Paper Tube Co — ABM Email Sequence (6-Step Personalized)

Overview

Asymmetric runs a personalized 6-step ABM email sequence for Paper Tube Co targeting 250 accounts drawn from a curated ICP list. Each account has a dedicated research report and strategy document used to generate personalization hooks, growth signals, and outreach angles. The sequence is managed inside Salesforce via a custom ABM Emails object and monitored through an ABM Email Performance Dashboard.

This is distinct from a generic broadcast campaign — every email is tailored to the specific account using AI-assisted research.

See also: ^[1] | ^[2]

Sequence Structure

• Steps: 6 emails per account, sent at timed intervals
• Scope: Full 250-account list (expanded from initial 50-account pilot on 2026-02-26)
• Rationale for expansion: A 50-account sample was deemed too small to generate statistically reliable engagement data; the full list provides a better baseline for optimization

Escalation Logic

• If the primary contact unsubscribes or fails to engage, the sequence automatically rolls to the secondary contact
• Accounts can have up to 6 contacts, enabling sustained outreach across the decision-making unit
• Automated sales task triggers (e.g., fire a "highly engaged — call now" task on 2+ clicks) are deferred ~1 week to first establish a baseline engagement rate and avoid flooding the sales team with low-signal tasks

Technical Setup

Sending Domain

Using a subdomain or alternate domain for cold/warm outreach is standard practice to insulate the primary domain from any deliverability risk. See ^[3].

Salesforce Integration

• Custom object: ABM Emails stores all sequence data per account
• Automated process steps through each of the 6 sequence steps with configurable wait periods
• Dashboard: ABM Email Performance Dashboard — shows opens by account, sequence step, and send schedule by week
• Planned enhancement: add a clicks column alongside opens (opens alone are an unreliable signal)
• Monitoring: ABM dashboard to be connected to the Orbit tool for centralized ABM tracking

Data Quality

• List size: 250 accounts
• Email hygiene: Completed prior to launch; only 2 undeliverable addresses found and removed
• Enrichment: An enrichment tool is running to find missing email addresses for contacts without one
• Research assets: Every account has:
• A Research Report (recent product launches, sustainability signals, distribution strategy, brand positioning, growth signals, decision-making unit, AI-generated custom intelligence, personalization hooks, outreach hypothesis, sources)
• A Strategy Document linked to the primary contact

Engagement & Monitoring

Early results from the pilot batch (sent ~2026-02-25) showed promising early engagement — e.g., Bay State Wine & Spirits opened the first email twice within hours of delivery.

Planned Engagement Triggers (Deferred)

Once a baseline is established (~1 week after full launch), the team will evaluate:

1. Automated sales tasks — create a Salesforce task when an account hits a click threshold (e.g., 2 clicks), prompting a sales call
2. Secondary content flows — trigger a follow-on sequence (case studies, ROI calculators) for accounts that engage with the primary sequence
3. AI call prep agent — on-demand tool that reads account data and generates talking points before a sales call, modeled on Asymmetric's internal call prep tool

Personalization Approach

Each email is written to sound account-specific, not generic. Personalization is drawn from the Research Report and includes:

• References to the account's recent activity or growth signals
• Alignment with relevant Paper Tube case studies
• Sustainability angle (where applicable)
• Specific hooks tied to the contact's role or company context

This level of personalization is the primary differentiator from a standard broadcast campaign and is the reason the team chose to extend it to all 250 accounts rather than run a generic sequence in parallel.

Action Items (as of 2026-02-26)

• [ ] Add clicks column to ABM Email Performance Dashboard (@Mark Hope)
• [ ] Create A record for papertube.pro → papertube.co (@Mark Hope)
• [ ] Connect ABM dashboard to Orbit monitoring tool (@Mark Hope)
• [ ] Run enrichment tool to fill missing email addresses (@Mark Hope)
• [ ] Monitor full 250-account launch for ~1 week, then decide on engagement trigger thresholds (@Mark Hope)

Related

• ^[1]
• ^[4]
• ^[2]
• ^[3]
• ^[5]