Aviary ABM Campaign Performance — 37% Open Rate
Overview
As of the March 10 weekly sync, the Aviary ABM email sequence is performing at exceptional levels — well above typical B2B benchmarks. The campaign was a significant investment in effort and infrastructure (emails triggered via HubSpot activity, routed through Orbit, and sent via SES), and the metrics validate that investment. However, a name-field personalization bug was discovered in the final email of the sequence, and the team is approaching the end of the current email set.
See also: [1] | [2]
Campaign Metrics
| Metric | Value |
|---|---|
| Emails Sent | 238 |
| Emails Queued | 77 |
| Open Rate | 37% |
| Click Rate | 32% |
| Unsubscribes | ~0 |
| Bounces | ~0 |
These numbers are described by Mark as "freaking crazy" — 37% open and 32% click rates are extraordinary for a cold/ABM sequence and suggest strong list quality, relevant messaging, and effective deliverability setup.
Technical Stack
- Trigger: Contact activity in HubSpot
- Routing/Logging: Orbit (consolidates activity tracking)
- Delivery: Amazon SES
- Suppression logic: Emails stop when a deal is created (not at opportunity stage)
Known Issue: Name-Field Bug in Final Email
During the call, Mark noticed that the final email in the sequence is logging (and likely sending) with a corrupted name field — an incorrect name ("Patricia") appeared in the activity log for at least two contacts where it shouldn't have.
Likely causes:
- Wrong contact data being pulled at send time
- Personalization token misconfigured in the final email template
Status: Mark committed to investigating and fixing before the next Aviary call.
Owner: Mark Hope
Sequence Status & Next Steps
The campaign is nearly through its current email set — approximately one round of sends remaining in the queue.
Proposed Actions
- Fix the name-field bug in the final email template and verify correct logging in both Orbit and HubSpot.
- Check in with Justin on lead quality — are the opens and clicks converting to meaningful conversations or pipeline?
- Extend the sequence with 4–6 additional emails to maintain engagement momentum given the strong open rates. Propose this to Justin at the next Aviary call.
Open Questions
- What is Justin's assessment of lead quality from the sequence so far?
- Does the suppression logic (stop on deal created) need any adjustment as more contacts move to opportunity stage?
- What is Aaron's automation wish list status, and does it affect the sequence? (Mark has not reviewed it; not a deliverable for the March 11 call.)
Related
- [3]
- [1]
- [2]