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Karolina Kobylak • Email strategist & designer

Let’s make your emails work harder.

I combine strategy, design and automation to create email marketing for Shopify stores.

I take email projects from planning through implementation support.

Email strategyEmail designLifecycle & automationKlaviyo + AI agents

01

About me

Who I am and what I work on.

02

How I work

My process, tools and standards.

03

Projects

Client work and selected email designs.

01 / About me

Who am I

Karolina Kobylak by a window

I’m Karolina Kobylak. I work on email marketing projects for e-commerce brands, with a focus on design, Klaviyo and lifecycle communication.

I create campaigns, automation flows and audience segments in Klaviyo. Before building an email, I look at the brand, its offer, its customers and the available results.

I design emails in Figma and, when needed, support AI-assisted HTML email production. I take responsibility for the concept, structure, visual direction, implementation support and final review.

I have prepared email marketing communication for two brands and built tailored automation flows for them. I also create email designs for concept projects.

Tools and standards

I choose tools based on the stage of the work.

I use them for planning, design, implementation and email QA.

KlaviyoCampaigns, automation and segmentation
FigmaEmail design
AI agentsConcept development and technical support
Magnific + AdobeVisual assets

02 / How I work

Questions first, then the email.

I start by asking about the brand, audience and purpose of the message. Then I shape the message, design it and support implementation. At the end, I check the content, visual presentation and links.

Illustration of a laptop conversation and email communication
01

Learn the brand

I review the offer, customers and what already works.

02

Review the context

I look at results, audience behaviour and segment size.

03

Choose a starting point

I identify the problem or opportunity worth addressing first.

04

Define the goal

I define what we want to say, to whom and why.

05

Structure the message

I shape the content, information hierarchy and CTA.

06

Design and assemble

I design the email in Figma or support AI-assisted HTML email production.

07

Work in Klaviyo

I prepare campaigns, flows, segments and conditional logic in Klaviyo.

08

Review the finished email

I review the content, links, visual output and behaviour.

03 / Projects

Selected work.

Lumora is a concept project. Holivica and Revous are client projects, while the gallery brings together selected email designs created across campaign and lifecycle work.

From store
to email.
Lumora
concept project

A Shopify practice store used to explore the journey from sign-up and product choice to automated email communication.

View project →
Lifecycle
foundations.
Revous
client pilot / partial scope

Audience structure, warm-up planning and selected lifecycle work for a client pilot.

View project →
Campaigns and
automations
from scratch.
Holivica
client project / Klaviyo

Campaigns, lifecycle work, segmentation, email design and Klaviyo implementation support.

View project →
This is how I
design emails.
Selected work
4 categories / 19 emails

A gallery of email designs grouped by purpose: sales, product, engagement and trust.

View email designs →