Even good emails get ignored — and it’s rarely because they’re “bad”.
In the final session of the series, we shift from systems and infrastructure to human behaviour. This session explores how people actually experience email in crowded inboxes, and why attention — not creativity — is often the biggest constraint.
You’ll learn how habit, cognitive load, and context influence opens and engagement, and how to design and write emails that are easier to notice, scan, and act on. The focus is on clarity over cleverness, and reducing friction at every stage of the inbox experience.
This session ties the series together by showing how delivery, measurement, and psychology all intersect in real-world email performance.
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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