Guide to Email Design

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Overview

 

This article will help guide you through the basics of designing great emails. Before continuing on, you’ll need to have a good idea about basic branding for your emails. Check the list below. If you are missing any of the following, head to the associated article to get you up to speed.

No time to read the guide? We made a checklist to make sure that your emails are ready to go. You can make a copy for yourself by going to File > Make a Copy and saving it to your own account.

Content Strategy

 

Prior to sending out each email, take a pause and evaluate your strategy. Each bit of communication with your customers should have each of the following features.

  • A Purpose - Why are you sending the email?
  • An Audience - To whom are you sending the email?
  • A Goal - What’s your point?

Your purpose behind your email determines what kind of email you are sending. Are you releasing a product or sending an abandoned cart email? Each email will have different content and it’s good to plan in advance what the purpose is behind the email.

Your purpose will inform the audience that will receive your email. Weekly newsletters will go to people that have opted in to receive that communication from you, but a sale email might just go to your bargain shoppers. Likewise, if you’re having an in-person event, you can just email the people in the surrounding area, rather than emailing your full list.

Each of your emails should have a goal in mind. Do you want someone to go read a blog post or purchase a new product? Whatever the goal may be, the button to the link, or the Call To Action should be big and easy to find.

Want more help developing your content? Check out this article on Creating a Content Calendar.

Email Basics

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Before you send out your very first email, add in your branding through the Setup Wizard so that the pre-built email templates in Klaviyo are branded for you, saving you time. If you want to go back through the wizard, head to the Account Dropdown and select Setup Wizard.

The overall design of your emails should be simple and clear. Keep your background images subtle, your width at 600px, and have one main Call to Action and goal to your email.

Additionally, you'll need to add in default values if you're using any personalization as well as A/B testing new ideas.

If you want to implement some of the ideas mentioned in this video, head to the following articles:

Message Overview 

 

First, you'll want to ensure that your From/Reply-to address is from your business address in order to ensure that your emails are delivered to the inbox.

With your subject line and preview text, keep your information on-topic and to the point. Steer clear of spammy sounding words and text, and use emojis only if they enhance your message.

If you want to implement some of the ideas mentioned in this video, check out the following articles:

Header/Link Bar

 

With your Header/Link Bar, keep your logo around 200px and only have between 3 to 4 links that are matched to your navigation. Feel free also to not include navigation links in your Header if you feel it will detract from the overall look of your email.

Also, saving your header is a great way to speed up the time it takes you to design your emails. To do that, click on your header and then on the star Save icon and name the block. To use this in a later email, simply drag in a Saved Block and select your header in the drop down.

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If you want to implement some of the ideas mentioned in this video, check out the following articles:

Body Content 

 

Your Body Content is where you have the most freedom in your emails. Use high-resolution imagery, minimal text, and one main Call to Action.

If you want to implement some of the ideas mentioned in this video, check out the following articles:

Social and Footer

 

Last but not least is the Footer of your email. Here, you'll want to include only relevant social links that are branded to the rest of your email. Additionally, by law, you're required to include an easy to use unsubscribe link as well as information about your business. Check out your preferences pages to make sure that your unsubscribe and manage preference pages are well branded and ready to go.

As with your header, saving your footer is a great way to speed up the time it takes you to design your emails. To do that, click on your footer and then on the star Save icon and name the block. To use this in a later email, simply drag in a Saved Block and select your footer in the drop down.

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If you want to implement some of the ideas mentioned in this video, check out the following articles:

Leveling Up Your Email Design

If your basic email design is good and you want something to kick it up a notch or to try something new, check out the ideas below and consider implementing one of them on your next send.

Custom fonts

If you want to add a custom font that isn’t in Klaviyo to your emails, use this article on adding in Custom Fonts in your Email Templates.

Instagram Feed 

Want to include an Instagram feed in your emails? Check out this article on Using Instagram Content in Campaign Emails for more information.

Show/Hide Blocks

If you want to show or hide a particular block based on a property about someone, a profile property, or on an event, head to this article on Show/Hide Template Blocks Based on Dynamic Variables.

Button to Collect Data

Want to collect information about your subscribers from an email? Check out this article on using Buttons in an Email to Collect Information About Your Recipients.

Countdown Clocks

Using a timer in an email is a great way to build urgency and keep your customers informed. Read this guide on Adding a Countdown Timer to Your Email Template.

Checklist

Think your email is well designed and ready to go? Review this checklist to make sure that you have included all the tips given in this guide.

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