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AI Messaging: Direct vs Indirect Integrations

Gem-E writes the messaging; your Sales Engagement Platform delivers it. This article covers how to wire the two together so Gem-E's personalized subjects and email bodies flow into your sequences automatically.

There are two categories of SEP setup, depending on which platform you use.

Which category are you?

  • Direct integrations: Outreach, Salesloft, Gong Engage. UserGems pushes Gem-E messaging straight into your SEP via custom variables.
  • Indirect integrations: everything else. UserGems pushes Gem-E messaging to the lead/contact in your CRM, and your SEP reads it from there via merge fields.

Either way, the underlying model is the same: 7 subject slots and 7 email body slots per prospect, one for each email in a Gem-E sequence.

Direct integrations (Outreach, Salesloft, Gong Engage)

The setup:

  1. Create 7 subject variables and 7 email variables directly in your SEP. These are the custom fields your sequences will reference.
  2. Map them in UserGems. Head to the Engagement section and map each SEP variable to its corresponding Gem-E subject and body slot.
  3. Use the variables in your sequence emails. Each email step references the matching variable pair, so when a prospect enrolls, their personalized Gem-E messaging populates automatically.

Platform-specific walkthroughs:

Indirect integrations (all other SEPs)

If your SEP is not one of the three above, it only takes one extra step: the messaging routes through your CRM first.

  1. Create 7 subject fields and 7 body fields in your CRM on the contact/lead: Gem-E Subject 1-7 as Text (255) and Gem-E Email Body 1-7 as Rich Text Area. These fields do not need to appear on page layouts; they only store messaging for sequences (though displaying them can help with troubleshooting).
  2. Add an Update CRM Fields action to your campaign. Select the object (contact or lead, matching how UserGems creates records), add all the Gem-E fields, set New Value to Dynamic, and map each CRM field to its Gem-E value.
  3. Map the CRM fields to your SEP as custom variable fields. If you sequence directly out of Salesforce or HubSpot, skip this step.
  4. Build your sequence using the custom variables. Each email step references the variable pair that corresponds to its position: email 1 uses Subject 1 and Body 1, a reply-thread step uses only the body, a new-thread step uses both.
  5. Set up an enrollment trigger in your CRM or SEP: IF Gem-E Email Body 1 is not blank, THEN add the prospect to the Gem-E sequence. Running multiple Gem-E sequences? Add campaign criteria to the trigger, e.g., Body 1 is not blank AND Campaign = your campaign name.

Full walkthrough with example sequence templates: Gem-E Messaging Indirect Integrations

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