Heraldic

Company set-up

Guardrails

Limits no agent can cross, whatever it proposes and whatever you approve.

Spend

daily cap $400

Oct 14Oct 27

Latest day$306 / $400

This month$7,742 / $10,000

Monthly budget cap

$a month

Daily budget cap

All agents combined.

$a day

Largest change in one step

Of an agent’s total daily budget. Bigger changes happen in smaller steps.

Largest move without approval

Moving more than this of one campaign’s budget to another needs your approval.

Agent	Daily budget	Agent cap	Last 7 days
New customers	$230	$275	$1,454
Reorders	—	No spend	$0
Retargeting	$88	$120	$589
Brand review	—	No spend	$0
Creative desk	—	No spend	$0
Copy desk	—	No spend	$0

Contact policy

Caps per person

All agents, per week

Every message, every channel.

messages

All agents, per day

messages

Least time between messages

hours

Ad impressions per week

Across all ad platforms.

per person

Each channel

Channel	Most per week	Quiet hours, in each person's time zone
Email	Email per week	No messages fromto
SMS	SMS per week	No messages fromto
Push	Push per week	No messages fromto

When messages may go out

Send days

Blackout dates

In every channel.

Nov 26, 2026Dec 25, 2026Jan 1, 2027

Who's left out

Smart suppressionSkip a message when it would likely do more harm than good, such as with someone about to unsubscribe.

Holdout group

A random share of people who get no messages or ads, so you can measure what marketing adds.

Audiences and consent

Never contact

People who unsubscribed or marked us as spam

Always on · required by law or by the platforms

SMS to anyone who hasn't opted in to texts

Always on · required by law or by the platforms

People on an active subscriptionKeeps win-back and reorder messages away from people who already get regular deliveries.

People in an active sales conversation

People marked do-not-contact in your CRM

Existing customersKeeps acquisition agents away from people who already work with you.

People with an open order or support ticketWaits until their order arrives or their ticket is closed.

Email only people who opted in to marketingRequired in the UK, EU and Canada; recommended everywhere.

Targeting

Special ad category

Ads about housing, credit or employment can't target by age, gender or postcode on Google Ads and Meta.

Smallest audience allowed

Avoids targeting so narrow it identifies individuals.

people

Excluded regions

States, provinces or countries.

None.

Content

The “never” rules on the copy desk apply too.

Banned phrases

healthiestguilt-freebest coffee in the world

Largest discount agents may offer

Every figure needs a sourceEach number in an ad or email must come from a claim with a source.

Brand review before anything goes outThe Brand Review agent checks every ad and email for your voice, banned phrases and claims without a source.

Your postal address

Every email must carry it, with an unsubscribe link, or it’s stopped.

Every email includes an unsubscribe link and your company address

Always on · required by law or by the platforms

Permissions

Change them for one agent in its Settings.

Change budgets
Change bids
Pause campaigns or ads
Resume campaigns or ads
Launch campaigns
Send emails and messages
Use library creative and copy in ads and messages
Change audiences
Desks: accept work other agents asked for

Not allowed: Agents may not propose it at all.
You approve: Nothing happens until someone approves it.
Acts and notifies you: Happens within your limits; you're told after.
Acts silently: Happens within your limits, with no notification.

Stop everything

Pause every agent at once. Campaigns keep running at their last settings.