Questions about Tilly, answered
Short, exact answers about what Tilly does and does not do. Every number on this page comes from the same settings the app charges from.
Questions people ask
What is Tilly?
Tilly is a marketing app for Shopify stores. It audits your store, works out who buys from you from your reviews, and writes your email flows and campaigns, Meta and Google ads, SEO fixes and blog posts. You approve each piece, Tilly puts it into Klaviyo, Meta, Google Ads or Shopify, and it reads the results every morning to write the next round.
Is Tilly a Shopify app?
Yes. Tilly has a Shopify app, and stores that install it are billed through Shopify. You can also sign up on www.tillybrand.com and pay through Stripe.
Who makes Tilly?
MyBranz, Inc., a Delaware corporation. Contact janani@mybranz.com.
Does Tilly send emails?
No. Tilly writes flows and campaigns and puts them into Klaviyo as drafts. It never switches a flow live or sends a campaign. You do that in Klaviyo.
Which email tools does Tilly work with?
Klaviyo. Omnisend and Shopify Email are not supported yet.
Does Tilly spend my ad budget?
Not on its own. Every ad and campaign Tilly creates in Meta or Google Ads is created paused. Spend only starts when you switch an ad on, or when you press and confirm an account review suggestion that switches one on or raises a budget.
Can Tilly make video ads?
No. It writes video briefs and scripts, with a hook, the lines and a shot list, for a creator to film. Image ads are made and published paused.
What is in a Meta ad batch?
4 image ads and 2 video briefs, each in a different format. Tilly only uses formats your store data can back: a countdown needs a discount code with a real end date, a social proof ad needs real reviews, a price comparison needs a price you entered with its source. The batch is 10 credits, and each ad image is 5 credits.
How is pricing calculated?
By credits, not by contacts, sends or ad spend. The Start plan is free with 100 credits once. Paid plans are Store $49 a month with 500 credits, Growth $149 a month with 2,000 credits, Agency $399 a month with 6,000 credits. Credits are spent when an agent builds something.
What are credits?
The unit Tilly charges in. Each build has a fixed cost: an email flow is 30 credits, an email campaign 10, a blog post 15, a run of SEO fixes 8, keyword research 5, a Google search ad 8, a CRO audit 20. Credits are held when a build starts and released if it fails.
Do credits expire?
No. Credits never expire, and a paid month adds to your balance rather than resetting it.
What is free?
The first brand audit, the SEO audit, the email calendar plan, the ads account review, A/B test plans, daily results, reports, previews, and every free tool on this site.
Can I publish on the free plan?
No. The Start plan builds and previews. Publishing to Klaviyo, Meta, Google Ads and Shopify needs a paid plan.
Does anything publish without my approval?
No. Nothing leaves Tilly without an approval against your name, and publishing is a separate press after approving. On paid plans, drafts an agent starts on its own are only charged when you approve them, and at most 3 wait at a time.
What do I need to connect?
Nothing, to start. The audit reads your public store pages. Connect Klaviyo to publish emails, Meta or Google Ads to publish ads, the Shopify app to apply SEO fixes and publish blog posts, and Google Search Console to add your rankings to keyword research.
What data does Tilly read?
Your public store pages and the reviews on them. With the Shopify app: products, collections, pages, posts, discount codes and daily order totals, using the scopes write_products, write_content, write_files, read_orders, read_customers, read_discounts. With Klaviyo, Meta, Google Ads and Search Console: lists, ad accounts, results and rankings. Tilly stores no individual customer records from Shopify.
Can I undo SEO fixes?
Yes. Each fix is applied one at a time when you press Apply, and can be undone later. Undo puts back the old value, as long as nobody has changed that field in Shopify since.
Does Tilly publish blog posts to my Shopify blog?
Yes, when you press Publish on an approved post. You pick the blog and whether it goes in as a hidden draft (the default) or live, and Tilly says exactly what it will create before it does. A hidden post goes live when you press Make it live, and you can remove it from Shopify again from Tilly. Posts have no cover picture yet: add one in Shopify if your blog shows them.
Does Tilly change my theme?
No. The CRO audit gives you the steps to fix each finding in Shopify. You make the change and mark it done.
Does Tilly run A/B tests?
It plans them, works out how many visitors each needs, and calls the winner from the counts you enter from your testing tool or Klaviyo. It does not split traffic itself.
Where do the customer personas come from?
From the reviews on your store pages and your own copy. Each persona carries the customer quotes it came from. Anything no customer said is dropped rather than guessed. You confirm each persona before agents write for it.
Does Tilly invent reviews, numbers or claims?
No. Emails and ads are checked for invented figures and made-up quotes before you see them, and a discount is only mentioned if the code exists in your store. A draft that fails its checks is rewritten, never published anyway.
Does Tilly work on stores that are not on Shopify?
The audit and the writing work on any store Tilly can read. Publishing is built for Shopify, Klaviyo, Meta and Google Ads.
See this on your own store
Paste your store URL. The first pass takes about a minute and needs no account. Save a card (nothing is charged) and Tilly reads the whole store and works out who buys from you.