The campaign guide

01What a campaign is

A campaign is your plan for talking to one kind of buyer. The agent finds the people. The campaign says what to send them, when to send it and what to do when they answer.

Each agent runs one campaign. Open Agent, then the Campaign tab.

The whole path, start to finish

Follow one person through it: Sam Rivera, Head of Sales at Northwind. You are Maya Chen. You sell Notewell, a tool that writes up sales calls.

1. 1
   A signal spots someone.

   Sam comments on a post about cold outreach, one of the topics your agent watches.

   Where: Agent, Sources
2. 2
   The fit check.

   The agent compares Sam with your buyer. He runs sales at a 120 person software company, so he becomes a lead, with a line that says why he was found.

   Where: Sources, Who it looks for
3. 3
   The invitation goes.

   Step 1 of every LinkedIn campaign is a connection invite, with or without a short note.

   Where: Campaign tab, 2 The messages
4. 4
   Sam accepts.

   This can take days. Until he accepts, no LinkedIn message can reach him.

5. 5
   The messages go, days apart.

   Message 1 goes the day after he accepts. The next ones follow on the days you set.

   Where: Campaign tab, 2 The messages
6. 6
   Sam replies.

   Every step after his reply is cancelled. His reply lands in your Inbox.

7. 7
   Your reply rules decide what happens.

   When you let the agent answer, it follows your rules. It can do one of four things:

   send your exact wordswrite an answer your waysay nothinghand the conversation to you

   Where: Campaign tab, 3 When they reply
8. 8
   You approve it or it goes by itself.

   The account it sends from is in one of two modes:

   Review mode: it waits for your yesAutopilot: it goes a few minutes later

   Where: Campaign tab, 5 Autopilot
9. 9
   A meeting is booked.

   Sam picks a time on your meeting link. The agent never confirms a time itself.

   Where: Settings, Links and files

Steps 7 and 8 need the agent to answer replies. That is a switch that starts off. Until you turn it on, every reply waits for you in the Inbox. See When they reply.

The Campaign tab, top to bottom

The tab runs in the order a conversation happens. Each part is explained further down this page:

• Ready playbooks: a whole campaign to start from. See Ready playbooks.
• 1 What you offer: your links, files and meeting link, your goal and your tone. See What you offer.
• 2 The messages: every step, its words and its days. See Steps and timing and Writing the messages.
• 3 When they reply: your reply rules. See When they reply.
• 4 Test a reply: type a reply and see what the agent would do. Nothing is sent. See Test a reply.
• 5 Autopilot: the check, review mode and autopilot. See Review or autopilot.

Every How this works link on the tab opens the matching part of this guide in a new tab. On a new agent that waits for its start, a dark bar at the foot of the tab asks you to read the messages. Press These look good once you have.

02Steps and timing

A step is one thing the agent does for one person. Steps run from the top down. Each one waits the number of days you set after the step before it. Under the title The messages, one line adds it all up, for example The sequence: 4 steps over 9 days.

The kinds of step

Add, remove and re-time steps

• Press a step card to open it. Change days after the step before (1 to 14) and press Save the step.
• Add a LinkedIn message puts a new message after your LinkedIn steps, in front of any email. Add an email puts a new email at the end. It only shows when the agent has a connected mailbox. Steps can't be dragged into another order.
• A new step comes with ready words. A first LinkedIn message is an icebreaker, 1 day after they accept. Any other new message is a follow-up, 3 days after the step before. A first email comes 7 days after the step before, with a subject line. A later email comes 4 days after the step before and replies in the first one's thread.
• Remove this step, then Remove it, takes a step out. Keep it changes your mind. The invitation has no remove button: a LinkedIn campaign always starts with it.
• A campaign holds up to 8 steps. At 8 the add buttons go grey and the tab says Your plan allows 8 steps.

How the days are counted

1. The invitation goes in your next sending window.
2. The first message counts from the day they accept. 1 day means the next day, whatever time they accepted.
3. Every later step counts from the day the step before it really went out, not from when it was planned.
4. A step that is due goes out inside your sending window. On a day your window is off, nothing goes: it waits for the next sending day.
5. A reply stops every step after it.

The sending window is on the agent's Settings tab, under When it sends. A new LinkedIn account sends Monday to Friday, 10:00 to 14:00, on its own clock. Emails go every day, 08:00 to 19:00, on the mailbox's clock.

One person, day by day

The four steps a new agent starts with: the invitation, then an icebreaker 1 day after they accept, a follow-up 3 days later and a closing 5 days after that. The window is Monday to Friday, 10:00 to 14:00. An orange dot means something goes out that day.

1. Monday 11:20The invitation goes to Sam.
2. Wednesday 18:40Sam accepts. Nothing goes yet. The first message counts from today. It is due tomorrow.
3. ThursdayThe icebreaker goes in the window, 1 day after the day Sam accepted.
4. SundayThe follow-up is due, 3 days after Thursday. Sunday is not a sending day, so it waits.
5. MondayThe follow-up goes.
6. SaturdayThe closing is due, 5 days after Monday. Not a sending day either.
7. The Monday afterThe closing goes. Sam's campaign is done.

Had Sam replied on Friday, the follow-up and the closing would never have gone.

People who never accept

No LinkedIn message can reach someone who hasn't accepted. With no email step, their invitation is closed after 21 days and nothing more goes.

With an email step, the invitation's panel beside the preview shows Email if not accepted after a number of days: 7 when you add your first email, anything from 1 to 21. Once that many days pass, they skip your LinkedIn messages and get your first email, written as a first hello. The next section follows three people through it step by step: LinkedIn, email or both.

03LinkedIn, email or both

A campaign is one list of steps. Every person goes down that list once, from the top. This part shows what happens to three different people in a LinkedIn campaign, then in the same campaign with emails added. Read it top to bottom and you will know what goes to whom, when and why.

The two kinds of campaign

An agent gets its mailbox when you make it. If a mailbox was connected at that moment, the agent starts as LinkedIn and email. If not, it starts as LinkedIn only. On the Campaign tab, Add an email only shows on an agent that has a mailbox.

