On-Demand Training: Getting Started with Klaviyo: Session 3 - Designing Emails That Convert

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This recording is part four in our four-part Getting Started training series. 

This session covers how you can use segmentation to learn more about your customers and find highly targeted groups to send specific and personalized messaging. We dig into the following topics:

  • Designing emails in the email builder
  • Best practices in signup forms
  • Using Saved Blocks to optimize your email build time



Use the following resources to learn more about the concepts covered in this webinar.


How important is testing email UX with software like Litmus when using Klaviyo?

With any email send it’s important to consider two factors: who you’re sending to, and what you’re sending. When it comes to content, you should make sure you’re covering a few best practices:

  • Align your content with your business mission and design.
  • Keep it simple.
  • Optimize for mobile.
  • If you see low click rates, likely your content is not “speaking” to your customers. A/B test out some new ideas.

I've heard that asking for additional fields like “First Name” and “Last Name” dramatically decreases opt-in rate. What's your take on this?

When you think of your signup form, think of the entire signup experience for your customers, and this should help you decide how much information to ask for. If you’re adding a popup that displays to all users that visit your site, then likely you’ll want to just ask for email. If your business provides a highly customized service (such as a customized clothing subscription box), then your customers are probably expecting to provide more information up front. As a general rule of thumb, if you want to collect more than just an email address, add 2-3 more fields to your form.

If you have multiple sign-up forms, is there a place in analytics that will show the performance of each form separately?

The analytics tab in your account comes with a pre-built view for all of your form analytics. Read our guide on analyzing signup form performance for more information.

Can I use the same pop-up form with different settings for Desktop and Mobile or do I have to create separate forms?

You can choose to target an individual form on either desktop, mobile, or both. Check out the Devices section on the Behaviors tab in the form editor.

How do I collect more information about my subscribers in my emails?

You can head to this article on Using Buttons in an Email to Collect Information About Your Recipients.

When are plain text emails a good idea?

Plain text emails are a great idea when you want to speak directly to your customers or add in more of a one-to-one feel. They also tend to generate better responses in the event that you’re looking for feedback.

Are video images with a fake "play" button which lead to a video landing page considered bad practice?

No. If you’ve got a video you want to share there’s currently no way to embed it directly in an email. Linking to it from a thumbnail image is a safe workaround.

Should I bother testing my emails with tools like Litmus?

Sure, if you’ve got the time. Testing tools can be a big help if you’re trying to adjust your content due to deliverability issues or if you’ve got a large percentage of contacts that are using Outlook. Outlook is notorious for rendering emails differently than most other inbox providers.

In the logo block, can we omit the navigation bar altogether?

The header block offers a number of different layouts, including one that is “logo only”. Read more in our guide to using the header block.

Some very huge ecommerce brands who are doing a ton of revenue from email have very simple email designs. Should we err on the side of keeping things simple?

Yes. Less is more, as the initial example in this webinar showcases, it’s easy to try and do too much with your emails. Focus on a clear goal and make sure that your send list and your content match that goal.

Can you put a subtle pattern background and or wallpaper behind the email?

Yes. You can quickly search the internet for a subtle background pattern and then add it as a background image to your entire email.

How much legal text do you put in the footer? You don’t have much here at all but some brands have lots of legal text? What is recommended for deliverability?

The CAN-SPAM law requires that you include an unsubscribe link along with an address in any marketing communications. Beyond this, you should focus on providing any other information that is required for your particular business, or that your customers may find useful.

Can we make the social media icons black?

Yes. You can adjust the social media icon to be one of the prebuilt designs already included in Klaviyo, or you can upload your own image. There are plenty of sites that offer social icons in different looks and designs.

How do we pull in images from our Instagram accounts, as you mentioned?

We’ve got a specific guide that walks you through the steps of dynamically pulling your Instagram content into your emails.

Are Emojis in subject lines considered spammy?

No, but you should consider your usage of emojis the same way you would evaluate other words you plan to include in your emails. For example, don’t spam the subject line with all caps or ten exclamation points. As well, including a line of smiley faces won’t serve you as well as a cleverly placed emoji. "You’d better 👀 out: our Spring Sale is coming."

For products, can you add collections instead of products?

Currently, you can only curate specific products in a product block, but you could include a dynamic product block that only pulls from a particular collection.

How do you add items from an abandoned cart into the email?

If you use an abandoned cart email from the flow library, you can find pre-built emails that have the dynamic block that will general information about the items left in each recipient's cart. No need to do anything except customize the email to your brand. 

Is it possible to customize that dynamic block in the abandoned cart flow?

Yes, you can do that by clicking into the block and editing the tags associated. 

Is there a video on how to A/B test an email?

Yes, you can head to this guide on A/B Testing a Campaign or A/B Testing a Flow for more information. 

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