How to Create an Email Template in Klaviyo

Posted August 21, 2018 by   in Ecommerce Marketing, Email Marketing, Marketing Strategy

Klaviyo is an extremely robust email marketing platform. It allows you to not only send campaigns to your subscriber list, but it also allows you to customer segment, create dynamic flows, report performance and so much more. Among these very cool features is the ability to create versatile email templates that can be utilized as a standard email, modified to be a campaign, changed to fit into an email funnel, etc.

Klaviyo email templates are a great way to save time, thus saving money, but with the same effects of having spent hours on an original design. Additionally, Klaviyo allows users to create email templates as multiple blocks stacked on one another. These blocks can then be saved and exchanged to completely change the look and purpose of the email when need be. It is also a great idea to create multiple types of email templates to fit whatever use case you may have for your email marketing efforts.

So we know that email templates are the way to go and that they can be extremely useful, especially with the ease of use from Klaviyo template builder; but how exactly do you make them? What goes into planning, designing and implementing an email template? It is not as difficult as it seems, and we will cover the basics of creating a Klaviyo email template in this post.




One of the most important parts of creating an email template in Klaviyo is the preparation aspect. You need to plan what the basic structure of the template and you need to plan for what uses you need to get out of this template.

If you need a template that can advertise individual products and highlight them, whether they are on sale or maybe if they are new, you don’t want to create your email template with the main block being text. You will want the main block to be an image, or a dynamic product block, where you can drag and drop image files that showcase product photography, A newsletter format would not best suit a product-focused email template.

Do some extra research by Googling ‘email template format’ and find ones that might best suit your needs. Then draft some ‘wireframes’ in blocks that will translate best to the drag and drop template builder in Klaviyo.





The next part of the process is designing the template. This can be tricky because you want to design each block individually so it can stand alone, but it needs to be cohesive with the other block designs. Additionally, it needs to align with your brand style as emails can implant significant brand recognition.

Each block should be purposeful, useful and enticing to look at. For example, the header section of your email (where you should include your logo and navigation links to categories on your website) should be its own block. If it were connected with the main image as one block and you wanted to swap out the main image for text, you would have to re-create the header and navigation each time you wanted to change that aspect of the email.

The block method is also great for other team members who do not know how to build custom emails in Klaviyo. It turns potentially a 3-hour task into a 30-minute task.

Once you have decided on a ‘wireframe’ that is going to suit your email needs best, upload that into a photo editing software such as Photoshop and start designing the aspects of the email that will stay static. This would be the top navigation, the contact us section, additional category sections, the footer and unsubscribe section. Other sections that will need to be redesigned and exchanged on a regular basis can be standardized in this process and imported as a placeholder.




Below is an example of a Klaviyo email template we created for a partner. The template was built using image placeholders for the main image and the product links but can easily be interchanged within the Klaviyo email editor.

Klaviyo Email Template example


The Klaviyo template builder makes constructing the email template itself very easy. If you took the time to design the email in Photoshop, you will thank yourself now. All you will need to do is save the image as a PNG or JPEG and dissect it to appropriately fit the template.

This part can be tricky because you need to keep in mind what images need to be linked and to where. If you have a navigation bar as one image but there are 3 different categories that need different links, you will need to split that image up (evenly) and insert the images into a table block. This will allow you to have 3 images side by side with different links but the block would appear to be one image.

Be careful to check the formatting for the desktop and mobile versions of the template. The email could be rendering beautifully on a desktop but look like a hot mess on a cell phone. This is also where using different methods of achieving the same look might be helpful. Specifically, if you are wanting to put 3 images side by side in one block always use a table. Inserting the images in a text block will likely render the images incorrectly for either mobile or desktop. Sometimes it takes a couple tries to achieve the correct look and formatting.

If you are experienced with HTML and CSS, and would like to avoid the trial and error of different blocks, there is a source button in each block that allows you to edit the code of that individual block. However, you don’t need to write code to build a beautiful template. Klaviyo is extremely user-friendly, even if the user has no code editing experience.

Lastly, you should take the additional step of clicking the star on each block and naming each block strategically (because there is no thumbnail when you go to add a saved block). This star button allows you to save the block as a ‘favorite block.’ This means you can drag the exact block into any email without having to recreate it.




The last, and easiest part of building an email template in Klaviyo is using the template. Once the plan, design, and template have been finalized, using the template is as simple as selecting it when prompted while building a campaign. The Klaviyo email editor is the same as the template builder, so when you want to make customizations, you should already be familiar with the tools.

If you have been purposeful while planning, designing and building the template, making customizations should be as simple as moving blocks and adding text.




In summary, it’s extremely useful to have a versatile email template within Klaviyo. Email templates are time efficient, cost-effective and (in our experience) generate the same amount, if not more, sales than an ‘original’ email design.

Having trouble building your own email templates? Need some expert assistance on building your arsenal of go-to email templates that will best suit your individual company’s needs? Let us help!