Who we follow

Maya Chen and Sam Rivera are the same as in What a campaign is. There Sam replied. Here he doesn't. Two more people join him. Maya's agent invites all three on the same Monday:

• Omar Haddad, Head of Sales at Fieldline. He accepts and replies to her first LinkedIn message.
• Sam Rivera, Head of Sales at Northwind. He accepts and never replies on LinkedIn.
• Lena Ortiz, VP of Sales at Brightpath. She never accepts the invitation.

First: the campaign with LinkedIn only

Picture Maya's campaign with LinkedIn steps only. Her steps: Invitation, Message 1 1 day after they accept, Message 2 3 days later, Message 3 5 days later.

Omar is the best case. Sam heard from Maya three times and never answered, maybe because he rarely opens LinkedIn. Lena never heard from Maya at all. Emails are how you reach Sam and Lena.

Now: the same campaign with two emails

Maya's agent has her mailbox, so the Campaign tab shows Add an email. She removes Message 3, her goodbye (why is under the closing message below). Then she presses Add an email twice. The first email comes 7 days after the step before it and the second 4 days after that: those are the days the button gives. On the invitation she sets Email if not accepted after: 7 days. That setting shows on the invitation as soon as a campaign has an email step.

1. Invitation, day 0. Email if not accepted after 7 days.
2. Message 1 on LinkedIn, 1 day after they accept
3. Message 2 on LinkedIn, 3 days later
4. Email 1, 7 days later, with a subject line
5. Email 2, 4 days later, with no subject line, so it replies under Email 1

• Omar: LinkedIn worked, so he never gets an email.
• Sam: LinkedIn went quiet, so email follows up.
• Lena: LinkedIn never opened, so she goes straight to email.

There is no separate email for people who don't accept. Sam and Lena get the same Email 1 step, the one you write on the Campaign tab. Email if not accepted after only decides when someone who never accepted jumps to it.

Two roads to the same Email 1

Sam's road, day by day

LinkedIn sends Monday to Friday, 10:00 to 14:00. The mailbox sends every day, 08:00 to 19:00. An orange dot means something goes out that day.

1. Monday 11:20The invitation goes to Sam.
2. Tuesday 16:05Sam accepts. From now on his days count from today. Email if not accepted after no longer applies to him.
3. WednesdayMessage 1 goes on LinkedIn.
4. SaturdayMessage 2 is due, 3 days after Wednesday. LinkedIn doesn't send at the weekend, so it waits.
5. MondayMessage 2 goes. Sam doesn't answer.
6. The next MondayEmail 1 is due, 7 days after Message 2. The agent looks up Sam's work email, then Email 1 goes from Maya's mailbox.
7. FridayEmail 2 goes, 4 days after Email 1, as a reply under it. Sam's campaign is done.

Lena's road, day by day

1. Monday 11:20The invitation goes to Lena.
2. Tuesday to SundayNothing goes. Lena hasn't accepted, so no LinkedIn message can reach her.
3. The next Monday7 days without an answer. Lena jumps straight to Email 1. Message 1 and Message 2 will never go to her. The agent looks up her work email, then Email 1 goes in the mailbox's next sending hours. Her invitation stays open on LinkedIn.
4. FridayEmail 2 goes, 4 days after Email 1, as a reply under it. Lena's campaign is done.

Lena hears from Maya by email a week before Sam does. That is expected: Sam spent that week getting LinkedIn messages.

The first email knows who connected

Sam and Lena reach the same Email 1 step, but they are in different places. Sam connected with Maya. Lena never did. An email that says we connected on LinkedIn is right for Sam and false for Lena. One that says I tried to connect with you on LinkedIn is right for Lena and odd for Sam.

FOUND handles this for you. Just before your first email is written for someone, it checks one thing: did this person accept your invitation?

You don't make two emails. You don't switch anything. You write Email 1 once and it is written right for each road. Three things to know about it:

• Only the AI parts change. The {{ai: }} parts of your first email are written for the road. Words you type go to everyone exactly as typed.
• Fixed text changes nothing. A first email set to Fixed text goes word for word to both roads.
• It is only the first email. Email 2 and later are written the same way for everyone. By then both roads have had Email 1, so the follow-ups have something true to build on.

How to write the first email

One rule: leave the line about how you know them to the AI. Type everything else. Your offer, your question and your sign-off are the same for everyone, so type them. The opening line is the one that depends on the road, so let the AI write it.

A quick word on the parts, which Writing the messages covers in full. Words you type go exactly as typed. Words inside {{ai: }} are an instruction: the AI writes that part fresh for each person. Words in square brackets are fields, filled in for each person: [Company] is their company and [intent] is why the agent found them. Written by AI and Template both mix typed words with {{ai: }} parts. Fixed text is typed words and fields only.

Here is Maya's first email, set to Template:

{{ai: }} written fresh for each personunderlined what the AI wrote[Field] filled in for each person

Only the first line is different. Everything Maya typed is the same for both. Maya's name goes under every email by itself: it is the sender name of her connected mailbox.

Words that break the first email

These are lines people type into a first email. Each one is true for one road and wrong for the other. The person on the wrong road sees it.

Only the last line is safe to type. If you want the email to mention LinkedIn, leave that line to the AI: it only says you connected when the person really did.

One more thing before your emails: the closing message

A LinkedIn only campaign often ends with a goodbye, like Last one from me. Add emails after it and Sam reads last one, then gets two emails a week later. Before you add emails, do one of these:

• reword the closing so it only closes LinkedIn, such as I'll leave LinkedIn here.
• remove it and let your emails be the follow-up. That is what a new LinkedIn and email agent does: two LinkedIn messages, then two emails.

What changes the road

• WhenThey reply anywhere, on LinkedIn or by emailEverything left stops, on both channels. Omar answered Message 1, so he never gets an email. Their reply lands in your Inbox. Anyone else at their company in your campaigns is paused too.
• WhenThe agent answers themIt answers on the channel they used. A LinkedIn reply is answered on LinkedIn, an email reply by email. This needs Agent answers replies on. Until then their reply waits for you. See When they reply.
• WhenSomeone accepts before the 7 days are upThey take Sam's road. Message 1 goes the day after they accept.
• WhenLena accepts after her first email wentShe stays on email. Her acceptance is recorded. Email 2 still goes. Message 1 and Message 2 never do, so she doesn't get LinkedIn messages on top of your emails. If she then writes to Maya on LinkedIn, that is a reply: everything stops.
• WhenThey reply once, then go quietNo email goes to them. Their campaign ended at their reply. From there it is a conversation, for the agent or for you in the Inbox.
• WhenNo work email is found for themEvery email step is skipped for that person. Sam's campaign would end after Message 2. Lena's would end on the day she was due to jump to email. The feed says A sequence ended: no verified email address, so the email steps were skipped.
• WhenYou are out of enrichment creditsEmail steps wait. LinkedIn steps carry on. Looking up an address costs 1 credit when one is found and nothing when none is.
• WhenThey open your email or click a linkNothing changes. Opening is not a reply. The next email still goes on its day. Only a reply stops the campaign.
• WhenYour account is in review modeEach email waits for your yes, like every other message. See Review or autopilot.

