What this means for your store
HubSpot marketing email stats cover sends, opens, clicks, and unsubs. Attribution reports go further: they credit email touches on contacts who later ordered or closed a deal. A DTC skincare brand cares about placed order within seven days of a cart-abandon click; a B2B lab-supply vendor cares about SQL created after a pricing-sequence click - different goals than chasing 40% open rates on executive inboxes.
Scenario on a real storefront
Tuesday 6 p.m.: your candle shop sends a cart-abandon email with a 15% code. HubSpot logs the click; Shopify posts the order overnight; attribution ties $84 to that send inside the 30-day influence window:
# Marketing → Email → [Campaign] → Performance
delivered: 38_940
click_rate: 4.1%
unsubscribe_rate: 0.09%
# Marketing → Campaigns → Attribution
Model: Linear or W-shaped (multi-touch)
Influenced contacts: 892
Influenced revenue: $124_600 # orders/deals with email in path
# Workflow - abandoned cart (Shopify + HubSpot)
Trigger: abandoned_cart property updated
Email: "Still have {{last_product_viewed}} in your cart?"
Goal: placed order within 7 days
# B2B wholesale - judge on pipeline, not opens
SQL_created within 14 days of pricing-guide email clickWhat to do next
- Score nurture sequences on influenced pipeline dollars - procurement buyers often click on send three, not send one.
- Drop internal and agency domains from attribution cohorts; they inflate influenced revenue in leadership decks.
- Set the attribution window to your sales cycle - 7–14 days for DTC cart recovery, 90–180 days for enterprise B2B quotes.
Bottom line
Email reporting should track orders or SQLs tied to clicks, with a window that matches how long your buyers actually take - opens are a vanity metric here.