Ecommerce Growth

Klaviyo Design Tips: Creating Emails That Convert & Look Amazing

Ecommerce Growth

Klaviyo Design Tips: Creating Emails That Convert & Look Amazing

Quick Guide to Klaviyo Design:

  • Pre-built Templates: Access over 100 customizable email and SMS templates.
  • Dynamic Product Feeds: Personalize emails with products customers love.
  • Subject Line AI: Use AI to create compelling subject lines.
  • Automation: Implement welcome series, cart abandonment, and more with ease.

In a digital age where email inundates every inbox, standing out becomes crucial. Klaviyo, a powerhouse in email marketing and automation, offers a beacon of hope for businesses striving to forge meaningful connections with their customers. This platform isn't just another tool; it represents a bridge between data-driven decisions and creative expression, allowing businesses to craft emails that not only look great but convert.

At its core, Klaviyo understands the unique blend of challenges and opportunities present in email marketing today. From customizable templates that save time without sacrificing identity, to dynamic content feeds that ensure every message resonates deeply with its recipient, Klaviyo is fashioned for the modern e-commerce landscape. With a suite of automation options that anticipate your customer's next move, the platform empowers businesses to create a seamless, engaging customer journey without getting lost in the technicalities.

For marketing executives and business owners familiar with the Challenges of scaling an online presence, the importance of an effective email strategy is undisputed. Klaviyo serves not just as a tool, but as a partner in crafting campaigns that reflect your brand's voice, elevate customer experiences, and drive measurable growth.

Infographic describing key features of Klaviyo such as Drag-and-Drop Builder flexibility, Dynamic Product Feed benefits, and the impact of Subject Line AI on campaign success. It also includes a visual flowchart on setting up automation for a Welcome Series, showcasing how easy it is to engage customers from their first interaction. - Klaviyo design infographic infographic-line-3-steps

Understanding Klaviyo's Design Capabilities

When diving into Klaviyo design, it's like stepping into a workshop filled with tools and materials ready to turn your email marketing ideas into reality. At the heart of Klaviyo's design capabilities lie three core elements: Templates, Drag-and-Drop Builder, and Customization. Each of these components offers a unique advantage in crafting visually appealing and high-converting emails.

Templates: A Starting Point

Imagine you're painting a masterpiece but instead of starting with a blank canvas, you have a variety of sketches to choose from. That's what Klaviyo's templates offer. With over 100 expertly built templates for emails, SMS, forms, and automations, you're not starting from scratch. Whether it's a Welcome Series, a VIP Campaign, or Review Requests, these templates are crafted based on data-supported best practices. They're not just pretty; they're designed to grow revenue.

Drag-and-Drop Builder: Flexibility at Your Fingertips

The Drag-and-Drop Builder in Klaviyo is like playing with LEGO. You have all these blocks - headers, images, text, buttons - and you can stack them however you want. Want an inverted pyramid design? Stack a header block, image block, text block, and button block. Prefer a single column layout? Just a section with a background and a text block layered on top followed by a button block. It's that simple. This flexibility allows you to create professional emails without needing to code.

Customization: Making It Your Own

Customization is where your brand comes to life in your emails. Klaviyo allows you to tweak the layout, add content, and incorporate design elements that reflect your brand. From adding your logo to inserting customized coupon codes, every aspect of your email can be tailored. And with features like the dynamic product feed, which updates in real-time, you can send personalized recommendations, making each email feel like a one-on-one conversation with your customer.

Dynamic Content and AI Assistance

Moreover, Klaviyo's Subject Line AI helps craft high-impact subject lines, while the dynamic content adjusts based on customer interactions, views, and purchase history. This level of customization ensures that your emails are not just seen but also acted upon.

In Summary

Klaviyo's design capabilities are built to empower marketers and business owners. Whether you're using the pre-built templates as a starting point, enjoying the flexibility of the drag-and-drop builder, or diving deep into customization to make each email uniquely yours, Klaviyo has the tools you need. And the best part? You don't need to be a designer or a coder to create emails that look good and perform even better.

We'll explore how to leverage these design capabilities to create emails from scratch, ensuring your campaigns stand out in a crowded inbox.

