How to
Step-by-step guides, with a worked example
Guides that walk through one marketing task on a Shopify store, step by step, with a worked example and the mistakes to avoid. Grouped by channel; every claim cites its source.
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Setting up flows, writing emails people open, and keeping a list healthy. 15 guides.
How to announce a restock
Announce a Shopify restock in the right order: the waitlist first through a Klaviyo back in stock flow, then past buyers, then the list, sized to stock.
Read the stepsHow to ask for reviews by email
Set up a review request email for a Shopify store: time it after delivery, send it to every buyer, link to the form, keep incentives within FTC rules.
Read the stepsHow to build a welcome series for a Shopify store
One list for every sign-up, the opt-in setting, three emails, a buyer split and a clean test.
Read the stepsHow to clean an email list
Clean a Klaviyo email list in stages: let bounces suppress, exclude unengaged profiles, give them a sunset flow, then suppress those who stay silent.
Read the stepsHow to increase email revenue on Shopify
Nine steps to grow email revenue for a Shopify store: the flows to set up first, monthly campaign planning, segments, one-variable tests and measurement.
Read the stepsHow to plan a monthly email calendar
Plan a month of Shopify store emails in one sitting: dates first, one job per send, audiences, Klaviyo calendar placeholders and a review at month end.
Read the stepsHow to plan a product launch email sequence
Plan the emails around a new product on Shopify: a waitlist, the teaser, early access, launch day timed to the product going live, proof and a last call.
Read the stepsHow to read a Klaviyo flow report
Recipients and skips, opens and clicks, orders and the attribution window, then bounces, spam and unsubscribes.
Read the stepsHow to warm up a new sending domain
Warm a new email sending domain without landing in spam: check you need to, set up DNS, then widen from 30-day engaged subscribers over several weeks.
Read the stepsHow to win back lapsed customers
Bring past Shopify customers back with a winback flow timed to your buying cycle: a light first email, a reminder with a deadline, an honest last call.
Read the stepsHow to pick send days and times
Find the send days and times that work for your subscribers: start from your order data, test two times fairly, then use Klaviyo's send time tools.
Read the stepsHow to segment a Klaviyo list by purchase behaviour
Split a Klaviyo audience by what people bought: never-bought, one-time, repeat and VIP buyers, lapsed customers, product and order value, consent checked.
Read the stepsHow to set an email frequency cap
Cap how often each subscriber hears from you: set Klaviyo's Smart Sending window, switch it on in busy flows, and send most to your most engaged segments.
Read the stepsHow to set up an abandoned cart flow in Klaviyo
Nine steps to a working Klaviyo abandoned cart flow for a Shopify store: the trigger, the purchase filter, Klaviyo's suggested delays, and a test first.
Read the stepsHow to write subject lines that get opened
A method for subject lines a Shopify store's subscribers open: one clear promise, preview text that finishes it, an honest from name, a fair A/B test.
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Ads
Meta and Google ads: account structure, creative, policies and the numbers that say an ad pays. 6 guides.
How to avoid the Meta personal attributes policy
Why Meta rejects ads that say "your acne" or "are you over 50", which words trigger it, and how to rewrite Shopify ad copy to talk about the product.
Read the stepsHow to calculate break-even ROAS
Work out the ROAS your Shopify ads need to stop losing money: find your real margin per order, divide one by it, and set a cost-per-purchase limit.
Read the stepsHow to structure a Meta ads account for Shopify
Which campaigns to run, where budgets sit, how many ads per ad set, and a readable naming scheme.
Read the stepsHow to test ad creative without wasting budget
Test Meta ad creative on a small budget: set a kill number from your margin, test one variable at a time, set stop rules first, move winners untouched.
Read the stepsHow to turn reviews into ad copy
Mine product reviews for hooks, proof and objections, then turn them into ads that quote customers honestly and stay inside the FTC's endorsement rules.
Read the stepsHow to write Facebook ads that pass review
A pre-submission checklist for Shopify stores: what Meta's ad review looks at, the wording and pages that get ads rejected, and what to do after one.
