Write your emails.

A campaign is a sequence: a first email, then follow-ups.

Steps and follow-ups

• Every step needs a subject and a body.
• Click Add follow-up step to add another email.
• For each follow-up, choose how many days after the last step it waits.
• Follow-ups go in the same thread (“Re: your subject”). This feels like a real conversation.
• The sequence stops for a lead as soon as they reply or bounce.

Send a follow-up only to some leads

Next to each follow-up’s wait, choose who gets it:

• everyone who hasn’t replied (the usual choice)
• only people who opened or only people who didn’t open
• only people who clicked or only people who didn’t click

Leads who don’t match skip that email and move to the next one. For example, send a pricing email only to people who clicked your link.

Opens need Track opens turned on. Machine opens and security scanners never count.

Personal details (variables)

Type these in the subject or body. Each lead gets their own details:

• {{first_name}}
• {{last_name}}
• {{company}}
• {{title}}
• {{sender_name}} (the name of the mailbox that sends)

Any extra column in your contact list works too. A column “city” becomes {{city}}.

Fallback. If a lead has no first name, add a word after a bar: {{first_name|there}}. They get “Hi there”.

Spintax: small differences per lead

Write {Hi|Hello|Hey} and each lead gets one of the words at random. Click the {Hi|Hello} button in the editor to add one. This makes emails less identical, which helps delivery.

Plain text or rich text

Plain text looks like a normal email from a person. It usually lands better for cold email. Every email is also sent with a plain-text copy.

Dictate with your voice

Click the microphone in the editor and speak. Your words appear in the email. Choose the language next to the mic. It works in Chrome, Edge and Safari.

Tips

• Keep the first email short: 50 to 120 words.
• One clear question at the end.
• Avoid big images and many links in the first email.
• Don’t write “free”, “guarantee” or “act now” in capitals.

Then preview and test: see Preview, test and review.