Starting with Klaviyo Templates

Klaviyo makes it super simple to launch your email marketing campaigns with its pre-built templates. These templates are not just any templates; they're designed based on data-supported best practices to help you hit the ground running. Let's dive into how these templates can be your secret weapon for engaging with your audience.

Pre-built Templates

Imagine having a toolbox where each tool is crafted for a specific task. Klaviyo's template library is just that. With over 100 templates at your fingertips, you're spoilt for choice, whether it's for email, SMS, forms, or automations. What makes these templates stand out is their flexibility. You can tweak them to match your brand's look and feel, ensuring consistency across all your marketing channels.

Welcome Series

First impressions matter. The Welcome Series templates in Klaviyo help you make a lasting impression on your new subscribers. These templates guide you in introducing your brand, setting expectations, and offering incentives, making your subscribers feel right at home from the get-go.


Your loyal customers are the backbone of your business. Klaviyo's VIP templates are designed to make your repeat customers feel extra special. Whether it's exclusive offers, early access to new products, or a sneak peek behind the scenes, these templates help you create a VIP experience that keeps your best customers coming back for more.

Review Requests

Feedback is gold, and Klaviyo's review request templates make it effortless to gather valuable insights from your customers. These templates are crafted to encourage customers to share their experiences, helping you build social proof and improve your products or services based on real customer feedback.

Marketing Automations

Automation is the key to scaling your marketing efforts without multiplying your workload. Klaviyo's marketing automation templates cover everything from cart abandonment to win-back campaigns. These templates are fully customizable and come with recommended triggers and filters, allowing you to create personalized customer journeys with ease.

By starting with Klaviyo's templates, you're not just saving time; you're also leveraging proven strategies to engage and convert your audience. And the beauty of it? You don't need any technical skills to make the most out of these resources. As we proceed, we'll delve into how you can customize these templates further to align perfectly with your brand's unique story and values, ensuring your emails are not just seen but remembered.

Customizing Your Email Design

In email marketing, standing out in your subscriber's inbox is crucial. That's where Klaviyo design comes into play, offering tools to customize your emails, ensuring they capture attention and drive action. Here's how to make your emails uniquely yours:

Customizable Templates

Klaviyo provides a plethora of templates that serve as a starting point for your email campaigns. But the real magic happens when you customize these templates to reflect your brand's personality. Whether it's a welcome series, a VIP offer, or a product review request, each template is a canvas waiting for your personal touch.

Branding: Your emails are an extension of your brand. Use Klaviyo's design capabilities to infuse your brand's colors, fonts, and logos into your emails. This consistency helps build recognition and trust with your audience. A familiar look and feel comforts subscribers and enhances the overall user experience.

Dynamic Product Feed

Imagine sending an email that showcases products your customer was just browsing on your site. With Klaviyo's dynamic product feed, this isn't just possible; it's simple. This feature updates in real time, allowing you to send personalized product recommendations based on a customer's browsing history or purchase behavior. It's a powerful way to increase relevance and encourage clicks.

Subject Line AI

The first thing your subscribers see isn't the design of the email but the subject line. Klaviyo's Subject Line AI uses data to suggest high-impact subject lines tailored to your campaign's goals. This tool can be a game-changer, increasing open rates by making your emails stand out in a crowded inbox. A compelling subject line acts as the gateway to your beautifully designed email.

To Sum Up, customizing your email design in Klaviyo isn't just about making emails look pretty. It's about creating a cohesive, branded experience that resonates with your audience. From leveraging dynamic content to crafting the perfect subject line, these tools are designed to make your emails more effective and engaging.

We'll explore Designing Emails from Scratch—a journey for those ready to dive deeper into the creative possibilities Klaviyo offers. Stay tuned, and let's unlock the full potential of your email marketing campaigns.

Designing Emails from Scratch

Diving into Designing Emails from Scratch means taking your email marketing to a level where your brand truly stands out. This journey involves a blend of creativity, technical skill, and understanding the tools at your disposal. Let's break down how you can leverage Figma, HTML, CSS, JavaScript, and the Unlayer Editor to craft emails that captivate your audience.

