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Swell lets you create email campaigns through conversation rather than starting from a blank editor. Describe your goal, choose how you want to work, and Swell generates a draft grounded in your workspace’s brand context. From there, you refine it by continuing the conversation — adjusting copy, layout, tone, subject lines, or calls to action — until the campaign is exactly what you need.

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Start a campaign

Open Swell from within your workspace and describe what you want to send. Be as specific or as broad as you like — you can always refine later. For example:
  • “Write a re-engagement email for customers who haven’t purchased in 90 days.”
  • “Draft a product launch announcement for our new summer collection.”
  • “Create a short promotional email with a 20% discount offer.”
Swell uses your workspace brand settings, references, images, and memories to shape the output from the start.

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Choose a work mode

Before Swell drafts, you can select how you want to approach the campaign:
Swell writes the campaign content directly and presents it as an editable draft. Use this mode when you have a clear enough brief and want to move straight to a result you can refine.
Choosing Plan first produces an outline only. No campaign is written or scheduled until you ask Swell to proceed from the plan.

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Receive and inspect the draft

Once Swell generates a draft, it appears in the conversation as a campaign card. To see the full editable result — including all sections, layout, and metadata — open the campaign editor directly from the card. There you can review every element of the campaign before making further changes.

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Refine through conversation

Continue the conversation to make changes. You can ask Swell to:
  • Rewrite the subject line or preview text
  • Adjust the tone (more formal, more casual, shorter, punchier)
  • Restructure sections or change the layout
  • Rephrase or strengthen a call to action
  • Add or remove content blocks
Each refinement updates the draft in place. You can go back and forth as many times as you need.

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Iterate until it’s ready

When you are satisfied with the draft, move to the campaign editor for final review and to configure delivery settings — audience, schedule, and sender details. Swell does not send or schedule anything without your explicit confirmation.
Swell drafts using your workspace brand settings, references, and memories. Keep these up to date for the most accurate and on-brand results. If a draft feels off-brand, check that your workspace context reflects your current brand guidelines.