When the jump to email does not happen

• The campaign has no email step. The Email if not accepted after setting doesn't show. Someone who never accepts gets nothing more. Their invitation is closed after 21 days.
• A LinkedIn message comes after an email. The jump is off for everyone in that campaign, because Lena could get Email 1 but never the LinkedIn message after it. Her invitation waits the full 21 days, then closes. Keep every email at the end. The add buttons already do: Add a LinkedIn message goes in front of your emails and Add an email goes at the end.
• No mailbox is connected. There are no email steps, so there is nothing to jump to.

How many emails go in a day

A mailbox warms up before it sends at full speed, because a new mailbox that sends a lot at once ends up in spam. Counted from its first sent email:

• Day 1: up to 5 emails. Then 5 more each day, up to 30 a day.
• From day 21: up to 40 a day. From day 35: up to 60 a day.
• An email that is due when the day's emails are used up goes the next day. You can set a lower limit yourself in Settings, on the mailbox.

And email only?

Every campaign starts with a LinkedIn invitation, so there is no email only campaign. Email is how a campaign reaches the people LinkedIn doesn't. People that Ask finds with an email address but no LinkedIn profile stay on that Ask list with their email.

04What lives where: Settings and the Campaign tab

Three places shape what a campaign does. Settings holds what every campaign draws on. The agent's Settings tab says how its accounts send. The Campaign tab holds this campaign's own messages and reply rules. Knowing which is which tells you where to change something and what else changes with it.

The easy picture

Where each thing lives and who shares it

What that means day to day:

• Save a link once and every campaign can send it. Change it with Replace and every message that carries it sends the new one.
• Change your company details once and every campaign's answers use them.
• Reply rules belong to one campaign. Two campaigns can answer the same price question in two different ways.
• The goal and the tone are shared. You change them on a campaign's tab, but changing them on one changes them on all.
• Review mode belongs to the account, not the campaign. Turn it on and every agent sending from that LinkedIn account waits for your yes. Its mailbox follows the LinkedIn account.

Why links and files live in Settings

You could paste a link straight into a message. Saving it in Settings, Links and files instead gives you six things:

1. Save once, use everywhere. One Demo video link can go in many messages and in every campaign.
2. Change it in one place. Replace keeps every message pointing at it. You don't edit ten messages.
3. The AI never writes or changes a link. A saved link goes out exactly as you saved it. No typos and no made up addresses.
4. Nobody gets the same thing twice. A step is skipped for anyone who already has everything it sends.
5. The agent can offer it in a reply. When someone sounds keen, the agent offers your next step: the link your messages carry or your meeting link. See What you offer.
6. Files can travel too. Upload a PDF, PNG or JPEG of up to 8 MB once and attach it to any message.

The meeting link has its own row because each LinkedIn account has its own. On a team, every rep sets their own, so people book into the right calendar.

The fields of a saved link

• FieldNameHow you pick it in a message, as a chip such as [Demo video]. It is also what you see in the list. Name it the way you think of it.
• FieldLink or fileWhat is actually sent. A link starts with https://. A file is uploaded.
• FieldWhat it isOptional but worth filling in. The AI reads it, so a message describes the link correctly rather than guessing. For example two minute product tour, no sign-up. Up to 120 characters.

Why Your company matters so much

Settings, Your company holds what you sell, the pain it solves and your features. It does two jobs:

• It decides who counts as a buyer. FOUND reads it to judge which posts show that someone needs what you sell.
• It is the agent's only facts. When the agent answers a reply, it never states anything that isn't written there or in your reply rules. A question it can't answer from them comes to you.

That is the answer to how do I know it won't make things up? It can only say what you wrote down. So write it well: the more specific it is, the better the leads and the answers.

How they work together: one reply, start to finish

Omar from part 03 replies to Maya's Message 1: Looks interesting. What does it cost? Here is what each part does:

1. 1
   The campaign stops.

   Message 2 and both emails are cancelled for Omar. His reply lands in the Inbox.

   Where: the Campaign tab's steps
2. 2
   The switches decide who answers.

   Maya has Agent answers replies on for her LinkedIn account, so the agent answers. With it off, the reply would wait for her.

   Where: the agent's Settings tab, Replies
3. 3
   A reply rule matches.

   Her rule They ask what it costs says: Say it's $30 a seat a month, billed monthly. Offer a short call.

   Where: the Campaign tab, 3 When they reply
4. 4
   The facts come from Your company.

   The agent says what Notewell does only from what Maya wrote there.

   Where: Settings, Your company
5. 5
   The link comes from Links and files.

   The call it offers uses her meeting link, exactly as she saved it.

   Where: Settings, Links and files
6. 6
   Review mode decides when it goes.

   On autopilot it goes a few minutes later. In review mode it waits for Maya's yes.

   Where: the agent's Settings tab, Review mode

Every rule and every case the agent always handles itself is in When they reply.

05Writing the messages

Open a step and its words sit in a box. Everything in that box is one of four things:

1. Plain words. They go exactly as you type them, to everyone.
2. An AI part, inside {{ai: }}. You write an instruction between the braces. The AI swaps the whole part for words written for that one person.
3. A field, in square brackets, like [FirstName]. It is swapped for a fact about the person or about you.
4. A saved link, in square brackets by the name you gave it, like [Demo video]. It goes exactly as you saved it.

On the closed step card, an AI part shows as an orange chip that says what it writes, like AI writes: what you help people like them with. A part you wrote yourself says AI writes this line for each person. Open the step to read or change the instruction itself.

