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006
Fixing the Infrastructure Behind a Declining Cold Email Program
Bi-Rite Global — a certified small-business government supplier providing facility, MRO, IT, and educational supplies to federal, state, local, and institutional buyers — already had a working cold email program with a solid target list. The problem wasn't targeting; results were quietly eroding over time, a classic sign of degrading sender infrastructure rather than a messaging or list problem. UNIMA came in as a consulting partner: diagnosing and rebuilding the infrastructure underneath the program while Bi-Rite's own team continued to execute.
Client
Bi-Rite Global
Industry
Government Procurement & Supply
Duration
Ongoing
Last Updated
Sep 7, 2026
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The Challenge
Bi-Rite Global's cold email results were declining gradually — the kind of slow drop that usually traces back to sending infrastructure rather than targeting, since the list itself was already well-built. Diagnosing and fixing that root cause required expertise most in-house teams don't have, without disrupting a program that was still producing results.
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The Approach
Rather than rebuild the list — already Bi-Rite's strength — UNIMA focused where the actual problem lived: infrastructure and deliverability. This is a done-with-you engagement: UNIMA provides the strategy, copywriting, and technical setup, while Bi-Rite's team handles day-to-day execution.
//03
The Low Hanging Fruit
The fastest win came from the copy itself — sharpening messaging and angles produced an immediate lift, results already visible in current campaign performance, before the deeper infrastructure work was even complete.
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Why They Chose UNIMA
Bi-Rite Global's cold email results were declining gradually — the kind of slow drop that usually traces back to sending infrastructure rather than targeting, since the list itself was already well-built. Diagnosing and fixing that root cause required expertise most in-house teams don't have, without disrupting a program that was still producing results.
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The Results
Rather than rebuild the list — already Bi-Rite's strength — UNIMA focused where the actual problem lived: infrastructure and deliverability. This is a done-with-you engagement: UNIMA provides the strategy, copywriting, and technical setup, while Bi-Rite's team handles day-to-day execution.
//06
The Current State
The fastest win came from the copy itself — sharpening messaging and angles produced an immediate lift, results already visible in current campaign performance, before the deeper infrastructure work was even complete.
Total Contacts Reached
29,154
Avg. Positive Reply Rate
46.1%
Total Leads Generated
220
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Case studies
