Campaigns

From moment to send

1. Find the moment. Claude checks your queue.
2. Build the campaign. Walkoff returns subject lines, preview text, the finished email, your products with links and prices, the audience, when to send, the copy rules and the steps to draft it.
3. Review it. Claude shows you the email, the audience and the send time. Ask for changes in plain words: another subject line, a different product, an offer.
4. Save the segment, once per team. The first time, Claude offers to create it in Klaviyo. Say OK, or create it yourself from the steps it gives you. Audiences
5. Draft it in Klaviyo. When you say go, Claude uses your Klaviyo connector to create the template and a draft campaign for that segment, with Smart Sending and UTM tracking on. Klaviyo in Claude
6. Send it. Schedule it in Klaviyo, or have Claude schedule it if your connector can. Nothing goes out until you say so.
7. Log it. Claude records what you did, so it leaves your queue.
8. See how it did. A few days later, ask Claude. It reads the orders and revenue from Klaviyo. Tracking and results

A sample campaign

Ask “Show me a sample campaign for a Chargers walk-off.” and Walkoff builds one before there's a real moment. This is what it returns for the demo brand, which has no team license:

Subject lines

1. Azure and sunflower kind of Sunday.
2. That finish.
3. Right down to the last second.

Preview text

The Everyday Jogger in Azure Heather, and more in the colors you're already wearing.

Products

Everyday Jogger in Azure Heather, Sunday Hoodie in Sunflower, Coastal Crew in Gold

Audience

Walkoff · Los Angeles Chargers fans: within 25 miles of 92108

Send

Sun 4:46 PM PDT. Right away: fans are still buzzing, and it's a decent hour where they live.

Warnings

This is a sample: there's no real walk-off win for the Los Angeles Chargers yet. Use it to preview, not to send.

The finished email, as build_campaign returns it for Klaviyo. Your store name and address and the unsubscribe link fill in when Klaviyo sends it.

The copy never names the team. The nod is the colors, through the brand's own products. And because the demo brand's Chargers fans live around San Diego, not Los Angeles, it doesn't name a city either.

Copy rules

Most brands aren't licensed to use team names and marks. For them, every campaign follows these rules, and build_campaign returns them with each one:

• Never name the team, league, players, coaches, stadium, rivalry or event. No team names, nicknames or abbreviations, and no event names like the Super Bowl or World Series: say "the big game".
• No logos, mascots, jerseys, numbers, slogans or game footage. Show the brand's own products.
• Don't say or imply the brand is official, licensed or endorsed.
• Leave scores and play-by-play out. "What a finish" does the job.
• Nod with the city and the colors: that's the whole signal.
• Walkoff's rules lower the risk but aren't legal advice. When in doubt, ask counsel.

For college teams and clubs, one rule changes: “Nod with the colors only. For college teams and clubs the place is the name, so skip place names too.”

Licensed brands may name their teams, within the license:

• Sample Athleisure Co. is licensed for team marks, so naming the Chargers is fine within the license.
• Keep players' names and photos out unless the license covers them, and use league marks only if it does.
• Walkoff's rules lower the risk but aren't legal advice.

Moment headlines, like “Walk-off win: Chargers 27, Chiefs 20”, name teams for your eyes only. If you or Claude rewrite the copy, keep the rules.

Hometown campaigns

A hometown moment celebrates the town, not the athlete. Every hometown campaign follows these rules:

• Celebrate the town, never the athlete: no name, nickname, initials, number, position, school or photo, and nothing like "local kid", "one of our own", "hometown hero" or "born and raised".
• Never name the team, league or event: no Super Bowl, World Series, Masters or Wimbledon. No logos, trophies or footage.
• Don't say or imply that an athlete or team endorses the brand.
• The town's name and the colors are the whole signal. Send only to the town's circle, never the whole list.
• Walkoff's rules lower the risk but aren't legal advice. When in doubt, ask counsel.

The one exception: an athlete who agreed in writing that your brand may name them. With the agreement on file with Walkoff, the campaign may name them, within it. Ask us to put one on file.

Send timing

Walkoff times each send for where the fans live, between 8 AM and 9 PM their time.

• After a result: right away, if it's a decent hour there. If it ended late, the next morning at 8 AM.
• Before a game: the morning of game day. On game day itself, right away, or skip it if kickoff is close.

Klaviyo's Smart Sending stays on, so nobody who just got an email from you gets another.

Offers, products and samples

• Offers. Add one in your ask, like “15% off with code BOLT15 through Monday”. It goes in the email as you wrote it.
• Products. Walkoff features up to three from your catalog, in the team's colors. Name your own and they're featured instead.
• Reach. Core fans by default. Ask for wide to include shared markets. Core or wide
• Samples. Name a team and a kind of moment to see a campaign before there's a real one. Samples are for previewing, not sending.
• Your words. Ask Claude to change anything. The copy rules still apply.

Watch for warnings. Walkoff flags a sample, a game that's still live, a loss, a moment past its window, a missing store address, and an audience with few of your customers in it.

Logging and results

Logging keeps your queue clean and builds your history. Claude logs each moment as:

• Drafted: a Klaviyo draft exists.
• Sent: it's scheduled or sent.
• Skipped: you passed on it.

A logged moment leaves your queue. Ask “What did we send last month?” to see your history, with the moment behind each send.

For results, ask “How did our Walkoff sends do last month?” Claude reads each send's recipients, clicks, orders and revenue from Klaviyo, so you can compare one kind of moment with another. Tracking and results