AviaryAI ABM Email Campaign — Credit Union Targeting

Overview

An account-based marketing email campaign targeting 100 credit unions launched for AviaryAI in late February 2026. The campaign uses a hyper-personalized 6-email sequence built on per-account AI research, delivered via Amazon SES through HubSpot. Initial results from the first send are strong, and the campaign is being expanded to 200 accounts.

This campaign represents a proof-of-concept for AI-driven ABM at scale — demonstrating that deep personalization previously reserved for small account lists can now be applied to hundreds of accounts simultaneously.

Campaign Architecture

Account Research Process

For each of the 100 target accounts, the team generated two documents:

1. Research Document — compiled via AI agent (~13 hours of parallel processing for 100 accounts):
   - Company overview (members, asset size, branches, employees)
   - Financial snapshot
   - Technology stack analysis
   - Recent news and growth signals
   - Pain point hypothesis
   - Best-fit use case for AviaryAI
   - Buying committee map (primary target, secondary target, coverage gaps)
   - Personalization hooks
   - Proof points and sources

2. Strategy Document — derived from the research doc:
   - Six personalized emails in sequence, each tailored to the primary contact
   - Contact record for HubSpot
   - Campaign notes and email verification data

Both documents are stored as notes on the HubSpot contact and company records.

Email Sequence Structure

Total emails in sequence: 600 (6 emails × 100 accounts)

Infrastructure

• Delivery: Amazon SES (dedicated domains + dedicated IPs, fully warmed)
• CRM: HubSpot (contact enrichment, sequence management, feedback automation)
• Automation: Custom agent pipeline posts results to Orbit, creates HubSpot notes, associates contacts and companies
• Cost: Approximately $5 per 100-account send via SES
• Pre-send hygiene: List hygiene tool removed 4 spam traps and flagged additional suspect addresses before first send

Initial Results (First Send — 102 Emails)

Note on open rate: Apple Mail Privacy Protection prevents open-tracking pings from Apple devices (iPhone, iPad, Mac). The 13% figure likely understates true opens by a few percentage points. The team considers this acceptable.

Account Pool and Expansion

• Current Tier 1: 100 accounts
• Database: 3,879 credit union contacts in HubSpot (filtered from ~35,000 total valid contacts)
• Expansion plan: Add 100 accounts per week using a selection agent that pulls from the remaining pool
• Selection logic: Agent evaluates contacts not yet in Tier 1 and selects the next best-fit accounts

The team's position is that AI-driven personalization eliminates the traditional ABM tradeoff between quality and scale. There is no reason to "spray and pray" — the same research-and-personalization process can run at 100+ accounts per week with minimal marginal cost.

"We can create personalized emails at scale... there's really not a limit to what we can do." — Mark Hope

Persona Enrichment (In Progress)

Aaron Grossman is exploring Apollo + Claude integration to enrich the contact database with additional key personas per credit union:

• Lending executives
• Marketing executives
• Operations executives
• CEO

Goal: ensure all key buying committee members have verified emails and phone numbers in HubSpot before outreach expands further.

Key Decisions

• Expand by 100 accounts next week — Mark Hope to run selection agent against remaining credit union pool
• Quality over quantity — team will not pursue bulk "spray and pray" sends; all accounts receive full research treatment
• Apollo + Claude persona enrichment — Aaron Grossman to test and report back to Mark

Action Items

• [ ] Add 100 credit unions to ABM Tier 1; prep research/strategy docs (@Mark Hope)
• [ ] Explore Apollo + Claude for persona enrichment (lending/marketing/ops/CEO); share findings with Mark (@Aaron Grossman)

Related

• ^[1]
• ^[2]
• ^[3]