--- title: The Email & CRM Vault | Beth O'Malley (10) description: Where spicy CRM & Email news, opinions, strategies, tips and not one bit of fluffy advice live rent-free in your marketing & business brain. (10) --- [Skip to content](https://weareastral.co.uk/thevault/author/beth-omalley/page/10#main-content) ![astral.](https://weareastral.co.uk/hs-fs/hubfs/astral.%20new%20logo%20no%20background%20large.png?width=500&height=200&name=astral.%20new%20logo%20no%20background%20large.png) - Email services Show submenu for Email services - [Email Strategy Workshops](https://weareastral.co.uk/email-strategy-workshops) - [Email Audit](https://weareastral.co.uk/email-audit) - [Deliverability Audit](https://weareastral.co.uk/email-deliverability-audit) - Email & CRM resources Show submenu for Email & CRM resources - [Deliverability Hub](https://weareastral.co.uk/deliverability-hub) - [Email & CRM Vault](https://weareastral.co.uk/thevault) - [Email Copy & Psychology Guide](https://weareastral.co.uk/email-copy-psychology-guide) - [Email Design Handbook](https://weareastral.co.uk/email-design-handbook) - [Email Deliverability Guide](https://weareastral.co.uk/email-deliverability-guide) - [Email Health Check tool](https://www.emailhealthcheck.co.uk/) - [Deliverability Health Check tool](https://www.emaildeliverabilitycheck.co.uk/) - [astral academy](https://weareastral.co.uk/academy) Show submenu for astral academy - [Deliverability Certification](https://weareastral.co.uk/emaildeliverability/training) - [Email Design Masterclass](https://weareastral.co.uk/email-design-masterclass) - [Inbox Psychology Masterclass](https://weareastral.co.uk/email-psychology-masterclass) - [Free Deliverability Training](https://weareastral.co.uk/free-email-deliverability-training) Open main navigation Close main navigation - Email services Show submenu for Email services - [Email Strategy Workshops](https://weareastral.co.uk/email-strategy-workshops) - [Email Audit](https://weareastral.co.uk/email-audit) - [Deliverability Audit](https://weareastral.co.uk/email-deliverability-audit) - Email & CRM resources Show submenu for Email & CRM resources - [Deliverability Hub](https://weareastral.co.uk/deliverability-hub) - [Email & CRM Vault](https://weareastral.co.uk/thevault) - [Email Copy & Psychology Guide](https://weareastral.co.uk/email-copy-psychology-guide) - [Email Design Handbook](https://weareastral.co.uk/email-design-handbook) - [Email Deliverability Guide](https://weareastral.co.uk/email-deliverability-guide) - [Email Health Check tool](https://www.emailhealthcheck.co.uk/) - [Deliverability Health Check tool](https://www.emaildeliverabilitycheck.co.uk/) - [astral academy](https://weareastral.co.uk/academy) Show submenu for astral academy - [Deliverability Certification](https://weareastral.co.uk/emaildeliverability/training) - [Email Design Masterclass](https://weareastral.co.uk/email-design-masterclass) - [Inbox Psychology Masterclass](https://weareastral.co.uk/email-psychology-masterclass) - [Free Deliverability Training](https://weareastral.co.uk/free-email-deliverability-training) - [Work with Beth](https://weareastral.co.uk/work-with-beth) [Work with Beth](https://weareastral.co.uk/work-with-beth) # The Email & CRM Vault Where CRM & Email news, opinions, strategies, tips and not one bit of fluffy advice live rent-free in your marketing & business brain. [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing) ## [The Guide to Email Marketing Metrics & Reporting](https://weareastral.co.uk/thevault/guide-to-email-marketing-metrics-and-reporting) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 03/2026 [Read more](https://weareastral.co.uk/thevault/guide-to-email-marketing-metrics-and-reporting) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing) ## [The Psychology Behind Email Copy](https://weareastral.co.uk/thevault/the-psychology-behind-email-copy) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 03/2026 [Read more](https://weareastral.co.uk/thevault/the-psychology-behind-email-copy) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [Marketing Strategy](https://weareastral.co.uk/thevault/tag/marketing-strategy) ## [How to Decide What Emails to Send to Your Audience](https://weareastral.co.uk/thevault/how-to-decide-what-emails-to-send-to-your-audience) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 