Fixed words or an AI part

Beside the preview, three buttons choose how the step is written:

• Written by AI and Template work the same way. The {{ai: }} parts are written for each person and every other word goes as typed.
• Fixed text uses no AI at all. Your words go exactly as typed, with the fields filled in. A Fixed step can't hold an {{ai: }} part, so take those out before you switch. If you type one into a Fixed step and save, the step becomes Written by AI.

Use plain words for what must never change: your offer, your question, your sign-off. Use an AI part for the one line that should be about them. Use Fixed text when every word counts, like an event invite.

How to write a good AI part

• Say what to write and how long: {{ai: one sentence, at most 15 words, on ...}}. The step card then shows AI line: at most 15 words.
• Say what to leave out: no product name, no question.
• The AI writes only from your company details (Settings, Your company: what you sell, the pain it solves, your features), the person's profile, why they were found and what they did. It never makes up the rest.
• It never adds a link, never names a price and never praises their job title.
• A bracket inside an AI part is part of the instruction, not a field. {{ai: a line about [Company]}} tells the AI to write about their company.

Too vague: {{ai: write something nice}}. Clear: {{ai: one sentence, at most 15 words, on what slow call notes cost a sales team like theirs; no product name}}.

The fields

Under the box, Add to message: has a chip for each field. A chip puts its field where your cursor was.

Two more work when you type them: [SenderFullName] (Maya Chen) and [SenderCompany] (Notewell). What they did is one true sentence, like Congrats on the new VP of Sales role at Northwind. or Saw Northwind is hiring a Head of Sales. After a comma it starts in lower case: Hi Sam, saw your take on cold outreach.

When a person has no value for a field:

• No first name: the greeting is left out. [FirstName], thanks for connecting. becomes Thanks for connecting.
• Nothing for what they did: [Trigger] is left out cleanly.
• Any other field with no value, say [Role] for someone with no job title: that one message is held back for you, never sent with a gap. It waits in Copilot and on the agent's Queue tab, under Held back for a fix.
• A bracket that is neither a field nor a saved link, like [First Name] with a space, stops the step from saving. See Every warning.

The invitation's note

The invitation is edited in the panel beside the preview. Tick Add a personal note and a note box opens with ready words, which you can change. Press Save the note. Written for each person from their signal, at most 200 characters. Untick it and the invitation goes as a plain request. The step card then says No note. On an account without Premium a note can't go, so the box says why and the invitation goes without one.

A note that names what they did is a good opener. The first message then shouldn't say it again: take [Trigger] out of message 1 when the note is on.

Saved links

Save each link once in Settings, under Links and files. Press Add a link, give it your own name (Demo video), paste the address (it starts with https://) and, if you like, fill in What it is. The writer reads it, so a message can say what it sends.

In a step, each saved link has a chip under the box, beside Links:. Press it and the link's name goes in, in brackets.

• The link goes exactly as saved. Rename it later and every step still works.
• Keep a link outside the {{ai: }} part. Inside one it is just a word in the instruction.
• Each link goes once per message. An email's subject can't hold one. An invitation can't carry one.
• The first message after they accept can carry a saved link. A web address typed straight into it only works on Fixed text. The AI itself never adds a link.

Links on this page use example.com. Yours will be your own.

Files

Upload a PDF, PNG or JPEG of up to 8 MB in Settings, Links and files, with Upload a file. Then in a message press Attach a file (the paperclip) and pick it. It shows under the box, with an x to take it off. One file per message.

• A file goes with a LinkedIn message or an email, never with an invitation. A message with a file needs some words too.
• Typing a file's name in brackets doesn't attach it. Use the paperclip.
• The agent can't send a file in a reply. When someone says yes to a file, the conversation comes to you, so you can attach it in the Inbox and send it.

The meeting link

Your meeting link is the page where people pick a time with you. Set it in Settings, Links and files. Each LinkedIn account has its own. You can rename it, for example to Demo calendar.

• In a LinkedIn message its chip comes first beside Links:. In the box it shows by its name: [Demo calendar]. On a first message with an AI part the chip isn't offered, but typing the name in brackets works.
• It works in LinkedIn messages only. In an email, type the address itself.
• With no meeting link set, a step that carries it waits for you. A step that asks for a call in plain words gets an orange line on its card.
• When someone proposes a time, the agent sends this link. It never confirms a time itself.

The first message has its own rules

The first message after they accept is at most 60 words, your typed words included. The AI never adds a link of its own to it. A link you put there yourself does go:

• A saved link from Settings, Links and files, added with its chip, goes exactly as you saved it. It goes even when {{ai: }} parts are around it. The Link first playbook sends its link this way.
• An address you paste goes only in a message with no {{ai: }} part, such as one set to Fixed text. Paste one into a first message that has an AI part and the editor warns you: save it in Links and files and use its chip instead.

If what the AI writes runs over 60 words or adds a link, it is written once more. If it still breaks a rule, that message is held back for you rather than sent. The first email follows the same rules. Every other card shows its own word limit, as The whole message: at most 40 words.

Before and after: one message, rewritten

This is the first message a new agent starts with:

Maya makes it sound like her and asks a sharper question:

Press Save the step. The preview beside the steps writes it again for one of your real leads, by the same writer that sends, with its word count: Whole message: 31 words of at most 60.

06What you offer

Once someone accepts, two things do the talking: your messages, then the agent's answers when they reply. Section 1 of the Campaign tab, What you offer, holds what both of them work from.

The tab says it in one line: What your messages offer and where a conversation should end. The agent answers every reply from this and from your company details. It has two halves.

Left: what your messages can send

A list of your meeting link and every saved link and file. You can read it here but not change it. Press Manage to go to Settings, Links and files, the one place they are made. Maya's list looks like this:

With no meeting link, its row says one of these: Not set yet. Not set yet. Steps that use it wait for you. Not set yet. Replies that send it come to you. With no LinkedIn account connected: Connect LinkedIn first. Each LinkedIn account has its own meeting link.

To fill the list, in Settings, Links and files:

1. Meeting link: press Add it. Keep the name Meeting link or give it your own. Paste the address of your booking page.
2. Add a link: a name of your own (up to 40 letters, numbers and spaces), the address starting with https:// and, if you like, What it is in a few words.
3. Upload a file: a PDF, PNG or JPEG of up to 8 MB. It takes its name from the file, which you can change.

