Master Cognitive Science, Multivariate Testing, and Psychology-Driven Personalisation
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Move from Strategist to
Behavioural Architect
This course is the pinnacle of email psychology training: a blend of behavioural architecture, neuroscience, AI-driven personalisation, and advanced testing methodologies.
Ideal for marketers, CRM leaders, and growth strategists who want to master cognitive science and apply it at scale for elite-level email performance.
- Investment: £105
- CPD Certified
- Approximately 2 hours of expert video content
- Built for senior marketers and behavioural architects
- Includes frameworks, project work, and personalisation models
Be the first to hear about this course and join our waitlist.
Course Objectives
By the end of this course, you will:
- Design full behavioural architecture for lifecycle journeys
- Run A/B/n and multivariate tests grounded in psychological hypotheses
- Apply neuroscience-backed principles to email content and UX
- Use AI and GenAI to create adaptive, cognitively profiled messaging
- Master advanced nudging, choice architecture, and behavioural economics in email
- Build and present a psychology-driven campaign project
“I created this course to give you more than knowledge — I want to give you confidence. Confidence to apply behavioural science ethically, strategically, and creatively, so your email campaigns don’t just perform — they persuade.”
— Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Behavioural Architecture
in Email Journeys
- Persuasion mapping for multi-touch journeys
- Heuristic-driven lifecycle design strategies
- Creating experiences that reduce friction and increase intuitive action
A/B/n Testing Psychology at Scale
- Moving beyond A/B testing to multivariate frameworks
- Setting sample sizes, significance thresholds, and proper test durations
- Building statistically valid tests for behavioural hypotheses
Neuroscience, Attention
& Decision-Making
- How dopamine loops and mirror neurons impact engagement
- Understanding cognitive overload and attention span limitations
- Platform-specific behaviour (Gmail, Apple Mail) and design implications
AI, Predictive Behaviour
& Personalisation
- Cognitive profiling for personalised messaging
- Using GenAI to create content aligned with cognitive biases and buyer modalities
- Building adaptive messaging sequences based on predictive models
Behavioural Funnels, Choice
Architecture & Advanced Nudging
- Guiding users using behavioural economics techniques
- Applying choice architecture (defaults, decoys, framing) to email flows
- Strategic friction: where to reduce vs where to add friction for better decision-making
- Examples from UX, ecommerce, and lifecycle automation
Brains Behind the Brands: Behavioural Science in Action
- Real-world brand analysis using core psychological principles from the course
Includes Booking.com, Apple, Duolingo, Charity:Water, and Headspace - GenAI prompts for practical application and campaign emulation
All this for just £75!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Senior marketers, CRM leaders, and growth strategists
Professionals ready to apply deep psychology at strategic scale
Behavioural science enthusiasts in marketing and CX fields
Teams aiming for data-driven, cognitive science-backed optimisation
Why Take This Course?
Elite-Level Behavioural Strategy
Go far beyond basic persuasion
A/B Testing Mastery
Test smarter, faster, and with deeper insights
AI + Neuroscience Integration
Lead the next generation of email personalisation
Be the first to hear when this course launches and join the waitlist.
Meet Your Tutor
Kath Pay, Co-Founder Holistic Email Academy
Kath Pay is the founder of Holistic Email Marketing and a trailblazer in applying psychology and behavioural science to email marketing. With over 27 years of experience, she was one of the first in the industry to integrate cognitive biases, Buyer Modalities, and decision-making science into strategic email programs. Her proprietary Holistic Persuasion Framework, has helped brands craft more relevant, engaging, and high-converting campaigns. Widely recognised as a thought leader, Kath has trained thousands of marketers worldwide and continues to shape the future of customer-centric marketing.
FAQs
Is this course too advanced if I’ve only done basic psychology work before?
You’ll benefit most if you’ve taken foundational and intermediate psychology courses first.
Will we build real tests and journeys during the course?
Yes—you’ll create a campaign project as part of the learning process.
Is this course suitable for both B2C and B2B email marketers?
Absolutely. Cognitive science applies across all audiences.
Is there a certification?
Yes—you’ll earn a CPD-accredited certificate after successful completion.
What Makes The Academy Unique?
Modular, Self-Paced & Level-Specific
Each course is modular and designed for your level
Lifetime Updates
Stay ahead of trends with lifetime access to updated content, tools, and strategies
Grounded in Psychology
Go beyond guesswork
Get Certified
Showcase your mastery with a CPD-accredited certification
What’s Included in Each Course
Course Workbook
Your downloadable workbook includes checklists, templates, guided exercises, and note-taking prompts — designed to help you apply your learning immediately.
CPD Hours & Certificate of Completion
Earn 3.25 Continuing Professional Development (CPD) hours and receive a personalised certificate upon completion. Ideal for professional development plans and showcasing your new skills on LinkedIn, your CV, or in performance reviews.
1.5 Hours of Expert Video Content
Self-paced, high-impact lessons delivered by expert tutors — broken down into bite-sized, easy-to-follow modules.
Quizzes & Knowledge Checks
Short, practical quizzes are included to help you consolidate what you’ve learned and build confidence as you go.
Ready to Build Psychology-Fuelled,
High-Performance Campaigns?
Lead with science, scale with confidence, and future-proof your email strategy with advanced behavioural mastery.
Want first dibs on this course? Join the waitlist and we’ll let you know the moment it launches. You’ll also get our newsletter filled with expert tips, inspiration, and behind-the-scenes updates from the Academy.
We’ll email you first when the course opens. No spam.
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