Personalize Campaigns with Liquid and Spintax

Use Liquid variables and spintax choices to personalize campaign subjects and email bodies for each recipient.

Campaign email steps can combine two kinds of personalization:

Liquid variables insert recipient, account, sender, and system values.
Spintax gives GTM Engine a small set of copy options to choose from per recipient.

Use them together when you want an email to feel personal without making every line AI-generated.

Where You Can Use It

Liquid and spintax work in templated campaign subject lines and email bodies:

Live Campaign Plain Text steps
Live Campaign HTML steps
Scheduled Campaign subject lines and email bodies
Static sections of hybrid emails that also include AI-generated sections

Full AI sections can reference Liquid in their prompts, but spintax is most useful in the fixed copy that you write directly.

Full AI Campaign Instructions

Live Campaigns can use one campaign-level AI prompt to generate all AI-written steps in a sequence.

GTM Engine does this so each enrolled contact can reuse the same account and contact research in one pass, which is cheaper than running separate research for every step. Because the model writes the whole sequence together, each email, LinkedIn message, call script, or voicemail can see the other touches and avoid repeating the same opener, angle, or CTA.

For Live Campaigns, AI-written content is generated when a contact is enrolled. You can preview the result with real recipient data, review drafts before launch when review mode is enabled, and manually edit scheduled messages before they send.

Liquid Variables

Liquid variables use double braces:

Hi {{ contact.first_name }},

Common campaign variables:

{{ contact.first_name }}
{{ contact.last_name }}
{{ contact.full_name }}
{{ contact.title }}
{{ contact.email }}
{{ account.name }}
{{ account.domain }}
{{ user.name }}
{{ user.email }}
{{ system.date }}
{{ system.unsubscribe_url }}

Use the builder's Insert variable button to open the full variable picker. The builder highlights unknown variables in the editor and shows a warning when Liquid syntax is malformed.

Spintax Choices

Spintax uses single braces with pipe-separated options:

{Quick question|Quick idea|Thought this was relevant}

At preview and send time, GTM Engine picks one option for that recipient and step. The choice is deterministic, so the same contact's preview and actual send stay stable instead of changing every time you open the builder.

Example subject:

{Quick question|Idea} for {{ account.name }}

Example body:

Hi {{ contact.first_name }},

{I noticed|Saw} {{ account.name }} is growing the team, and thought this might be relevant.

Use Liquid and Spintax Together

Liquid renders first. Spintax renders after Liquid.

That means this:

Hi {{ contact.first_name }},

{I had an idea for {{ account.name }}|Thought this might be useful for {{ account.name }}}

becomes a recipient-specific greeting and one stable copy variation.

Nested Spintax

You can nest choices when a phrase needs smaller variations:

{Quick {idea|thought}|Short note} for {{ account.name }}

Keep nested spintax readable. If a sentence becomes hard to scan, write two or three clear top-level options instead.

What Not To Do

Avoid using spintax for required facts:

Your team has {50|500|5,000} employees.

Use Liquid or AI-researched fields for facts. Spintax should vary phrasing, not truth.

Avoid braces without choices:

This is {not spintax}.

GTM Engine leaves non-choice braces alone, but plain text is easier for teammates to maintain.

Preview Before Sending

Use Preview with recipient data in the campaign builder before sending. The preview shows:

Liquid variables filled from a real contact when available.
Spintax resolved the same way it will resolve for that recipient at send time.
AI sections rendered only where your email includes AI markers.

The builder also flags malformed spintax, such as missing closing braces or empty choices like {hello|}.