# The Splash format: five blocks that make newsletters sell Updated 2026-10-13. https://flowsplash.com/the-splash-format The Splash format is a five-block newsletter layout: the Hook, the Choice, the Stack, the Favorites and the Store. Each block moves readers from first interest toward a clear next step. We reuse the structure with your photos, products and voice, so every send feels familiar without looking the same. ## What does the Hook do? The Hook gives readers a reason to stay. One image, a short headline and a clear next action show what this send is about. The most important idea appears before readers start scrolling, rather than after a long greeting. ### The rules we follow One main image. A headline rendered as readable text. One primary button. No long introduction before the offer. ## How does the Choice help readers move on? The Choice gives readers clear paths to a category or need. It makes a broad store easier to understand without showing the whole catalog. Each choice leads to a page that matches what the reader just saw. ### The rules we follow Two or three choices. Short labels. Distinct images. Link to the matching product or category. ## Why do we pair products in the Stack? The Stack shows two products that belong together and makes the next purchase easier to picture. If the pairing reaches the store's real free-shipping threshold, we make that clear. Readers see why the pair matters, not just that more products exist. ### The rules we follow Two complementary products. Show the total and real shipping threshold when relevant. Never invent discounts or terms. ## What belongs in the Favorites? The Favorites offers a small selection for readers who did not choose the main product. In client sends, we use verified best sellers and real reviews when available. The block should make a decision easier, not turn into a long product catalog. ### The rules we follow A small selection with clear product names. Only genuine ratings and reviews. No invented quotes in examples. ## How does the Store finish the newsletter? The Store gives readers a clear route onward at the end. Links to new arrivals, the catalog or a useful page serve different needs without competing with the main idea above. It is a deliberate ending, not a wall of unrelated links. ### The rules we follow A few useful links. One clear store button. Contact details and unsubscribe in the footer. ## What do we leave out? Long introductions, ten products in a row and three CTAs fighting for attention. A send needs one clear idea, not the store's whole calendar. ## FAQ ### Does every send have to look the same? No. The structure repeats, but photos, headlines, products and voice adapt to your brand and the idea you want to promote. ### Can it be built in Klaviyo? Yes. We build and test it directly in your Klaviyo. You get a test send to approve before we schedule it. ### Can we use our own photos? Yes. Your sends use your own photos, products and brand identity. ### Can we see it with our products first? Yes. Send your last two newsletters and we redesign them free within 3 business days, then walk through them in 15 minutes. ## Related - [Newsletter examples](https://flowsplash.com/newsletter-examples) We redesign your last two newsletters free within 3 business days and walk through them in 15 minutes: https://flowsplash.com/free-redesign