Tap into the Human Mind to Create Higher-Converting Emails
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Understand the Science Behind Attention, Decision-Making, and Action in the Inbox
This course introduces the fundamental psychology principles that influence how people engage with emails – and shows you how to apply them ethically for stronger results.
Whether you’re writing subject lines, CTAs, or full campaigns, you’ll learn how to trigger curiosity, reduce friction, and guide users toward action.
- Investment: £75
- CPD Certified
- Approximately 2 hours of expert video content
- Beginner-friendly, yet powerful enough to impact your next campaign
- Includes templates, checklists, and ethical persuasion guides
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 how human psychology impacts email behaviour
- Apply cognitive biases to subject lines, copy, and design
- Build behavioural triggers into your emails for smoother conversions
- Use ethical nudging to enhance trust and long-term success
- Improve every campaign with a psychological checklist
“This course introduces you to the human mind behind the inbox. I created it to help you understand why people act — so you can write emails that inspire them to.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Why Psychology Matters in Email
- The science behind attention, decisions, and memory in the inbox
- Overview of System 1 (fast, emotional) vs System 2 (slow, rational) thinking
- How understanding the brain’s shortcuts drives email success
Top 7 Cognitive Biases to Boost Engagement
- How to use Curiosity Gap to boost open rates
- Applying Loss Aversion, Authority, and Social Proof
- Using Anchoring, Scarcity, and Reciprocity in your emails
- Real examples to inspire your campaigns
The Conversion Flow &
Behavioural Triggers
- Introduction to the Fogg Behaviour Model: Motivation, Ability, Triggers
- What micro-conversions are and why they matter
- Reducing friction and increasing motivation inside your emails
Psychology in Subject Lines & CTAs
- Crafting subject lines that tap into curiosity, urgency, and exclusivity
- Writing CTAs that feel irresistible—not pushy
- Common pitfalls that backfire and how to avoid them
Ethics in Behavioural Email Marketing
- The importance of avoiding dark patterns
- How to ethically nudge and influence without manipulation
- Building trust as a long-term conversion asset
Review & Quick Wins
- Psychological checklist for optimising any email campaign
- “Turn Knowledge into Action” quick-win steps to apply immediately
All this for just £75!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Email marketers
copywriters, and designers new to behavioural science
Small business owners managing their own email campaigns
Junior marketers
looking to improve email engagement and conversion
Anyone
interested in applying psychology ethically to marketing
Why Take This Course?
Science-Backed,
Practical Tips
No fluff—just actionable insights
Boost Results Immediately
Small tweaks, big impact
Ethical Persuasion Focus
Build trust, not tricks
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 suitable for beginners?
Absolutely! It’s designed for those new to psychology in marketing.
Will it help with both B2C and B2B emails?
Yes—understanding how people process decisions applies across all audiences
Are there templates or examples included?
Yes—you’ll get real examples and checklists you can apply straight away.
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 Understand What Really Drives Email Engagement?
Harness the power of behavioural science and create campaigns that resonate – and convert.
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.
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