Treat your Blueprint like a living draft. Start with a strong real-world email, keep structure stickiness around level 3, and refine hooks and search objectives gradually as you preview results with real contacts.
Create powerful email templates that adapt to each recipient automatically.
Now that your recipients are in place, it’s time to create the content — the template for the emails. In PitchKraft, this is called the Blueprint. We call them blueprints because templates don’t do it justice. When a template is created from a ‘lesser’ email generation software, it’s like writing a letter with specific blank areas (‘placeholders’), and those blanks are populated with, for instance, the prospect’s name: “Hi {first name}…”, “{company_name} might be interested in…”
PitchKraft changes the entire email according to the prospect’s information and the data that PitchKraft finds about the prospect, their job function, and the company that employs them. The entire email is a placeholder. The best way to understand it is by seeing it in action — let’s create one.
The process of creating a blueprint is just a matter of having a chat with PitchKraft. The whole process is conversational. The Blueprint Builder will ask a series of questions to gather as much information as possible to work its magic and generate a blueprint. You can answer as much or as little as you want at this stage, save the blueprint, and make any changes or additions later. Test out the blueprint with real contacts in the Kraft emails section of PitchKraft, then come back and tweak it.
Chat with the Blueprint Builder as you would a human. Go back, ask for clarification, for suggestions, and test out ideas. Sometimes, especially if it’s researching online, it might take a minute to get back to you, so it will alert you with a ‘Snapchat’-style sound when it needs some more information from you. If you have kids around, it’s fun to see them diving for their phones.
Blueprint Builder will ask your name. Why? Just to be friendly. Also, unless you say differently, your name will be used in the email signature of the emails which are created. You can change that anytime.
PitchKraft will ask if you are currently sending out an email campaign, and if so, to paste in the email that you are sending. Why does it ask this? This is the most important part of the process. The Blueprint Builder will take the content, the theme (the purpose of the email), the tone, and the identifiers (company name, website, signature, etc.) and create a blueprint so that every recipient of that email receives a personalized version.
It’s worth spending a little time creating an email if you don’t have one. Think about how you would write your email to a few different recipients. How would you like to make that email individual to a specific person, job title, or company? This is what we call the Hook.
Example: if you are an events company, perhaps the hook would be how important each prospect takes the core aspects of the theme of your event by searching online for what we call the Hook Search Terms, i.e. ‘{company_name} {theme aspect 1} {theme aspect 2}’. Take a few of your prospects, do that search, and then write a personalized email to one of your prospects.
Real world example: You are James Hammond, Strategic Partnerships Manager of the Global Climate Innovation Forum, an event promoting sustainability. You have a prospect company ‘Beiersdorf’ in your database. The hook is the efforts of the prospect companies in their sustainability and Net Zero initiatives. You search for Beiersdorf’s efforts in the core theme aspects of ‘Sustainability’ and ‘Net Zero’ using a search engine: https://www.google.com/search?q=Beiersdorf+sustainability+”net zero”
The top 3 links returned from that search:
1.www.beiersdorf.com/sustainability/reporting/highlights-2024
2.www.beiersdorf.com/newsroom/press-information/all-press-releases/2024/10/07-beiersdorf-set-standards-for-climate-neutrality
3.www.beiersdorf.com/sustainability/overview
Beiersdorf has embedded sustainability at the heart of its corporate strategy. Under its Win with Care framework, the company focuses on climate action, circularity, responsible sourcing, and community impact. It has committed to achieving Net Zero by 2045, targeting a 90% reduction in Scope 1, 2, and 3 emissions. Progress is already evident, with a 25% absolute reduction in greenhouse gases, climate-neutral logistics initiatives, and packaging innovations such as refill systems and recycled materials. In addition, Beiersdorf Connect, the company’s innovation and collaboration platform, highlights sustainability as a core theme, bringing together partners, employees, and experts to drive collective action. These combined efforts position Beiersdorf as a climate leader within the FMCG sector, uniting long-term commitments with tangible results and industry collaboration.
Email structure stickiness controls how closely PitchKraft follows the wording and structure of the reference emails when generating campaign emails. The setting runs from 1 to 5. Lower numbers give the system more freedom to rephrase and reorganise your content, while higher numbers keep it much closer to your original style.
