How we build

The system behind a campaign

Cold email for B2B sellers. These are the charts of how we run it, the checks that stop a bad send, and the actual copy with the process behind it.

Real chartsReal copyReal send guardsNothing mocked up

THE WHOLE SYSTEM

Swipe sideways to see the whole chart.

From a raw list to a send

Paid enrichment is the expensive step, so it only touches leads that already passed everything free. A bad list gets caught for pennies.

Two checks on every email address

One verifier misses things, so every address goes through two. A missing result from either one fails preflight.

How a send is protected

Re-saving a campaign mid-send can email the same person twice. Each guard below blocks or acts. The watchdog runs on its own schedule, independent of any session.

Guard	What it stops
Sequence lock	Saving a campaign's sequences after it has sent anything. No bypass.
Lead-add lock	Adding leads to an active or completed campaign. Order is pause, add, preflight, restart.
Duplicate-lane gate	Creating a second campaign with the same name as a live or draft one.
Preflight	A one-step or empty sequence, a lead already in another campaign, missing verification results.
Send watchdog	Anything that slipped through. Runs every five minutes and pauses the campaign itself.
Clock	Guessing the day or hour. The real time and send window print on every prompt.

How a reply is handled

The draft depends on which offer that campaign sold. No dollar figure goes into any reply, and nothing sends until it is approved. Replies go out in the thread they came from.

Copy, and the process behind it

Every email states a fact about the company, asks where their deals come from, says what we do in one sentence, and makes one ask. Four variants of a real campaign are below. Merge fields are in double braces and fill from each lead's own data.

A{{product}} accounts
{Hi|Hey} {{first_name}}, Is most of your new {{product}} business still coming through distributors or dealers? We {open|start} direct conversations with the businesses that buy {{product}} in your territory, with no distributor in the middle. Shall I show you what that looks like for {{company_name}}? {sender}

Bwho picks the brand
{Hi|Hey} {{first_name}}, When a distributor picks which {{product}} brand goes in front of the buyer, is {{company_name}} part of that conversation? We {open|start} direct conversations with the businesses that buy {{product}} in your territory, so the order comes to you. Shall I show you what that looks like for {{company_name}}? {sender}

Cbuyers you talk to
{Hi|Hey} {{first_name}}, How many of the businesses that buy {{product}} in your territory does {{company_name}} talk to directly, and how many only through a distributor? We {open|start} direct conversations with the ones you do not reach, so new accounts do not depend on a dealer. Shall I show you what that looks like for {{company_name}}? {sender}

Dsomething new in {{product}}
{Hi|Hey} {{first_name}}, When {{company_name}} launches something new in {{product}}, how does it reach buyers before a distributor decides to stock it? We {open|start} direct conversations with the businesses that buy {{product}} in your territory, so the new product gets in front of people who can buy it. Shall I show you what that looks like for {{company_name}}? {sender}

The copy gate runs before anything is built. It checks word count, banned words, one question per email, and that the ask is identical across variants:

copy_gate output

--- A | {{product}} accounts | 45 words
--- B | who picks the brand | 51 words
--- C | buyers you talk to | 56 words
--- D | something new in {{product}} | 58 words
PASS

Niche teardowns

Each niche gets the same worksheet: who buys, where their deals come from now, which public record gives a fact about each company, and why that fact fits what they sell.

Petroleum equipment contractors

Independent contractors who install and service fuel tanks, dispensers and piping.

Public source

EPA and state tank registration files

Why it fits

The file shows how many regulated tanks sit in the contractor's own state, which is the market they can serve.

Aggregate and crusher equipment dealers

Independent dealers selling crushing and screening equipment to quarries and pits.

Public source

MSHA mine registry

Why it fits

Active mines in a dealer's territory are the operators who buy. The file shows operators, not intent, so the email never claims a mine will buy.

Self-funded health plan administrators

Independent third-party administrators running claims for employers that fund their own plans.

Public source

Form 5500 filings

Why it fits

The filings list self-funded plans by state, so the email can name the pool in the administrator's footprint.

Industrial demolition and decommissioning

Contractors who take down plants and facilities.

Public source

State WARN closing notices

Why it fits

A closing notice is public and dated. It is a lead on a facility changing hands, not a promise of a job, so the copy says only what the notice says.

Safety equipment makers

Manufacturers of protective gear who sell mostly through distributors.

Public source

OSHA citation data by standard

Why it fits

The fact has to match the product. A respirator citation figure goes to a respirator maker, never to a glove maker.

What you approve before it starts

Every campaign stops at a 10-lead preview. You see each lead, the fact the email uses, the email check result, and why the lead fits, then approve or send it back. This example is invented. The companies and people do not exist.

Lead	Fact used in the email	Email check	Why it fits
Northfield Valve Works Dana Ortiz, VP Sales	Lists a distributor network on its dealer page	Valid on both	Fits: makes the product, sells through dealers
Calder Pump Co. Marcus Lee, Owner	Exhibits at one regional trade show	Valid on both	Fits: small maker, no direct sales team listed
Ridgeline Fittings Priya Shah, GM	Dealer locator covers four states	Catch-all, flagged	Fits: dealer-led, owner reachable

Three of the ten rows shown.

The copy as data

The same four variants as the JSON the gate reads and the preview renders from.

copy.json

[
  {
    "label": "A",
    "subject": "{{product}} accounts",
    "body": "{Hi|Hey} {{first_name}},<br><br>Is most of your new {{product}} business still coming through distributors or dealers?<br><br>We {open|start} direct conversations with the businesses that buy {{product}} in your territory, with no distributor in the middle.<br><br>Shall I show you what that looks like for {{company_name}}?<br><br>%sender-firstname%"
  },
  {
    "label": "B",
    "subject": "who picks the brand",
    "body": "{Hi|Hey} {{first_name}},<br><br>When a distributor picks which {{product}} brand goes in front of the buyer, is {{company_name}} part of that conversation?<br><br>We {open|start} direct conversations with the businesses that buy {{product}} in your territory, so the order comes to you.<br><br>Shall I show you what that looks like for {{company_name}}?<br><br>%sender-firstname%"
  }
]

How the AI side runs

The work runs through Claude Code. A skill is loaded for each kind of task. Hooks check every action before it runs and block the ones that break a rule. When something goes wrong, the lesson is written to memory so the next session starts with it.

Decisions and why

Single-step campaigns stay. Most replies come from the first email, so the effort goes there.
Campaigns that were not working were stopped, not left running.
Every guard blocks or acts. None of them is a reminder to be careful.
No competitor names in any email. A wrong or dead name costs more than it earns.
Proof on this site is limited to what we can show.

Want this run for your market?

We work one market at a time. If yours does not fit, we will tell you before you spend a dollar.

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