Win-back (re-engagement) email template

The demo brand is ORSO, a small-batch goods shop. The subject line is "We saved your spot at ORSO" and the preheader promises saved picks plus a small thank-you for coming back. The whole email carries one message: your stuff is still here, come back when you want.

It opens with a plain wordmark row, ORSO on the left and "Small-batch goods" on the right. Then it hits the one big visual moment: a full-bleed butter-yellow hero block with a deep aubergine headline that reads "We saved your spot." An eyebrow above it says "It has been a minute," and a short line under it tells the reader the login, cart, and picks are all still there. Nothing expired.

Below the hero, a single warm paragraph does the talking. It is signed in tone, not stiff: "it's good to have you back," no pressure, no catch. One perk line follows, marked by a thin aubergine bar on the left, with "free shipping" highlighted in the same butter yellow. There is one offer, not three.

The call to action is a single button: "Pick up where you left off," aubergine fill with off-white text. Then a "Still in your cart" row shows two saved products with names and prices, the Clay Carafe at 48 dollars and the Washed Linen Throw at 92 dollars. It closes with a short sign-off from Marin at ORSO and a soft footer that respects the unsubscribe.

The discipline here is the point. Two colors, aubergine and butter yellow, on a cool off-white ground. Space Grotesk type. One CTA, one offer, one message. Nothing competes with the reason to come back.

Email clients are not browsers. Outlook still uses Microsoft Word to render HTML, so flexbox, grid, and most modern CSS break. This template is built the way email actually works.

The layout is tables, not divs. A 600px container sits inside a full-width background table, with MSO conditional comments wrapping an Outlook-only fallback table so the width holds in Outlook. Styles are inline on the elements, since many clients strip anything in a style block. The single media query for mobile is the one place class-based styles are used, and it only stacks the product row and widens the button.

All the headlines and body copy are live text, not images. That means they stay sharp, stay readable with images off, and stay accessible. The CTA is a bulletproof button: a VML roundrect for Outlook and a styled anchor everywhere else, so it looks the same and stays clickable even when images are blocked.

The font stack degrades cleanly. Space Grotesk loads in Apple Mail and iOS Mail, then falls back to Helvetica and Arial in Gmail and Outlook, so the email never breaks if the web font does not load. The two product images carry real alt text. Color-scheme meta tags pin it to light mode so the off-white and aubergine do not get inverted in dark mode, and the cool ground was chosen over warm cream on purpose to hold up across clients.

Copy the full HTML from this template. In Klaviyo, build a campaign or flow email, pick the plain HTML template option, and paste the code into the HTML editor. In Mailchimp, start a campaign, choose "Code your own," then "Paste in code," and drop the HTML there.

Swap the demo for your brand. Replace ORSO and "Small-batch goods" with your name. Change the two brand colors: aubergine is #34203f and the butter yellow is #f2d14e, and the off-white ground is #f3f3f0. Update the headline, the warm paragraph, the perk line, the two product blocks with your own images and prices, and the sign-off name. Point every example.com link at your real URLs, including the CTA, the products, and the unsubscribe.

Then test before you send. Send a preview to yourself and open it in Gmail, Apple Mail, and Outlook, on desktop and phone. Check the mobile stack, the button, and dark mode. Confirm your ESP merge tags for unsubscribe and view-in-browser are wired in. When it looks right, send it to your win-back segment.