Two tools that work together: variables pull data from your Excel sheet and insert it into each message, variations make every message unique. The more variety — the lower the risk of getting blocked.
Excel Variables — {{column header}}
Any column from your contact sheet can be inserted into the message text. Place your cursor where you want the variable, then double-click the column header — it will be inserted automatically. Or type it manually: {{Name}}, {{Company}}, etc.
The name inside the double curly braces must exactly match the column header in Excel — including capitalization and spaces.
Examples:
| Template | Result |
|---|---|
Hey {{Name}}! | Hey John! |
Hi {{Name}}, your company {{Company}} has a new offer waiting. | Hi John, your company Acme Corp has a new offer waiting. |
⚠️ If a cell in Excel is empty, the variable will be blank in the message. Make sure your columns are filled in.
💡 You can write variations like
{Option A|Option B}directly inside Excel cells — the program will process them on send. Great for adding uniqueness without complicating the template.
Variations — {option1|option2|option3}
Wrap alternatives in curly braces separated by | — the program will randomly pick one on each send.
Examples:
| Template | Possible results |
|---|---|
{Hey|Hello|Hi there} | “Hey” or “Hello” or “Hi there” |
Get {10|20|30}% off today only | “Get 10% off…” or “Get 20% off…” or “Get 30% off…” |
Variables and variations work together:
{Hey|Hello}, {{Name}}! {We have something for you|Got a minute?}.To check how your message looks — hit “Preview” and “Regenerate” — the output will be different every time.
Varying Line Count — Anti-Spam Protection
Spam filters don’t just look at text — they also flag identical message structure. If every message in your campaign has the same number of lines, that’s a red flag.
The fix: put a line break inside a variation block. One option contains a newline, the other is a space — so the second part of your message will randomly land on the same line or a new one:
{Hey|Hello}, {{Name}}!{ |\n}Your offer is ready.Some recipients get a one-line message, others get two. Combine several of these blocks and your messages become structurally unpredictable to spam filters.
Permutations — [+separator+A|B|C]
When you need to include all options at once (for example, listing several items or services), use square brackets. All variants will be joined by the separator you specify.
[+, +delivery|installation|setup] → delivery, installation, setup
[+ and +plan A|plan B] → plan A and plan BThe separator goes between the two + signs and can be any character or word: comma, space, “and”, “/”, dash, etc.
You can nest variations inside permutations — each position will randomly pick one sub-option:
[+, +{table|desk}|{chair|armchair}|{lamp|light fixture}]
→ desk, chair, lamp (one of many possible combinations)Common Mistakes
Mixing up {} and [++]{apple, pear, banana} — picks one whole string, doesn’t list all three.
Correct: [+, +apple|pear|banana]
Header name doesn’t match{{name}} and {{Name}} are different variables. Case matters.
Unclosed brackets{Hey|Hello → broken.{Hey|Hello} → correct.
Missing second + in permutation[+, A|B|C] → broken.[+, +A|B|C] → correct.