---
title: Paper Tube Co — ABM Email Sequence (6-Step Personalized)
type: article
created: '2026-02-26'
updated: '2026-02-26'
source_docs:
- raw/2026-02-26-papertube-asymmetric-marketing-call-125640117.md
tags:
- abm
- email-marketing
- papertube
- salesforce
- personalization
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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: [[clients/papertube/index]] | [[knowledge/abm/abm-campaign-strategy]]

---

## 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

| Setting | Value |
|---|---|
| Sending domain | `papertube.pro` |
| Purpose | Protects primary domain (`papertube.co`) sender reputation |
| Reply handling | Replies auto-forwarded to Parag's inbox |
| A record | To be created — redirects `papertube.pro` visitors to `papertube.co` |

Using a subdomain or alternate domain for cold/warm outreach is standard practice to insulate the primary domain from any deliverability risk. See [[knowledge/email-marketing/sending-domain-hygiene]].

### 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

- [[clients/papertube/index]]
- [[meetings/2026-02-26-papertube-abm-campaign-review]]
- [[knowledge/abm/abm-campaign-strategy]]
- [[knowledge/email-marketing/sending-domain-hygiene]]
- [[knowledge/crm/salesforce-abm-custom-objects]]