You can keep up to 10 links and files, plus the meeting link. Each row in Settings has Open, Edit, Replace and Remove. Replace keeps every message pointing at it.

Right: the goal and the tone

• Goal: Start conversations. It suggests a short call only when they show clear interest. When someone sounds keen, the agent offers one easy next step: the link your messages carry if they have one, else your meeting link.
• Goal: Book demos. Once they show interest, it moves firmly toward a short demo. When someone sounds keen, the next step it offers is your meeting link if you have one, else the link your messages carry.
• Tone: Professional, Conversational or Direct. Every message and answer is written in it. Conversational is where a new account starts.

One click saves each. Your links and files, goal and tone are shared by all your campaigns: change them on one and the other campaign changes too. On a team, only the account's owner can change the goal and the tone. Teammates see them as words, with Only Maya can change the goal and the tone.

For example: Maya saves her meeting link and Demo video, then picks Book demos and Conversational. Sam replies This looks handy, we lose half our notes. The agent takes him at his word, says in one line what Notewell does that his way doesn't, then offers her meeting link.

The agent's facts come from Settings, Your company: What you sell, Pain it solves and Features. Fill those in well. The agent never answers with a fact that isn't written there or in your reply rules.

07When they reply

The moment someone replies

• Every step after their reply is cancelled, with anything still waiting to go to them.
• The reply lands in your Inbox.
• The agent pauses what it was sending to anyone else at the same company, so a company that answered isn't written to again by another campaign. You can resume one on the Leads tab.

Who answers

Two switches decide who else answers. Each one is per LinkedIn account, on the agent's Settings tab under Replies. They are also in Settings, Inbox & AI replies.

1. You. At first every reply simply waits for you in the Inbox.
2. AI draft replies. A suggested answer waits beside each reply. Nothing is sent until you press Send.
3. Agent answers replies. The agent answers by itself, at a human pace: a few minutes later on LinkedIn, within the hour by email inside the mailbox's hours. It hands you anything it can't answer. This switch also sits in section 5 of the Campaign tab.

Agent answers replies only changes new conversations. For one that already exists, use Agent replies on this thread at the top of the conversation in the Inbox.

Your reply rules steer both the drafts and the agent's own answers. With both switches off, the rules wait unused.

Writing a reply rule

In section 3, When they reply, press Add a rule. A rule has two parts:

• When: the moment, in plain words, as you would tell a colleague. They ask how it works.
• Do: one of three. Send exactly this: Sent word for word, with the fields filled in for each person. Answer like this: The agent writes its own answer, following this. Stop: Nothing is sent. The conversation is left with them.

Press Done, then Save the rules. Nothing changes until you save. Then the tab says Saved. New replies follow them. Undo changes puts back what was saved.

• Order matters: rule 1 is read first. Move a rule with its arrows.
• Under the words, Add has buttons for the fields a rule can fill: first name, company, your meeting link (by its name), your first name and your company. The meeting link button puts [CalendarLink] in the words.
• A saved link has no button here. To send one in your exact words, paste its address into the words.
• A campaign holds up to 20 rules.

Dashed buttons under the list add ready rules you can change: A yes to a call (once your meeting link is set), A question about price, A question about how it works and A no or a not now. With an older offer that has a link, a yes to your offer button shows too. A button goes away once one of your rules covers the same moment.

Maya's rules: they say this, the agent does that

• WhenThey say yes to a callSend exactly thisGreat, [FirstName]. Pick any time that suits you here: [CalendarLink] Sam receives: Great, Sam. Pick any time that suits you here: https://example.com/maya/20min
• WhenThey ask what it costsAnswer like thisSay it's $30 a seat a month, billed monthly. Offer a short call to walk them through it. The agent writes its own answer with that price in it.
• WhenThey ask how it worksAnswer like thisAnswer in two sentences from what we sell, then ask one question about their setup.
• WhenThey say they use another notes toolAnswer like thisNever knock it. Say in one line what Notewell does that it doesn't. Then offer the demo video.
• WhenThey say no or not nowStop Nothing is sent. The conversation is left with them.

The agent names a price only when one is written in your rules or your company details. With none written, a price question comes to you.

Whatever your rules say

Beside your rules, a card lists what the agent always does. Your rules can't change these:

• They propose a timeSends your meeting link. It never confirms a time itself. With no meeting link set, it hands the conversation to you.
• They ask if they are talking to a botHands the conversation to you.
• They ask something your rules and your company details don't answerHands the conversation to you.
• They ask to move to WhatsApp, a phone call or another channelHands the conversation to you.
• They reply before a message of yours wentSends what that message offered (your link, your resource or your meeting link) in its answer, unless they said no or asked you to stop.
• They sound keen or tell you what they use todayTakes them at their word, says in one line what you do that their way doesn't and offers your link, your meeting link or your resource. It asks no question back.
• They ask you to stopStops and never contacts them again.

With no rule for it

When none of your rules fits, the agent plays it the way a careful salesperson would. Test a reply shows exactly what it would do in your campaign.

• A yes to what your message offeredIt answers the yes with your link or your meeting link. A yes to a file comes to you.
• A question your company details answerA short, specific answer. When they sound interested, one easy next step.
• Not now, maybe next quarter.One polite line that leaves the door open. No pitch and no link.
• No thanks.No reply.
• Thanks, Noted or an emoji after an answerNo reply. They get the last word.
• Talk to Priya, she runs RevOps.It asks for the introduction.
• I'll check with the team.No reply. They said what happens next.
• An out-of-office replyNo reply.

When the conversation comes to you

When the agent hands a conversation to you, it stops answering it and cancels anything it had waiting there. You get an email titled It's yours now with what they said and why. Answer in the Inbox. To give it back later, press Hand back to the agent in the conversation. Replying yourself also makes a conversation yours.

The email says why, after because. You may see:

• they asked to move to a call, WhatsApp or their own booking link
• they want to lock a time and only you can see your calendar
• they asked something only you can answer
• they asked whether they are talking to a person
• the answer needed a promise only you can keep
• your reply rule needs a field this conversation has no value for
• they said yes to a file only you can send
• its answer did not pass the checks
• your reply rule says a person is writing or confirms a meeting time, which the agent never sends
• the conversation has run long
• they wrote many times in one day

Test a reply

Section 4 lets you try your rules before anyone real replies. Nothing is sent.

1. Under They are answering, pick the message: Invitation note, First message, Follow-up 1, First email and so on.
2. Type their reply as they might write it.
3. Press Test. With a keyboard, Ctrl or Cmd with Enter works too.
4. Read the right side: What it understood, Rule it used and What it would do.

Type their next reply to test a longer conversation. Start over clears it. When the agent would not answer or would hand it to you, the test ends with The conversation would be yours from here.

The message they answer is the last one this campaign really sent. With none sent yet, it is one written for one of your leads. With no leads yet, it is your own words with a sample person: Sam Rivera from Northwind. A … stands where the AI would write.

Tests are counted per day. The line under the button says how many are left. They reset at midnight UTC.

Maya tests a price question before she has a price rule:

• They replyHow much does it cost?What it understood: They asked: How much does it cost?
  Rule it used: None of your rules.
  What it would do: It would hand this to you, because they asked something only you can answer.

She adds the price rule from her list above, saves and tests again:

• They replyHow much does it cost?The agent would send: It's $30 a seat a month, billed monthly. Happy to walk you through it on a short call if that helps.Rule it used: When they ask what it costs · Answer like this
  What it would do: It would send the message shown, word for word.

08Review or autopilot

Two modes decide whether you see things before they go. They belong to the account that sends, your LinkedIn account or your mailbox, not to one campaign.

• A new account starts on autopilot: review mode is off. A teammate's new account starts in review mode. To read everything first, turn it on in Agent, Settings, Review mode before your first invitations go.
• While your LinkedIn account is in review mode, its mailbox is too.
• Every agent sending from the same account follows its review mode.
• An answer from the agent that waits for your yes doesn't wait forever. Its card says until when. After that it is not sent late.
• Everything for one agent is also on its Queue tab: Held back for a fix, Waiting for your approval and Going out.

The check

In section 5, Run the check sends nine everyday replies through the agent, with this campaign's rules, exactly as real replies would be. Nothing is sent. It takes about half a minute and uses nine of the day's tests. Each reply is judged by what your campaign has, so a campaign with no offer or no meeting link can still pass.

Each row gets a tick or a cross and one line on why. A cross opens what the agent said, which is where the fix starts. Change a rule, the offer or a message and the check goes out of date: The campaign changed since the last check. Run the check again.

Turning autopilot on

1. Run the check until it says All 9 passed. This campaign can run on autopilot.
2. Press Turn on autopilot for your account, for example Turn on autopilot for LinkedIn · Maya Chen.
3. Read the box and press Turn on autopilot. From its next window, invitations, messages and the agent's answers go out without waiting for you. What already waits in Copilot still needs your yes.

Until the check passes, the button stays grey and says what to do: Run the check first. The campaign changed since the check. Run the check again. Every reply in the check has to pass first. When the account is already on autopilot, the section says so and offers Turn review back on instead. You can turn review back on at any time, here or on the agent's Settings tab.

The Agent answers replies switch sits beside each LinkedIn account here too. Autopilot with it off still sends your invitations and messages by itself, but every reply waits for you in the Inbox.

When to switch

1. For your first days, turn review on and read each invitation and first message as it comes. Fix the words on the Campaign tab, not one message at a time.
2. Write your reply rules. Try each one in Test a reply.
3. Run the check. Fix what fails, then run it again.
4. Turn on autopilot. Keep reading the Inbox for a week.
5. Turn review back on whenever you change a lot at once, like a new offer or a new playbook.

09Every warning and what to do

Warnings on the Campaign tab are orange. Each one says what is wrong. Here is every one the tab can show, where it shows and what to do about it. A name in brackets stands for your own, like [Demo video].

On a step card

Asks for a call, but no meeting link is set. Add it in Settings, under Links and files

The step asks for a call and you have no meeting link. If the step carries the meeting link itself, its messages wait for you. Do this: add your meeting link in Settings, Links and files.

Offers something, but sends nothing. Put one of your saved links in the words or attach a file

The words offer to send something, like want me to send it over?, but nothing is linked or attached. Do this: open the step and add a saved link or a file.

Offers your [offer], which has no link yet

The words name an older offer that has no link. Do this: put one of your saved links in the words. Or take the offer out.

Offers your [offer], a file. Attach it to the message so it goes

Do this: open the step, press Attach a file and pick it.

Its words name an offer that nothing fills any more, so its messages wait

The step uses [ResourceNoun] and no offer is set to fill it. Do this: open the step and take that word out. Or put a saved link in its place.

This step carries [Demo video], which was removed. Add it back in Settings with the same name or take it out of this step.

Its messages wait until you choose. Do this: add the link back in Settings under exactly the same name: Added back. Steps that used it carry it again. Or open the step and take it out.

This step offers nothing, so this goes:

Not a problem. The step's words mentioned an offer you no longer have, so these plainer words go in their place. Edit them if you like.

No note. Turn on a personal note on this step to add one.

Not a problem: the invitation goes as a plain request. Tick Add a personal note beside the preview to add one.

Nothing is written. The agent views the profile so they see it.

A profile visit. Nothing to fix.

Sends [Demo video] · Attaches [Call notes checklist] · Asks for a call · Offers your [offer]

Grey lines that tell you what the step carries. A step that offers something to try alone gets a line too. Nothing to fix.

While you edit a step

These show under the box as you type. Save the step stays grey until you fix them.

A link in the first message goes only on Fixed text. Switch this step to Fixed text or move the link to a later message.

You typed a web address into a first message that has an AI part. Do this: save the address in Settings and use its chip. Or switch the step to Fixed text. Or move the link to message 2.

Put [Demo video] outside the {{ai: }} part, so it goes exactly as you saved it.

Do this: move the bracketed name out of the braces.

[Demo video] is in this message twice. Keep one.

Do this: delete one of them.

[Demo video] goes in the words of the email, not its subject.

Do this: take it out of the subject line and put it in the email.

Call notes checklist is a file. Attach it with the paperclip.

Do this: delete the bracketed name and press Attach a file.

Demo video is a link, so it goes in the words, not as a file.

Do this: take the file off with its x and press the link's chip.

