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The Messaging tab is where you teach Ava what to say to your leads. This includes your core offering, the proof points and social proof she can draw on, your calls to action, how deeply she personalizes each message, and the tone and style she writes in. You can set this up once for your whole campaign, or, using persona based messaging, set up different messaging for different types of leads. You can add your messaging in two ways: give Ava the information she needs and let her generate it for you, then tweak it afterward, or write it yourself from scratch. When you build a new outbound campaign, after you set up Targeting and Sequence, you land on a screen where you enter a URL (your website, a blog post, a case study), attach files (PDF, DOC, DOCX, TXT), or write instructions on how Ava should craft your messaging. This screen appears on every new outbound campaign until you submit it or skip it. You can also turn on Persona based messaging if you want to. This overrides your base messaging for leads with specific characteristics, so you can set up separate messaging for different lead types instead of using the same messaging for everyone. If you want to write your messaging from scratch, you can skip this step.

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Campaign language

Choose the language Ava writes your messages in from the Campaign language dropdown. The default is English (United States).

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Persona based messaging

By default, a campaign uses a single set of messaging for every lead. Persona based messaging lets you customize messaging for leads with specific characteristics, so different lead types get different messaging. When you turn this on, a Personas panel appears on the left with a Default persona, which is used for any lead that doesn’t match one of your other personas. To add a persona:
  1. Click + next to Personas.
  2. Give it a persona name.
  3. Click Add filter and choose the criteria that define this persona (roles and seniority, location, company attributes).
  4. Click Add.
Once you add a persona, you can configure messaging specifically for that persona. Click Default persona in the panel to view or edit the messaging for unmatched leads.

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Offering & features

This section is where you describe what your product does and the problems it solves for prospects. It has two parts. Describe what you sell in one sentence: a short, clear description of your product or service, shared across every persona. In the Problems you solve section, add the problems your prospects face and how you help solve them. Click Add another to add more pairs if you have several distinct pain points you address.

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Proof & results

This section is where you add proof Ava can use to build trust with prospects. It has three tabs: Highlights, for short credibility statements; Customers, for named companies you can reference; and Case studies, for longer-form success stories.

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Calls to action

Calls to action let you set the next step you want a lead to take, such as booking a meeting. On LinkedIn, your call to action is sent exactly as you write it. In email, Ava may adjust the wording to fit the message. You can add one by clicking Add.

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Personalization

Personalization lets you choose how deeply Ava researches each lead before reaching out. There are three types you can choose from.
  • Lite: Ava picks one relevant detail for each lead
  • Deep: Ava combines several sources for deeper, more specific insights
  • Agentic: everything in Deep, plus live web research to find fresh angles for each lead
Each type can be customized by clicking the edit icon at the bottom right corner of each card.

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Guide Ava on how to write messages

This section lets you add coaching points, specific instructions that guide how Ava writes her messaging. The Global coaching toggle controls whether Ava also follows the coaching points from your organization’s default messaging settings. You can add instructions by clicking Add coaching point.

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Advanced

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Sign-off

Sign-off lets you control how Ava signs off her messages. Turn on Add a sign-off to have Ava include one, or turn it off if your email signature already includes your name. You can add one or more sign-off phrases, and when you have more than one active, Ava rotates between them randomly across generated emails. You can also choose the sender name format Ava uses to sign off between First name and Full name.

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Message styling

Message styling lets you control Ava’s tone of voice, message length, and formatting.
  • Tone of voice: Ava’s writing style and personality. Turn off Let Ava choose to set a specific tone yourself, such as Direct.
  • Length of messages: the target length of the body of the email, Short, Medium, or Long. Turn off Let Ava choose to set one yourself.
  • Last message’s behavior: whether the last email in the sequence mentions that it’s the last one. Turn off Let Ava choose to pick one of the two options yourself.
  • Subject line casing: choose Lowercase, Proper nouns, or Title case for the casing of Ava’s subject lines.