wiki/clients/current/aviary/2026-03-24-nurture-sequence-launch.md · 419 words · 2026-03-24
Cold Nurture Sequence Launch — Generic Campaign
Overview
Aviary's ABM campaign sends personalized email sequences to a targeted set of contacts. This initiative covers everyone else — contacts in HubSpot who are not enrolled in the ABM flow will receive a separate, generic cold nurture sequence. The goal is to ensure no contact falls through the cracks without some form of marketing outreach.
Status
Pending client approval as of 2026-03-24.
| Item |
Owner |
Status |
| Draft nurture content |
Carly |
✅ Complete |
| Client approval |
Sebastian → Justin (Aviary) |
⏳ Pending |
| Build emails in SEO |
Mark |
🔜 On approval |
| HubSpot API integration |
Mark |
🔜 On approval |
Segmentation Logic
- ABM contacts → personalized sequence (up to 10 emails per contact, company-specific messaging)
- Non-ABM contacts → this generic cold nurture sequence (standard marketing cadence)
The two tracks are mutually exclusive. Contacts enrolled in ABM do not receive the generic sequence.
Implementation Plan
Once client approval is received, Mark will:
- Build the email templates inside SEO (the sending platform), using Carly's approved copy — AI-assisted drafting is an option for formatting/polish.
- Set up a HubSpot API integration to pull eligible non-ABM contacts out of HubSpot on a rolling basis.
- Push engagement data back into HubSpot after sends (open, click, reply events) to keep contact records current.
This mirrors the pattern already established for the Bluepoint client, where the same pull-send-backfill loop is in use.
Dependencies
- Content approval from Justin (Aviary) — Sebastian to email Justin and share approved copy with Mark once confirmed.
- Database cleanup completion — the ongoing [1] (Hunter enrichment, deduplication, archiving) should be substantially complete before the sequence launches to avoid sending to bad or duplicate records.
- ABM automation fix — the [2] (gate on SQL lifecycle stage) should be in place so the two tracks don't interfere with each other.
Action Items
- [ ] Email Justin re: nurture content; get approval (@Sebastian Gant)
- [ ] Share approved content with Mark once confirmed (@Sebastian Gant)
- [ ] Build cold nurture emails in SEO (@Mark Hope, on approval)
- [ ] Set up HubSpot API pull + data backfill (@Mark Hope, on approval)