Once your project is set up and you've written a brief, it's time to create the actual content — the emails, SMS messages, and voicemail scripts that make up your campaign. Here's how content works inside a project.
The content sidebar
When you open a project, you'll see a sidebar on the left showing all the content in that project. At the top is a Project Details link that takes you back to the project's name, description, and brief. Below that is your list of content pieces.
Each content item in the sidebar shows:
A type icon — an envelope for emails, a message bubble for SMS, a microphone for voicemails
The title of the content piece
A preview — the first 100 characters of the subject line (for emails) or the body text (for SMS and voicemails)
Click any content item to open it in the main editor area.
You can collapse the sidebar using the toggle button if you want more room to write. When collapsed, content items show as icons only — hover over them to see the title in a tooltip.
Adding content to a project
Click the Add Content button at the bottom of the sidebar. A dropdown will appear with your options:
Email — Creates a new email with the title "New Email"
SMS — Creates a new SMS message with the title "New SMS"
Voicemail Script — Creates a new voicemail script with the title "New Voicemail Script"
Select a type and the content piece is created instantly. You'll be taken to the editor where you can start writing right away.
Reordering content
If you're building a sequence and want your emails in a specific order, you can drag and drop content items in the sidebar to rearrange them.
Grab the drag handle (the grip icon on the right side of each item — it appears when you hover) and move the item to its new position. The order saves automatically.
This is especially useful for multi-email campaigns where the sequence matters — like a launch series or a welcome flow.
Content status workflow
Each content piece has its own status, independent of the project status. This lets you track individual pieces as they move through your writing process:
Status |
What it means |
|---|---|
Plan |
You're outlining what this piece will be |
Write |
You're actively drafting |
Review |
The draft is ready for feedback |
Revise |
Incorporating feedback and refining |
Ready |
Final version — ready to send |
Sent |
It's been exported and sent through your email platform |
You can move content through these statuses in any order. They're there to help you stay organized, not to enforce a rigid workflow.
Email-specific fields
When you create an email, you'll see two additional fields beyond the main body editor:
Subject Line — What your reader sees in their inbox. This is the first thing that determines whether they open or scroll past.
Preheader — The preview text that appears next to or below the subject line in most email clients. Think of it as a subtitle for your subject line.
Both fields are available for AI-assisted generation — you can ask the copilot to suggest subject lines or preheader text based on your email content.
Working with multiple content types
A single project can hold any mix of content types. A launch campaign might include:
5 emails (teaser, announcement, testimonial, FAQ, last chance)
2 SMS messages (cart open reminder, final hours)
1 voicemail script (for a personal touch on warm leads)
All of these live together in the same project, sharing the same project brief as context.
Content and the AI
When you use the AI copilot while working on a content piece, it has access to:
Your Brand Profile — Your voice, values, audience, and guidelines
The Project Brief — The campaign-specific strategy and context
The content itself — What you've already written in this piece
This layered context is what makes the AI output specific and relevant rather than generic. The more context you provide (especially in the brief), the better the first drafts will be.