Learn the Right Way to Test, Optimise,
and Improve Your Email Campaigns
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Start Smarter: Build the Confidence
to Test Email Campaigns Effectively
This beginner-friendly course introduces the core concepts of A/B testing for email – giving you the tools to design meaningful tests, analyse results properly, and make smarter marketing decisions.
Perfect for marketers, entrepreneurs, and small teams ready to move beyond “guess and hope” into data-backed decision-making.
- Investment: £75
- CPD Certified
- Approximately 2 hours of expert video content
- Beginner-friendly and highly actionable
- Includes templates, examples, and GenAI-powered quick-start tools
Be the first to hear about this course and join our waitlist.
⭐⭐⭐⭐⭐
Rated 5/5 by marketers worldwide
Based on feedback from learners who attended the live version of this course
Course Objectives
By the end of this course, you will:
- Understand the fundamental concepts of email A/B testing
- Set goals and define clear success metrics for your tests
- Develop strong, hypothesis-driven experiments
- Structure tests properly for reliable, repeatable results
- Use GenAI to assist in hypothesis creation and test configuration
- Avoid common mistakes that lead to false conclusions
“Every smart marketer tests. I created this course to demystify A/B testing — giving you the tools to test with purpose and make decisions with confidence.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Introduction to Email A/B Testing
- What is A/B testing?
- Why testing matters for email performance and growth
- Key benefits of ongoing A/B testing for marketers
Setting Goals for Your Tests
- Short-term vs. long-term testing goals
- Aligning email tests with broader business objectives
- Defining success metrics: open rates, CTR, conversion rates, revenue impact
Elements You Can Test
- Subject lines
- Copy variations
- Images and layout structure
- Calls to action (CTAs) and offer design
Developing an Effective Hypothesis
- What makes a strong, useful hypothesis
- The ‘Because’ framework for creating clear hypotheses
- Real-world examples of good and bad hypotheses
- Using GenAI for brainstorming multiple hypothesis ideas quickly
Structuring an A/B Test for Success
- How to determine the correct sample size for reliability
- Setting the right test duration (campaign vs. automation testing)
- Importance of running a test at least three times for validation
- Achieving statistical significance without guesswork
- Using GenAI for creating fair 50/50 audience splits
Avoiding Common Pitfalls
- Dangers of testing too many variables at once
- Misinterpreting statistical flukes as winners
- How external factors (seasonality, competitor actions, tech issues) can skew results
All this for just £75!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Email marketers
new to testing and optimisation
Small business owners
running their own email campaigns
Junior CRM
and retention specialists
Teams
ready to embed data-driven decision-making into their email strategy
A/B Testing course gave me the confidence to know where to start with testing and how to accurately know what to test and how to measure the success of the test. It allow you to have understanding so that you aren’t just testing for the sake of testing. Learnt so much and really excited to put it into practise.
– Aurora, CRM Executive, UK
Why Take This Course?
Essential Skill for Marketers
Testing is the foundation of email improvement
Clear, Actionable Steps
Build confidence without getting lost in stats
GenAI Powered
Get a head start on setup, hypothesis writing, and test ideas
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 creator of the Holistic Testing Methodology, a groundbreaking approach to A/B testing that focuses on strategic hypotheses and meaningful insights. With more than two decades of experience running hundreds of email tests for global brands, Kath has redefined how marketers approach testing – moving beyond simplistic subject line tweaks to robust experiments that drive long-term programme improvements. She’s a recognised leader in turning test results into actionable strategies that fuel growth.
FAQs
Is this course suitable if I’ve never run an A/B test before?
Yes! It’s designed for complete beginners and early-stage marketers.
Does it cover both one-off campaigns and automated programmes?
Absolutely—you’ll learn how to structure tests for both.
Will it help me if I want to scale into multivariate testing later?
Yes—you’ll build the foundation needed to move into intermediate and advanced testing later.
Is there a certification?
Yes—you’ll earn a CPD-accredited certificate upon 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 Better Campaigns
with Smarter Testing?
Learn how to take the guesswork out of email marketing—and start improving results with every send.
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