Starting with Figma

Figma is a design tool that gives you the freedom to create complex and visually appealing designs. It's not just for web or app design; it's also a powerful ally in email design. You can use Figma to lay out your email visuals, ensuring every element from the header to the footer aligns with your brand's aesthetic. However, designing in Figma is just the first step. You'll need to bring those designs into Klaviyo, which might involve slicing images or exporting HTML.

Transitioning to HTML Emails

Once you have your design ready, the next step is to bring it to life with HTML. HTML emails are the backbone of most marketing emails, allowing for flexibility in layout and design that plain text emails can't match. If you're comfortable writing code, you can directly create your email in HTML, incorporating elements like buttons, columns, and responsive layouts that adapt to different screen sizes.

Incorporating Custom CSS and JavaScript

For those looking to push the boundaries, Custom CSS and JavaScript can add interactive elements to your emails, such as hover effects or dynamic content. However, tread carefully. Not all email clients handle CSS and JavaScript the same way, and some might not support them at all. It's crucial to test your emails across different platforms to ensure a consistent experience for all recipients.

Leveraging the Unlayer Editor

For those who prefer a more visual approach without deep-diving into code, the Unlayer Editor is a fantastic tool. It allows you to design responsive HTML emails with a drag-and-drop interface, making the process accessible even if you're not a coding expert. With Unlayer, you can add various elements to your emails, including text, images, buttons, and social media links, all while ensuring your design looks great on any device.

Export Campaign

Once your masterpiece is complete, it's time to Export your campaign. With tools like Unlayer, you can design your email and then seamlessly export it to Klaviyo. This process involves selecting the "Export Campaign" option and choosing Klaviyo as your destination. The email will appear in your Klaviyo account as a new template, ready for you to add your content, recipient list, and send it out into the world.

Designing Emails from Scratch is a journey of creativity and technical skill. By starting with a tool like Figma for your initial design, moving through HTML and CSS for structure and style, and using platforms like Unlayer for easy drag-and-drop design, you can create emails that not only look stunning but also engage and convert. The key to success lies in testing and optimizing your emails to ensure they perform well across all devices and email clients.

As we move to the next section, we'll delve into Tips for Effective Email Design, ensuring your emails are not just beautiful but also optimized for engagement and conversion.

Tips for Effective Email Design

In the digital world, your email has to stand out. It's not just about looking good; it's about making an impact in seconds. Let's dive into how you can make your emails shine with Klaviyo design.

Responsive Design

First off, your email must look great on any device. Responsive design ensures your email automatically adjusts to fit the screen it's being viewed on, whether it's a desktop, tablet, or smartphone. This isn't just a nice-to-have; it's a must. With more than half of emails opened on mobile devices, if your email doesn't look good on a small screen, you're losing out.

Mobile Optimization

Hand in hand with responsive design is mobile optimization. This means not only does your email resize, but it's also easy to read and interact with on a mobile device. Keep your content concise, your buttons big enough to tap, and your layout simple. A cluttered email is a turn-off on a small screen.

Image Quality

Images can speak louder than words, but only if they're clear and fast to load. High-quality images make your email look professional and appealing. However, balance is key. Too large images can slow down loading times, frustrating your readers. Use tools to compress your images without losing clarity. A beautiful image can entice, but a slow-loading email can repel.

Alt Texts

Not all images display in every email client, and some of your readers may use screen readers. This is where alt texts come in. They describe what's in the image, ensuring no one misses out on the message your visuals are conveying. Plus, alt texts can boost your SEO—a win-win.

A/B Testing

Lastly, don't guess what works—A/B testing lets the data decide. Try different subject lines, images, layouts, and calls to action to see what resonates with your audience. Klaviyo makes this easy, but remember, test one element at a time to know exactly what's driving improvements.

In conclusion, crafting emails that look great and perform well is an art and a science. Responsive design, mobile optimization, high-quality images, alt texts, and A/B testing are your tools. Use them wisely to create emails that not only catch the eye but also engage and convert.

We'll explore how to Leverage Automation for Engagement, taking your email marketing to the next level with Klaviyo's powerful automation capabilities. Stay tuned.

