Crafting Emails:
From Copy, To Design, To Deployment
Take a behind-the-scenes look at how emails go from concept to inbox. This walkthrough highlights the creative process using two examples: a blog promotion and a summer new arrivals campaign. See how strategy, content, and design come together to create impactful messages.

by Dray Scott

Step 1: 📝 Brainstorming & Copywriting
Brainstorming
Start by defining the email’s purpose. Identify the core message. Keep it clear, focused, and easy to act on.
Crafting Content
Use compelling language with a friendly, punchy tone. Every word should work toward building a genuine connection with the reader.
Summer New Arrivals Email Copy
Evocative Headline
"You Weren't Born To Blend In" sets a clear theme. It inspires immediate shopping.
Showcasing New Arrivals
Exciting descriptions accompany products. They create desire and urgency.
Direct Shopping Link
"Shop Now" buttons link directly to products, making it easy for customers to browse and buy with minimal friction.
Blog Email Promo Copy
Headline Hook
"The Nightcap" grabs attention. It promises value immediately.
Sweet Intros
A short teaser that highlights the blog's value and invites further reading.
Clear Call to Action
"Read More Now" for example guides readers. It ensures easy access to content.
Step 2: 🎨 Visual Design (Figma)
Visual Masterpiece
Text is transformed into clear, engaging visuals. Every element is intentionally placed to guide the reader and enhance the message.
Brand Cohesion
The design matches brand identity. Consistency builds trust and recognition.
Readability
Layouts are easy to scan and read. We prioritize user experience.
🌞 Summer New Arrivals Email Design
1
Color Palette
Bright, seasonal colors dominate. They evoke summer vibes. Fresh and inviting.
2
Product Photography
High-quality images showcase products. Every detail is crisp. Visual appeal is key.
3
Mobile-Friendly
Layouts adapt to all devices. Seamless experience on mobile. Responsive design is crucial.
📱Blog Promo Email Design
Clean Aesthetics
  • Minimalist design approach
  • Focus on clear communication
  • Reduced clutter
Engaging Visuals
  • Strategic use of images
  • Inclusion of animated GIFs
  • Visual storytelling to entice clicks
Figma Email Design to Klaviyo Deployment
Design the Email in Figma
  • Create a layout using brand assets, typography, and color styles.
  • Organize sections clearly (header, body, CTA, footer).
  • Use components for reusable elements (e.g., buttons, product cards).
  • Annotate spacing, image sizes, and responsive behavior if needed.
Translate the Design into Code or a Klaviyo Template
  • Export necessary assets (optimized images, icons) from Figma.
  • Rebuild the layout in Klaviyo using:
  • Drag-and-drop editor for simple designs, or
  • Custom HTML/CSS for fully custom layouts.
  • Match fonts, spacing, and styling to the Figma design.
  • Make the email mobile-responsive and test rendering across devices.
Set Up, Test, and Deploy in Klaviyo
  • Insert live content (product names, links, dynamic fields).
  • Add subject line, preview text, and sender details.
  • Run inbox previews and test sends to verify layout and deliverability.
  • Set up segmentation, A/B testing (if needed), and schedule or trigger the campaign.
From Draft to Delivery: Email Marketing Success
Effective email marketing blends creativity, design, and technology. A well-crafted message becomes more than content, it’s an experience. Personalized emails create moments that feel timely and relevant, building trust and long-term connection with each send.