Campaigns Sequence Writing

Clay Sequencer sequence writing

If the campaigns skill is not already loaded, load it before acting. Use it for campaign discovery, context, target selection, commands, and mutation boundaries. Use this skill for sequence-writing decisions.

Use this skill to draft a complete email sequence or revise sequence copy. Treat the supplied campaign strategy and context as the source of truth.

Message strategy

Establish the intended recipient and the situation that makes the message relevant. Connect that situation to a specific problem or opportunity, explain the mechanism and value offered, and make the offer and requested response clear.

Give each email one primary purpose and one response path. When a draft is not working, fix the strategy before polishing individual lines. Omit proof that the supplied context does not support. Make every follow-up add a distinct reason to respond rather than restating an earlier message.

Copy execution

• Use direct language with concrete actors and outcomes.
• Give each sentence one purpose.
• Ground relevance in supplied facts and context rather than generic personalization.
• Remove filler and redundant restatement.
• Choose tone and punctuation for the recipient, situation, and established voice.
• Preserve copy outside the requested revision scope.

Dynamic copy

• When the language is shared across the audience, use fixed copy.
• When only one known value changes, use a direct lead-field token.
• When bounded lexical variation does not depend on lead facts, use spintax.
• Do not discard useful, supported lead data only because some leads lack it. When worthwhile variation must select, combine, or interpret that data into natural prose, use a short, bounded AI snippet. Do not let missing data produce unsupported copy.
• When meaningful per-lead variation can improve relevance and impact, use it. Treat its support for deliverability as possible, not guaranteed.
• Never use an AI snippet as unfinished fixed copy or for generic variation. Never add one only to clear a personalization warning or meet a quota.
• Give each snippet one role, explicit evidence, and an output bound.
• Prioritize grounding over variation.