Introduction
Your Gem-E Content is the foundation for how Gem-E communicates your product to different personas and delivers relevant materials at the right time. Content consists of materials your sales reps would normally paste by hand (calendar links, gifting links, case studies, sample email templates, and product announcements). Instead of reps manually selecting and inserting these elements, Gem-E intelligently uses them based on prospect attributes and campaign context.
Content Structure
Every content type in Gem-E follows the same three-part structure:
- Filters - Determine which prospects/campaigns trigger this content
- Content - The actual information Gem-E will reference
- Instructions - How Gem-E should use the content in messaging
Setup Methods
Gem-E offers two ways to upload and generate instructions for your content.
1. Manual Setup
Write your content and detailed instructions by hand. This method gives you complete control and is ideal when you need precise, custom configuration. The guide below provides requirements needed for each content type.
2. AI-Assisted Setup (Recommended)
Provide your content and simple prompts and let Gem-E generate the detailed instructions for you. This method is faster and easier while still allowing you to review and refine the output.
How to access:
- Navigate to Gem-E → Content tab
- Click Add Content
- Select a content type under "Generate with AI"
- Provide your simple prompt and content
- Review and edit the AI-generated instructions
The sections below detail each content type and explain what filters, content, and instructions are needed for manual setup. Even if you plan to use AI-assisted setup, this information is valuable - it shows you what Gem-E needs "under the hood" so you can better understand what shapes your messaging.
1. Value Proposition
Your value proposition should contain all the relevant context and information you'd like the AI to know about your company, offerings, and the prospects you target. This is the only required content type in Gem-E.
Filters (Optional)
When to use filters:
- Focus on specific products/services for certain prospects
- Tailor messaging for specific industry verticals
- Customize based on relationship types with your company
What happens without filters: The Value Prop is the only content type in Gem-E that uses waterfall logic (the AI evaluates the available value propositions from the top down and selects the first one with matching filter conditions - all other value propositions will be ignored). Without filters, Gem-E will take the first available Value Proposition.
Content
Value Proposition - What to include:
- What your company does
- Products/services you offer
- Different sales pitch options (optional)
- Main value propositions
Persona Pain Points - What to include:
- Target personas/departments
- Common titles within these departments
- Common pain points for each persona
- How your company solves these pain points
- Impact created when pain points are solved
AI-Assisted Setup for Value Propositions
Value Propositions offers a unique AI-assisted setup process:
- Navigate to Gem-E → Content tab
- Click Add Content
- Select Value Propositions under "Generate with AI"
- The AI automatically scrapes your company's website/domain to generate a comprehensive value proposition
- Review and edit the AI-generated content
Date stamping: AI-generated Value Propositions are automatically stamped with the creation date, making it easy to track and manage different versions over time.
Note: Unlike other content types, you don't need to provide prompts or input - the AI pulls directly from your domain to create the value proposition.
2. Sample Emails
Provide reference emails for Gem-E to mimic tone, style, structure, and/or content.
Filters (Required)
When to use filters:
- Tailor emails to prospect seniority levels (filter: "Current Job > Seniority")
- Customize by department or persona (filter: "Current Job > Department" or "Current Job > Persona")
- Create scenario-specific emails (e.g., closed lost opportunities, event attendees)
What happens without filters: If there are no filters we will feed in all the sample emails you provide. This could potentially confuse the AI if different sample emails for different scenarios are provided and we feed all of them in at once.
Content
What to add: Add the email or sequence of emails you want Gem-E to reference.
Formatting requirements:
Replace specific details with generalized variables using single square brackets:
- Example: "Hi John, I hope things are going well at Acme Corp"
- Becomes: "Hi [Prospect First Name], I hope things are going well at [Prospect's Company Name]"
Format as:
Email 1 Subject Line:[Your Sample Email Subject Line Here]
Email 1 Content:[Your Sample Email Content Here]Important: Insert all emails from the same sequence into one Sample Email item using the format above. Do not create separate items for each email in the sequence.
Instructions
You have two primary options for how Gem-E uses sample emails:
Option 1: Tone/Style Reference Only
- Gem-E mimics the tone, style, and/or structure
- Gem-E does NOT copy the content
- Use this to make emails sound "on brand"
Example instruction:
Use the sample emails provided to influence the tone, structure, and style of the emails you write to this prospect.
Do not copy any of the content within the sample emails - instead use it to help craft emails that sound 'on brand' from our company.