1 – Very loose: the system keeps the core idea but feels free to change wording and structure a lot.
3 – Balanced: the reference email is the main template, although PitchKraft can be a little flexible in composition.
5 – Very strict: the emails stay very close to your original paragraphs, order and tone, changing only what is needed for each prospect.
If you are unsure where to start, a value of 3 usually gives a good balance between consistency and intelligent improvement.
Blueprint Builder will ask for your ‘friendly’ company name — how you want your company to be referred to. If your company is ‘International Business Machines Corporation Limited Liability Company of Delaware’, then ‘IBM’ might be a better way of referring to your company in emails and campaigns. If you have added a template in the process, then Blueprint Builder will derive it and ask you to confirm.
Blueprint Builder will ask for your website address. It can use this to find information about your company so you don’t have to. If you’ve added a template with your website address, then Blueprint Builder will derive it and ask you to confirm it.
This involves generating a summary of what you are actually promoting. For example, if you’re James Hammond at the Global Climate Innovation Forum, the theme might be:
“An invitation to participate in and contribute to a major sustainability-focused business event, the Global Climate Innovation Forum 2025 in Berlin. The email promotes the event as a high-level platform for companies to attend sessions on sustainability and Net Zero, showcase their climate commitments, and collaborate with peers, investors, and innovators across industries.”
If you added a template earlier, Blueprint Builder will derive the theme and ask you to confirm or amend it.
The sample prospect is a test contact that exists to helps PitchKraft create a realistic preview email. Blueprint Builder uses the sample prospect details to show how the email theme, hook and search objective work together for one real-world style person. The sample prospect is not stored as part of the Blueprint and is not used for any bulk sending.
You can either type a real contact from your list or ask Blueprint Builder to create a plausible example. Typical details include name, company, website, work email, location and an optional LinkedIn URL. Once these fields are in place, PitchKraft can run the search objective on that prospect, apply your Blueprint logic and generate an example email that shows you what your campaign will look generally like in practice.
Blueprint Builder will ask for your hook — the unique, personalized element that grabs the recipient’s attention and makes them feel the message was written specifically for them.
In the example above, the hook is how important each prospect views the core aspects of sustainability and Net Zero, based on online research using Hook Search Terms, e.g. ‘{company_name} {theme aspect 1} {theme aspect 2}’.
If you added a template earlier, Blueprint Builder will derive the hook and ask you to confirm or amend it.
The search objective describes the specific insight you want PitchKraft to find online for each prospect. It turns your personalization idea (the hook) into clear research instructions, so PitchKraft knows which facts to keep and which to ignore. A good search objective focuses on one main question you want answered, not every possible detail about the company.
Think of the search objective as a sentence that finishes the phrase: “PitchKraft should look online to find out whether/what/if/…” For example, you might want to know whether the company has run events on a certain topic, invested in a particular technology, or published content aimed at a specific audience. Once the search objective is clear, Blueprint Builder can filter the results of the online research so that information relevant to your email theme is used in your emails.
Blueprint Builder will ask for search terms to use in finding online the information it needs to generate the personalized hook. It asks you this in a ‘Google-friendly’ way as it’s the easiest way to show how you’d manually search for relevant information.
Example: https://www.google.com/search?q={company_name}+sustainability+”net zero”
If you added a template earlier, Blueprint Builder will derive the hook search terms and ask you to confirm or amend them.
Blueprint Builder will generate an example output email to showcase how a typical email will look. This is first generated at the end of Blueprint creation process at which point the example email output will be created based on the information you have agreed with the Blueprint Builder such as your company details, email theme, email hook and search objective. The email will be generated for an example prospect company. Blueprint Builder will generate an example contact within that company with a name, job title, country, company website, and LinkedIn profile URL. These may be real or invented for demonstration purposes.
