All businesses that send emails to their customers want 2 things. One is to make money, and the other is to represent their brand well.

Representing your brand well usually means they want a design that looks good.

So today I’m going to teach you exactly how to create emails that look good, and actually make you more money.

There are 5 Design Elements that matter:

1. Above The Fold Section

2. Button Placement

3. Copy That People Actually Read

4. Products

5. Whitespace

Important to note we do not use the native Klaviyo builder to create our emails. We design them externally in Figma and then import them into Klaviyo.

Watch this video on how.

Above The Fold Section

The section of the email that appears before needing to scroll.

Every single person that opens the email sees what is in this section.

What needs to be included?

• Clear headline w/ topic of the email

• If a discount is being offered it should be painfully obvious

• CTA Button

• Hero image/graphic

Here’s some examples:

Button Placement

If people can't click your email there's no point sending it.

Checklist for CTA Buttons:

• Do you have one above the fold?

• Is it aligned to the centre of the screen?

• Is it big enough? 50-60% of screen width at least?

• Does it stand out? Does it have enough whitespace around it?

Copy That People Actually Read

Unless you're product/s solve an acute pain point (like health supplements for example) then chances are you don't need to have much copy in your emails.

You'll see more success with simply showing off images of your products.

For the copy that you do use, here's a hierarchy of how it should be displayed…

Watch this video for a full Ecommerce Email Copywriting Guide.

Products

For the vast majority of brands it will be ACTUALLY SHOWING YOUR PRODUCTS that impacts email conversions more than the copy.

You have the option to have either a product section or a category section within your emails.

Stupid amount of ways to display product sections so here's some examples for you to copy:

Whitespace

It's the dead/blank space that is intentionally left in your design.

This is what gives emails that feeling of being 'clean' or having a great 'flow'. It will also improve the readability of your email and help your CTA buttons stand out.

How much whitespace should you use?

I recommend using 40-60px of space both above and below CTA buttons.

Notice the space both above and below the button.

Chances are you need to add more whitespace between sections in your emails.

FREE TEMPLATES

If you want FREE Access to 25+ Figma email templates that already have these elements in place for you, click here and you can download them.

Today’s Helpful Links

• How to Make $100k/mo From Email Marketing (Ecommerce Guide)

• Easiest way to make more money in ecom

• Platform I use to build my emails

Thanks for reading! If there’s anything specific you’d like me to cover in depth in this newsletter or on YouTube, reply to this email and let me know!

Much love,

Lachie

PS: If you run an Ecom Brand doing at least $50k/mo in revenue, book a 15-minute discovery call here to see if you qualify for our guarantee.