Option 2: Content + Style Reference
- Gem-E closely mimics both the content AND style
- Gem-E follows the pre-written email and adds small personalizations
- Use this for templated sequences with light customization
Example instruction:
Email 1 to this prospect should closely mimic the content, style, tone, and structure of the sample email provided.
If signals are present for this prospect, integrate the most relevant signal into email 1 in a way that sounds natural and seamlessly fits with the rest of the content in this message in a logical and fluid way.
AI-Assisted Setup for Sample Emails
For creating a single email template:
Turn this email into a template.
Then reference this template when generating email [insert relevant number] of the outbound sequence.
Email to turn into template:[Insert email that you'd like to turn into a template]
For creating sequence templates:
Turn this sequence of emails into a sequence of generalized templates.
Email sequence to turn into templates:[Insert sequence of emails that you'd like to turn into a template]
The AI will automatically identify variables, generate formatting instructions, and create usage guidelines for your sequence
AI Summary (Optional Feature)
What it does: Automatically analyzes your email sequence and writes instructions based on detected patterns (tone, style, structure).
When to use:
- You provided a complete sequence of sample emails
- You want Option 1 (tone/style reference only)
- You want Gem-E to write the instructions for you
How to use:
- Add your complete email sequence to the Content section
- Click "AI Summary"
- Review and edit the auto-generated instructions
DO NOT USE if:
- You want Option 2 (content mimicking)
- You didn't provide a full sequence of emails
3. Case Studies
Share customer success stories and case studies in relevant messaging.
Filters (Optional)
When to use filters:
- Match case studies to prospect's industry (filter: "Current Company > Company Industry" and/or "Current Company > Company Sub-Industry")
- Match to similar company size (filter: "Current Company > Company Number of Employees")
- Target specific personas/departments (filter: "Current Job > Department" or "Current Job > Persona")
What happens without filters: All case studies without filters will be fed into the model. By default Gem-E tries to select the best case study based on the closest match to the prospect's company's industry and size. But the industry and company size information needs to be provided for the case study company for the AI to try and match this. Otherwise the results might be semi-random.
Content
Link (Optional): Add a URL to the full case study if you want it inserted in messaging.
Case Study - What to include:
- Summary of the case study
- Key points and outcomes
- Customer quotes
- Company context (industry, size, location) to help Gem-E determine relevance
Tip: Including company details is especially useful if you're not using filters.
Instructions
What to include:
- Which email(s) should mention the case study
- Any specific context for how to reference it
Important note: If there aren't explicit instructions for where case studies should be included in the sequence, case studies might not be included in every email sequence because there might be other personalization signals that the AI prioritizes over using a case study.
AI-Assisted Setup for Case Studies
For case studies with a URL:
Scrape the case study from [insert full URL of case study]
For uploaded case study PDFs:
Summarize the case study provided in the attached PDF
The AI will automatically extract key information (customer name, industry, company size, results), create a summary with relevant details, identify impactful quotes, and suggest relevant use cases.
4. New Features
Inform prospects about newly launched features or products.
Filters (Optional)
When to use filters:
- Only mention to prospects not contacted since launch (filter: "Last activity (prospect)")
- Target specific personas/departments (filter: "Current Job > Department" or "Current Job > Persona")
Content
Link (Optional): Add a URL to an article or resource about the new feature for insertion in messaging.
New Feature - What to include:
- Information and context about the new feature
- What problem it solves
- Key benefits
- Any relevant details Gem-E should know to mention it effectively
Instructions
What to include:
- Which email(s) should mention the new feature
- Any specific context for how to reference it
- How prominently to feature it
AI-Assisted Setup for New Features
For features with a URL:
Scrape information about the new feature mentioned on this page [insert full URL of webpage highlighting the new feature]
For uploaded feature announcement PDFs:
Summarize the new feature highlighted in the attached PDF
The AI will automatically extract key feature details and benefits, identify the target audience, suggest appropriate messaging context, and create guidelines for natural integration into sequences.
5. Links
Insert specific links (calendar, resources, webinars, etc.) into messaging.
Filters (Required)
When to use filters:
- Limit gifting links to certain seniority levels (filter: "Current Job > Seniority")
- Limit gifting to recent job changers (filter: "Current Job > Role Started Date")
- Limit resources/webinars to specific personas (filter: "Current Job > Department" or "Current Job > Persona")
What happens without filters: If there aren't any instructions for how they should be used in the messaging they most likely wouldn't be used. But the results might be unpredictable depending on how much info is provided about the link/what instructions you provide.
Content
Link - What to include: The full URL you want inserted (calendar link, resource, webinar, etc.)
