?
The answer is spintext 🤘
What is spintext?
Personalize at scale with SpinText
Native feature in Emelia.
Spintext is a bit like a magic solution that allows you to automatically create multiple versions of the same message. It is used to make each email unique while maintaining automation. This technique is widely used in content spinning to avoid duplicate content on the web, making it just as useful in B2B prospecting.
What does it look like in practice?
Let's take a very simple example:
{Hello|Hi} Thomas, I'm writing to you because {I think you might be interested in our tool|your profile caught my attention|I work with companies similar to yours}.
When sending, Emelia will randomly choose an option from each variation, generating hundreds of variations from a single message.
Are you starting to see why this is so useful?
👇
Why is Spintext essential for cold emails?
To avoid spam filters
The basic rule of cold emailing is to do everything you can to avoid ending up in SPAM. The thing is, security tools analyze all incoming emails, and yours won't escape. So if you send exactly the same content to hundreds of addresses, it's a big red flag 🚫 It's the perfect signal that automation is at work, and email servers will find it suspicious and send you straight to the spam folder. And then it's not just spam, but your email reputation and domain name that will take a hit. So, use spintext to guarantee good deliverability for your campaigns and ensure a good reputation for your email addresses and domain names over time.
🚨 Key takeaway: Spintext breaks the uniformity of traditional cold email campaigns. The result: better deliverability and fewer emails ending up in spam.
To avoid tiring out your prospects
When you send 4 or 5 follow-ups, and they all look the same, it's obvious. Spintext allows you to vary the tone, form, and sometimes even the content.
But clearly, this is not the best way to add value to your prospect in your prospecting messages. Because yes, Spintext is great for creating lots of different variations from a technical standpoint for email servers, but your prospect needs more than that. They need advanced personalization. Your prospect needs to see that you've researched them, their issues, and that you know how to respond to them, that you've already done it for other companies similar to theirs.
And for that, we have the REAL magic solution to personalize your cold email sequence from A to Z based on your prospects' LinkedIn profile data: the Magic Writer 🪄 (we'll talk about it at the end of this article).
Dodge spam filters
Infinite email variations in one click.
Best practices for effective spinning
✅ Don't limit yourself to the intro
Changing “Hello” to ‘Hi’ or “Hello” is good. But it's not enough. You also need to spin:
the opening sentences
the wording of your arguments
the follow-up
the signature
The more you vary, the more natural the message will sound.
✅ Spin complete sentences (not just words)
This is where it gets powerful. Example:
{I am contacting you because I believe I can improve your sales processes.|I wanted to introduce you to a different approach to generating leads.|I work with several companies like yours on their acquisition challenges.}
Here, you're not just changing an adjective: you're offering three different angles of contact, and that makes all the difference.
✅ Add personalized variables
Combine spintext with personalization variables such as:
first name
company name
prospect's job title
industry
Each message becomes truly unique. That's the secret to the best cold email campaigns.
We explain how it works in this video:
How powerful is Spintext?
This is where the math gets interesting. Let's take a simple example:
5 different spintexts
4 variants for each
Result: 4⁵ = 1024 possible combinations.
In other words: 1,024 unique emails generated from a single template. And if you push it a little further (10 spintexts, 5 variants each), you can achieve thousands of different versions.
Not bad, right? 🤓
What spintext can't do (and how Emelia goes further)
Spintext, as clever as it is, has its limitations:
It remains manual to design (writing 3 or 4 variants each time takes time)
It does not change the substance of the message, just the form
It does not take into account the context of the prospect (professional background, company size, pain points, etc.)
And that's where Emelia's Magic Writer comes in 🦄
The Magic Writer: AI that writes ultra-personalized sequences for you
Why spin by hand when AI can write four different emails per prospect, based on automatically enriched data (job title, company, experience, LinkedIn profile, etc.)?
Emelia's Magic Writer generates:
fully written sequences
tailored to the industry, company size, and business challenges
with a
style adjusted to your preferred tone
: friendly, professional, expert, direct, etc.
And best of all, each prospect receives a unique sequence, with no need for spintext.
This is the most advanced level of automated personalization available today in the B2B prospecting market.
In short
Spintext is a great tool for improving deliverability and breaking the “copy-paste” effect of cold email campaigns. But when you can entrust the job to AI that writes four unique messages tailored to each prospect, the choice is easy.
It all depends on how many emails you want to send and how many people you want to reach... In any case, whether you use Spintext or Magic Writer, it is now absolutely essential to send unique, personalized messages, ideally enriched with data collected about your prospects (thanks to Magic Writer 😉).
🎯 Try our SpinText feature or Magic Writer in Emelia now and discover how to achieve hyper-personalization on a large scale, effortlessly 👌
Launch your Emelia campaigns
SpinText, multichannel and deliverability combined.
SpinText in cold mailing FAQ
What is SpinText in cold mailing?+
SpinText (or spintax) is a technique that automatically generates variations of the same email using a special syntax {option1|option2|option3}. At each send, the tool randomly picks an option, creating technically unique emails for each recipient.
Why use SpinText in a campaign?+
Three benefits: 1) avoid sending the same email 1,000 times (perceived as spam by filters), 2) naturally test multiple hooks without setting up a full A/B test, 3) keep a personal touch even on large-scale sequences. Used well, it improves deliverability and reply rate.
How does SpinText syntax work?+
Basic format: {Hi|Hello|Hey} {firstName}, I saw your {profile|LinkedIn page|post}. At each send, the tool picks one option from each brace. You can nest: {Hi {firstName}|Hello|Hey {firstName}}. All serious cold email tools support spintax (Emelia, Lemlist, Smartlead).
Does SpinText work with Emelia?+
Yes natively. In Emelia, type {option1|option2} directly in your email body, and the platform handles the rendering automatically at each send. Combinable with classic personalization variables ({firstName}, {company}, etc.) for ultra-personalized emails.
What are SpinText best practices?+
Three rules: 1) don't overdo it (2 to 4 variations per phrase max, otherwise it gets incoherent), 2) test each combination on Mail-Tester to validate deliverability, 3) keep variations semantically close (no 'Hi' vs 'Hey Bro' in the same set). And always combine with real contextual personalization.