When you are editing the created Blueprint you can use the ‘Email preview’ area to create example output emails for your actual contacts. If you haven’t added any contacts yet then just hop over to ‘Contacts’ and import some or add manually. You can edit and change the example output email directly in the ‘Email preview’ if you like. Just remember that this is just for tweaking rather than for the content of main elements. The example output email is to give PitchKraft the flavour of the email so if you would like one part moving above another, text or format changes then you can do it here, save the example output email and emails from then on should reflect those changes.
Treat your Blueprint like a living draft. Start with a strong real-world email, keep structure stickiness around level 3, and refine hooks and search objectives gradually as you preview results with real contacts.
The Edit feature in PitchKraft allows you to update an existing Blueprint after it has been created. Editing is used to refine campaigns, improve the quality of personalisation, and keep your emails aligned with changes in your business, messaging, or branding.
This guide explains what Edit does, when to use it, what can be edited, how Email Preview fits into the process, and how different fields are connected.
What Is Edit?
Edit allows you to modify saved Blueprint settings that control how emails are generated. Any change made in Edit affects future emails generated from the Blueprint, including how personalisation and research behave, as well as branding, tone, and compliance elements.
Using Edit does not require creating a new Blueprint. You can return to Edit at any time to make improvements or adjustments as your campaign evolves.
When to Use Edit
Edit should be used when your offer or campaign focus changes, when your company name, website, or branding is updated, or when emails start to feel too generic or insufficiently personalised.
It is also the right place to adjust tone, email length, creativity, or subject line behaviour, as well as to update supporting elements such as call-to-action content, signatures, images, unsubscribe links, or testimonials.
Edit is designed for refinement and optimisation rather than quick corrections.
When Not to Use Edit
Edit may not be the best option if you are launching a completely different campaign for a new product or audience, or if you only want to make a small one-off wording tweak for a single email. In those situations, creating a new Blueprint or adjusting the Email Preview may be more appropriate.
How Editing Works
To edit a Blueprint, go to the Blueprints section and open the Blueprint you want to update. Select Edit, choose the specific field you want to change, and save the update. Once saved, you can review the result immediately in Email Preview on the right-hand side. All future emails generated from that Blueprint will use the updated values.
What Can Be Edited
Edit allows changes to both core campaign settings and additional email elements.
Core campaign settings influence how personalisation and research behave across all prospects. These include your company name, company website, email theme, personalisation hook, search objective, search terms, and email structure stickiness.
Additional email elements control branding, style, and compliance. These include the company’s legal name and description, extra information blocks, call-to-action text and links, email signatures, unsubscribe links, testimonials, words to avoid, banner and footer images, subject line settings (AI-generated or manual), email tone, wordiness level, creativity level, reasoning depth, emoji usage, and date-based greetings or farewells. Each item can be edited independently.
Field Connections and What to Review After Editing
Some fields within a Blueprint are connected. When one value is edited, other related fields may need a quick review to ensure the overall message remains consistent. This does not mean anything is removed or reset. It simply helps keep the Blueprint aligned.
When editing the company name, it is recommended to review the company website, email theme, personalisation hook, search objective, search terms, company description and extra information, email signature, subject line settings, call-to-action text and link, banner and footer images, testimonials that mention the company name, and the unsubscribe link if it is company-branded.
When editing the company website, you should review the company name, email theme, personalisation hook, search objective, search terms, company description and extra information, email signature, subject line settings, call-to-action link, banner and footer images, testimonials, and unsubscribe link. The website often influences research and validation, so alignment is important.
When editing the email theme, review the personalisation hook, search objective, search terms, and subject line behaviour. The email theme defines what you are promoting, so connected items should reinforce the same intent.
When editing the personalisation hook, review the search objective and search terms. The hook defines how emails are personalised, while the search objective and search terms define what information is retrieved to support that hook.
When editing the search objective, review the personalisation hook and search terms. The search objective defines the exact insight needed, so it must remain aligned with both the hook and the search query.
When editing the search terms, review the personalisation hook and search objective to ensure the research still supports the intended personalisation.
When editing email structure stickiness, review the Email Preview layout and flow. Email structure stickiness controls how closely emails follow the original reference email, and changing it can affect paragraph structure, tone consistency, and overall layout.
Using Email Preview Correctly
Email Preview shows how emails appear for real contacts using the current Blueprint settings. It helps validate personalisation quality, tone and clarity, and overall structure and flow. Email Preview updates automatically after changes are saved.
