From pitiful to professional: How to create converting email templates in Klaviyo

I’m sharing some quick tips and ideas to help you jazz up your email templates. Often it can be challenging for small business owners to make their emails look as professional and gorgeous as you envision. But fear not, as a ecommerce consultant, community founder and educator, I've got you covered with my expert advice and insight from working with over 100 small businesses using Shopify + Klaviyo to sell online.

Start with a template

One of the biggest headaches business owners tell me they have is they’re designing every email they send. It’s literally the reason it’s taking you two hours to send any emails and why you probably put off ever doing it. Instead, you should have a beautifully designed email template that’s consistent and commercial and can be used across all your emails, automations and campaigns.

But, there is a bit of an issue with Klaviyo's default templates that we need to address. If you're new to Klaviyo, you might find their selection to be quite underwhelming, to say the least. Many of the templates just don't align with your brand's aesthetic, leaving you feeling frustrated and stuck.

So you need to work hard to edit them to look as professional and slick as the big brands. If you’re stuck already then, check out my easy-to-use Klaviyo email template which has been designed exclusively for small businesses selling products on Shopify. All you’ll need to do is purchase the template, watch the training videos and edit to fit your brand. It’s a game-changer that empowers you to take control of your email templates and make them truly yours.

If you’re keen to go it alone, that’s fine too, keep reading for more tips and advice to create more enticing emails.

This fantastic example from The Little Sunshine Store is totally on-brand and shows the customer this brand is professional, fun and trustworthy

Mastering the styles tab

Now, let's dive into the nitty-gritty details. The Styles tab is a crucial starting point for customising your email template and one that is often forgotten. Here, you can control the overall design and feel of your template. Pay close attention to two important elements: the template background and the content background. These two colours should be different to create a visually appealing contrast. For example, I use pure white for the template background and my brand's cream colour for the content background.

Choosing the right colours

When selecting colours, consider your brand's palette. If your brand doesn't have a specific colour, go with white as it's a safe and clean option. You can also use a colour shades generator, to find lighter versions of your existing colours. Remember, avoid using dark colours for the content background. Opt for off-white or light shades to maintain a professional look.

Other colour settings you shouldn’t skip include, the copy and heading font colour and (one that’s always missed) the link colour which will show for all your hyperlinks.

Don’t forget your fonts

Next, let's focus on the text in your emails. It's essential to match the fonts used in your email templates with those on your website. This consistency creates a cohesive brand experience. Klaviyo allows you to add your own fonts, so make sure to select a fallback font that closely resembles your primary font. Additionally, adjust the heading sizes to ensure readability. Aim for font sizes between 17px and 18px, depending on your preference. Because a font must be big enough to read or customer won’t be able to engage with your emails and as most people are on their phones, it’s even more important to get font size right.

Pay attention to space and buttons

Spacing and buttons play a significant role in the overall design of your email template. Take a moment to review the spacing of your copy blocks, ensuring they are consistent throughout the template. This consistency adds a professional touch to your emails. When it comes to buttons, match them to your website's design. Choose the right colour, font, sharpness and size to create visually appealing and easily clickable buttons.

Craft a captivating footer

Don't overlook the importance of a well-designed footer. Most email footers are lacklustre, only featuring social icons and legal information. However, your footer can be so much more. Consider adding the following to not waste this important space:

• Friendly customer service information
• A secondary selling menu (there should also be one in your header)
• A section highlighting your unique selling points (icons work great here)
• Make your footer stand out (like it does on your website) by using a different background colour to the rest of the email

Lick Home use an email footer that gives far more than a basic out-of-the-box Klaviyo template and starts to build continuity and connection with their customers

Showcase your products

If you're an e-commerce business, you'll want to showcase your products and collections effectively. Whether you choose dynamic or static product blocks, ensure that the fonts, colours, and button styles match your overall template design. Consistency is key! Highlight your product names, prices, and buttons, making them visually appealing and easy to navigate for your customers.

I love how Green People offer personalised recommendations, it shows me they know and care about me by offering me things they think I would like

Get creative with blocks + sections

Finally, let's talk about blocks. These versatile elements can be used to create stunning sections in your email templates. Experiment with different layouts, such as the checkerboard effect or split-screen design. Incorporate images, headings, copy blocks, and buttons to add visual interest and guide your readers' attention.

Smallable keep there emails interesting by using a mixture of lifestyle and product photography blocks

Congratulations! You've learned some valuable tips and tricks for jazzing up your email templates. By starting with the right template, customising styles, fonts, and buttons, and adding engaging blocks, you can create professional and visually appealing emails that align with your brand.

Remember, consistency is key, so ensure that your email templates reflect the design elements of your website. With these techniques you'll be able to elevate your email marketing game and leave a lasting impression on your audience. Resulting in more sales and more happy customers.