How to create campaigns with Composer
Composer is Klaviyo's AI marketing agent. It can draft on-brand email, SMS, and MMS campaigns from a simple prompt, so you spend less time staring at a blank canvas and more time refining a strong first draft. Composer drafts and QAs the content, but you stay in control: you review, edit, and approve everything before it goes live.
You will learn
- How to brief Composer with a clear goal
- How to review and edit the email, SMS, or MMS draft it creates
- How to apply your brand voice to generated content
- How to review and approve before sending, and where to disclose AI use
- Tips for getting the best results, including what to expect from image-heavy templates
Before you begin
You'll get the best results if your Klaviyo account already has brand context to draw on, such as a configured brand voice, brand colors and fonts, and a history of past sends. Composer grounds its drafts in your real account context, not a generic template. Brand-new accounts with little to no context will see weaker results until that context builds up.
Composer creates campaigns in the same drag-and-drop and HTML editors you already use. The output is fully editable, not locked, so you can treat it like any other campaign you build in Klaviyo. There is no "send as-is" with Composer: you always review and edit a draft before it goes live.
Step 1: Brief Composer with your goal
Open Composer from within Klaviyo and describe the campaign you want. The more specific your prompt, the better the draft. Strong prompts usually include three things:
- The offer or goal (for example, "20% off" or "a half-off summer sale")
- Context about your brand (for example, "for my makeup brand" or "a sale on running shoes")
- The tone you want (for example, "use a professional tone" or "use Gen Z energy")
Composer works best with natural language, whole sentences rather than keywords. If you're not sure what to write, copy a product or event description from your website, or write as if you're describing the campaign to a friend. You can also give Composer a head start by attaching an existing Klaviyo template or a screenshot to work from. When you start from existing content, describe what you want Composer to change rather than re-describing the whole thing.
You can create email, SMS, and MMS campaigns, and you can refine multiple messages in a single conversation. When you're ready to open a draft in the editor, choose the option to create and edit. For more on writing prompts that get strong drafts, see Prompt best practices for Composer.
Generating a campaign uses Composer credits. In the "Composer usage" panel this action appears as Create a campaign and costs 100–850 credits. Credit usage may vary depending on the campaign's complexity and how many revisions you generate.
Step 2: Review and edit the draft (email, SMS, or MMS)
When Composer finishes, your draft opens in Klaviyo's editor: the drag-and-drop or HTML editor for email, and the message editor for SMS and MMS. This is a starting point you stay in control of, not a finished send. Review the draft the same way you'd review anything you built yourself:
- Read every line for accuracy: Confirm that prices, discounts, product names, dates, and links are correct. Composer is designed to avoid referencing products or offers that don't exist, but generated content can occasionally be wrong, so verify it.
- Edit the copy and layout: Add or swap images, rewrite text, adjust the CTA, and change any settings, just like any other campaign in Klaviyo.
- Refine it: You can request quick changes such as shorter copy, a different layout, or a new CTA, and generate variations to compare. (Depending on the draft, some changes are made directly in the editor rather than back in chat.)
For SMS and MMS, Composer writes channel-appropriate, compliance-aware copy. Still review message length, links, and any restricted content yourself before sending.
This content is created by AI. Please review it and make sure everything looks right before you use or send it. You are ultimately responsible for the content of your messages.
If the draft isn't close to what you want, revise your prompt and generate a new draft rather than editing a weak starting point line by line.
Apply your brand voice
Composer works to reflect your brand's voice when it generates content, so subject lines, preview text, and message copy come back sounding like you rather than a generic template. You can keep steering it in the prompt whenever you want a specific feel.
If you maintain brand voice guidelines in Klaviyo, keeping them up to date helps Composer produce stronger, more on-brand drafts. These guidelines typically capture two things:
- Voice descriptors: words that define your brand's communication style or personality, for example playful, formal, or opinionated.
- Writing rules: structure that keeps your messaging consistent, for example rules for emoji usage, punctuation, or sentence length.
As your branding evolves, keep these guidelines current so future Composer output reflects them. We're continually improving how Composer picks up and applies your brand voice over time.
Step 3: Review and approve before sending
Composer drafts and QAs your campaign, but you always make the final call. Before you schedule or send:
- Confirm the content is accurate, on-brand, and complete.
- Check that links, audience, and send settings are correct.
- Make sure you've added any required AI-use disclosure.
When a campaign includes AI-generated content, you may need to disclose that to your recipients. Composer does not add disclosures for you. For the disclosure language to use and where to place it, see Using Composer responsibly (AI disclosure).
There is no "send as-is" with Composer. You always review, edit, and approve generated content before it goes live. You are responsible for the final message and for meeting any legal or disclosure requirements that apply to it.
Tips
- Set expectations for image-heavy templates: Content generation is weaker on image-heavy, Canva-style, or fully image-based templates. If your brand's emails are built primarily from flattened images, you'll likely need to do more editing, and a generated draft may not be send-ready. Start from a prompt or a drag-and-drop layout for the strongest results.
- Add context when the output is weak: If a draft feels generic, add more detail to your prompt: the offer, the audience, the tone, and try again.
- Generate variations: Ask Composer for a few versions of a subject line or layout, then A/B test a couple of options rather than assuming the first draft is the best one.
- Refine in one conversation: You can create and adjust multiple messages in a single Composer conversation, which keeps context consistent across them.
FAQ
Can Composer send my campaign for me?
No. Composer drafts and QAs content, but it never sends, schedules, or publishes on its own. You review, edit, and approve every campaign before it goes live.
What channels can Composer create?
Email (drag-and-drop and HTML), SMS, and MMS campaigns. You can create single- or multi-message campaigns in one conversation.
Will the draft be on-brand?
Composer works to reflect the brand voice, colors, fonts, and context in your Klaviyo account, so output sounds like your brand rather than a generic style. Keeping your brand voice guidelines current helps.
Why does my generated email look off?
Generated content is weaker on image-heavy or fully image-based templates. If your emails rely on flattened images, expect to do more editing. Adding more context to your prompt also improves results.
How much does it cost to generate a campaign?
Creating a campaign appears as Create a campaign in the "Composer usage" panel and costs 100–850 credits. Credit usage may vary. See Composer credits and billing for details.
Is the generated content always accurate?
Not always. Like any tool built on large language models, Composer can occasionally produce inaccurate content. Always review prices, discounts, product details, and links before sending. You're responsible for the accuracy of your final content.