Fintech Infrastructure (Product Validation)
Case Study: CWAMS - Cold Email Infrastructure & Frontend Validation
I partnered with CWA Merchant Services to build a lean outbound infrastructure designed to validate demand across three distinct ICPs.
We launched a clean 6-step sequence anchored in a low-friction frontend offer -> paired with targeted messaging that was mapped directly to buyer pain points.
First 7 Days Campaign Results:
2,100 emails sent (across tailored sequences)
65.3% open rate - strong deliverability + ICP resonance
1.5% reply rate with early-stage buying intent
$2,000 in pipeline generated within the first 7 days
$6,000+ in pipeline generated within first 30 days
This build proved what matters most early on: infrastructure that performs, messaging that lands, and a strategy designed to create signal before scaling volume.
Client
CWAMS
Service Provided
Outbound infrastructure build, offer and copy creation, list building, inbox management
The Goal:
To design a lean, high-impact outbound system for CWAMS (via a partnered sales agency) that could validate demand across three distinct ICPs, generate early traction, and open pipeline fast - all without relying on SDRs or bloated automation.
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The Challenge:
CWAMS wasn’t just looking for outreach, they needed a functional outbound system built from the ground up. That meant building infrastructure that could support clean deliverability, tailored messaging across three distinct ICPs, and rapid validation of offer traction. Each persona had different pain points, priorities, and buying cycles, requiring precise targeting and messaging strategy. The challenge was to balance personalization with scale, while also implementing testing logic (subject lines, tone, CTAs) to surface what resonated early.
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The Result
Within the first 7 days, the system generated $2K in early pipeline. Within 30 days, it surpassed $6K in qualified opportunities; confirming traction, clarifying messaging, and surfacing the market worth pursuing. This build proved what matters most early on: infrastructure that performs, messaging that lands, and a strategy designed to create signal before scaling volume.
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