One broadcast. Every recipient reads a slightly different email.

Two modes. Saved tags use double curly braces with a named tag: {{greeting}}, {{cta_button}}, {{sales_guy}}. Inline options use square brackets with pipe separators: [Hello|Hi|Hey]. Both produce the same per-recipient random selection. Older third-party Spintax docs sometimes show curly-brace-pipe forms like {a|b|c} — that's not Mumara's syntax. Use {{tag_name}} or [a|b|c].

When Mumara renders an email for a recipient, the platform selects one value from the tag's value list and uses that same value everywhere the tag appears in that single email. If {{greeting}} is in the subject, the body opener, and the closing — all three render "Hello" (or whichever variant got selected) for that recipient. A different recipient gets their own selection. This keeps individual emails internally consistent in tone.

Spintax resolves after Dynamic Content Tags ([[tag]]) and before Recipient Fields (%%field%%). So a DCT block can contain Spintax — when the DCT resolves to its content, the Spintax inside that content then resolves. Spintax can contain Recipient Fields — {{greeting}} %%first_name%% works fine. Spintax inside Spintax (nested tags) isn't documented as supported; use saved tags for the inner rotation if you need that.

All composable fields: Email Subject, From Name, Pre-header Text, HTML Content, Text Content. Across Broadcasts, Drips, and Dynamic Content. Same tag references work in every field — define {{sales_guy}} once and use it as both a From Name and inside the body signature. The Spintax dropdown below the editor inserts tags directly at the cursor position.

Yes. A/B testing tests variants of a campaign; Spintax rotates within a single variant. Use Spintax to keep ALL recipients getting slightly-different copy regardless of which test variant they're in, then use A/B testing to compare structural variations (subject line angle, CTA placement, content layout). The two layer cleanly. See [A/B Testing](/campaigns/features/ab-testing/) for the test configuration surface.

Mumara ships curated Spintax tag libraries — common greetings, calls-to-action, urgency phrasings, sender-name patterns. Clone a single template into your account or clone all templates in one click. Useful for accelerating new accounts, agency client onboarding, or seeding a consistent brand voice library across teams. After cloning, edit the value list to match your brand tone.

Yes — values are editable indefinitely. Add new variants, remove stale ones, retire entire tags via deletion. The tag NAME is locked once saved (so broadcasts referencing {{greeting}} keep working after edits), but the value list inside is fluid. Every campaign using the tag inherits value-list changes on the next send.

Because every broadcast, drip, and dynamic content body that references {{greeting}} would silently break the day someone renamed the tag. Mumara locks the name as a deliberate trade-off — one immutable identifier in exchange for never-breaking references. Same contract as Custom Fields. To use a different name: create a new tag, update references, delete the old tag.

Deleted tags render as literal text in emails — {{greeting}} would appear in the email body verbatim if the recipient gets a campaign after the tag is deleted. The platform warns before bulk-deletes; for single deletes the responsibility is on you. Best practice: search active broadcasts and drips for {{tag_name}} before deleting, or just edit the value list to a single value as a soft retirement.

Documentation guidance is 3-5 variations per tag as the deliverability-recommended diversity floor. Above 5 is fine and adds more variation, with diminishing returns. Below 3 starts to feel formulaic — and a tag with just one value renders identically every time. Use the rule of thumb: "can a recipient who gets this campaign twice tell it's the same campaign?" — if yes, add more variations.