Creating Impactful and Engaging Email Campaign Designs
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Design for Engagement,
Conversions, and the Human Brain
If you already understand email layout basics but want to go deeper into psychology, persuasion, and advanced design techniques, this course is for you.
In this intermediate course, you’ll learn how to structure and style your emails using cognitive science, user flow strategy, and mobile-ready design. We’ll explore how visual cues, colour, layout, and CTAs can be transformed into persuasive pathways that guide the eye—and drive action.
- Investment: £90
- CPD Certified
- Approximately 2 hours of expert video content
- Built for experienced designers and marketers
- Includes design frameworks, examples, and optimisation 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:
- Apply persuasive design principles to improve email engagement
- Use behavioural psychology models to guide layout and element choices
- Design optimised emails for mobile, dark mode, and multiple buyer types
- Understand visual hierarchy, CTA structure, and conversion flow
- Build emails that work with human behaviour, not against it
“Design is more than how an email looks – it’s how it feels. This course helps you move from functional to impactful, empowering you to create email campaigns that truly connect.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Understanding Persuasive Design
- Introduction to behavioural psychology in design
- Overview of Fogg’s Behaviour Model and Cialdini’s Persuasion Tactics
- Guiding user action through design decisions
- Directional cues: arrows, gaze direction, Z-patterns
- Contrast and isolation to spotlight key elements
- Using motion: animated GIFs, cinemagraphs, and more
- Implicit design cues for intuitive flow
Introduction to the Buyer’s Mind
- Understanding how System 1 & System 2 Thinking applies to design
- Quick intro to the 4 Buyer Modalities: Competitive, Spontaneous, Humanistic, Methodical
- Matching layout and visual flow to modality needs
Layout & Advanced Visual Hierarchy
- Grid-based vs. flexible design layouts
- Leveraging Z-pattern and F-pattern for different objectives
- Text/image balance for retention and clickthrough
- Using heatmaps and clickmaps to guide improvements
Optimising for Mobile & Dark Mode
- Mobile-first design principles
- Key adjustments for dark mode readability and contrast
- Understanding fluid vs. responsive email design
- How design shifts between devices
Psychology of Colour,
Contrast & White Space
- Colour psychology: emotional and cultural meaning
- Using white space for focus, flow, and ease of reading
- High-contrast design for accessibility and conversion
CTA Psychology & Design Variations
- Where to place CTAs based on user flow and modality
- CTA hierarchy and multi-CTA strategies
- Modality-matched CTA design (bold for competitive, soft for humanistic, etc.)
- Motion, microinteractions, and subtle CTA animations
All this for just £90!
CPD certified. Lifetime access. Updates included.
Who This Course Is For?
Marketers and designers
with some experience in email design
Teams
looking to boost engagement and ROI through smarter design
Email marketing pros exploring behavioural science in design
Designers
working on complex campaigns or personalisation flows
The design course has really allowed me to explore all elements of designing emails that convert. Putting the customer first and designing for them. Kath breaks down everything and gives amazing examples so that you can see these practises in action. I have learnt so much from this course and feel better equipped to design emails and carry out test for a better customer experience. Thanks again Kath!
– Aurora, CRM Executive, UK
Why Take This Course?
Psychology-Powered
Learn to use visual persuasion
to guide action
Mobile + Dark Mode Ready
Design for modern devices and preferences
Advanced Layouts
& Interactions
Go beyond basic boxes and buttons
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 a globally recognised authority in email strategy and design. With over 27 years of experience, she has led the way in integrating persuasive design principles, customer psychology, and behavioural science into email marketing. Kath introduced the concept of conversion-centred design to the email industry and has helped countless brands elevate their creative through strategic, user-focused design. Her work balances aesthetics with function, ensuring every design element drives engagement and delivers measurable results.
FAQs
Is this suitable if I’ve only taken a beginner course?
No, it’s perfect as a follow-on to the beginners course, but if you are experienced in the foundations of design you should be ok.
Do I need to code?
Nope! This course focuses on design strategy, not development.
Does this include real examples?
Yes. You’ll see live examples, heatmaps, and annotated templates.
Can I apply this in drag-and-drop builders?
Absolutely. These principles apply regardless of platform.
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 Design Smarter?
Take your email designs to the next level with behavioural insight, better flow, and confident creative control.
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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