Advanced Design Execution
Figma Designed Email Campaigns & Flows
Project Overview
Always Friday is a modern direct to consumer apparel brand focused on delivering premium everyday wear with a clean and confident brand identity. The brand needed visually consistent, high performing email campaigns and automated flows that could reflect their aesthetic while driving engagement and conversions.
This email design case study highlights how Figma based campaign and flow design can improve consistency, engagement, and conversion when executed in Klaviyo.
The objective was to design and implement email campaigns and lifecycle flows using Figma first, ensuring pixel perfect layouts, brand alignment, and a seamless transition into Klaviyo for execution.
Objectives
The primary objectives for this campaign were:
- Strengthen Brand Consistency
Design email campaigns and flows that matched Always Friday’s website, product photography, and brand tone across all touchpoints.
- Improve Campaign Performance
Create visually clear, conversion focused email designs that encouraged clicks and product exploration.
- Enhance Lifecycle Communication
Build automated flows that nurtured subscribers from first touch to repeat purchase.
- Maintain Design Quality at Scale
Ensure all emails could be reused and scaled without losing design integrity.
Approach
- Figma First Design Process
All email campaigns and flows were designed in Figma before development to ensure precise layout control, spacing, typography, and hierarchy.
- Campaign Design System
Created modular email components including headers, product grids, CTAs, and content blocks to maintain consistency across campaigns.
- Flow Design & Structure
Designed key lifecycle emails including welcome series, browse abandonment, cart abandonment, and post purchase communication.
- Urgency Tactics
Prioritized visual clarity, strong CTAs, and mobile first design principles to improve user interaction.
- Conversion Focused Layouts
Translated Figma designs into Klaviyo templates without compromising visual quality or responsiveness.
Results
- 36% Higher Open Rates on seasonal campaigns compared to standard non-promotional emails.
- 21% Increase in Click Through Rate driven by improved visual hierarchy and clearer CTAs.
- 25% Increase in Holiday Sales generated through urgency driven promotional campaigns
- Improved Brand Recall by positioning Always Friday as a go-to lifestyle brand during key seasonal moments.
Conclusion
The Figma Designed Email Campaigns & Flows project for Always Friday highlights the value of a design first approach to email marketing.
By combining structured Figma design systems with Klaviyo execution, the brand achieved a scalable, visually refined email ecosystem that supports both growth and brand trust.
Project Information
Clients: Always Friday
Categories: DTC Apparel
Services: Klaviyo Basic Flows
Address: South Carolina, USA
Date: Nov 10 2025
