Notes
The abandoned cart text message rules the email playbook skips
Abandoned cart text message rules for Shopify: separate SMS consent, the 160-character limit, legal send windows, and examples built in Klaviyo.
Writing
Writing for brands that run their own marketing
Two clusters and a set of notes. The clusters are the jobs we get asked about most: email flows, and Meta ad creative. Each one has a guide that answers the whole question, and pages under it for the parts you do by hand.
Everything here is written to be used the same week you read it. No ultimate guides. Where a number appears, its source appears with it.
Email marketing
Browse abandonment email examples and template
Browse abandonment email examples, a five-part template, and the Shopify and Klaviyo setup. Why this flow needs a lighter touch than abandoned cart.
Email marketing
Post-purchase email: what goes in the flow
Post-purchase email for Shopify stores: what belongs in the marketing flow, what Shopify already sends on its own, and how many emails to build.
Email marketing
Win-back campaign emails: template and examples
A win back campaign template, real win-back email examples, and how to define who counts as lapsed using your own Shopify repurchase cycle.
Email marketing
Abandoned cart email examples and template for Shopify
Abandoned cart email examples with the reason each one works, a template you can fill in, and the Shopify and Klaviyo setup, timing and filters.
Meta ads
Ad creative testing: how to run a test you can trust
A practical ad creative testing method: what to hold constant, which metric ends the test, and the log to write it in. For Shopify brands on Meta.
Email marketing
Ecommerce email marketing: build the flows first
Ecommerce email marketing for Shopify brands. Which flows to build, in what order, what each one says, and how to judge them without guessing.
Meta ads
Facebook ad copy examples: before and after rewrites
Eight Facebook ad copy examples, each shown before and after the rewrite, with the exact change marked. Meta ad copy rules for Shopify brands.
Meta ads
Facebook ads strategy: the weekly loop for Shopify
A Facebook ads strategy built as a weekly loop: what to test, what the copy must do, and how to call a creative test. For brands running their own ads.
Email marketing
Klaviyo flows: which to build, in what order
The five Klaviyo flows worth building for a Shopify store, the trigger and filters each one needs, and how to stop two flows emailing one person.
Notes
Keep the same promise after the Meta ad click
Check message match between a Meta ad and its Shopify landing page in five parts. Find the first break after the click, then fix what loses the sale.
Notes
The Meta ad brief that stops you making ads nobody asked for
A Meta ad brief template with the eight fields that decide whether an ad is worth making, how to fill each one, and a finished example you can copy.
Meta ads
UGC ad examples that work for Shopify brands
Eight UGC ad examples with the shot list, the opening line, and what each one proves. Plus the creator brief and the disclosure rules you cannot skip.
Email marketing
Welcome email series best practices for Shopify
Welcome email series best practices for Shopify brands. How many emails, what each one says, the timing, and the setup that stops flows colliding.
Not sure which job to build first?
Eight questions, about two minutes. It names the one recurring shop job worth handing off first, and counts what it costs you across a year.
Take the assessment