Email Marketing Calendar Generator

The generator uses the same planning rules as Tilly’s email calendar agent, in the same order:

• Key dates first. Retail moments for your country (Black Friday, Mother’s Day, Boxing Day and so on) are computed from their rules for that year, never typed in, so a moving date like US Thanksgiving is always right.
• Lead sends. A shopping event gets an early-access send 7 days before and a main send on the day. A gift moment gets a teaser 10 days before, a main send 5 days before and a last call 2 days before, so there is still time to deliver. Other dates get one send on the day.
• One campaign a day. If two key-date sends land on the same day, the more important keeps it and the other moves a day or two earlier, or is listed as skipped.
• Regular sends. The rest of the month fills on your cadence’s weekdays (Tuesday and Thursday at two a week), kept at least two days clear of any key-date send.
• A mix. Each regular send takes whichever type is furthest behind its share: teaching and product emails most often, then customer stories and offers, then a note from you and new stock. The same type never runs twice in a row.
• An offer cap. Two offers a month, one more for each shopping event in the month, never more than four, so the list is not trained to wait for a discount.

A home and living store in the US, sending twice a week, plans November 2026. Singles’ Day, Wednesday 11 November, gets an early-access send on the 4th and a main send on the day. Black Friday is Friday 27 November, so early access goes out on Friday 20 November, and Small Business Saturday is folded into the same sends because it falls a day later. Cyber Monday is 30 November, with early access on Monday 23 November. Thanksgiving, Thursday 26 November, gets one send.

That leaves room for only one regular email, a teaching email on Tuesday 17 November, because every other Tuesday and Thursday sits within two days of a key-date send. November is crowded; a quiet month like March fills almost entirely with regular sends.

• Planning only the sales. A list that only hears from you when there is a discount learns to wait for one.
• Sending gift emails on the day. For anything that ships, the useful sends are the ones with time left to order.
• Treating announced dates as fixed. Prime Day and similar events are announced each year; plan a window, and never state the date in copy until it is confirmed.
• Forgetting flows. Welcome, abandoned checkout and post-purchase emails run on their own. The calendar is for campaigns on top of them.
• No room for the unplanned. Leave a slot for news, a restock or a problem you need to explain.

It plans with the curated retail dates for the US, Canada and the UK, plus a shared list for other countries. It does not add public holidays, Ramadan, Eid or Hanukkah, which need proper calendar conversion; add them yourself if they matter to your customers. It suggests what each send is for, but not the copy. The email calendar agent does the rest: it adds public holidays for every country you sell to, writes each email for your customer personas and drafts them into Klaviyo for your approval.

For November in detail, use the Black Friday Cyber Monday planner.