Write to Convert: Persuasive Email Copywriting Essentials

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Ready to Write Copy That Converts?

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What if you could write emails that not only catch your reader’s eye but also drive them to take action? Join us for a two-day, intensive course that’s designed to help you master the art and science of persuasive copywriting. Whether you’re new to email marketing or a seasoned pro, this course will equip you with the tools, techniques, and confidence to craft compelling emails that deliver results.

Led by a trainer with 26 years of experience in email marketing—including 20 years spent training marketers just like you—you’ll benefit from expert insights and practical examples throughout. This isn’t just theory. We’ve designed the course to be hands-on: 70% of the time is focused on learning key strategies, while 30% is spent applying them through exercises and real-world scenarios.

In just two days—with three hours of focused learning each day—you’ll transform the way you approach email copywriting. You’ll learn to write for your audience, leverage psychology to boost engagement, and structure emails that persuade without overwhelming.

Whether you’re new to copywriting or a seasoned pro, you’ll leave with practical insights that will take your email marketing to the next level.

What You’ll Gain

1. Mastering the Buyer’s Mind: Explore Daniel Kahneman’s System 1 (intuitive thinking) and System 2 (rational thinking) to understand how buyers make decisions and how to craft copy that appeals to both.
2. Leverage Cognitive Biases: Learn to apply biases like scarcity, anchoring, and loss aversion to motivate your audience to act.
3. Personalize for Buyer Modalities: Discover how to write tailored copy for the 4 Buyer Modalities—competitive, methodical, spontaneous, and humanistic.
4. Boost Open Rates: Create attention-grabbing subject lines using proven techniques like the CURVE framework (Curiosity, Urgency, Relevance, Value, Emotion).
5. Drive Action with CTAs: Craft benefit-driven CTAs that compel clicks with action-oriented verbs and powerful language.
6. Streamline Your Copy: Develop skills to write scannable, concise, and engaging email copy that resonates with readers.
7. Optimize for Conversions: Master the 3 key steps to email conversion: Open, Click, and Convert.
8. Improve Campaign Performance: Learn to run A/B tests for subject lines, CTAs, and email variations to refine and optimize results.
9. Write Ethically Persuasive Copy: Strike the perfect balance between persuasion and transparency for authentic marketing.
10. Utilize GenAI for Speed and Precision: Harness the power of GenAI tools to create high-performing copy that aligns with your goals and audience preferences.

You’ll leave with hands-on experience and the confidence to write copy that converts!

This course spans two consecutive days, with 3 hours of live instruction each day. Day 1 focuses on persuasion principles and buyer psychology, while Day 2 covers email copywriting techniques, subject lines, and CTAs. Expect a total of 6 hours of expert training, evenly spread over the two days.

All of that for ONLY £200!

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Why This Course is Unique

• Proven Strategies from a Seasoned Expert: Learn from an industry leader with 26 years of email marketing experience, including 20 years training marketers, and gain insights rooted in real-world success.
• Hands-On Learning Approach: Spend 70% of the course mastering core principles like persuasion tactics, buyer psychology, and email copy best practices, and 30% applying them through practical exercises tailored to real-world scenarios.
• Transform Your Email Campaigns: Walk away with insights on how buyers make decisions, and transform this into actionable techniques to craft compelling subject lines, persuasive CTAs, and high-converting email copy that drives measurable results and boosts engagement.

About your Trainer – Kath Pay

Kath Pay is a distinguished email marketing thought-leader with over 26 years of experience, recognised as the EEC’s Thought Leader of the Year in 2021. As the founder and CEO of Holistic Email Marketing, she introduced the “Holistic Approach” in 2009, championing customer-centric, data-driven strategies that have since become industry benchmarks.

Kath is the author of the best-selling book Holistic Email Marketing: A Practical Philosophy to Revolutionise Your Business and Delight Your Customers, which was Highly Commended in the Sales & Marketing category at the 2021 Business Book Awards.

She has delivered email marketing and personalisation training for Econsultancy for over a decade, as well as courses for IDM, Digital Doughnut, B2B Marketing, and Emarketeers. Additionally, she led the IDM (now DMA) Email M

arketing Certificate for eight years and has lectured at Manchester Metropolitan University’s MSc in Digital Marketing Communications.

Her consultancy has transformed email marketing programmes for leading brands, including eBay, Tommy Hilfiger, Transport for London, Southbank Centre London, National Theatre London, Ocado, TJ Maxx, Marks & Spencer, Net-a-Porter, Secret Escapes, Facebook, and VisitScotland. 

A globally recognised speaker, Kath has presented in-person at over 200 conferences across five continents. She is also a prolific contributor to leading digital marketing platforms, such as Martech.org, Econsultancy.com, OnlyInfluencers.com, and Smartinsights.com, where she shares her expertise through guides, whitepapers, and benchmark reports.

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