Email Preview is not intended for redesigning campaign logic. For major changes, it is best to edit the Blueprint first and then review the results in Email Preview.
Troubleshooting Common Issues
Best Practices for Editing
For best results, change one item at a time and review Email Preview after each update. Keep the email theme, personalisation hook, and search objective conceptually aligned, and avoid overfitting search terms to a single company. Use “Words to avoid” to support compliance and brand safety, and remember that all settings can be edited again later.
After saving, your new blueprint appears in the Blueprints list. You can create multiple blueprints (for different campaigns, follow-up emails, or split-testing different approaches). Each blueprint shows its default folder, creation date, and description. You can click on the blueprint name to view it, or click the Action icon to view, edit, or delete it.
If you click on Edit, you can change anything already created, and there are many other aspects of the email you can configure. Here’s the current list (with more in the pipeline!):If you click on Edit, you can change anything already created, and there are many other aspects of the email you can configure. Here’s the current list (with more in the pipeline!):
The full registered/legal name of your company.
A short overview of your company’s products/services to help personalize emails.
Static info you want included in every email (optional, e.g. certifications, disclaimers).
The words shown above your Call-to-Action button (e.g. “Book a Demo”).
The URL where the Call-to-Action button takes the reader.
The closing block with sender’s name, job title, company details, and contact info.
The link for recipients to opt-out of emails (mandatory in most campaigns).
Quotes or feedback from happy clients to add credibility.
Terms you don’t want used in your emails (e.g. competitors’ names, jargon).
URL of the banner image shown at the top of the email.
URL of the image shown at the bottom of the email.
Yes/No option for whether the subject line should be generated by AI.
Custom subject line you write yourself, can include placeholders like recipient name.
The overall feel of the email (e.g. friendly, professional, persuasive).
How verbose the email should be (low, medium, or high).
How creative the writing style should be (low = straightforward, high = imaginative).
How detailed/analytical the email logic should be (low, medium, high).
Adds a greeting linked to delivery day/holiday (e.g. “I hope you had a good weekend”).
Adds a goodbye linked to delivery day/holiday (e.g. “Enjoy your weekend”, “Have a great Labor Day”).
How many emojis to include (none, minimal, few, many).
What the Unsubscribe Block Is
The Unsubscribe Block is the final section of an email that gives recipients a clear and respectful way to opt out of future communication. It usually appears at the very bottom of the email, after the main content, signature, and any footer elements.
This block is not just a compliance requirement. It is also an important trust signal. A clear unsubscribe option reassures recipients that the communication is legitimate, transparent, and respectful of their preferences.
Why the Unsubscribe Block Is Important
The Unsubscribe Block serves several key purposes:
Where the Unsubscribe Block Appears
The Unsubscribe Block always appears at the end of the email, after all other sections such as:
the main email content,
the signature block,
optional footer images or branding elements.
If no Unsubscribe Block is defined, nothing is shown. The system will never invent or force one by default. The block appears only when the user explicitly provides it.
What You Can Include in the Unsubscribe Block
The Unsubscribe Block is flexible and can include more than just a simple opt-out sentence. You can personalize it and add useful context by using supported placeholders.
You can include:
Example of What the Unsubscribe Block Can Communicate
Without showing technical placeholder codes, an unsubscribe block can read naturally, for example:
All of this appears as normal readable text to the recipient.
How Users Can Add or Change the Unsubscribe Block
There are two key moments to understand:
During initial setup
If the unsubscribe wording is included in the original reference email, it will appear in the email preview automatically.
If it is not included, it will not appear in the preview. This is intentional and keeps the preview aligned with the reference email.
After setup, using Edit Mode
If you want to add or change the Unsubscribe Block later:
Open the existing Blueprint.
Go to Edit Mode.
Choose the field for the Unsubscribe Block.
Enter or update the unsubscribe text.
Save the change.
Once saved, the Unsubscribe Block will appear at the bottom of the email, even if it was not present in the original preview email.
Edit Mode always respects explicit user intent. If you add or update the Unsubscribe Block there, it will be applied.
