Kath Pay

Want to master email marketing and revolutionise your results? You’re in the right hands.

Kath Pay is a globally acclaimed email marketing expert who has trained thousands of marketers worldwide, shaping the careers of industry leaders and in-house teams across every sector imaginable. From Bally and Barbour to Ocado, Charlotte Tilbury, Arsenal FC, and Tesco—her training leaves an impact.

Kath led Econsultancy’s Intermediate and Advanced Email Marketing courses for over a decade, and ran the IDM (now DMA) Email Marketing Award for 8 years. She’s also lectured on MSc programmes at Manchester Metropolitan University and taught courses for B2B Marketing, Emarketeers, MarTech, MarketingProfs, and Digital Doughnut.

As Founder & CEO of Holistic Email Marketing, and Co-Founder, Course Director, and Lead Trainer of the Holistic Email Academy, Kath combines decades of consulting experience with a deep understanding of how adults learn best. Her teaching style is strategic, practical, and packed with real-world examples that make complex ideas simple—and immediately actionable.

Whether it’s strategy, A/B testing, persuasive copywriting, deliverability, or automation—Kath’s courses are designed to empower you to create email programmes that perform and delight.

She’s also the author of two international #1 bestselling books, and the original mind behind Holistic Email Marketing Philosophy, the Holistic Testing Methodology and the Holistic Persuasion Framework—a unique blend of strategy, behavioural science, and customer-centric thinking that transforms how marketers connect with audiences.

With Kath as your tutor, you won’t just learn email marketing. You’ll understand it. Own it. And use it to drive results.