Email Design System

Your emails should look as good as the rest of your brand.

Most Klaviyo accounts are built on a patchwork of adapted default templates, one-off designs that were never intended to be a system, and drag-and-drop blocks that break the moment someone edits them incorrectly. The result is a programme that looks inconsistent, takes too long to produce new campaigns from, and never quite feels like it represents the brand properly.

A properly designed email design system fixes all of that in a single, structured engagement. We design a complete library of branded email templates in Figma — covering every send type your programme requires — and then custom-build every component directly into Klaviyo, so your team can produce polished, on-brand emails quickly and independently without relying on a designer for every campaign.

This is not a Klaviyo default template with your logo dropped in. It is a purpose-built, brand-accurate design system — crafted to work within the specific constraints of Klaviyo's editor while giving your emails a level of visual quality that the majority of brands in your category won't come close to.

What the engagement covers

Brand and platform audit

Before anything is designed, we review your existing brand guidelines, your current Klaviyo template library, and the email programmes of your closest competitors. We want to understand what you have, what is missing, what constraints we are working within, and where the opportunity to differentiate is clearest. This informs every design decision that follows.

Figma design system

A complete email design system built in Figma — covering your master template structure, header and footer components, typographic hierarchy, colour application, button styles, image block layouts, product grid formats, divider and spacer elements, and any brand-specific components your programme requires. Every component is documented with specs, so there is a clear reference for anyone maintaining or extending the system after handover. You receive the full Figma file as a deliverable, not just the exported output.

Content block library

We design the full range of content blocks your programme needs — hero blocks, product spotlights, editorial layouts, review and social proof modules, promotional offer treatments, event and launch announcements, and CTA configurations. Each block is designed to work both in isolation and in combination with others, so your team can assemble new campaign layouts quickly without the result looking improvised.

Custom build in Klaviyo

Every template and component block is custom-built directly inside your Klaviyo account — coded to Klaviyo's architecture, tested across the major email clients (Gmail, Outlook, Apple Mail, Samsung Mail) and optimised for mobile rendering. We do not use Klaviyo's visual editor as a proxy for proper build quality. The code is clean, maintainable and structured so that your team or a future developer can extend it without having to reverse-engineer how it was built.

Responsive and dark mode optimisation

Every template is tested and optimised for mobile rendering across iOS and Android, and for dark mode display in clients where it is supported. These are not afterthoughts — they are built into the design system from the start, because a significant proportion of your subscribers will be reading on a device where an untested template looks broken.

Documentation and handover

A clear documentation package covering how to use every template, how to combine content blocks, what to avoid, and how to brief new campaign designs against the system. The goal is that your team inherits a design system they can use confidently from day one, without needing to call us every time they want to produce a new email.

Why this matters for your Klaviyo programme

In Klaviyo, template quality has a direct relationship with programme performance. Campaigns built on a coherent, well-rendered design system see consistently higher click rates than those assembled from inconsistent, ad hoc templates — because subscribers build an expectation of quality that makes every send feel worth opening. Beyond performance, a proper design system dramatically reduces the time and cost of producing campaigns, eliminates the inconsistency that erodes brand trust, and gives your programme a professional polish that most Klaviyo accounts simply do not have.

For brands running both campaigns and flows in Klaviyo, a unified design system also ensures visual consistency across the entire customer journey — from the first welcome email to the tenth winback attempt — which is the difference between a programme that feels considered and one that feels assembled.

Frequently asked questions

Do we get the Figma files after the project?

Yes. The full Figma design system file is delivered to you as part of the handover package. It is yours to use, extend and share with any future agency or internal designer. We recommend keeping it as the master reference for all future email design decisions.

How many templates and content blocks are included?

The scope is agreed during the initial scoping call based on your programme's requirements. A typical engagement covers one master template structure, four to six campaign layout variants, and a content block library of eight to twelve components. Larger programmes with more complex needs are scoped accordingly.

Can you build templates for our flows as well as our campaigns?

Yes — and we would strongly recommend it. Flow emails and campaign emails should share the same design system for visual consistency across the full customer journey. If you want flow-specific templates included in the scope, we factor that into the project proposal from the start.