How to create a base template

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You will learn

Learn how to create one or more base templates to use as a foundation for your marketing emails. Having well-branded base templates will save you time when you’re emailing your customers.

Before you begin

Before you get started, make sure you’ve completed the setup wizard before building out your base templates. In the setup wizard, you can customize your base design preferences. 

To start, you’ll need an idea of what types of email design you want to send out and jot down the types of email templates you’ll need. Some common templates are:

  • Newsletter
  • Welcome series email
  • Product teaser
  • Product release
  • Sale announcement

Once you’ve gathered your inspiration and know the types of templates you’ll need, start building them out in Klaviyo.

Build out your template

  1. Navigate to the Email Templates tab
  2. Click Create Template
  3. Click Basic
    The Basic tab of Klaviyo's default email templates
  4. Choose the template that most aligns with your needs
  5. Name it something memorable (i.e., newsletter template)
  6. Select Create Template

Create saved blocks

Next, because your header, social links, and footer will generally be the same in all emails, you’ll want to create saved (classic editor) or universal (new editor) blocks for them if you haven’t already. For your header, your logo should be around 150 to 300 pixels and include no more than four links out to your site.

For your social links, only include the social media links from sites where you are the most active. Additionally, for emails with a specific goal, like an abandoned cart template, consider leaving out your social links.

Lastly, make sure that you have an unsubscribe, a manage preference link, and your company’s contact information in your footer. If you’re using a prebuilt Klaviyo template, your footer will be prepopulated into your email.

Use the star icon to save your block or section for later use. If you used the new editor to create your template, edits you make to a universal block or section will be reflected across all instances of that content. Learn more about saved and universal content.


After you’ve put your header, social links, and footer within your template, you’ll want to add in placeholder text, imagery, and calls to action (CTA) buttons. Generally, each of your emails should have a minimal amount of text (just enough for the recipient to understand the information you’re trying to convey), high-quality imagery that shows off your products, and one main CTA. When you’re done, save your template. For more information about email design, check out our Guide to Email Design. Use your template in campaigns and flows to speed up your marketing efforts. Below is an example of a product announcement template. 

A product announcement email template

If you edit your template, your changes will not appear in the campaigns or flows containing the template.

Additional resources

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