03/2026 [Read more](https://weareastral.co.uk/thevault/how-to-decide-what-emails-to-send-to-your-audience) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [Marketing Strategy](https://weareastral.co.uk/thevault/tag/marketing-strategy) ## [Why A/B Testing Your Emails Is (Mostly) Useless — And What to Test Instead](https://weareastral.co.uk/thevault/why-a/b-testing-your-emails-is-mostly-useless-and-what-to-test-instead) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 03/2026 [Read more](https://weareastral.co.uk/thevault/why-a/b-testing-your-emails-is-mostly-useless-and-what-to-test-instead) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [Marketing Strategy](https://weareastral.co.uk/thevault/tag/marketing-strategy) ## [Preference Centres Are Dead — And It’s Time We Stop Pretending They Work](https://weareastral.co.uk/thevault/preference-centres-are-dead-and-its-time-we-stop-pretending-they-work) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 03/2026 [Read more](https://weareastral.co.uk/thevault/preference-centres-are-dead-and-its-time-we-stop-pretending-they-work) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [Email deliverability](https://weareastral.co.uk/thevault/tag/email-deliverability) ## [What Email Deliverability Actually Is (and the 3 Metrics That you Should be Tracking)](https://weareastral.co.uk/thevault/what-email-deliverability-actually-is-and-the-3-metrics-that-really-matter) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 03/2026 [Read more](https://weareastral.co.uk/thevault/what-email-deliverability-actually-is-and-the-3-metrics-that-really-matter) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [CRM](https://weareastral.co.uk/thevault/tag/crm) ## [The Missing Layer in Your Email Strategy](https://weareastral.co.uk/thevault/how-to-audit-your-external-comms-for-timing-problems) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 02/2026 [Read more](https://weareastral.co.uk/thevault/how-to-audit-your-external-comms-for-timing-problems) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [Marketing Strategy](https://weareastral.co.uk/thevault/tag/marketing-strategy) ## [Intent Over Personalisation: What “Personal” Actually Means in Email (and How to Build It)](https://weareastral.co.uk/thevault/intent-over-personalisation-what-personal-actually-means-in-email-and-how-to-build-it) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 02/2026 [Read more](https://weareastral.co.uk/thevault/intent-over-personalisation-what-personal-actually-means-in-email-and-how-to-build-it) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [AI](https://weareastral.co.uk/thevault/tag/ai) ## [AI and Email in 2026: I'm sitting on the fence](https://weareastral.co.uk/thevault/ai-and-email-in-2026-inspired-concerned-and-sitting-on-the-fence) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 02/2026 [Read more](https://weareastral.co.uk/thevault/ai-and-email-in-2026-inspired-concerned-and-sitting-on-the-fence) [Email Marketing](https://weareastral.co.uk/thevault/tag/email-marketing), [CRM](https://weareastral.co.uk/thevault/tag/crm) ## [Email Segmentation in 2026: exclusions, restraint, and inbox safety](https://weareastral.co.uk/thevault/email-segmentation-in-2026-exclusions-restraint-and-inbox-safety) ![Picture of Beth O'Malley](https://app.hubspot.com/settings/avatar/2761c9d87ba551994b382ed8415ad538) [Beth O'Malley](https://weareastral.co.uk/thevault/author/beth-omalley) 02/2026 [Read more](https://weareastral.co.uk/thevault/email-segmentation-in-2026-exclusions-restraint-and-inbox-safety) [First](https://weareastral.co.uk/thevault/author/beth-omalley) [Prev](https://weareastral.co.uk/thevault/author/beth-omalley/page/9) [8](https://weareastral.co.uk/thevault/author/beth-omalley/page/8) [9](https://weareastral.co.uk/thevault/author/beth-omalley/page/9) [10](https://weareastral.co.uk/thevault/author/beth-omalley/page/10) [11](https://weareastral.co.uk/thevault/author/beth-omalley/page/11) [12](https://weareastral.co.uk/thevault/author/beth-omalley/page/12) [Next](https://weareastral.co.uk/thevault/author/beth-omalley/page/11) [Last](https://weareastral.co.uk/thevault/author/beth-omalley/page/17) ## 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