The Email Design Secret Top Brands Aren't Sharing With You

Hey, Michael here.

We’re back with another edition of The DTC Letters.

Today, we’re going to cover:

1. How to design high-converting emails using Figma and Klaviyo

2. The email design strategies that generated $4.3M for eCommerce brands

3. Why your email’s angle matters more than its design

4. How to build a library of reusable email templates that save time and drive sales

Let’s dive in!

Designing High-Converting Emails in Figma for Klaviyo

We’ve designed hundreds of emails and have generated over $4 million in sales for eCommerce brands.

Through rigorous testing, we’ve discovered which design strategies truly work—and now, I’m going to share them with you.

In this email, we’ll show you how to use Figma to create email designs that not only look stunning but convert big time.

Here’s what’s possible: One of our clients, Country Life Natural Foods, saw their email revenue jump by $115,000 in just one week after implementing our strategies.

Now, their top five emails—designed with Figma—have generated over $138,000 in sales. Imagine what this could do for your brand.

Why Email Design Matters in 2024

With more eCommerce brands than ever, standing out in your customers' inboxes is no easy feat. Generic, pre-built Klaviyo templates no longer cut it.

You need to send branded, high-converting emails that grab attention and drive sales.

Here’s why it matters: Email marketing has the potential to generate 25-40%+ of your brand’s monthly revenue.

You can’t afford to ignore email design—it’s the 80/20 of what moves the needle.

The Key to Winning Emails: It’s Not Just Design

Before we dive into Figma, remember this: The angle of your email—the idea or concept behind it—is more important than the design itself.

Pretty emails don’t sell. What sells is an exciting, targeted message that resonates with your audience.

Design catches their eye, but the angle holds their attention and drives the click.

Think of design as the first step, and the angle as the closer.

The 4 Sections Every Email Needs

To keep things simple, every high-converting email has these four key sections:

1. Hero Section (Above the Fold): The first 700-800 pixels of your email—the headline and hero image that immediately grab attention.

2. Body Section: This is where you provide the substance. Short, punchy copy combined with visuals that highlight your offer or message.

3. Transitions/Connectors: These subtle design elements guide the reader through your email, making the experience seamless.

4. Footer Section: Include your brand’s essential info, like social media icons, USPs, or a final CTA.

These sections work together to create an email that’s not just visually appealing but also optimized for clicks and conversions.

Actionable Tip of the Day:

Build a Template Library in Figma

Using Figma to templatize your email designs saves you hours of time and keeps your campaigns consistent.

Here’s how you do it:

• Start with Inspiration: Go to sites like Really Good Emails and Milled to find top-performing email designs.

• Create a Template: Copy an email design you like into Figma, then adjust the colors, text, and branding elements to fit your brand.

• Build a Library: Mix and match different hero sections, body sections, transitions, and footers to create a library of reusable email templates that you can pull from for any campaign.

Today’s Helpful Links

Reply to this email with any questions or content that you want covered in future newsletters.

Best,

Michael

PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »