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An email step is the one place in a campaign where you have room to explain something. It carries attachments a call cannot and detail a text cannot, and it reaches people who ignore both. Email steps need the Pro plan or above.

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Before you start

  • A campaign. See Build a sequence.
  • Pro or above, and a sending address. Sending from your own domain gets delivered far more reliably than a generic one. See Bring your own email domain.
  • Contacts with email addresses. Contacts without one are skipped.
  • Fifteen minutes.

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Steps

1

Add the step

Open the campaign, go to Overview, add a step, and choose Email.
2

Choose the sending address

Set Send from. Use an address on a domain you have authenticated. A message from your own domain lands in the inbox, and a message from a generic address lands in spam or nowhere.
3

Write the subject

Six words or fewer, and specific. “Your Thursday appointment” beats “Following up on our call”. The subject decides whether the rest of your work is read.
4

Write the body

Use the + button to insert a variable, and select text and use the link button to add a hyperlink. Variables are what make a bulk email read as a personal one.
5

Add Cc and Bcc if you need them

Cc and Bcc accept plain addresses and variables, so you can copy in the owner of that account rather than one fixed person. For example {{custom.lead_owner_email}}.Use Bcc for an archive address. Do not use Cc to copy in colleagues on a bulk send, because every recipient sees it.
6

Attach files if the email needs them

Add attachments from your workspace’s shared attachment library, or upload new ones. Up to 18 MB total per email. Allowed types are PDF, images (PNG, JPG), Office documents (DOCX, XLSX, PPTX), CSV, and plain text.
7

Set who gets it and when

Give it a condition and a delay, usually a day or more after the call. See Choose when each step runs.
8

Send one to yourself

Add your own address as a test contact. Check the variables filled in, the links work, the attachment opens, and it did not land in spam.

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You will know it worked when

The test email arrives in your inbox rather than your spam folder, every variable has been replaced with a real value, and the attachment opens.

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Personalising with variables

Variables pull values off the contact record, so one email reads as though you wrote it for each person. Insert them with the + button rather than typing them, so the key is always right. Custom fields you have defined on contacts are available as {{custom.<key>}}. So a field with the key appointment_date becomes {{custom.appointment_date}}. See Add your own contact fields. Two rules:
  • Always have a sensible fallback in mind. A contact missing that field gets an awkward gap, and the reader notices.
  • Test with a contact that has the field empty, not just one that has it filled in.

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Writing a campaign email that lands

  • One purpose per email. If it has two asks, it gets neither.
  • Front load it. The first sentence should say why you are writing. People read one sentence and decide.
  • Short paragraphs. Two or three lines each. Most of these are read on a phone.
  • One clear link. Same rule as texts.
  • Reference the call. “We spoke on Tuesday about your boiler service” turns a cold email into a warm one, and campaigns are one of the few places you genuinely can say that.
  • Plain signature. A block of logos and social icons is a deliverability cost with no upside.

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Deliverability, briefly

An email that is not delivered is worse than one not sent, because you think you have contacted somebody. Three things matter most:
  1. Authenticate your domain. This is the big one. See Bring your own email domain.
  2. Include an unsubscribe link. It is required in many places, and mail providers treat its absence as a spam signal. See Let people unsubscribe.
  3. Do not send a large identical batch at once. Pace the campaign. See Control how fast a campaign dials.

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What else you can do here

  • See what happened to every email the campaign sent, and why the failures failed. See Read your campaign analytics.
  • Let your agent email during a call, when the caller asks for something on the spot. See Send a text or email.
  • Branch a later step on the email step’s result.

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If it did not work

Emails land in spam. Your domain is not authenticated, or there is no unsubscribe link, or the copy reads like marketing. Authentication is the fix that matters most. See Bring your own email domain. A variable printed as raw text. The key does not match a field that exists. Insert variables with the + button rather than typing them. A variable came out blank. That contact has no value for the field. Check with an empty contact before you send to the list. The attachment was rejected. Either the total is over 18 MB or the file type is not allowed. Allowed types are PDF, images, Office documents, CSV, and text. Some contacts were skipped. They have no email address on the contact record. Nothing sends at all. Email steps need Pro or above, and you need a confirmed sending address. See Plans and what they include.

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FAQ

Yes, with an Email step. Set the sending address, subject, and body, add attachments if you need them, and set a condition and delay. Email steps need Pro or above.
Yes. Use the + button to insert a variable. Custom fields on contacts are available as {{custom.<key>}}, so each recipient gets their own name, date, or reference.
Yes, up to 18 MB total per email. Allowed types are PDF, images (PNG, JPG), Office documents (DOCX, XLSX, PPTX), CSV, and plain text. Files come from your workspace’s shared attachment library.
Nearly always an unauthenticated sending domain. Authenticate your own domain, include an unsubscribe link, and avoid marketing style copy. See Bring your own email domain.
Yes, and both accept variables as well as plain addresses, so you can Cc the owner of each account rather than one fixed person. Do not Cc colleagues on a bulk send, because every recipient sees it.
Yes, they count against your plan’s email allowance, which starts at Pro. See What counts towards my usage.
They are skipped for that step and continue through the rest of the sequence, so a missing email does not remove somebody from the campaign.