$ man spin-text

Spin Text

Randomized word/phrase variations in email copy so each message reads slightly different. "I noticed" vs "I saw" vs "I came across." Prevents identical emails across a campaign.

by Shawn Tenam

If 100 people get the exact same email word-for-word, and they all report it as spam, email providers notice. The pattern looks automated (because it is). Spin text breaks the fingerprint. Deliverability stays higher. It also just reads more human — real people don't copy-paste the same opener 200 times.

I don't overuse it. Most of my campaigns have 2-3 spin variations max per email. Subject lines get spin text. First sentence gets spin text. The rest stays consistent. Too much spin and the message loses coherence. The goal is "human variation," not "random Mad Libs."