Harness the Human Brain and the
Power of AI to Craft Emails That Convert
The Smartest Emails Speak to
Both the Heart and the Head
Crack the code behind your customer’s decisions.
This is the first and only email marketing course that shows you how people really make choices, and how to use that knowledge (ethically) to write and design emails that work. It’s all about understanding the buyer’s mind in email marketing: why people click, buy, or ignore—and learning how to engage both their emotional and logical thinking to create messages that truly connect.
In this course, you’ll discover:
- The two decision-making systems every human uses, and how to trigger both strategically in your copy and design.
- The science behind persuasion, simplified and applied directly to email marketing.
- How to use GenAI to create subject lines, copy, and designs that tap into psychology, faster and more effectively than you thought possible.
This isn’t theory for theory’s sake. You’ll walk away knowing exactly how to:
- Craft subject lines that actually get opened.
- Write copy that speaks to how people really think.
- Design campaigns that make the next step feel irresistible.
It’s free for now — but not forever. Secure your spot today.
- Investment: £75
- CPD Certified
- Approximately 2 hours of expert video content
- Cognitive science meets copywriting and AI
- Includes GenAI prompt templates and practice exercises
⭐⭐⭐⭐⭐
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 System 1 and System 2 influence marketing decisions
- Create emails that activate the appropriate cognitive system for the campaign context
- Use GenAI to support emotional and rational content generation
- Avoid common messaging and AI-related pitfalls that reduce trust or conversion
- Blend psychology and AI for highly persuasive, high-performing campaigns
“To influence behaviour, we must first understand it. This course gives you the confidence to connect with your audience’s brain and heart — crafting emails that feel instinctively right.”
Kath Pay, Course Director, Holistic Email Academy
“[The Buyer’s Mind course] gave me new insights. The videos were easy to understand and gave me new tools to improve my work.”
Ruzan Forrest, Email Marketer
“I found the course to be a fresh, practical take on connecting psychology with email marketing. Loved how clear and actionable the points were.”
John Tsaousidis, Marigold
What You’ll Learn – Full Curriculum
Introduction to Consumer Psychology and Decision-Making
- Explore how humans make decisions—90% of which are unconscious
- Understand Daniel Kahneman’s dual-system theory: System 1 (fast, intuitive) vs. System 2 (slow, rational)
- Learn how these systems shape marketing effectiveness
- Discover why engaging both systems strategically improves results
System 1 – The Fast, Instinctive Mind
- How System 1 influences engagement in the first 2–3 seconds
- Emotional and visual triggers that activate intuitive thinking
- Use of heuristics and the CURVE formula for optimising subject lines and preheaders
- Email examples that spark immediate action
System 2 – The Slow, Rational Mind
- How System 2 drives logic-based decisions
- Building trust using Problem → Solution → Proof → CTA structure
- Handling objections, comparisons, and rational analysis
- Enhancing logic-driven engagement with FAQs, testimonials, and interactivity
Applying System 1 & System 2 Thinking to Email Marketing
- When to activate System 1 or System 2 in a campaign
- Avoiding common mistakes like front-loading logic
- Blending emotional and rational appeals effectively
- Using segmentation and A/B testing to optimise messaging balance
Using GenAI to Support System 1 Marketing
- Briefing GenAI to create emotionally resonant, intuitive-first content
- Designing prompts that respect ethics while maximising impact
- Best practices for writing System 1 content: subject lines, CTAs, visual cues
- Practice exercises: crafting attention-grabbing GenAI prompts
Using GenAI to Support System 2 Marketing
- Structuring GenAI prompts for logical, high-consideration content
- Creating FAQs, comparisons, and objection-handling frameworks
- Briefing GenAI with audience, tone, and rational outcomes in mind
- Ensuring AI-generated content is persuasive, trustworthy, and clear
All this for just £75!
CPD certified. Lifetime access. Updates included.
Who This Course Is For?
Marketers, copywriters, & strategists
seeking a psychological edge
Teams
experimenting with or expanding GenAI use in content creation
Professionals
ready to elevate their content strategy through science and tech
“This course delivers so much valuable knowledge and practical insight. The content is thoughtfully structured, easy to follow, and packed with strategies I could apply right away. Whether you’re new to Buyers Mind or looking to deepen your understanding, I’d highly recommend it. I’m thrilled it’s now available on-demand so even more people can benefit from it.”
Eglė, Email Marketing Manager, Lithuania
Why Take This Course?
Scientifically Sound, Practically Applied
Learn real cognitive science, not just theory
Built for GenAI Users
Prompts, templates, and best practices you can use today
Designed for Results
Tackle the emotional and logical reasons people click, buy, and act
Meet Your Tutor
Kath Pay
Co-Founder Holistic Email Academy
Kath Pay is 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 programmes. 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
Do I need AI experience to take this course?
Not at all! We walk through every GenAI technique in plain English.
Will this help me write better emails, even without AI?
Absolutely. The behavioural science foundations are universally powerful.
Can I use this for B2B as well as B2C?
Yes. Emotion + logic applies across the board.
Will I get prompts and templates?
Yes—plus practice exercises to build confidence fast.
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 4 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 Write Smarter Emails?
This is the future of persuasive marketing. Learn how to combine GenAI and behavioural science to create emails that speak to the human brain, and get results. By the end of this course, you’ll have mastered understanding the buyer’s mind in email marketing, giving you the confidence to create campaigns that speak to human behaviour, influence decision-making, and drive measurable results.
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