How to Create a Base Template

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Before you hit the ground running with Klaviyo, we recommend creating one or more base templates that you can use as a foundation for most of your marketing emails. Having well-branded base templates will save you time when you’re emailing your customers.

In this article, we’ll walk through the essentials of how to build the templates you need for your brand.

Before you get started, make sure you’ve gone through the setup wizard before building out your base templates. In the setup wizard, you can customize your base design preferences. This will alter the settings within template styles, allowing you to brand and build your emails faster. 

Getting Started

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, you can start building them out in Klaviyo.

Building out Your Template

To start, head to the Basic tab within your email templates. Choose the template that most aligns with your needs, name it something memorable (i.e. newsletter template), and 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 you 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. 


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

Additional Resources

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