Empowering Email Marketers. Elevating Careers. Shaping the Future.
The Holistic Email Academy is where strategic email marketing training meets real-world results.
Created by globally respected email pioneer Kath Pay and her son, Jonathan Pay, the Academy is the first of its kind to offer comprehensive, CPD-accredited courses rooted in behavioural science, strategic thinking, and decades of experience.
Whether you’re a beginner or a seasoned pro, we’re here to help you master email marketing with confidence as we raise the bar for email marketing.
Why Holistic Email Academy Exists
Email marketing is complex.
It sits at the crossroads of data, technology, psychology, and creativity. Yet many marketers are thrown into it without training and expected to thrive.
Most email marketing education out there focuses on tools, not on the thinking behind the send.
We’re changing that.
At Holistic Email Academy, our mission is to provide credible, strategic, and actionable training.
Every course is CPD-certified, giving marketers the confidence and credentials to back up their skills. In an industry where standards are inconsistent and change is constant, this kind of rare certification isn’t just a badge, it’s a necessity.
And because we believe every marketer deserves access to this level of learning, our courses are priced at just £75 each. No fluff. No inflated costs. Just world-class education made accessible.
We exist to support:
New marketers who need
clarity and confidence
Senior marketers ready
to refine their strategy
Consultants and agencies strengthening client services
Solopreneurs doing
it all themselves
Professionals seeking recognised, CPD-certified credentials
Marketing leaders building high-performing teams and processes
What Makes Us Unique?
We Lead with Heart
We deeply care about marketers. Everything we do is built around helping you thrive—with no jargon, no egos, just clarity.
We Pioneered the Holistic Email Philosophy
Before the methodology, we shaped a movement. The Holistic Philosophy blends behavioural science, strategic intent, and customer empathy – and it’s been adopted across the industry.
Two Decades of Collaboration
We’re a family-run team with nearly 20 years of joint experience running campaigns, training marketers, and transforming programmes together.
We Created the Holistic Methodology
In 2010, Kath Pay launched a groundbreaking philosophy rooted in strategy, psychology, testing, and customer-focus. It’s the foundation of every course.
Strategy Over Software
We’re not a tech vendor. We teach the principles behind the platforms – so you can succeed with any ESP or tool.
Real Insights,
Not Just Theory
Our lessons are backed by real-world testing, not textbook concepts. We teach what actually works.
Meet the Founders
Kath Pay, Co-Founder &
Academy Course Director
International speaker, award-winning author of Holistic Email Marketing, and thought leader with 27+ years in the industry. Kath has trained thousands, led campaigns for major brands, and helped shape modern email practices.
Jonathan Pay, Co-Founder
The world’s first second-generation email marketer. Jonathan has spent nearly two decades helping clients optimise results with systems thinking, smart strategy, and practical insight. He now leads the Academy’s operations and student experience.
What You Can Expect
CPD-Certified Courses that advance your career
Modular Learning that
fits your schedule
Free Intro Courses to help
you explore key topics
Ethical, Inclusive Education
that puts the learner first
Taught by Practitioners
not just presenters
Career-Building Paths
with real-world application
We believe every email marketer deserves high-quality, practical education – whether you’re solving deliverability issues, planning automation, refining copy, or improving design.
Partnered with Experts
Who Share Our Vision
Our courses are co-created with carefully vetted partners who bring tools, insights, and expertise from the frontlines of email innovation. Unlike typical sponsors, ours:
- Co-develop content with us
- Share ethical marketing values
- Prioritise education over promotion
These collaborations allow us to expand our curriculum, keep content up-to-date, and offer affordable learning options.
The Book that Started it All
At the heart of Holistic Email Academy is the best-selling, award-winning book by one of our co-founders, Kath Pay: Holistic Email Marketing: A Practical Philosophy to Revolutionise Your Business and Delight Your Customers
Now in its Second Edition (2025), this best-selling and award-winning book is a cornerstone of strategic email marketing. It introduces the Holistic Approach, a customer-first philosophy that has helped thousands of brands improve performance and customer relationships. It’s become a go-to resource for marketers worldwide and underpins everything we teach at the Academy.
Ready to go deeper?
Grab your copy of Holistic Email Marketing (2nd Edition) and discover the philosophy, frameworks, and tactics that fuel our training.
Join the Movement
The Holistic Email Academy isn’t just a place to learn – it’s a community redefining what great email marketing looks like.
Whether you want to fix inbox placement, learn strategy, improve conversion design, or master testing—we’ve got you covered.
Ready to transform your email marketing?
Join us today and become part of a new generation of strategic, ethical, and empowered marketers.
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