Leveraging Automation for Engagement

In email marketing, automation is like having a superpower. It lets you send the right message, to the right person, at exactly the right time, without lifting a finger each time. Klaviyo design takes this superpower to the next level, making it easier for you to engage with your audience in meaningful ways. Let’s dive into some of the most effective automated flows you can set up:

Welcome Series
First impressions matter. When someone signs up for your emails, it's like they're saying, "I'm interested in you." A Welcome Series is your chance to say back, "We're thrilled to have you!" Use this series to introduce your brand, share your story, and showcase your best products. Personalization is key. Including the customer's name and relevant interests makes these emails feel tailor-made.

Cart Abandonment
Did you know that, on average, 70% of shopping carts get abandoned? That's a lot of potential sales left on the table. With Klaviyo, you can set up Cart Abandonment emails to gently remind customers about the items they left behind. It’s like saying, “Hey, you forgot something.” These reminders are not just effective; they are essential for boosting sales.

Customers who haven't shopped with you in a while need a little nudge. A Winback campaign does just that. It’s like reaching out to an old friend. These emails can say, "We miss you," or "Here's what's new." Sometimes, offering a special discount or showcasing new products can reignite their interest in your brand.

If a customer bought a product from you, why not recommend something that goes well with it? That’s where Cross-Sell emails come in. For example, if someone purchased a camera from your store, you could send an email recommending a tripod. It’s a helpful way to enhance their purchase and boost your sales at the same time.

Order Updates
Transparency is crucial in building trust with your customers. Automated Order Updates keep your customers in the loop about their purchases, from confirmation to delivery. These emails can reduce anxiety and build excitement about the arrival of their order. Plus, they're a great way to stay in touch and provide additional value, like tips on how to use the product they've purchased.

In Summary, leveraging Klaviyo's automation capabilities allows you to engage with your customers on a whole new level. From making a stellar first impression with a Welcome Series to re-engaging past customers with Winback campaigns, each automated flow is an opportunity to connect and convert. The goal is to make your customers feel valued and understood. By tailoring these automated emails to their needs and interests, you’re not just selling products; you’re building relationships.

We'll explore Advanced Design Techniques to further enhance the visual appeal and effectiveness of your email campaigns. Stay with us to learn how to make your emails stand out in a crowded inbox.

Advanced Design Techniques

Diving deeper into Klaviyo design, we find ourselves at the doorstep of creativity and engagement. Let’s explore some advanced design techniques that can transform your emails from good to unforgettable.

Interactive Emails

Interactive emails are like a secret handshake in the digital world. They invite your readers to engage, not just observe. Imagine emails where customers can hover over products to see different colors or slide through a product gallery right within the email. This level of interaction keeps readers engaged and can significantly boost click-through rates. The goal is to create an experience, not just a message.

Custom Fonts

Your brand's voice isn't just in the words you choose; it's also in the fonts. Custom fonts can help your emails stand out and maintain brand consistency across all platforms. However, it’s crucial to ensure that your chosen fonts are web-safe and compatible with most email clients to avoid any display issues. Custom fonts add a layer of personality and can make your emails feel more personal and less generic.

Countdown Timers

Countdown timers are not just for New Year’s Eve. They create a sense of urgency and can be a powerful tool in your email marketing arsenal. Whether it’s a limited-time offer, a countdown to a special event, or the end of a sale, these timers can motivate readers to take action now rather than later. The ticking clock is a visual cue that time is running out, pushing customers towards making a decision.

Tap-to-Text Banners

In a mobile-first world, convenience is king. Tap-to-text banners allow readers to initiate a text conversation with your brand with just a tap. This feature is especially useful for businesses that offer personalized services or need to provide quick customer support. It breaks down barriers, making it easier for customers to reach out and engage with your brand directly from their email app.

Importing Custom HTML

For those who dream in code, importing custom HTML into Klaviyo opens up a world of possibilities. It allows for complete control over the email design, enabling you to implement complex layouts, interactive elements, and unique styles that go beyond the drag-and-drop editor. However, it’s essential to test your designs across different email clients to ensure they render correctly everywhere. Custom HTML is a powerful tool, but with great power comes great responsibility—to ensure a seamless experience for all subscribers.

