Email metrics can feel reassuringly precise – until you look a little closer.
In this session, we unpack what actually happens when you send an email, what can realistically be measured, and where tracking starts to fall apart.
As part of the wider series on how email marketing really works, this session sets the foundation by focusing on measurement, awareness, and interpretation – not perfect attribution. You’ll learn how email contributes to visibility and influence even when results aren’t clean or linear, and how to talk about performance responsibly.
Rather than chasing “proof” that email drove every outcome, we’ll focus on making sense of imperfect data and using it well.
Beth O’Malley is the Founder of astral, an unstoppable CRM, HubSpot and email marketing expert (and an ADHDer with a great sense of humour).She’s trained thousands of marketers, developed industry-shaping guidelines, practices and training. Plus, she’s helped businesses generate £10M+ in assisted revenue from her expertise in just 18 months. She’s been awarded best Full-Service CRM & Email Agency 2024, Top International Women Entrepreneurs, and a recognised HubSpot Partner. Beth helps businesses reimagine, rethink and transform CRM, HubSpot data, and email marketing.
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