The landscape of email marketing has evolved dramatically, with privacy regulations, AI-driven innovations, and stricter deliverability rules reshaping best practices. To help marketers adapt, Kath Pay, a leading international email expert, has released the Second Edition of Holistic Email Marketing—an updated guide designed to revolutionize email programmes and enhance customer engagement.

Now available in paperback and Kindle, this 318-page best-seller builds on strategic, data-driven approaches to help marketers achieve long-term success in a rapidly changing industry.

Takeaways from Holistic Email Marketing, Second Edition

A Guide to Sustainable Email Marketing Success

Marketers can use this book to:

1. Adopt a strategic, data-driven approach instead of relying on ad hoc decisions that waste time and resources.
2. Implement holistic testing to improve decision-making and campaign performance.
3. Foster long-term customer relationships, focusing on engagement rather than short-term gains.
4. Future-proof email marketing programmes against industry shifts and technological advancements.

What’s New in This Edition?

Kath Pay expands on the fundamental principles of email strategy, behavioural science, and practical applications while introducing critical updates:

• Navigating Privacy Changes: Adapting to Apple’s Mail Privacy Protection (MPP) and iOS 18 updates.
• Leveraging AI in Email Marketing: Practical strategies for incorporating generative AI effectively.
• Overcoming Deliverability Challenges: Insights on email authentication, engagement metrics, and best practices.
• Hands-on Learning: New case studies and exercises to reinforce concepts and practical applications.

For marketers looking to stay ahead of evolving email marketing trends, Holistic Email Marketing, Second Edition is an essential resource. Pay’s expertise provides actionable strategies to build stronger customer relationships, improve email performance, and navigate industry challenges with confidence.