Getting Started with Klaviyo - Design to Your Mission




This recording is part of our Getting Started webinar series. You can check out all the details and sign up for a live session by visiting the webinar series landing page.

This session covers email design best practices, and how you can put them into action with your Klaviyo emails and the Klaviyo email editor. We dig into the following topics:

  • The core components that make up any good email
  • Design best practices and what to avoid when designing emails
  • Adding and customizing a header / logo block
  • Working with images and text in the body content of emails
  • Crafting an enticing and compelling call to action
  • How to add social links that match your brand



Below are some questions customers typically ask about this topic.

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. 


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

We've also got some great talks and courses on email design:

And more. Check out all of our email template resources here.

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