Holistic Email Marketing

‘Engaging and packed with insights, Holistic Email Marketing bridges the gap between foundational concepts and modern strategies in a way that resonates deeply. The practical advice, supported by compelling data and real- world examples, reinforces the value of email marketing. It’s a must- read for anyone seeking to discover and harness email’s potential in today’s landscape.’

—Tracy Ilunga, SF Marketing Cloud Manager Administrator, Eurostar

‘Email marketing is a core element of my business, but it’s so easy to get stuck in a rut. This revised version is great, not just as a refresher for ecommerce marketing managers, but also for business owners like me who are managing their own customer emails and databases. The marketing world has evolved since the first version of Holistic Email Marketing was published back in 2020, and it presents a whole new set of challenges. For me, finding out more about how to get the best from AI, from writing good prompts to helping analyse and create ACTIONS from the wealth of data available was incredibly useful.’

—Helen Rankin, Managing Director, Cheeky Wipes and Cheeky Pants

‘This book presents the mightiness of email marketing and how we all can harness its power. Kath Pay expertly guides us through the vast opportunities of email marketing by sharing knowledge, experience and techniques that we can add to strategy and business plans. There are quick wins, building blocks to success, plus a forward look to innovations. Before reading the book, I didn’t realise the importance of email marketing. Each chapter is inspiring – I can’t wait to put this newfound knowledge into practice.’

—Graham McAdam, CalMac Ferries

‘The second edition of Holistic Email Marketing should definitely be at the top of every marketer’s list, not just those in the email space. It covers everything that a marketer should know and plan for as they build out their marketing programmes. One of the great things about this book is that it is a comprehensive review of all the things that email and marketers overall are thinking about from the tech foundations to design, testing and optimisation, planning out the customer journeys and building out your tech to future- proof your program. Kath’s experience connecting with others in the email space complemented by her own experience really comes out in this book. This is an email marketing must- read for any marketer.’

—Kelly Haggard, VP, Marketing Innovation, Synchrony

‘This book doesn’t just teach you email – it delivers holistic marketing clarity. A must- read for any serious marketer.’

—Jay Schwedelson, Founder, SubjectLine.com

‘Kath masterfully blends timeless email marketing principles and best practices with cutting- edge advancements, such as the role of AI in transforming email strategies. This book is a must- read for marketers eager to build a customer- centric email program in 2025 and beyond.’

—Andrew King, Founder, Email Love

‘Kath’s second edition of Holistic Email Marketing is a must- read for any email marketer. Kath’s deep understanding of the industry and her innovative approach make this book a treasure trove of strategies and insights that will elevate any marketer’s email campaigns.’

—Dela Quist, Agency Founder and Advisor, ask-dela

Kath Pay is a ground-breaking speaker, trainer and consultant in the art and science of email marketing. With nearly three decades of experience, she puts her knowledge into practice as founder and CEO of Holistic Email Marketing.