Campaigns

Message steps and templates

Writing the messages your campaign sends, by hand or with AI.

Each message step in a campaign sends one message. You choose how the text is produced.

Same message for everyone

Write one template, with placeholders filled in per contact:

Placeholder	Becomes
`{{firstName}}`	Their first name
`{{lastName}}`	Their last name
`{{company}}`	Their current company
`{{jobTitle}}`	Their current title

Hi {{firstName}} — saw you're leading engineering at {{company}}.
We help teams cut on-call noise without adding another dashboard.
Worth a quick look?

Predictable, fast, and easy to judge: if it isn't working, it isn't working for everyone, and you can fix it in one place.

Check what happens when a placeholder is empty. "Hi — saw you're leading engineering at ." is worse than not personalising at all. Keep your leads enriched, and prefer {{firstName}}, which is almost always present.

AI-personalised

Give a prompt describing what each message should do, and AI writes an individual message per contact using their profile — their title, company, and what they posted about.

Use this when the personalisation is the point: referencing what someone actually said carries much more weight than a template with their name in it.

Write prompts about intent, not format:

Reference the specific problem they described in their post. Connect it to reducing on-call noise. Ask one question. Under 60 words. No buzzwords, no "I hope this finds you well".

Connection request notes

A connection request can carry a short note — LinkedIn caps this at 300 characters. Placeholders work here too.

Notes are optional, and an invite without one is perfectly normal. If you do write one, make it about them, not you.

Writing that works

Short. Two or three sentences. Long messages read as broadcast.
One ask. Two questions get zero answers.
Specific. Say the thing only you would say about this person.
No fake familiarity. "Loved your post!" with nothing about the post is transparent.

Sequencing

Give each step a reason to exist. A follow-up that just says "just bumping this" adds nothing — add a new thought, a relevant example, or ask something different.

Two or three touches is usually the right total. People who want to reply reply early.