---
title: Aviary ABM Campaign Performance — 37% Open Rate
type: article
created: '2026-03-10'
updated: '2026-03-10'
source_docs:
- raw/2026-03-10-weekly-call-w-sebastian-128671517.md
tags:
- aviary
- abm
- email-marketing
- hubspot
- orbit
- bug
layer: 2
client_source: AviaryAI
industry_context: saas
transferable: false
---

# 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: [[clients/current/aviary/_index]] | [[meetings/2026-03-10-weekly-call-w-sebastian]]

---

## 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
1. **Fix the name-field bug** in the final email template and verify correct logging in both Orbit and HubSpot.
2. **Check in with Justin** on lead quality — are the opens and clicks converting to meaningful conversations or pipeline?
3. **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

- [[clients/current/aviary/website-vertical-pages-strategy]]
- [[clients/current/aviary/_index]]
- [[meetings/2026-03-10-weekly-call-w-sebastian]]