Template Variables & Spin Syntax

Template Variables#

Use double curly braces to insert lead data into your email templates. Variables are replaced with actual values when the email is sent.

Hi {{first_name}},

I noticed {{company}} is growing fast. Would love to chat about how we can help.

Result for John at Acme Inc:

Hi John,

I noticed Acme Inc is growing fast. Would love to chat about how we can help.

Available Variables#

These standard variables map directly to lead fields:

Custom Field Variables#

Any custom fields stored on a lead can also be used as variables:

I see you're in the {{industry}} space in {{location}}.

Custom fields are set via the customFields object when creating or updating a lead:

{
  "email": "john@example.com",
  "customFields": {
    "industry": "Technology",
    "location": "San Francisco"
  }
}

Fallback Values#

If a variable has no value for a particular lead, you can provide a fallback using the pipe | syntax:

Hi {{first_name|there}},

I saw that {{company|your company}} is doing great work.

If first_name is missing, the email will read "Hi there," instead of "Hi ," with an awkward blank.

Spin Syntax#

Spin syntax creates random variations of your email content. This helps improve deliverability by making each email unique, which avoids spam filter detection for bulk sends.

How It Works#

Wrap alternative phrases in single curly braces, separated by pipes:

{Hi|Hello|Hey} {{first_name}},

{I noticed|I saw|I came across} {{company}} and {wanted to reach out|thought I'd connect}.

Each time an email is sent, one option is randomly selected from each spin block. This single template produces 12 unique variations (3 x 2 x 2).

Examples#

Input:

{Hi|Hello|Hey} {{first_name}},

{I hope this finds you well.|Hope you're having a great week.}

{I noticed|I saw|I came across} that {{company}} is {growing quickly|expanding|scaling up}.
{I'd love to|Would love to|I'd be happy to} chat about how we can help.

{Best|Cheers|Thanks},
{Your Name}

Possible output 1:

Hello John,

Hope you're having a great week.

I came across that Acme Inc is scaling up.
I'd be happy to chat about how we can help.

Cheers,
Your Name

Possible output 2:

Hi John,

I hope this finds you well.

I noticed that Acme Inc is growing quickly.
Would love to chat about how we can help.

Best,
Your Name

Syntax Rules#

• Spin blocks require at least two options separated by |
• Spin blocks cannot be nested: {Hello {there|friend}} is not supported
• Empty options are not allowed: {Hi||Hey} is rejected with a 400 when you save a campaign sequence step. Templates are not checked for spin errors when you save them, so review spin blocks in a template before you use it
• Spin options cannot contain variables: {Hi {{first_name}}|Hey there} is not treated as a spin block, and its braces end up in the sent email. Spin blocks are resolved before variables, so keep each variable outside the block, for example {Hi|Hey} {{first_name}}
• Variables and spin syntax can be combined in the same template, as long as every variable sits outside a spin block

Using in the API#

Both subject and body fields in templates support variables and spin syntax:

curl -X POST "https://api.foxreach.io/api/v1/templates" \
  -H "X-API-Key: otr_your_key" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "Cold Outreach v1",
    "subject": "{Quick question|An idea} for {{company}}",
    "body": "{Hi|Hey} {{first_name|there}},\n\n{I noticed|I saw} {{company}} is {growing|scaling}. {Would love to|I'\''d like to} discuss how we can help.\n\n{Best|Cheers},\nYour Name"
  }'