Understand the role of email in the marketing space
Email remains one of the most powerful and reliable channels in the modern marketing mix. It gives you direct access to your audience, making it a cornerstone for building relationships, driving conversions, and delivering personalized experiences at scale. People are often most likely to subscribe to email over other channels, making it a great option for large-scale communications.
However, as your audience grows, so does the complexity of maintaining meaningful, consistent communication. To truly scale your email marketing content, you need more than great ideas; you need a thoughtful, repeatable approach that balances efficiency with relevance.
Save brand assets for reusability across Klaviyo
Save media and branded assets across Klaviyo content to scale your messaging strategy more efficiently. Log into your Klaviyo account, and click Content > Media & brand.
Brand assets you should have saved at this point in your marketing journey (if not, now’s the time to make them!):
- Brand logo optimized for dark and light mode and in a variety of sizes.
- Relevant stock or branded images to use across email content (72dpi resolution is best practice)
- Images between 600 and 1000 px in width and under 2000px in height for full-width images, in order to balance image quality and loading speeds. Images that are less than the full width of the email can be smaller than 600px.
- Custom fonts that are specific to your brand. Learn how to save custom fonts.
- Footer with applicable social links which you can customize to mimic your email branding.
- High performing content blocks that align with your brand colors and fonts and that have proven to excel across campaigns and flows already. Add to this collection over time, so you reuse top designs to scale efficiently.
Within Media & brand, you can save all of this branded content, as well as important information like logos, colors, fonts, social links, and more. That way, you can easily apply them across future content so that messages are consistent and recognizable to your recipients.
Audit and enhance your content pillars
To build a cohesive and recognizable voice across your email strategy, it’s important to:
- Define clear content pillars (core themes that guide your messaging).
- Consistently apply these pillars throughout your annual campaign calendar.
- Test different balances of content types throughout the month to determine what balance drives the most revenue.
Here are a few content pillars that are especially well-suited for email:
A newsletter or a regular business update provides the latest information and updates about your brand. This is a great vehicle for sharing blog posts, new programs, your brand story, and pulling back the curtain on what customers typically see.
Some brands may choose to send a monthly newsletter, while others may have enough happening that they can send a bi-weekly update. If your brand has a heavy blog presence, you may choose to isolate new blog posts as an entirely separate message pillar that stands alone.
Key components
As you design a reusable template for a recurring newsletter, consider the kind of content you want to include in each update. Include space for:
- A cover story or main call-to-action.
- Supplemental plugs or smaller product features.
- A small reminder of something else happening or a secondary call to action.
Pro tip: Use show-hide blocks to layer in segment-specific updates (such as loyalty updates).
The possibilities here are endless. Many brands will run contests that involve tagging them on social media for a chance to win a prize. Some brands run a weekly sale or put out a weekly ad with time-sensitive discounts, while other brands may only run a few sales per year.
Regardless of your stance on discounting, you need some form of regularly-occurring promotions or incentives to keep customers engaged. While the incentive itself should rotate and stay fresh, you can use the same basic template and layout for each of these messages.
Key components
This template focuses on a main call-to-action. Keep it short, and avoid overloading the template with too many ideas (additional products, links, clickable buttons, etc). A good promotional template should include:
- A clear headline showing the urgency and time sensitivity of the deal
- A clear call-to-action
- A button that takes readers to the promotional landing page
Pro tip: Use show-hide blocks to showcase different incentives to different users (for ex., provide a more robust discount to churn risks than you may for your regularly engaged customers).
Every brand creates their own approach to launching new offerings. Some build hype with pre-order campaigns or teaser emails. Other brands just go right to the market when the product becomes available.
If you run out of stock quickly, then deploying a pre-order strategy might make sense for your brand, and you may want to create a pre-order campaign pillar with its own template type. That said, when it comes time to launch, you need an attention-grabbing format that gets customers excited. Your layout may also vary based on whether you’re pushing an entire collection of products, or a single product.
Key components
This template should highlight why customers should be excited about your new product or service. A great new product template includes:
- Space for several high-quality images showcasing features
- Clear and easy-to-understand headline introducing the new offering
- Several calls to action to shop that product or learn more about its features
Pro tip: Create a product feed for your product launch; then, insert a dynamic product block and showcase the next best product from this feed for each customer (Note: you must be a Marketing Analytics customer to utilize the next best product feature).
Event announcements are designed to promote upcoming experiences and drive timely engagement with your audience. Whether you’re hosting a webinar, launching a community event, or hosting an onsite activation, these emails help generate awareness, build anticipation, and encourage attendance. They also create an opportunity to reinforce your brand’s value through education, community, or exclusive access.
Some brands may send standalone announcements for larger events, while others may incorporate event promotion into an existing cadence.
Key components
As you design a reusable template for event announcements, consider the kind of content you want to include in each send. Include space for:
- An attention-grabbing headline and clear event value proposition.
- Key event details (date, time, location, and format).
- A prominent call-to-action to register, RSVP, or learn more.
Pro tip: Include user-generated content from previous similar events to build hype and excitement.
Depending on your industry, educational content surrounding specific products or product categories can help encourage adoption of specific items.
For example, Nani Health is a skincare brand that recently launched a new skin cream that’s specifically formulated for eczema-prone skin. An email explaining the ingredients of the cream and its benefits for sensitive skin types might encourage some more hesitant subscribers to try the new product.
Key components
This email should aim to educate and proactively answer questions about a particular product or category. It may include:
- Frequently asked questions and answers.
- Concise descriptions of the materials/ingredients.
- Call-to-action to learn more and eventually shop.
Pro tip: Focus on clear, concise, main points; with educational content, it’s easy to become quite text heavy. Include the important callouts, and link out to more information on your website.