Kath Pay

Kath Pay is a globally recognised email marketing strategist, educator, and author with over 27 years of experience. As the CEO of Holistic Email Marketing and Lead Trainer at Holistic Email Academy, she helps marketers craft evidence-based, customer-centric email strategies that drive results and engagement.

A pioneer in applying behavioural science and psychology to email, Kath coined the term Holistic Email Marketing, a framework that blends testing, design, and psychology to optimise the entire customer journey. Her bestselling book Holistic Email Marketing has become a cornerstone for practitioners seeking to revolutionise their email programmes.

Kath has consulted with major global brands—including Facebook, eBay, Barclays, and Net-a-Porter—and has trained thousands of marketers through platforms like Econsultancy, IDM, and B2B Marketing. As the creator of the Holistic Persuasion Framework™, she continues to shape the way marketers think about email strategy and consumer engagement.

Named the Email Experience Council’s Thought Leader of the Year in 2021, Kath is also a sought-after keynote speaker, having delivered presentations at over 200 international events. Her ongoing work inspires marketers to approach email not just as a channel, but as a conversation grounded in empathy, insight, and purpose.