Your email month, planned around the dates that matter
Planning a month of email is where most stores stall. The calendar agent does the planning, so the only question left is which emails to approve. Here is how to plan a Shopify campaign a month ahead.
What you get each month
On the 20th, Tilly plans the next month:
- A cadence: how many emails a week and on which days, based on your list and your past results.
- Key dates: public holidays in your store's country, retail moments like Black Friday and Mother's Day, and your own launches, restocks and sales.
- A suggested email for every send, with a title, a subject line idea, the customer it is for, and one sentence explaining why it is on that day.
- A summary of last month: what you sent, what it earned, and the learning that changed this month's plan.
Every send has a reason you can argue with
"Gift sets for Thanksgiving weekend. Gift sets were a big share of last October's orders."
"Founder note: why we skip fragrance. Founder notes get your highest click rate."
If the reason does not fit your business, skip it or ask for another idea. Swaps are free.
How the plan is balanced
- Key dates first, with the right lead time. Gift moments get a teaser, a main send and a last call.
- A mix of email types: education, product spotlights, social proof, founder notes, launches and offers. Offers are capped so your list does not learn to wait for a discount.
- Your customers in rotation. Each persona gets emails in rough proportion to how much they buy, and nobody gets the same angle twice in a row.
- Sensible spacing. A minimum gap between sends and a weekly limit per subscriber.
From plan to Klaviyo
1. Draft it: the email agent writes the email for that slot.
2. Preview and approve.
3. In Klaviyo: Tilly puts the campaign into Klaviyo as a draft, and you schedule or send it there.
4. Sent: results come back to the slot and into next month's plan.
Or press Build the whole month and approve as you go.
Free month-by-month ideas
Browse the email calendar by month and holiday for dates, lead times and subject lines, whether or not you use Tilly.
Questions people ask
Does the calendar know Canadian and US holidays are different?
Yes. Holidays come from your store's country, read from Shopify. A Canadian store gets Canadian Thanksgiving in October, and a US store gets Thanksgiving in November.
What does the email calendar cost?
Planning is free, including suggestions, swaps and re-plans. Drafting an email from a slot costs 10 credits, or 8 each when you build the whole month at once.
Can I change the plan?
Yes. Change how many emails a week you send, switch key dates on or off, drag a send to another day, swap a suggestion for another idea, or skip it.
Are religious and cultural holidays included?
They are offered, never assumed. You choose which to plan around.
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.