---
title: Aviary ABM Email Automation — SES/Orbit/HubSpot Integration
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-10-weekly-call-w-sebastian-128671517.md
tags:
- hubspot
- orbit
- abm
- email-marketing
- aviary
- automation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Aviary ABM Email Automation — SES/Orbit/HubSpot Integration

## Overview

The Aviary ABM email campaign uses a multi-system pipeline to send personalized outreach sequences to target accounts. As of March 2026, the campaign is producing exceptional engagement metrics but has a known name-field bug in the final email of the sequence.

Related client: [[wiki/clients/aviary/_index]]

---

## Architecture

The email pipeline flows through three systems:

1. **HubSpot** — Tracks contact activity and triggers the sequence based on lifecycle stage or deal activity
2. **Orbit** — Acts as a consolidation and observability layer; provides a unified view of email send activity across contacts
3. **Amazon SES** — Handles actual email delivery

```
HubSpot activity trigger → Orbit (consolidation/logging) → SES (delivery)
```

Emails are stopped automatically when a **deal is created** in HubSpot. Lifecycle stage changes (e.g., moving to "Opportunity") do not halt the sequence.

---

## Performance Metrics

As of the March 10, 2026 sync, the campaign had sent **238 emails** with **77 queued**:

| Metric | Value |
|---|---|
| Open Rate | **37%** |
| Click Rate | **32%** |
| Unsubscribes | Near zero |
| Bounces | Near zero |

These metrics are well above industry benchmarks and validate the campaign's investment. The team noted the numbers are "freaking crazy" and warrant continued engagement with the sequence.

---

## Known Issue: Name-Field Bug in Final Email

A bug was discovered during the March 10 call where the **last email in the sequence is sending with an incorrect name** (e.g., "Patricia" appearing for a contact where that name is not expected).

- The bug appears to affect multiple contacts, not just one
- Earlier emails in the sequence display the correct name
- Root cause is unclear — may be a template personalization token pulling from the wrong field, or a logging/display issue in Orbit

**Owner:** Mark Hope  
**Status:** Under investigation as of 2026-03-10

### Investigation Checklist

- [ ] Confirm whether the wrong name is being *sent* or only *logged* in Orbit
- [ ] Review the final email template's personalization token configuration in HubSpot
- [ ] Cross-reference Orbit activity log against HubSpot contact records for affected contacts
- [ ] Verify SES send payload for a sample affected contact

---

## Sequence Status & Extension

The current sequence is nearly exhausted — approximately one round of emails remains in the queue. Given the strong engagement metrics, the recommendation is to **extend the sequence with 4–6 additional emails** to maintain momentum.

Before extending, the team plans to:

1. Ask Justin (Aviary stakeholder) about **lead quality** from the campaign so far
2. Get his buy-in on continuing the sequence
3. Confirm no contacts have been manually suppressed or moved to deal stage

**Owner:** Sebastian Gant  
**Status:** To be raised in next Aviary call

---

## HubSpot Contact Visibility

During the March 10 review, it was noted that Orbit does not currently provide a direct link to the corresponding HubSpot contact record from the email activity view. Adding this cross-link would improve debugging and lead quality review workflows.

- [ ] Add HubSpot contact deep-links to Orbit email activity entries (backlog)

---

## Related

- [[wiki/clients/aviary/_index]]
- [[wiki/knowledge/hubspot/abm-sequence-design]] *(if created)*
- [[wiki/knowledge/orbit/email-consolidation]] *(if created)*