Turn Big-Picture Thinking Into Tactical Wins
Build a Strategic Foundation That
Grows Your Email Programme
This comprehensive course equips marketers with the frameworks, tools, and confidence to design, execute, and optimise an email marketing strategy that aligns with business goals and delivers measurable value.
From defining SMART objectives to planning roadmaps and using technology effectively, this course blends strategic thinking with practical execution.
- Investment: £90
- CPD Certified
- Approximately 2 hours of expert video content
- Includes worksheets, journey maps, and planning templates
- Strategy-first. Tech-friendly. Execution-ready.
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 be able to:
- Use tools and content calendars to execute and optimise campaigns effectively
- Define and articulate an email marketing strategy grounded in business goals
- Conduct audits and journey mapping exercises with confidence
- Build SMART objectives for each lifecycle stage
- Construct phased roadmaps and gain stakeholder buy-in
“Every powerful programme begins with strategy. This course is your blueprint – designed to turn vision into value and give you the confidence to lead with purpose.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Building a Strategic
Email Marketing Plan
Goal: Understand the definition, purpose, and structure of strategy in email marketing.
- Why strategy matters and how it provides clarity and alignment
- What strategy is (and isn’t)
- The planning hierarchy: from mission to tactics
- SMART objectives and their role in strategy
- Aligning SMART objectives to lifecycle stages (Acquisition, Conversion, Retention, Loyalty, Winback)
- Common pitfalls when setting goals and objectives
Auditing Your
Email Marketing Programme
Goal: Learn how to assess the performance, alignment, and opportunities within your current programme.
- Why and when to audit your email programme
- What a comprehensive audit should cover (10 pillars, including strategy, segmentation, compliance, A/B testing, and competitive analysis)
- DIY vs. third-party audits
- A structured, step-by-step audit process
- Tools and frameworks to support effective audits (e.g., SWOT analysis)
Understanding & Mapping the Customer Journey
Goal: Explore how to align your email strategy to the real journeys your customers take.
- The five lifecycle stages: Acquisition, Conversion, Retention, Loyalty, Winback
- Journey mapping principles and best practices
- Key touchpoints by stage and behavioural triggers
- Defining your own stages and micro-stages
- Common journey mapping mistakes and how to avoid them
- Real-world example: Virgin Holidays
From Goals to Tactics
– Lifecycle Strategy Planning
Goal: Translate goals and objectives into a focused, executable strategic plan.
- Planning flow: Goal → Objective → Strategy → Tactic
- SMART objectives by lifecycle stage with examples
- Matching strategy and tactics to business goals
- Using an ROI vs. Effort Matrix for prioritisation
- Closing the loop: linking tactics to KPIs for measurement
Executing with Confidence
– Building a Strategic Roadmap
Goal: Learn how to phase your strategy into actionable steps while gaining stakeholder support.
- Why execution is essential for success
- Phased roadmap model: Quick Wins → Scaling Up → Optimisation
- Using quarterly planning aligned to seasons and internal budget cycles
- Stakeholder alignment tips
- Building a business case for future budget
- Keeping your roadmap a living, updated document
Tools, Tech & Calendars
– Bringing Strategy to Life
Goal: Operationalise your strategy with the right tools, systems, and scheduling processes.
- Technology’s role in supporting (not driving) strategy
- Using ESPs, CRMs, and deliverability tools effectively
- Building and managing a strategic content calendar
- Tracking, testing, and continuous optimisation
All this for just £90!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Marketers ready to move from campaign-based to strategic thinking
Teams building or rebuilding their email programmes
Consultants who want to lead strategy for clients
Ambitious professionals aiming for a senior marketing role
This training empowered us to connect data with purpose – by mastering email metrics and crafting SMART objectives, we now turn insights into strategy and strategy into results.
Narmin, Email & Marketing Operations Manager, Israel
“I was genuinely excited throughout the course. Everything flowed beautifully – from the structure of the content to the insights and slides. The way the concepts of positive psychology were woven in made it both inspiring and incredibly valuable.”
Jasper, Business Owner, China
Why Take This Course?
Strategic, Not Just Tactical
Move beyond checklists to real marketing thinking
Tied to Business Value
Learn how to prove and improve ROI
Framework-Driven
Build your own strategic plan using templates and tools
Take this course and move beyond a tactical mindset.
Meet Your Tutor
Kath Pay, Co-Founder Holistic Email Academy
Kath is internationally recognised for her strategic thinking in email marketing. As the founder of Holistic Email Marketing, she’s spent over 27 years helping brands develop intelligent, customer-first strategies that align with the customer journey and business goals. Kath’s approach integrates behavioural science, testing, design, and copy into cohesive, performance-driven programmes. Her work has shaped the strategies of leading brands and continues to influence marketers around the globe.
FAQs
Is this course too advanced for me?
If you’ve run email campaigns before and want to connect them to bigger business goals—this is your next step.
Do I need a big team or budget to implement a strategy?
Not at all. Strategic thinking scales to any programme size.
Will I get templates and planning tools?
Yes! You’ll walk away with worksheets, examples, and journey-mapping frameworks.
Can I use this for my client accounts?
Definitely. It’s ideal for consultants and agencies as well.
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 Get Strategic?
Stop reacting. Start planning. Build an email marketing strategy that drives results and elevates your role.
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