Marketing-Hub send volume. Audit HS03 fires when this collapses without a list-size reason.
At a glance
Total Marketing-Hub email send volume in the period. The headline send-cadence number; collapses without a corresponding list-size reason fire audit HS03. Pulled fromEMAIL_EVENT.SENTevents via/marketing/v3/emails.
| What it counts | COUNT(distinct EMAIL_EVENT where event_type = 'SENT') across all Marketing-Hub email sends in the window. Includes campaign blasts, A/B test variants, and workflow-triggered emails (welcome series, nurture, lifecycle). |
| HubSpot Hub scope | Marketing Hub. Sales Hub one-to-one Sequences and Service Hub emails are excluded; they are tracked separately. |
| Definition of “sent” | A SENT event fires the moment HubSpot’s mail server hands the message to the recipient’s MTA. Excludes pre-flight rejects (invalid syntax) but includes messages that hard-bounce post-send. |
| A/B test handling | Both variants count. A test sent to 10,000 split 50/50 contributes 10,000 sends, not 5,000 + 5,000. |
| Workflow-triggered emails | Included. Welcome flows, lifecycle nurture, and abandonment automations all add to this count. To split, see Workflow Enrolment Volume. |
| Sequence sends (1-to-1) | Excluded. Sales Hub Sequence sends are tracked through hs_email_engagement, not EMAIL_EVENT. |
| Bounces | Counted as SENT (HubSpot fires SENT first, then BOUNCED). Use Delivery Rate to back out clean delivery. |
| Skipped recipients | Excluded. Contacts skipped due to suppression-list, unsubscribe, or low-engagement filtering never get a SENT event. |
| Currency | n/a (count). |
| Time window | 30D vsP (30 days vs prior 30 days). |
| Alert trigger | drop >15% MoM, drives sentiment_key: send_volume. Audit HS03 cross-fires when the drop has no corresponding list-size cause. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your HubSpot data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A B2B SaaS portal with 84,200 contacts running Marketing Hub Pro. The 30-day window is 14 Mar 26 to 12 Apr 26.| Source | Sends | Notes |
|---|---|---|
| Monthly product newsletter (4 sends) | 162,400 | 40,600 recipients × 4 sends |
| Spring webinar promotion (3 emails) | 28,200 | 9,400 invited segment |
| Pricing-page revisit re-engagement | 12,800 | List-based segment, single send |
| Welcome workflow (5-step nurture) | 8,400 | New signups in window x 5 |
| Customer onboarding workflow (3-step) | 1,650 | New customer cohort x 3 |
| MQL handoff workflow (2-step) | 4,200 | MQLs created in window x 2 |
| Quarterly customer-care newsletter | 4,800 | Customer-stage segment |
| Total this card | 222,450 |
| Period | Sends | Delta |
|---|---|---|
| 14 Mar 26 to 12 Apr 26 | 222,450 | +16.8% |
| 12 Feb 26 to 13 Mar 26 | 190,400 | (baseline) |
| Year ago (14 Mar 25 to 12 Apr 25) | 142,800 | +55.8% YoY |
- 73% of sends come from two sources, the monthly newsletter (162,400) and the webinar campaign (28,200). Workflow sends are 14,250 (6.4%). For a Marketing-Hub-mature portal the workflow share should be 25-40%; this team is over-reliant on broadcast newsletters.
- The 16.8% MoM growth is healthy and consistent with list growth. Audit HS03 only fires when sends drop >15% with no list-size reason. Here the trend is up and the list is growing, no audit fires.
- YoY growth of 55.8% reflects scaling, not list bloat. Total Contacts grew 38% in the same period; sends grew faster, meaning send-frequency-per-contact rose. That increases unsubscribe risk; pair with the Unsubscribe Rate card.
- A 30%+ MoM collapse without list shrinkage is the canary scenario. Common causes: a workflow turned off (someone disabled the welcome flow during a redesign), the Marketing Email tier hit its monthly send limit, send-from-address was unverified after a domain change, or a List-trigger workflow broke. Audit HS03 surfaces the cause.
- Sequence sends (1-to-1 from sales reps) do not appear here, even though they look identical to recipients. A sales team sending 4,000 sequence emails per month adds zero to this card. To see total outbound, sum this card with Sales Hub Sequence sends from the dedicated card.
Sibling cards merchants should reference together
Send volume on its own is a vanity metric. Pair it with these:| Card | Why pair it with Marketing Emails Sent |
|---|---|
| Email Open Rate | The engagement view. Rising sends with falling opens is over-mailing. |
| Email Click Rate | A truer engagement signal than opens (MPP-resistant). |
| Email Unsubscribe Rate | The cost of cadence. Sending more without earning trust pushes unsubs up; above 0.5% is the warning band. |
| Email Send Volume Trend | Daily granularity of this card. Spots cadence patterns invisible at the 30-day rollup. |
| Top Emails by Clicks | Which sends earned attention. Tells you which content to repeat. |
| Workflow Enrolment Volume | The workflow-driven slice. Workflow sends should grow as a share of total over time. |
| Email-Attributed Commerce Revenue | The revenue payoff. Cross-check with commerce platform; if sends rose and email-attributed revenue did not, the campaigns missed. |
| Klaviyo Total Sends | If both ESPs are connected (rare overlap), Klaviyo handles commerce subscribers and HubSpot handles CRM nurture. The two should not overlap. |
Reconciling against the vendor’s own dashboard
Where to look in HubSpot: Two native views give the closest comparison:HubSpot → Marketing → Email → Analyze (Performance tab, filter to last 30 days) HubSpot → Reports → Analytics tools → Email analyticsThe Performance tab’s “Sends” column summed across all emails should match this card to within a few hundred. Why our number may legitimately differ from HubSpot’s:
| Reason | Direction | Why |
|---|---|---|
| Portal timezone vs UTC | Boundary days off | HubSpot’s analytics screens use the portal account timezone for window boundaries; Vortex IQ uses UTC by default. A US-Pacific portal will see a 7-9 hour boundary shift, which on cadence-heavy days can move the figure 1-3%. |
| Sync lag | Ours lower for the most recent 5-15 minutes | Marketing emails just sent may not be in our index yet; HubSpot’s UI updates near-instantly. |
| Workflow-triggered sends | Either | HubSpot’s Email Performance tab can be filtered to “Marketing emails” only, which excludes workflow sends; Vortex IQ includes both. Apply the All-emails filter for the closest match. |
| A/B variant counting | Same | Both sides count both variants. |
| Sequence sends | Same | Excluded on both sides. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
| Klaviyo Total Sends | Should target a different audience (commerce subscribers vs CRM contacts) | Subscriber-list overlap means contacts are receiving emails from both ESPs, raising unsubscribe risk and complaint rate. Surface via Top Customers Without HubSpot Contact (inverse, those in commerce but not CRM). |
| GA4 Email channel sessions | Sessions from medium=email UTMs should track HubSpot send volume directionally | UTM hygiene matters; un-tagged HubSpot links land in direct or referral, not email. |