By incorporating these advanced design techniques into your Klaviyo emails, you're not just sending messages; you're creating experiences. Interactive elements, personalized fonts, urgency-inducing timers, convenient communication options, and the freedom of custom HTML can elevate your email campaigns, making them more engaging and effective.

As we wrap up this section, the ultimate goal of email marketing is to connect with your audience on a deeper level. These advanced techniques are tools in your arsenal to do just that. Now, let's move on to Measuring Success and Optimizing Your Design to ensure that your efforts are not just creative but also driving results.

Measuring Success and Optimizing Your Design

After pouring effort into your Klaviyo design, it’s crucial to measure how well your emails are doing. This isn’t just about numbers. It’s about understanding your audience, refining your approach, and making every email better than the last. Let’s dive into how you can track success and fine-tune your email campaigns for stellar performance.

Email Deliverability

First up, email deliverability. This is about making sure your emails actually reach your subscribers' inboxes. If they’re ending up in the spam folder, you’ve got a problem. A good practice is to regularly clean your email list, removing inactive subscribers. Also, encourage new subscribers to whitelist your emails. This helps improve your sender reputation, a key factor that email services consider when filtering spam.

Open Rates

Next, consider open rates. This metric tells you how many people are opening your emails. If your open rates are low, it might be time to rethink your subject lines. They need to be catchy, yet relevant. The goal is to make someone curious enough to click and open. Testing different subject lines with A/B testing can uncover what resonates best with your audience.

Click Rates

Click rates dive deeper, showing you not just who opened your email, but who found your content engaging enough to click a link. Low click rates could indicate that your email content isn’t compelling or relevant to your subscribers. Try to use clear and enticing calls-to-action (CTAs) and relevant links that provide value to your readers.

Conversion Rates

Conversion rates are where the rubber meets the road. This metric shows you how many people took the desired action after clicking a link in your email. Maybe they made a purchase, signed up for a webinar, or downloaded your ebook. If your conversion rates are lacking, it might be time to reassess the alignment between your email content and your landing pages or offers.

Benchmark Tool

Lastly, Klaviyo's benchmark tool is your best friend. It allows you to compare your email performance against industry standards. This is incredibly useful because what’s considered a "good" open or click rate can vary greatly depending on your industry. By knowing where you stand, you can set realistic goals and strategies for improvement.

In summary, measuring the success of your Klaviyo design is about more than just tracking numbers. It’s about understanding what those numbers tell you about your audience's preferences and behaviors. Use these insights to optimize your emails for better deliverability, engagement, and conversions. The goal is continuous improvement. Test, learn, and adapt to keep your email marketing strategy sharp and effective.


As we wrap up our journey through the essentials of Klaviyo design, it's clear that creating visually appealing emails that convert is both an art and a science. From leveraging pre-built templates to customizing your emails with advanced design techniques, Klaviyo offers a robust platform for crafting email campaigns that resonate with your audience.

At First Pier, we understand the power of Klaviyo's design capabilities and how they can transform your email marketing strategy. Our team is equipped to help you navigate through the complexities of email design, ensuring that your brand’s personality shines through each message you send. Whether you're starting from scratch or looking to optimize your current campaigns, we're here to guide you every step of the way.

Effective email design is more than just making things look pretty. It’s about creating a seamless user experience, optimizing for mobile devices, and personalizing content to resonate with your audience. By following the tips and techniques discussed, you can elevate your email marketing efforts and see tangible results in engagement and conversions.

Continuous improvement is key. Keep testing, learning, and adapting. The insights you gain from each campaign are invaluable for refining your strategy and achieving sustained success.

Let's embark on this journey together. With First Pier and Klaviyo, unlock the full potential of your email marketing efforts and transform mere contacts into a loyal community of customers. Ready to elevate your eCommerce business with Klaviyo's powerful email marketing capabilities? Discover how we can help.

Thank you for joining us in exploring Klaviyo design. Here's to creating emails that not only look great but also drive results.

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