Section 5 · Reactivate Old Leads Now
5.5Personalized reactivation email
Built in the POC- No.
- 5.5
- DMA's reference
- Decision Book p.16
- Phase
- Phase 1
- Autonomy
- L2 · Prepare, then wait for approval
- DMA's decision
- Yes
★ Marked "non-negotiable, build first" in the book.
What DMA asked for · Decision Book p.16
Write outreach based on the actual old conversation, not a generic "just checking in".
Why it matters to DMA: Personalised reactivation gets far more replies than generic blasts.
In our words, from DMA's Product Decision Book v3, page 16.
How we do it
- "Draft emails" on Today writes one email per account in the list. The outreach writer (Claude Sonnet 5) gets only that account's record: its dated facts with quotes, the deal history, why now, and DMA's approved claims and a matching sample case study. It references one or two real, dated facts in the rep's own words.
- Every draft goes through the claims check (no prices, promises, unsourced numbers or competitor names) and a date check (a past date is never called "upcoming"). A failing draft gets one automatic rewrite with the reasons; if it still fails, it is held with the reasons, not sent.
- The batch waits for a person (L2): one click approves all, each email can be edited or left out, and there is a 10-minute undo window. Contacts without a lawful basis or on the opt-out list are shown as blocked, with the reason.
- Approved emails go out through the send governor: allowlist, kill switches, consent and opt-outs checked again, the daily cap, sending hours in the recipient's time zone, a one-click unsubscribe and a line saying the email was drafted with AI and approved by a person.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
The record
Northside: "contract ends March" (March 2027), "unhappy with reporting", three offices.
- Stored data
- AI
- Rule in code
- Person
- Routing
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Today's list
Source
The ranked revivable accounts.
- 2Sync
Copies Nutshell changes into the bridge database
The record is current.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Drafts, their check results, the approval and the send log.
- 4AI
Claude models, only through DMA's own gateway
Claude Sonnet 5 writes; code checks.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Each sent email is logged as a Nutshell activity (allowed on its own, L3).
- 6Nutshell
The system of record
The email on the contact's timeline.
The tables behind it
Drawn from the POC's database catalogue: structure only, no data.
PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)
| Table | What it holds | Columns |
|---|---|---|
| conv.email_drafts | Each draft: the account, its checks, its status, the approval and when it may be sent. | 39 |
| ctrl.approvals | The batch approval: who, when, the undo window. | 22 |
| ctrl.mail_log | Every send attempt, sent or held, with the reasons. | 18 |
How the tables connect (6)
| Column | Points to | Kept by |
|---|---|---|
| conv.email_drafts.conversation_id | conv.conversations | The application (by id) |
| conv.email_drafts.approval_id | ctrl.approvals | The application (by id) |
| conv.email_drafts.agent_version_id | agent.agent_versions | The application (by id) |
| conv.email_drafts.decision_id | ctrl.decision_log | The application (by id) |
| ctrl.mail_log.approval_id | ctrl.approvals | The application (by id) |
| ctrl.mail_log.decision_id | ctrl.decision_log | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
Draft, approve, send
What you see
1.One click drafts the list
"Draft emails" on Today writes a personal email for each account.
What happens in the system
- AI agent
outreach writerClaude Sonnet 5 through the gateway, about $0.011 and 7 seconds per email (average of recorded drafts).
- Rule engine
claims + datesChecked in code; at most one automatic rewrite; failures held with reasons.
A draft for Northside Dental Group (synthetic account, sample wording).
The draft
- To
- Dana Ortiz, Operations Director
- Subject
- Your three offices before March
- Body
- Hi Dana, when we last spoke you mentioned the SEO contract for all three offices ends in March, and that reporting had been a sore point. We now send a plain monthly report with a strategist call. Would a short call next week be useful? Tom
- Facts used
- "contract ends March" (March 2027), "all three offices", "unhappy with reporting"
- Checks
- Claims check passed; dates correct
- Footer
- Drafted with AI assistance and approved by a person; one-click unsubscribe
In the running POC
1 / 2Today: one click drafts the emails.
- 1What the list is worth.
- 2Records reviewed.
- 3Draft emails for the list.
Dashboard · Today. Captured from the running POC on September 25, 2026; synthetic data.
See it live
Opens the exact screen in the running POC, in a new tab.
Status
Built in the POC. This capability runs in the POC today, on synthetic data, end to end.