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Search and AI answers
Getting found on Google and recommended by AI assistants. 7 guides.
How to add schema markup to Shopify
Check the product schema your Shopify theme already outputs, fill the gaps Google needs for merchant listings, and test it before and after you publish.
Read the stepsHow to fix duplicate content on Shopify
Find the duplicate URLs Google reports for your Shopify store, check which canonical it chose, and fix real duplicates with redirects and rewrites.
Read the stepsHow to get your products recommended by ChatGPT
How ChatGPT picks the products it shows, what Shopify Catalog already does for your store, and the steps that make products and brands easier to recommend.
Read the stepsHow to do keyword research for a Shopify store
Find the words shoppers type, read real volumes in Search Console and Keyword Planner, and give every Shopify page one main keyword.
Read the stepsHow to set up Google Search Console for Shopify
Add your Shopify store to Google Search Console, verify it with a DNS record or the HTML tag, submit sitemap.xml and check your first pages are indexed.
Read the stepsHow to write meta titles for collection pages
A pattern for Shopify collection titles: the search phrase first, one qualifier, your brand last, under 60 characters and different on every collection.
Read the stepsHow to write SEO blog posts that sell products
Pick a question buyers search, answer it fully, and link the products that solve it, so a Shopify blog post ranks and also sells.
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Conversion and testing
Product pages, checkout drop-off, and running tests you can trust. 6 guides.
How to audit a Shopify product page
Add to cart numbers, the first screen on a phone, speed, photos, copy, price and shipping, variants and apps.
Read the stepsHow to improve your Shopify conversion rate
Find the funnel step that leaks most, fix that first and measure against your own baseline, not someone else's.
Read the stepsHow to know when an A/B test is done
An A/B test is done when it reaches the sample and full weeks you planned before it started, not when one side first looks ahead. How to set that line.
Read the stepsHow to pick a primary metric for a test
Choose the one number that decides your A/B test before it starts: tie it to the decision, check your tool reports it, add guardrails, write it down.
Read the stepsHow to reduce cart abandonment
Fix why shoppers leave a Shopify cart: shipping cost shown early, no forced sign-in, fast payment buttons, a shorter checkout form and fewer doubts.
Read the stepsHow to run an A/B test on Shopify
Write the hypothesis, size the test, build it as a rollout experiment, leave it alone, then apply or roll back.
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Sales, launches and seasons
Black Friday, launches and sales that do not train customers to wait. 3 guides.
How to plan Black Friday for a Shopify store
The offer, discount limits, stock and checkout, warming up email volume, pacing big sends, clean-up.
Read the stepsHow to launch a Shopify store marketing plan in 30 days
A day-by-day 30-day marketing plan for a new or stalled Shopify store: baseline, email capture, core flows, search basics, first campaigns, one ad test.
Read the stepsHow to run a sale without training customers to wait
Run Shopify sales that do not teach customers to hold off: fewer, planned sales with real reasons, honest was prices, and full-price reasons between.
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Customers, brand and reporting
Who your customers are, how your brand sounds, marketing in regulated categories, and reporting results. 5 guides.
How to find your Shopify customer personas
Build customer personas from your own Shopify orders, segments and reviews: who buys, why they buy, what nearly stopped them, and the words they use.
Read the stepsHow to report marketing results to a client
A monthly client report for a Shopify brand that holds up: agreed questions, one revenue source of truth, stated attribution settings and next steps.
Read the stepsHow to write a brand voice guide
Traits with limits, a tone map, word rules, before-and-after rewrites and the claims you never make.
Read the stepsHow to market a supplement brand within the rules
A claims audit for supplement brands on Shopify: sort every claim, match it to evidence, reword it for the US, UK and Canada, and set Meta ads to comply.
Read the stepsHow to market a skincare brand without medical claims
Rewrite skincare copy to sell on how skin looks and feels, not on treating it: the FDA's intended-use test, UK wording that works, Meta's beauty ad rules.
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Let Tilly tell you which job comes first
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