A message with a file needs some words too.

Do this: write at least a line to go with it.

An invitation carries no link or file.

Do this: take the link out of the note. Send it in a later message.

[First Name] is not a field or one of your saved links.

A typo or a name that matches none of your saved links. Do this: use the chips: the field is [FirstName], with no space.

[Demo calendar] works in LinkedIn messages only. Type the link itself in an email.

Do this: paste your booking page's address into the email.

Demo video was removed and added again. Save the step so it sends the one you have now.

Do this: press Save the step.

Between 1 and 14 days.

Do this: type a whole number of days from 1 to 14.

A message needs some text.

Do this: write something or remove the step.

Fixed text sends exactly what you type. Take the {{ai: }} parts out first, then switch.

Do this: replace each {{ai: }} part with your own words, then press Fixed text.

Your changes to this step are not saved yet.

You picked another step with words still unsaved. Do this: press Keep editing and save. Press Open … without saving to drop them.

No files yet. Upload one in Settings, under Links and files.

The paperclip has nothing to attach. Do this: save the step first if you changed it, then upload the file in Settings.

When you press Save the step

The app checks the whole campaign before it saves anything. A refusal names the step, counted from 1 as on screen.

Step 4: the first email needs a subject; the emails after it reply in its thread

Do this: give your first email a subject line.

Step 4: an email step needs a connected mailbox

Do this: connect a mailbox in Settings or remove the email step.

Step 3: [ResourceNoun] has nothing to fill it. Take it out or put one of your saved links in its place.

Do this: what it says.

Step 2: a fixed template cannot contain an {{ai:}} block

Do this: take the {{ai: }} parts out or choose Template.

Step 1: an invitation carries no link or file.

Do this: take the address or the link out of the note.

Step 1: the invite note template is far over 200 characters

Do this: shorten the note's words.

The new step: …

A step you just added hit a check. Do this: read the rest of the line and fix what it names.

In the preview

This step will not render: this person has no value for [Role], which the text uses. Fix it here and it can be saved.

The lead the preview is written for has no job title. For this person the message would be held back for you. Do this: take [Role] out. Keep it if most of your leads have one.

This step will not render: your settings have no value for [SenderCompany], which the text uses …

Do this: fill in your company's name in Settings.

The preview renders for a real lead. As soon as the agent finds one, every step appears here exactly as it would send.

Not a problem. You have no leads yet.

Not written yet: until the agent is on, the preview writes a few new versions a day and today's are used. It resets at midnight UTC.

Do this: come back tomorrow. Fixed text steps still show.

Not written yet: today's limit for written previews is used. It resets at midnight UTC.

Do this: come back tomorrow.

Whole message: 52 words of at most 60

The word count of the message as written. If the AI often runs close to the limit, cut some of your plain words.

On a ready playbook

Needs your meeting link.

Meeting first sends your meeting link. Do this: press Add it and set it in Settings.

Needs a link. Add one in Links and files.

Link first sends a saved link. Do this: save one in Settings.

Needs a file or a link.

Guide first sends a saved file or link. Do this: save one in Settings.

In use

These are already your campaign's steps. Nothing to press.

In What you offer

Not set yet. Steps that use it wait for you.

A message uses your meeting link and you have none. Do this: add it in Settings, Links and files.

Not set yet. Replies that send it come to you.

A reply rule sends your meeting link and you have none. Do this: add it.

Connect LinkedIn first. Each LinkedIn account has its own meeting link.

Do this: connect your LinkedIn account in Settings.

Couldn't load your links and files.

Do this: press Try again.

Only Maya can change the goal and the tone.

You are a teammate. The account's owner sets these.

In When they reply

Rule 2: say when it applies.

Do this: fill in When.

Rule 2: add the words to send. · Rule 2: say how to answer.

Do this: fill in the words or choose Stop.

Rule 2: [Price] is not something FOUND can fill in. Use the buttons under the text to add one that is.

Only first name, company, your meeting link, your first name and your company fill in. Do this: type everything else as plain words.

Rule 2: keep when it applies under 300 characters. · Rule 2: keep it under 1,200 characters.

Do this: shorten it.

A campaign holds at most 20 reply rules.

Do this: merge two rules into one.

Not saved yet.

Do this: press Save the rules or Undo changes.

From your earlier instructions

Instructions you once wrote in Settings became these rules. The agent still reads that text for facts. Do this: copy anything you still need into a rule, then press Save the rules. The old text then stops applying to this campaign.

Your reply rules could not be read just now. Try again in a few minutes.

Do this: wait, then press Try again. Until then the agent doesn't answer or draft replies on this campaign. The Dashboard says so under What happened.

Your reply rules could not be read today: today's AI allowance is used. It resets at midnight UTC.

Do this: come back after midnight UTC.

In Test a reply and the check

Today's tests are used. They reset at midnight UTC.

Do this: test again tomorrow.

The check uses 9 tests and 4 are left today. They reset at midnight UTC.

Do this: run the check tomorrow.

Add a message to this campaign first: the check answers your messages.

Do this: add a LinkedIn message or an email.

This part is being updated. Try again in a few minutes.

Do this: wait a few minutes.

The agent could not answer just now. Try again in a minute.

Do this: press Test again.

A cross on a reply in the check, like It sent a link this message never offered. or It confirmed a time. Only you can do that.

Do this: press See its answer, change the rule behind it and run the check again.

This is a demo account, so review mode stays on.

A demo account never sends on autopilot.

Turn on autopilot for LinkedIn first: its emails wait for your yes while it is in review.

The mailbox follows the LinkedIn account. Do this: turn autopilot on for LinkedIn first.

This campaign sends from no account yet. Connect one in Settings.

Do this: connect your LinkedIn account or a mailbox.

Messages held back for a fix

When a message can't be written right for one person, it is held back, never sent half done. It shows under Held back for a fix in Copilot and on the agent's Queue tab, with the reason. Press Edit to fix it. It then goes back in the queue. In review mode it waits for your approval. Write it again writes it from the campaign's current words. Skip drops it.

This person has no value for [Role], which the text uses

Do this: edit this one message. To stop it happening again, take the field out of the step.

Your settings have no value for [SenderCompany], which the text uses

Do this: add it in Settings, then press Write it again.

