Aviary Nurture Sequence Strategy — Tiered Approach

Overview

Aviary's email marketing operates on a two-tier model: highly personalized ABM emails for targeted accounts, and a broader generic nurture sequence for contacts who fall outside the ABM program. This structure ensures that every contact in the HubSpot database receives relevant outreach at an appropriate level of personalization.

The Two Tiers

Tier 1 — ABM (Account-Based Marketing) Emails

Audience: Contacts explicitly selected for the ABM campaign
Format: Personalized sequences of up to 10 emails per contact, tailored to the target account
Platform: Pulled from HubSpot via API, sent through the email platform, data pushed back to HubSpot
Goal: High-touch engagement with priority prospects

Tier 2 — Generic Nurture Sequence

Audience: All contacts in HubSpot who are not enrolled in the ABM campaign
Format: Standard marketing email sequence (cold drip), drafted by Carly
Platform: Built in the email platform (SEO/sending tool); contacts pulled from HubSpot via API with data written back on completion
Goal: Maintain broad-market engagement and warm up contacts not yet ready for ABM targeting
Status as of 2026-03-24: Content drafted by Carly, pending client (Justin/Aviary) approval before build-out

Implementation Notes

Mark will build the Tier 2 emails in the sending platform and configure the HubSpot API integration once content is approved by the client
The same API pull-and-push pattern used for Bluepoint serves as the established template for this integration
Tier 1 and Tier 2 are mutually exclusive — a contact should not be enrolled in both simultaneously

Dependency: ABM Cancellation Bug

The effectiveness of both tiers depends on resolving the ABM email cancellation issue. Currently, emails are being canceled for contacts associated with any company that has an open deal, dramatically suppressing send volume. The fix — gating cancellation on the contact's Sales Qualified Lead (SQL) lifecycle stage rather than deal existence — must be confirmed with the client and implemented before either tier reaches its intended volume.

See: ^[1]

Database cleanup: A HubSpot cleanup pass (Hunter.io enrichment → duplicate merge → archive contacts with no company or email) is running in parallel to maximize the addressable audience for both tiers. See ^[2]
Client contact: Justin (Aviary) holds approval authority for content and rule changes
Internal owners: Carly (content), Mark (build + integration), Sebastian (client communication)

Reusable Pattern

This tiered approach — ABM for high-value targets, generic nurture for the remainder — is a transferable model for other clients with large HubSpot databases and mixed-maturity contact lists. The HubSpot API pull/push integration pattern (established on Bluepoint) can be reused with minimal modification.