Move Beyond Surface Wins to Strategic, Insights-Driven Email Testing
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Turn Testing Into a
Strategic Growth Engine
This course is for marketers who have experience running basic A/B tests and now want to refine their approach, extract deeper insights, and use testing as a long-term learning tool.
You’ll master the Holistic Testing Methodology, understand how to set up clean, bias-free tests, and use GenAI to supercharge your analysis and hypothesis generation.
- Investment: £90
- Approximately 2 hours of expert video content
- Built for marketers who want scalable, reliable insights
- Includes templates, tools, GenAI integrations, and frameworks
Be the first to hear when this course launches and join the 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:
- Build a repeatable, strategic testing process based on insights, not guesses
- Apply the Holistic Testing Methodology for richer learnings
- Set tests up for statistical validity and long-term value
- Analyse performance beyond open rates
- Use GenAI to automate result analysis and future test planning
“This course is for those ready to go beyond subject lines. Together, we’ll explore strategic testing that reveals insights, drives clarity, and elevates every email you send.”
— Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Moving Beyond Ad-Hoc Testing
- Why insights-driven testing matters for growth
- How to build a learning-based testing culture
- Where testing fits in broader email and CRM strategy
Finding Inspiration for Tests
- Mining past campaign performance for ideas
- Using competitor benchmarks and market trends
- Leveraging customer feedback and behavioural analytics for hypotheses
Holistic Testing Methodology
- How to test multiple factors under one strategic hypothesis
- Key differences between A/B testing and multivariate testing
- Analysing and applying findings across multiple campaigns
Choosing the Right Metrics for Success
- Moving beyond vanity metrics (opens)
- Measuring impact through website conversions, revenue per email, and CLV
- Basics of understanding statistical confidence and significance
Structuring Clean Tests for
Reliable Results
- Avoiding test contamination and bias
- Why consistent methodologies matter for actionable learnings
- Best practices for documenting tests to build institutional knowledge
How Long to Run a Test?
- How to determine test duration based on success metrics
- Campaign tests vs. automation sequence tests: Key differences
- Why tests should run for a minimum of three sends or cycles
- 50/50 vs. 10/10/80 splits: When to use which approach
- Using GenAI to analyse open, click, and conversion patterns
All this for just £90!
CPD certified. Lifetime access. Updates included.
Who This Course Is For?
Email marketers
ready to level up their testing strategies
CRM and lifecycle teams
aiming for stronger insights and learnings
Ecommerce, SaaS, and B2B teams
growing email at scale
Marketers
looking to use AI tools to work smarter, not harder
“The 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?
Build a Testing System, Not Just One-Off Tests
Focus on insights over vanity wins
Smarter Metrics and Better Results
Understand the full impact of your experiments
GenAI Accelerated
Analyse faster, generate smarter hypotheses
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 only done a few basic A/B tests?
Yes – this course will help you move from basic to strategic, insights-driven testing.
Will I need coding or advanced analytics skills?
No – you’ll learn accessible, practical methods that marketers can apply directly.
Does it include templates and tools?
Yes—templates for hypotheses, test tracking, GenAI use cases, and more are included.
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 Master Strategic Email Testing?
Design better tests, generate deeper insights, and power smarter email growth.
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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