Hi there @Mengting,
Thanks for sharing your question with us!
We have other Academy courses and live training recaps that can help educate you more on design best practices I can thread below!
We actually have a helpful article on help with copywriting coming soon! @Victoria_ap_G, @ebusiness pros any tips you can share in the meantime?
Hope this helps!
-Taylor
Hi @Mengting - welcome to the fun world of email marketing!
There are several different approaches to email design and copywriting, and I encourage you to pay attention to how emails can be created, and given a pleasant reading UX with intentional copywriting and text formatting just as closely as you pay attention to the design.
Sometimes, it’s important to be able to send an email that looks good without 50% or more of the email containing graphic elements like images, graphics with text, or other illustrations.
I taught a private workshop last week to several Shopify store-owners, and these are some of the email examples I covered in that workshop. You’re welcome to take a look! https://app.mailboard.com/share/b/h6laLYoRyhTC
You’ll see a mix of emails that leverage Klaviyo’s text blocks and button blocks (sometimes with colored backgrounds for a subtle design touch) alongside the image blocks. Then there are emails that are more heavily designed, and there’s an email that serves as an example of a “beginner” quality with clear room for improvement.
Personally, I love copywriting. That’s what got me into marketing back in 2017, before I learned about email and Klaviyo.
Copywriting + General Resources
Copyblogger is a great resource to learn the art of copywriting in general. Pay attention to how your copy becomes more interesting, and more persuasive, when you’re more specific - especially with pain points a product can solve/ help with. Good examples here https://copyblogger.com/copywriting-tips/
Here’s a solid overview of some of the top resources from Copyblogger https://copyblogger.com/copywriting-101/
The fun thing about copywriting is it translates anywhere. What you learn in the context of email marketing applies universally to writing copy for anything, with subtle changes that come with the context of writing copy for a blog vs. a social media post vs. an automated series of emails - for example.
I really respect this woman, Katelyn Bourgoin for her perspective on how marketers can be more effective by paying closer attention to what the customers truly care about. This kind of approach that blends customer service and awareness of their needs, pain points, desires with the typical “buy this now” marketer’s tendency is valuable. Makes your marketing better. She has a couple courses and workshops, and a quality email newsletter. I like her Twitter posts for a quick dose of inspiration/ education.
Similarly, this guy Feras Khouri has a good perspective on customer retention for email marketing. Sometimes, the product you recommend in the email is just as important as the copy and design!
COURSES
If you’re looking for a course, ClickMinded is a company I trust with lots of marketing training to offer. This one dives into email marketing specifically, and covers design and copywriting alongside a few other email fundamentals. https://www.clickminded.com/email-marketing-training/
Also can’t forget to shout out @Spark Bridge Digital LLC - my fellow champion Peyton has developed her own email design course! https://emailmarketingbff.com/email-design She also has great YouTube videos where you could start learning for free.
Last but not least, one of the best ways to learn is by watching what real brands are doing and taking inspiration from them! Gymshark does a GREAT job of writing specifically branded copy in their emails, because they know *exactly* who they’re talking to. One of the benefits of having a product catalog that is specifically focused on the fitness niche…
Lululemon has also caught my eye lately, and they do a pretty good job of segmenting between the men and women in their audience in the emails they send. Can you tell I’m a little fitness-obsessed lately? :P
Happy to answer any other questions you have!
Warmly,
Gabrielle
P.S. You might get other suggestions from @Ashley I. @AlexandraPalau @Brett_Gatsby @Bethany D. @annasophiefc @bluesnapper @KatherineB @Kylie W @StefanUE @Bobby @Carl Reynolds @Casperackermann @Adam Ragsdale @In the Inbox @Omar @retention @Bobi N. @DavidV
Thanks for the awesome shoutout @ebusiness pros! Not to toot my own horn but definitely check out some of my videos, I do tons of over the shoulder views on how to design emails in Figma, Canva, and within Klaviyo itself.
Designing by imitating is a great first step - you start to learn “Heyyy, that’s how to create that look/that effect”. It pushes you to think outside the box!
@ebusiness pros - Great write-up with some fantastic resources! I definitely can’t add much more than that - but so much good food for thought in there.
I LOVE it when a brand like lululemon recognises something as simple as male / female in their email campaigns. I can’t help but poke fun in my presentations at a very large skincare brand that insists on sending me campaigns for lipstick. Yes I love skincare, Yes I’m a male (and using Klaviyo’s Predictive Analytics will decide that the name David is VERY likely to be a male), and I have never bought make-up!
This are some QUALITY insights here, thanks Champions!!!
Hey @Mengting - just stumbled across this, and it’s a well-done example of how different styles of copywriting can yield significantly different results.
Check it out if it’s helpful! https://annhandley.com/power-of-copywriting/
Here’s the short version - have you ever thought of describing a brown couch as a “pumpkin spice” couch? https://x.com/amandanat/status/1799134652105719828
Thank you guys for this incredible advice!
The Klaviyo community is the best community I’ve ever been in.
You’re welcome @Mengting! So glad to hear that. 
