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: ^[1]

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:

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

• ^[1]
• ^[2] (if created)
• ^[3] (if created)