Optimise Customer Journeys with Smarter,
More Personalised Automation
Launching Soon
This course isn’t live just yet—but it’s coming soon. Sign up below to get:
Notified the moment
it launches
Exclusive preview content and email marketing tips
A special launch-day offer
just for subscribers
Go Beyond Basic Automation – Create Personalised Journeys That Drive Growth
You know how to set up a welcome series or abandoned cart email. Now it’s time to level up: this course shows you how to build full-funnel, behaviour-driven lifecycle programmes that nurture customers from first click to loyal advocate.
Using behavioural triggers, smart segmentation, upsell tactics, loyalty strategies, and optimisation frameworks, you’ll learn to design truly connected email journeys that maximise customer lifetime value.
- Investment: £90
- CPD Certified
- Approximately 2 hours of expert video content
- Perfect for experienced marketers ready to automate with precision
- Includes templates, examples, case studies, and testing plans
Be the first to hear about this course and join our waitlist.
Course Objectives
By the end of this course, you will:
- Identify behavioural triggers and lifecycle stages to personalise automation
- Build replenishment, wishlist, upsell, cross-sell, and loyalty programmes
- Run A/B tests to optimise automation sequences
- Integrate multi-channel touchpoints for seamless lifecycle journeys
- Scale automation to increase repeat purchases, retention, and revenue
“Your journeys are ready for optimisation. This course empowers you to build smarter, more human lifecycle automations that meet customers where they are — and move them forward.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Behavioural Triggers & Advanced Segmentation
- What triggers an automated email?
- Using behavioural and transactional data for personalisation
- Segmentation strategies by lifecycle stage
Replenishment & Wish List Programmes
- How replenishment emails increase repeat purchases
- Identifying products and replenishment cycles for automation
- Using wishlist and back-in-stock notifications to drive action
Upsell & Cross-Sell Programmes for Repeat Purchases
- The psychology behind upselling and cross-selling
- Crafting high-converting product recommendation emails
- Personalisation techniques to increase engagement
Customer Loyalty & VIP Programmes
- Why loyalty programmes matter for retention
- Structuring rewards, tiers, and exclusive engagement emails
- Offering VIP perks to high-value customers
A/B Testing & Optimisation for Lifecycle Emails
- Running A/B tests on automation sequences
- Testing subject lines, content, CTAs, send times
- Analysing results and applying continuous improvements
Multi-Step Automated Journeys
- Designing full-funnel lifecycle automation strategies
- Integrating email with SMS, push notifications, and retargeting
- Case studies: Examples of effective multi-step automation journeys
All this for just £90!
CPD certified. Lifetime access. Updates included.
Who This Course Is For?
Email marketers
ready to move beyond basic automation
CRM and lifecycle marketers
building more sophisticated journeys
Ecommerce and SaaS teams
aiming to boost retention and CLV
B2B & B2C Marketers
looking to integrate email, SMS, and other channels seamlessly
Why Take This Course?
Lifecycle Strategy Focused
Not just “more emails”—better journeys
Retention & Revenue Driven
Every automation ties back to CLV and ROI
Data + Psychology Combined
Use real customer behaviour and psychology to guide strategy
Be the first to hear when this course launches and join the waitlist.
Meet Your Tutors
Scott Cohen
CEO Inbox Army
Scott is a seasoned lifecycle marketing expert with over two decades of experience driving customer engagement and retention for major global brands. With a strong foundation in CRM strategy, email marketing, and customer journey optimisation, Scott has led impactful programs for companies like Purple, 1-800 Contacts, and SmileDirectClub. He combines strategic thinking with hands-on execution, known for creating automated, data-driven lifecycle campaigns that not only increase revenue but also build long-term customer relationships. Scott’s deep expertise and practical approach make him a respected leader in the lifecycle marketing space.
Garin Hobbs
VP Customer Success & Strategy, Inbox Army
Garin is a recognised expert in lifecycle marketing, personalisation, and customer engagement, with over 20 years of experience helping brands like Disney, American Airlines, and Oracle optimise their messaging across the customer journey. Known for bridging the gap between strategy and technology, Garin brings a unique ability to align cross-channel marketing initiatives with business goals. His deep understanding of customer data, automation, and content strategy has made him a sought-after advisor for brands looking to build scalable, human-centric lifecycle programmes that drive measurable impact.
Kath Pay
Co-Founder Holistic Email Academy
Kath is a leading authority in lifecycle marketing and the founder of Holistic Email Marketing. With over 27 years of experience, she has helped brands like Not on the High Street, Mr Porter, Marks & Spencer, and AllSaints develop strategic, customer-focused lifecycle programmes that drive engagement, loyalty, and revenue. A pioneer in integrating behavioural science with email marketing, Kath is known for her practical, data-driven approach to mapping customer journeys and optimising every touchpoint. Her expertise has made her one of the most influential voices in email and lifecycle marketing today.
FAQs
Is this course right for me if I already run abandoned cart or welcome series?
Yes! This course takes you far beyond basic programmes into full-funnel lifecycle journeys.
Do I need an expensive ESP or CDP to implement this?
No. The principles taught here can be applied across most modern email platforms.
Will this include templates or case studies?
Yes – you’ll see frameworks, examples, and breakdowns of real automation journeys.
Is there an exam?
No exam – just practical learning, quizzes, and a CPD-accredited certificate on 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.
Our Expert Course Partner
InboxArmy is a full-service email marketing and lifecycle marketing agency specialising in email marketing execution, production, and strategy. They offer a variety of email marketing, SMS, app and mobile push services and boasts a team of email experts who can help you with: campaign management, automation, audits and strategy, and dedicated email team resources.
Ready to Create Smarter, Stronger Lifecycle Journeys?
Step into a more strategic approach to automation. Build lifecycle marketing that works smarter – not just harder.
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.
You must be logged in to post a comment.