Can you give us some insight into the company’s founding story?
Holistic Email Marketing began as a result of my deep passion for transforming how businesses approach email marketing. I’ve been in this industry for over 26 years, witnessing its evolution firsthand—from its early days as a novelty to becoming one of the most powerful tools in the digital marketing mix. Back in 2010, I introduced the Holistic Approach to the industry. At the time, I was frustrated by how businesses were siloing their email marketing efforts, focusing too much on one-off campaigns without considering the bigger picture. This often led to missed opportunities, inconsistent customer experiences, and underwhelming results. The Holistic Approach was born out of a desire to change that. It integrates strategy, psychology, and behavioural science into email marketing, aligning every touchpoint with customer needs and business goals. After seeing the impact this approach had on clients, I decided to formalise it into Holistic Email Marketing, a consultancy dedicated to helping businesses achieve long-term success. Today, Holistic Email Marketing is recognised for pioneering methods that drive results. Our services focus on strategy, testing, and optimisation, but what truly sets us apart is our commitment to education and empowerment. I want clients not just to succeed but to learn how to adapt and thrive in an ever-changing marketing landscape. This journey has been incredibly rewarding, and I’m proud to see the ripple effects of the Holistic Approach in the industry today. It’s proof that when you take a customer-first approach, everything else falls into place.Personalization and segmentation can be crucial for effective email marketing. How does Holistic Email Marketing help businesses create targeted campaigns that resonate with their clients’ audience?
At Holistic Email Marketing, we firmly believe that personalisation and segmentation are the backbone of successful email campaigns. But it’s not just about adding a name to an email or creating a few broad audience segments—it’s about truly understanding your audience and meeting their needs at the right moment. We work with clients to go beyond basic demographics, digging into behaviours, preferences, and the unique customer journeys that shape their audience. Using data as a foundation, we help businesses create segments that reflect where their customers are in their journey and what matters most to them. Once the segmentation is in place, we focus on crafting meaningful content that resonates. This is where personalisation comes to life. Instead of generic messages, we create strategies that connect with customers on a deeper level—whether through dynamic content, behavioural triggers, or tailored offers that speak to their motivations. What sets us apart is our use of psychology and behavioural science to guide these strategies. By understanding how customers think and make decisions, we can create emails that don’t just look good but inspire action. And we don’t stop there. Through testing and optimisation, we ensure every campaign evolves to become even more effective. It’s this holistic approach that helps our clients stand out in the inbox, build trust with their audience, and ultimately drive results.What can you tell me about your email marketing consultancy work?
At Holistic Email Marketing, our consultancy is all about empowering businesses to get the most from their email marketing. With over 26 years of experience and a philosophy rooted in strategy, psychology, and behavioural science, we offer a fresh perspective that helps clients transform their email programmes. Our consultancy work isn’t about quick fixes or cookie-cutter solutions. Instead, we take a bespoke approach, tailoring our services to the unique needs of each business. Whether it’s designing a comprehensive email strategy, running A/B tests to optimise performance, or troubleshooting deliverability issues, we work alongside clients to identify challenges and uncover opportunities. A key focus of our consultancy is education. I firmly believe that empowering clients to understand the ‘why’ behind our recommendations leads to better long-term results. We guide businesses through our Holistic Testing Methodology, showing them how to test effectively, use data to make informed decisions, and align email efforts with broader business goals. What truly sets us apart is our emphasis on building relationships. We see ourselves as partners, invested in the success of our clients. Whether they’re looking for ongoing support or a one-off audit, we’re here to deliver insights, drive results, and make email their most effective channel. For us, consultancy isn’t just about helping businesses do better email marketing—it’s about giving them the tools and knowledge to create meaningful connections with their customers and achieve sustainable success.You also offer CRM & email marketing training courses. How are they structured and what can people expect from them?
Our training courses are designed to equip marketers with the skills and confidence to excel in email marketing and CRM. Whether you’re new to email or looking to sharpen your skills, our courses provide a mix of strategic insights, practical guidance, and actionable takeaways. Each course is structured to balance theory and hands-on application. We start with the foundational principles—such as customer lifecycle stages, segmentation, and effective email design—before diving into advanced topics like automation, testing, and behavioural targeting. Importantly, every session is tailored to the specific needs and goals of the participants, ensuring the content is highly relevant. What sets our training apart is the focus on practicality. Participants won’t just leave with theory—they’ll have tools, templates, and frameworks they can immediately use in their own programmes. We also emphasise the ‘why’ behind email best practices, helping attendees understand not just what to do but the reasoning that drives success. Our sessions are interactive and engaging, with plenty of opportunities for group exercises, discussions, and Q&A. Whether it’s mapping customer journeys, wireframing automation programmes, or brainstorming campaign ideas, we encourage participants to roll up their sleeves and apply what they’re learning. By the end of our training, participants leave not only with a wealth of knowledge but also the confidence to create campaigns that resonate, drive results, and deliver real value to their audiences.What can we expect from Holistic Email Marketing going forward?
The future is looking bright at Holistic Email Marketing, with some fantastic projects in the pipeline for 2025. First up, I’m thrilled to announce the launch of the 2nd edition of my book, Holistic Email Marketing: A Practical Philosophy to Revolutionise Your Business and Delight Your Customers, set for February 2025. This edition builds on the success of the first, with updated insights, brand-new case studies, and practical tips to help marketers navigate the ever-evolving email landscape. It’s designed to inspire readers to take their email marketing to the next level with a strategic, customer-first approach. Then, in May 2025, we’ll be launching the Holistic Email Academy. This has been a dream of mine for years, and it’s finally coming to life. The academy will offer a comprehensive suite of training modules covering everything from strategy and deliverability to automation and testing. It’s designed to be flexible, so participants can choose the topics most relevant to their needs. Whether you’re part of a large team or working solo, the academy will provide the knowledge and tools to help you succeed. These are just the highlights. As always, Holistic Email Marketing will continue to innovate and lead the way, helping businesses create meaningful connections with their audiences through email. It’s an exciting time for us, and I can’t wait to see how these projects help our clients grow and thrive.To learn more about Holistic Email Marketing, you can visit www.holisticemailmarketing.com
