Composer Builds. It Doesn't Diagnose.

Happy Wednesday!

I design every email in Figma. Have for years. My team builds the layout, exports it, reconstructs it in Klaviyo.

We're fast at it. Templates, component libraries, a whole system.

And I think it has maybe two or three years left.

Klaviyo just announced Composer. It's an AI agent that generates entire campaigns from a single prompt. Audience segment, subject line, copy, images, send logic. One text box.

I haven't used it. It's in private beta. But I've talked to enough people to know what this is.

Klaviyo is saying: the execution layer is ours now.

The Good Part

If you're an ecom brand doing your own email, this is going to feel like magic. Type what you want, Composer builds it, you hit send.

No more hiring a freelancer to set up a welcome flow. No more waiting two weeks for a campaign to go from brief to inbox.

That part is real. And it's going to be great for a lot of people.

The Problem

Composer can build the campaign. Write the subject line, pick the segment, generate the images.

What it cannot do is tell you whether any of that was good.

Open rates drop from 42% to 29% over three weeks. Composer doesn't know why. It doesn't know your list health is deteriorating because you're sending to 90-day engaged when you should be at 30.

Your welcome flow is cannibalizing your campaign revenue because the timing overlaps. Composer doesn't flag that.

Your browse abandonment is firing on every page view with no intent filtering. Composer doesn't catch it.

Composer builds. It doesn't diagnose.

My Figma Problem

My entire email design workflow runs through Figma. Design there, review there, iterate there, export and rebuild inside Klaviyo.

That middle step is becoming a liability.

Figma just opened its canvas to AI agents. Google launched Stitch. Klaviyo built Composer. Three companies, all saying the same thing: the handoff is disappearing.

I'm not panicking. But I am planning for it.

The Move

Build inside Klaviyo. Proprietary templates that live natively in the platform. Prompt engineering that talks to Composer in a way that matches your brand standards.

SOPs that define what "good" looks like before AI generates anything.

If your templates, your logic, and your quality bar already live inside Klaviyo, Composer becomes a multiplier. If they don't, you just get more mediocre emails, faster.

The Real Advantage

Every ecom brand is about to get access to Composer. Every brand will be able to generate campaigns from a prompt.

When everyone can execute, execution stops being the advantage.

The brands that win will know what good looks like. They'll have a system for evaluating whether a flow is working or just running. They'll look at Composer's output and say, "this send cadence is going to tank our deliverability in two weeks."

THAT is the value layer now. Not building the email. Knowing whether it should have been built at all.

Get your templates into Klaviyo. Document what "good" looks like for your brand. The window to set this up before everyone else has Composer is closing.

Or just reply to this email. I read every one.

Talk soon.

- Raymond

P.S. Composer is in private beta right now. If you want to get on the waitlist, go to klaviyo.com/composer.