Orient, do not sell
The structural rule is to tell a new subscriber where they have landed and what happens next. A pitch in the first email spends trust you have not earned yet.
Preview
What's inside
What's inside this welcome email template, module by module.
Read off the file itself, not a spec sheet. This is the module order the download actually ships with, in the order a reader meets them.
- Greeting hero
- Founder byline
- Full width feature image
- Editorial body: 3-up grid
- 3-card grid
- Primary CTA
Import
How to import this template into Klaviyo, step by step.
The download is a single HTML file. Here is where it goes in Klaviyo, what the platform expects, and which tags are already wired up.
- Open Content, then Templates, in the Klaviyo sidebar.
- Choose Import and upload the downloaded HTML file.
- Name the template and save it.
- Replace every placeholder before you send — image sources, link targets, product and price copy, the sender name and the footer address. Klaviyo’s editor handles copy and images inline, or edit the HTML directly and re-import.
- Attach it to a campaign, or to a flow email, when you build the send.
Editing Klaviyo opens an imported HTML template in its own editor. Copy and images are editable there, and the underlying structure stays as generated, so the layout does not drift between sends.
Watch for Klaviyo rejects an import that carries no unsubscribe tag. This template already wraps {% unsubscribe_link %} in its footer link, so it imports as-is — if you rebuild the footer, keep that tag.
Swapping the placeholder images
Klaviyo opens an imported template in its own editor, so the images can be swapped there without touching the HTML. Upload yours to Klaviyo first, then point each image block at it. Editing the file before you import works too — Klaviyo keeps whatever src it is given.
<img src="https://app.emailtemple.com/api/assets/a841b…c0-952f-e13ec0d6de21"
alt="A toast with red wine"
width="600">How to use it
When to send this welcome email, and what to change first.
When to send it
The first email of a Klaviyo welcome flow, triggered by a club signup or a first order, sent immediately. A new member has just paid for something they cannot yet picture. The job is to make the next case feel already worth the money — how the wines are chosen, what arrives, when.
What to change first
The note is signed “Eleanor Vance, Founder, Cellar & Vine” and claims she personally tastes every bottle each season. That claim only survives if someone really does it, so name them and mean it. Replace the 56px placeholder avatar beside the signature and the 600px toast photo above the masthead. The greeting falls back to “member” rather than “there”, which suits a club — keep it. The three-up first-case grid takes three images and its own copy on selection, tasting notes and delivery. Then “Set up your first case” on the button, and the cellar-notes link, which currently points at /gifts.
The craft
What makes a welcome email worth sending.
Exactly one CTA
One primary button, no second. A welcome email with three competing actions has no action. Secondary paths belong in arrow-links, not buttons.
First person, short sentences
Warm and written, not corporate. A founder note and a small rounded avatar do more for trust here than any hero image, which is why the archetype skips large hero art entirely.
Or refine this
Make this email template yours.
Generate your own with this template as a starting point. Change the colors, the voice, the offer — describe what you want different and the studio recomposes it. Apply your brand kit and ship in your tone, not the template's.
The download is yours either way.
Open this template in the studio →
Questions
Klaviyo template questions, answered.
Can I use this template in a Klaviyo flow, or only a campaign?
Both. An imported template is available to any campaign or flow email you build afterwards. The trigger and the timing are configured on the flow itself, not in the template.
Do I need a paid Klaviyo plan to import a custom HTML template?
No. Template import is available on Klaviyo’s free tier, which covers up to 250 profiles. Removing Klaviyo’s own footer branding is the paid-plan feature, not the import.
How many emails should a welcome series have?
Match the depth to how warm the audience is, not to a template. The documented range runs from a single activation email through to six or seven, and the constant across all of them is one action per email with a single clear CTA.
Does Natural wine club welcome — Klaviyo hold up in dark mode and Outlook?
Every zone sets its background twice — once as a bgcolor attribute and once as an inline background-color — which is the pattern that survives dark-mode inversion in clients that repaint backgrounds.
The “Set up your first case” button is a bulletproof VML button, so Outlook on Windows draws a real filled button instead of collapsing it to a bare text link.
The layout is a 600px table backbone with a mobile breakpoint, and the CSS is already inlined for the clients that strip style blocks.
In the studio
Compose your own.
Describe what you want to send. Get a high-converting, dark-mode-safe template in seconds. Free tier, three generations a month, no card required.