Description - What to include: Detailed description of the link and/or the page it leads to. This gives Gem-E context about what it's linking to.
Instructions
What to include:
- Which email(s) should include the link
- Where in the email to place it (e.g., "at the end of the CTA")
- How to display it (e.g., "don't show the full URL - instead hyperlink it to the phrase 'learn more here'")
- Any other specific context
AI-Assisted Setup for Links
Gifting Links
Option 1: Gift-focused sequence
Insert this gifting link in emails 1, 2 and 3 of the sequence.
The gifting link should be the focus of email 1 (simply congratulate the prospect and offer them a gift - do not ask anything of them).
Then include brief reminders about the gift in emails 2 and 3.
Gifting link: [Insert gifting link URL]
Option 2: Gift as secondary CTA
Briefly mention this gifting link at the end of the first email to the prospect as the CTA of the message. Gifting link: [Insert gifting link URL]
Calendar Links
Option 1: Multiple touchpoints
Naturally include this calendar link in emails 1, 3, and 6 with a CTA asking the prospect to schedule a call or meeting.
The CTA should be low pressure and framed in a way that provides value to the prospect.
Calendar link: [Insert calendar link URL]
Option 2: Selective placement
Naturally incorporate this calendar link in 2 emails throughout the sequence of emails to the prospect.
The calendar link should be included in the CTA.
The CTAs should not be pushy and should focus on how a call/demo can provide value to the prospect.
Calendar link: [Insert calendar link URL]
Webinar Invite Links
Option 1: Exact language
This is a webinar invitation link.
It should be included at the very end of the first two emails in the sequence to the prospect as the very last sentence of the email body, after the CTA.
The webinar invitation must use this exact language:
"[Insert invitation language here] [insert hyperlink text here - hyperlink text must be in square brackets immediately followed by the url in parenthesis](insert URL here in parenthesis)."
Option 2: Contextual integration
This is a webinar invitation link. It should be included in email 1. The CTA of email 1 should highlight why the webinar would be valuable for the prospect and invite them to register.
Webinar invitation link: [Insert webinar registration link URL]
Value-Added Resource Links
Option 1: Natural integration
This is a recorded classroom session intended to be shared as a value-add resource for SDR leaders.
It provides a tactical, behind-the-scenes walkthrough of how UserGems revives Closed Lost opportunities using AI-powered outbound.
This link should be woven naturally into the body of one email within the sequence of emails to the prospect, similar to how a case study or playbook would be shared.
It should support the message, not dominate it, and should feel optional and helpful rather than promotional.
Resource link: [Insert resource link URL]
Option 2: Contextual mention
Include a link to this resource in 1 email within the sequence of emails to this prospect.
The mention of the resource should make sense within the context of the email and connect to the content of the email in a logical and natural way.
Resource link: [Insert resource link URL]
The AI will automatically determine optimal email placement, create natural hyperlink text, set appropriate tone and positioning, and generate specific formatting instructions.
6. Conditional Instructions
Purpose
Trigger specific instructions based on prospect attributes or conditions.
Filters (REQUIRED)
Why filters are required: Conditional instructions are designed to activate only when certain conditions are met. The filter defines that condition.
How to structure: Instead of writing: "If the prospect is C-level, say XYZ in the CTA"
Use:
- Filter: "Current Job > Seniority" IS "C-level"
- Conditional Instruction: "Say XYZ in the CTA"
What happens without filters: Filters should always be used for conditional instructions.
Conditional Instruction
What to include: Instructions or context that should trigger when filter conditions are met.
Important: Never begin with or include "IF" statements in the instruction itself. The filter handles the "if" logic.
Example:
❌ Wrong Conditional Instruction: "If the prospect is in the marketing department, say ABC"
✅ Correct:
- Filter: "Current Job > Department" IS "Marketing"
- Conditional Instruction: "Say ABC"
AI-Assisted Setup for Conditional Instructions
Language Localization
Write all emails to this prospect in French. Make sure all subject lines, greetings, and contents of the email are written exclusively in French. Nothing should be written in English
Other Conditional Scenarios
You can provide simple descriptions of the condition and desired behavior, and the AI will generate detailed instructions. Examples:
- Tech stack signals: "When prospect uses [Competitor], position our product as superior without being pushy"
- Seniority-based messaging: "For C-level prospects, focus on strategic value and ROI"
- Industry-specific messaging: "For healthcare prospects, emphasize compliance and security"
The AI will automatically create comprehensive instructions, specify all requirements, ensure consistency, and include instructions for the data summary section.