How campaign copy is written
Copy is generated from exactly three things:
- Your offer card — what you offer, and the customer problem
- Your ticked proof points
- The campaign audience
That constraint is the point. The writer will not invent a claim, a statistic, or a customer name to make a sentence land better. If your offer card is empty you are told to fill it in rather than handed generic copy.
What you get
A first email plus follow-ups. The first email carries a personalised opening written for that specific lead, grounded in something real about their company — not a template with the company name dropped in.
The rest of the email is shared across the audience, so what varies per lead is the opening and the merge fields.
Language
Copy can be written in the recipient's language rather than defaulting to English. Ask support to set that up for a campaign.
If the copy feels off-target
Across several campaigns, that is a company profile problem rather than a campaign problem. Check that your offer describes what the buyer receives rather than how you deliver it, then regenerate.
Updated on: 17/08/2026
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