Personalize Campaigns with Liquid and Spintax

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.

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|}.

Next Steps

• Send a Scheduled Campaign
• Campaigns
• Use variables and Liquid safely