A first message is at most 60 words and this draft is longer

Do this: shorten it by hand. For the next ones, cut plain words or ask the AI part for fewer.

A first message never carries a link and this draft has one

Do this: take the link out or use a saved link in the step.

A first message never names a competitor and this draft does

Do this: take the competitor's name out. Keep it out of your step's words too.

The draft did not keep your saved link exactly as you saved it

Do this: press Write it again.

The note is longer than the 200 characters LinkedIn allows

Do this: shorten the note.

This message carries [Demo video], which was removed. Edit this message or add it back in Settings with the same name.

Do this: one or the other.

The writer did not produce a message that passed the checks

Do this: press Write it again or edit it yourself.

A few lines appear on the Dashboard instead, under What happened:

Skipped: they already have [Demo video].

A step is skipped for anyone who already has everything it sends. The campaign goes on to the next step.

Email steps are waiting: you are out of enrichment credits. LinkedIn steps carry on.

Your credits come back each month. Settings, Plan says when. Do this: wait for them. LinkedIn steps carry on meanwhile.

A sequence ended: no verified email address, so the email steps were skipped.

No work email was found for that person. Nothing to fix.

Some messages were not written today and wait for tomorrow: the agent reached its daily limit for writing them.

They go tomorrow. Nothing to fix.

Sam asked to connect: accept it on LinkedIn and FOUND starts at the first message

Do this: accept their request on LinkedIn. The campaign then skips the invitation.

10Ready playbooks

A playbook is a whole campaign you can start from: the invitation and three messages, words and days included. Start from a whole conversation, then change any words you like.

The card sits at the top of the Campaign tab. It shows for the account's owner, on a campaign that only uses LinkedIn. A campaign that emails has none, because a playbook replaces every step and would take your emails away.

The four playbooks

Each one starts with the invitation and its ready note (day 0). Then message 1 comes 1 day after they accept, message 2 three days later and message 3 five days after that. Each card says Sends: invitation and 3 messages.

Link first and Guide first use one of your saved links or files. With more than one, a With box on the card lets you pick which.

Which one to pick

• People can try what you sell alone, like a sign-up page, a demo video or a calculator: Link first.
• You have something worth reading, like a guide, a teardown or a checklist: Guide first.
• Your buyer wants a conversation before anything else or you are still learning what they need: Conversation first.
• Your product is best shown live and your buyer expects a demo: Meeting first.

Using one

1. Press Use this playbook on its card.
2. A box shows its steps as they will read and says what happens: These steps replace the 4 steps you have now. People already in this campaign keep the steps they started with. New people get these.
3. Press Use these steps. Keep mine backs out.
4. The card says Saved. New people start with these steps. Its pill now reads In use.
5. Change any words you like, step by step, as in Writing the messages.

11Changing a running campaign

So if Sam started on Monday and you rewrite message 2 on Tuesday, Sam still gets the old message 2. Everyone who starts on Wednesday gets the new one.

Edit one message

1. Open the step, change the words and press Save the step.
2. Check the preview for a real lead.
3. For someone whose old message is waiting for your yes or held back for a fix, press Write it again on it, in Copilot or on the agent's Queue tab. It is written again from the campaign's new words and keeps waiting for you.

Add or remove a step

Press Add a LinkedIn message or Add an email, open the new step and write it. Or press Remove this step, then Remove it. People already in the campaign don't get the new step. They still get the one you removed.

Change a link or a file

• A new address for a link: in Settings, Links and files, press Edit or Replace. Saved. New messages and the ones waiting for you use the new link. This reaches people already in the campaign too, because a step carries the link by its name.
• A new version of a file: press Replace. Replaced. New messages and the ones waiting for you carry the new file. Don't remove it and upload it again: Replace keeps every message pointing at it.
• Removing a link or a file: the box first lists what uses it. Messages that haven't gone yet and use it wait for you. Sent messages stay as they are. Steps that carry it show an orange line until you add it back under the same name or take it out.
• A new meeting link: messages written from then on and the agent's answers use it. A message already written keeps the link it was written with. Press Write it again or Edit on one that waits.

Change the rules, the goal or the tone

Reply rules apply to every new reply as soon as you save them, including replies from people who started long ago. The goal and the tone apply to everything written from then on, in all your campaigns. After any of these, run the check again.

Change when it sends

On the agent's Settings tab, under When it sends, change the start, the length, the days or the clock. Changes apply from the next plan; nothing already planned moves.

Pause it

• To stop anything going out without you: turn review mode on. Use the agent's Settings tab or Turn review back on in section 5. Nothing goes until you approve it.
• To stop finding new people: pause the signals on the Sources tab. People already in the campaign carry on.
• To stop one message: press Skip on it in Copilot or the Queue tab. Skipping an invitation is final for that person, so it asks first. Skipping a first message also stops the follow-ups.
• To stop one person for good: on the Leads tab, press Not this person.
• To keep a whole company out: add it to Contacts, Block list. Anything planned for it is cancelled.

12Six complete setups

Six campaigns from start to finish, each with who it is for, its signals, its steps and days, every message in full and the reply rules that matter. The people and companies are made up. Copy any of it and make it yours.

13Before you switch it on

Go down this list before your first invitations go. Go down it again before you turn on autopilot.

• Your company details are filled in.Settings, Your company: what you sell, the pain it solves and your features. The AI writes only from these.
• Every link and file your messages send is saved and named.Settings, Links and files. Your meeting link is set if anything offers a call.
• No step card shows an orange line.See Every warning for what each one means.
• You read every step in the preview, as the person would.Open each step. The preview writes it for one of your real leads.
• The first message is short, asks one thing and carries no link unless it is a saved one.
• The invitation's note is on or off on purpose.With a note that names what they did, the first message doesn't say it again.
• Your reply rules cover a yes, a price question and a no. They are saved.
• You tried Test a reply on your first message and on the one that makes your offer.
• The check passes all nine.
• Review mode or autopilot is your choice, not an accident.Agent, Settings, Review mode. A new account starts on autopilot.
• You know who answers replies.You alone, AI draft replies or the agent. Agent, Settings, Replies.
• Your sending window and days suit your buyers' time zone.Agent, Settings, When it sends.
• If you email: a mailbox is connected, the first email has a subject and Email if not accepted after is set.