---
title: AviaryAI ABM Email Campaign — Credit Union Targeting
type: article
created: '2026-02-25'
updated: '2026-02-25'
source_docs:
- raw/2026-02-25-aviaryai-weekly-call-125423229.md
tags:
- abm
- email-marketing
- credit-unions
- aviary-ai
- outbound-sales
- hubspot
- personalization
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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

| Email | Day | Theme |
|-------|-----|-------|
| 1 | 0 | "Outbound Gap" — pattern interrupt |
| 2 | 4 | BCU case study |
| 3 | 9 | Pain point: onboarding and cross-sell |
| 4 | 15 | TBD |
| 5 | 21 | TBD |
| 6 | 30 | TBD |

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)

| Metric | Result | Benchmark | Notes |
|--------|--------|-----------|-------|
| Open Rate | 13% | ~20% | Depressed by Apple Mail Privacy Protection; actual opens likely higher |
| Click Rate | 11% | — | Strong result for cold outreach |
| Bounce Rate | 3% | ~0% | Occurred despite pre-send hygiene; 3 bounces total |
| Unsubscribe Rate | 3% | <10% | Very strong result |

**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

- [[clients/aviary-ai/_index]]
- [[knowledge/outbound-sales/abm-personalization-at-scale]]
- [[meetings/2026-02-25-aviaryai-weekly-marketing-sync]]