Home » Why us?

Our ethos is simple:

We believe that email marketing should be based upon the customer journey, its touch points and upon the customer insights gained from data mining. This is the essence of Holistic Email Marketing.

We believe that email marketing is not a technology-driven channel, but rather a marketing channel that has incredibly sophisticated technology which enables data-driven, automated 1:1 marketing.

We believe that email marketing, being a push-channel, is best leveraged when persuasive psychology and conversion-centred design principles are applied. The end result is marketing which the consumer interprets and receives as being customer service.

Why Holistic?

Spearheaded by Kath Pay, a recognised industry thought leader, our consultants are some of the most experienced and successful email marketers in the industry, renowned for their passion and vision for relationship-driven, holistic email marketing strategies.

We help companies like you, across diverse sectors to better achieve your email marketing objectives. We can equip you to think differently about email marketing and help you to harness the strengths of email marketing in order to make it work harder for you.

Meet the Holistic Team

  • Kath Pay, CEO & Founder

    Kath lives and breathes email marketing, with over 18 years email marketing experience, 10 years on the UK DMA Email Marketing Council, participated as a judge numerous times for DMA Awards and she is regarded as an international industry thought leader. Owner and creator of one of the first email marketing platforms, Ezemail, Kath designed… keep reading →

    Discover More →
  • Riaz Kanani, COO & Consultant

    Riaz is COO of Holistic Email marketing. He has spent almost two decades building and scaling martech and marketing agencies globally leading operational and marketing functions.

    Discover More →
  • Jonathan Pay, Consultant

    Jonathan is the worlds first second-generation email marketer. 12 years in the industry has given him a huge range of experience, including designing, coding, and delivering campaigns, post-campaign reporting, and review, and project consultation.

    Discover More →
  • Kate Barrett, Consultant

    Kate has over 10 years’ experience working directly on client email marketing programs for organisations including Nissan, M&S and Adidas, Kate has a proven track record – increasing results from opens and clicks to sales.

    Discover More →
  • Christina Large, Consultant

    A highly motivated and experienced digital marketing consultant with a focus on e-CRM and email marketing, Christina is a strategic and creative thinker with a practical and hands-on approach to problem-solving.

    Discover More →
  • Phil Ireland, Consultant

    Phil has worked and consulted in various industries such as Retail, Trade, Energy, Health, Charity and Education over the past 10 years, implementing eCRM strategies for SME and large enterprises and liaising with various ESP’s such as Dotmailer, Oracle, and Silverpop and CRM platforms such as Salesforce.

    Discover More →
  • Pamela Keniston, Consultant

    Pamela specializes in refining the email strategies of both B2C and B2B companies. She helps brands increase traffic, engagement, and visibility using proven techniques, as well as customized strategies that defy commonly-held ideology.

    Discover More →