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Write an Outreach

An Outreach is the reusable reason an agent reaches out: an opener, a Playbook, a Goal, and a class. It names no audience, which is what lets you send the same Outreach to one person today and to a list next week.

This document describes how to author an Outreach in the console. To send one, see Send to one person, Automate outreach from a sheet, or Run a campaign.

Before you begin

  • Connect a channel that supports outbound. Outreach sends over RCS today; see Connect a channel.

That is the only thing to prepare elsewhere. The opening message, the Playbook and the Goal are all written on the Outreach itself.

Create the Outreach

Open Build · Outreach and create one. It holds four things, and you write each of them on this page.

  1. Opener. The opening message, sent exactly as written with {person.firstName}-style fill-ins substituted for each recipient at send time — so it is reviewed copy rather than an instruction to the agent. Pick one of the agent's message templates, or choose Write a new message… and compose it here, in the same composer as Behavior, with a live preview. Edit opens the chosen one in place.
  2. Playbook. Write what the agent does once the person replies, from scratch or starting from a copy of one of the agent's Playbooks — which fills the boxes so you can edit the copy before it is made. This Playbook belongs to the Outreach. The agent knows it exists only in a conversation this Outreach started.
  3. Goal. What the conversation is for, such as a call is booked. It steers the agent throughout and is what the numbers measure afterwards. Pick one of the agent's Goals, or choose Define a new Goal… and define it here.
  4. Class. Choose marketing or service. The class decides whether the account frequency cap applies. See Sending guardrails.

What "written here" means

A message or a Goal written on this page is an ordinary one: Save adds it to the agent's Message Templates or its Goal library, where it stays editable on Behavior and reusable by anything else. Nothing about it is private to this Outreach — the only thing that changed is that you did not have to go there first.

The Playbook is the exception, and deliberately so: it is the Outreach's own, and is deleted with it.

Options

Follow-up. One nudge, sent after a number of days if the person has not replied, and cancelled the moment they do. A conversation the agent is having does not need a drip sequence. Its message is picked or written the same way the opener is. It is sent as plain text, so its composer offers text and fields but no cards or quick replies.

Inputs. Fields the opener needs, such as checkInDate or quoteNumber. A send that cannot fill them is refused rather than sent with a hole in it.

Follow-on. Whether the agent may add a short composed bubble after the opener. Off by default. The opener itself is always sent exactly as written.

Write one Outreach, not a flowchart

"Introduce the product, answer questions, offer a call, book it" is one Outreach. The back-and-forth is the agent working through the Outreach's Playbook over however many turns it takes. Where a flowchart would have to branch, the agent asks a question.

Verify

Address the Outreach to a persona rather than a person. The whole pipeline runs, including opener resolution, the sending guardrails, and the send record, and the opening lands in that persona's emulator session where you can reply to it. Nothing reaches a phone, a calendar, or a person.

What's next