Write your campaign message
In this step, you’ll create the email content for your campaign, the message your recipients will receive.
You can compose your message in three ways:
Write it manually
Use a template
Use Hunter’s AI Writing Assistant
You can also send yourself a test email to preview how your campaign will look before launching it.
💡Looking for inspiration? Take a look at our guide on how to write a cold email.
Choose between full-text or formatted emails
Hunter Campaigns automatically detect whether your message includes formatting and adjust the sending mode to help you achieve better deliverability.
Full-text emails (plain text):
Sent when no formatting (bold text, lists, links, or images) is used.
These emails look more personal and typically perform better for deliverability.
The unsubscribe sentence appears as text:
If you don’t want to hear from me again, please let me know.
Formatted emails (with styling or links):
When you use bold, links, lists, or images, the editor displays a message:
“This email includes formatting (bold text, links, lists). Plain text emails usually have better deliverability.”You can switch back anytime by clicking Switch to plain text or click the formatting toggle.
The unsubscribe sentence changes automatically to:
If you don’t want to receive more emails, click here.
💡 The Formatting toggle at the bottom right of the editor indicates which mode you’re using.
Plain text emails have a better deliverability compared to emails that include formatting.
Write your message manually
Start from scratch directly in the Content section of your campaign.
You can use the formatting bar to:
Add emphasis with bold or italics
Create bullet points or numbered lists
Insert links and spacing for clarity
Hunter Campaigns prioritize simplicity and clear design. The default text style automatically adapts to the recipient’s email client to keep your message readable and consistent.
Use email templates
You can use pre-made templates from Hunter’s Library or create your own.
Templates are great for building repeatable outreach sequences — simply select one, adjust the copy, and personalize it before sending.
💡 Learn more about using templates in Campaigns.
Write with Hunter’s AI Writing Assistant
If you’re on a paid all in one outreach plan, you can use Hunter’s AI Writing Assistant to help generate campaign copy.
Add prompts about your audience, goals, and value proposition — the assistant will draft personalized outreach you can edit freely.
💡 Learn more about the AI Writing Assistant and how to use it.
Send a test email
You can preview your email anytime by sending yourself a test.
Click the paper airplane icon in the top-right corner of the editor.
Enter your own email address.
Click Send test email to receive it instantly.
💡 Test emails aren’t tracked and won’t affect campaign analytics.
Attributes (like {company} or {job_title}) won’t appear in test emails, except for {first_name}, {last_name}, and {company}.
Add personalization attributes
Personalization increases engagement and response rates in cold outreach. They allow you to automatically personalize emails based on the recipient's information.
You can include attributes like {first_name}, {company}, {position}, or your own custom attributes in the email body or subject line.
To insert one:
Click the {} Insert attribute button.
Choose an attribute from the list.
Add a fallback word to display when the data is missing.
How to insert an attribute
To add a new attribute, simply click on the 'Insert attribute' button and then select the attribute you wish to add from the available options.
Once you've chosen an attribute, enter a fallback word in the dedicated section. This word will be used instead of the attribute if it's missing for a specific recipient.
👉 Learn more about using custom attribute in your campaigns.
Add links, images, videos, or attachments
If you’re on a paid all in one outreach plan, you can include visual elements or files in your campaign:
Images & GIFs: Click the Insert image icon and upload a file (JPG, PNG, WEBP, or GIF).
Videos: Click the Insert video icon and paste the video URL (YouTube, Vimeo, Vidyard, or Loom).
Hunter automatically displays a thumbnail preview.
Attachments: Click the Attach file icon to upload documents up to 10MB (PDF, ZIP, Excel, etc.).
💡 To have the best deliverability, we recommend using plain text emails and avoiding, when possible, adding images, videos, or attachments in your first message.
Add follow-ups to increase replies
Follow-ups are automated messages sent when a recipient doesn’t reply to your previous email. They’re one of the most effective ways to boost engagement and response rates.
You can add up to five follow-ups per campaign.
Set the delay between 1–30 days after each message.
If you leave the subject blank, it’s sent as a reply to your previous email.
If you add a new subject, it’s sent as a new email thread.
💡 If a follow-up falls outside your sending window, Hunter automatically sends it the next available day within your sending window.
Best practices for better deliverability
💡 To help your campaign perform its best:
Prefer full-text emails for initial outreach.
Keep your first message short and conversational.
Limit the use of links, large images, and attachments.
Personalize with attributes to increase engagement.
What’s next
🎉 Your campaign content is ready!
In the next step, you’ll review your campaign settings, check your sending schedule, and launch your outreach.