With Aviary's contract at risk due to missed lead targets, the team designed a bulk email nurture campaign to activate a large segment of contacts sitting outside the active sales and ABM pipelines. The campaign targets approximately 40,000 contacts and runs through Orbit/SES on a separate sending domain, distinct from the ABM sequences already in flight.
This is one prong of a broader [1] rescue strategy that also includes LinkedIn outreach, Google Ads optimization, and a potential website rebuild.
Aviary's finance industry targets use email security bots that inflate open rates, making it difficult to measure genuine human engagement. The existing ABM pipeline covers a subset of contacts; a large pool of contacts remains unworked. The nurture campaign is designed to generate incremental lead volume from this dormant segment without interfering with active sales motions.
The nurture list is defined by exclusion:
Note: Pipeline status must be verified in Aviary's HubSpot before finalizing the list. The team does not currently have direct HubSpot access and needs to confirm the exact pipeline stage flags Aaron's team is using.
| Risk | Mitigation |
|---|---|
| Bot-inflated open rates obscuring real engagement | Use click-through and reply rates as primary engagement signals; do not rely on opens |
| Domain reputation damage from bulk sends | Separate sending domain + SES send limits |
| Overlap with active pipeline contacts | Strict exclusion list logic; verify HubSpot pipeline flags before launch |
| No direct HubSpot access | Coordinate with Aaron/Aviary to confirm segmentation criteria |