When the Unsubscribe Block Is Not Shown
The Unsubscribe Block will not be shown if:
it is left empty,
it contains no real text,
or it is intentionally removed by the user.
In these cases, the email will end without any unsubscribe section.
The Elements tab gives you direct access to all values saved during the Blueprint build process. It is designed for users who already know exactly what they want to change and prefer to update values quickly, without going through a guided conversation with the Builder.
This guide explains what Elements is, how it works, when to use Elements instead of Edit, what can be changed, how edits affect other fields, and best practices for using Elements safely.
What Is Elements?
Elements is a dedicated tab inside PitchKraft that displays all saved Blueprint values in one place. Every answer you provide during the Build process is stored as a structured value, and the Elements tab surfaces those values so they can be reviewed and edited directly.
In simple terms, the Build experience is where values are created through conversation with the Builder, while Elements is where those same values are listed in their raw form and can be edited manually. Elements removes guidance and suggestions and gives you full control over what is stored.
Where to Find Elements
The Elements tab is available at the top of the Blueprint interface, alongside the Build tab. You can open Elements while a build conversation is still in progress or after the Blueprint has already been created. There is no need to navigate to campaigns or open separate edit screens to make changes.
How Elements Works
To use Elements, open a Blueprint and select the Elements tab at the top of the screen. You will see a complete list of saved fields along with their current values. You can replace or update any value directly, save the change, and then review the result in Email Preview. Once saved, the updated value is immediately used by the Blueprint for all future email generation.
What You Can Do in Elements
Elements allows you to view every value collected during the Build process and edit those values directly without using the Builder. It is ideal for quickly correcting information, replacing content, or pasting exact wording such as approved brand copy or URLs. Because changes are saved instantly, you can validate updates right away using Email Preview. Elements is designed for speed, precision, and control.
What Can Be Edited in Elements
All Blueprint values collected during the Build process are visible and editable in Elements. This includes core campaign values such as your company name, company website, email theme, personalisation hook, search objective, search terms, and email structure stickiness.
Elements also includes additional email elements such as the company legal name, company description, extra information block, call-to-action text and link, email signature, unsubscribe link, testimonials, words to avoid, banner image, footer image, subject line settings, tone preferences, wordiness level, creativity level, reasoning depth, emoji usage, and date-based greetings or farewells. Each value can be edited independently.
Elements vs Edit: What’s the Difference?
Both Elements and Edit update Blueprint values, but they are designed for different situations. Elements is best used when you already have the exact value you want to use, need to make a quick replacement, and do not require guidance or suggestions. It gives you full control over the raw input and assumes you are confident about how the value should look.
Edit, on the other hand, is designed for situations where you are unsure what the best value should be, want help refining wording or structure, need the Builder to guide alignment, or want to understand the impact of a change before committing to it. In short, Edit is guided and conversational, while Elements is direct and manual.
How Elements Affects Other Fields
Elements does not automatically guide you through related changes. When you edit a value in Elements, the value is saved exactly as entered. No additional prompts or suggestions are shown, and connected fields are not highlighted. Because of this, it is important to manually review related fields after making changes to ensure everything remains aligned.
Field Connections to Review When Using Elements
Using Email Preview with Elements
After saving any change in Elements, use the Email Preview on the right-hand side to confirm that tone, structure, and personalisation still read naturally. Email Preview helps ensure that changes behave correctly across different contacts and is the fastest way to validate manual updates made in Elements.
When to Prefer Elements Over Edit
Elements is ideal when you are correcting a typo or incorrect URL, pasting approved brand copy, updating compliance-related values, replacing text exactly as written, or when you are confident that no additional guidance is needed.
Best Practices for Using Elements
For best results, make one change at a time and review Email Preview after each update. Double-check connected fields when editing core values, and avoid large conceptual changes without reviewing alignment. If you are unsure about wording, structure, or impact, use Edit instead. Elements works best as a precision tool rather than an exploration tool.
Use Edit when refining messaging, tone, or personalization logic, and Elements when you know the exact value to change and want speed and precision. Always review Email Preview after updates to ensure connected fields stay aligned.
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