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Articles by Marika Tselonis
Why the omnichannel campaign builder is my favorite segmentation tool
As director of retention at Kulin, a performance marketing agency for DTC brands specializing in paid ads and retention, I spend most of my time convincing brands that one or two segments isn't a segmentation strategy. Dividing your audience into potential customers, customers, VIPs, and disengaged customers is a start, but it's a rough sketch. The real opportunity is in building relevant segments that map to where someone actually stands in their relationship with your brand.
10 AI prompts for email marketing teams to move faster
In my role as director of retention at KULIN, a brand-first performance marketing agency, something has been becoming more and more obvious: most retention problems aren't about implementation. They're strategy problems that look like implementation problems. What I’ve found in the last year or so is that my marketing challenges get easier when I have the right prompts to get to strategy solutions faster.
Stop sending review requests into the void
Most brands treat reviews like a numbers game. 30 days after an order is delivered—or a bit sooner or later, depending on the product—they send a review request to everyone. 100 orders, 100 emails. Done. But that approach doesn’t consider who that customer is, what they’ve done, or how they’re feeling. And if a customer is unhappy, you’ve just handed them a megaphone. If a customer is unhappy, you’ve just handed them a megaphone. One bad review can erase the trust-building work of a dozen good ones.
Turn waitlists into immediate revenue with back-in-stock SMS
Every retention marketer knows the feeling: you did everything right. Great product, strong demand, thoughtful campaigns. But then, the product your shoppers want most is out of stock. Most brands treat that as a loss. I don’t. When a product sells out, I see a list of high-intent shoppers raising their hands and saying, “I want this enough to wait.” The real question is: what do you do with that intent?
WhatsApp vs. SMS: What Global Brands Need to Know in 2026
In my role as director of retention at digital marketing agency Kulin, I’m based in Canada and work mostly with US brands. I’m sure it won’t come as a surprise that I’ve developed a very SMS-first mindset. If you had asked me a year ago which mobile channel to prioritize, I would have said, “Klaviyo SMS, obviously.” WhatsApp felt like something my friends used when they were travelling, not a serious marketing channel. Then I started working with more global brands.
The 1 Email You're Not Sending That Gets 80% Open Rates & 30% Click Rates
by Marika Tselonis November 6th, 2023 Can you relate to this? You're at a restaurant, waiting for your meal. You haven’t eaten all day. Your stomach is growling like a wild animal, but your order is taking forever and there’s no food in sight. You get a little more peeved with every second that ticks by and wonder if your order got lost in the shuffle. Where the heck is the waiter? Sound familiar?
Crafting The Perfect TikTok Username: A Step-by-Step Guide
On TikTok, your username is your digital identity. It's the first impression you make on the platform, and a memorable and unique username can help you stand out and attract more followers. This article will guide you through developing a TikTok username that reflects your personality, brand, or niche and is easy to remember. If You Find 7 Best Sites To Buy TikTok Followers in 2023, check. 1.
How To Craft A Link In Bio With Linkpop (2023 Guide)
Brands don’t live on a single URL anymore. Between your social channels, apps, marketplaces, and content—not to mention your online shop—your brand works best when it lives and thrives on multiple platforms. That’s why link in bio tools have exploded in popularity, especially for businesses and creators. These tools, such as Shopify’s Linkpop, Linktree, or Lnk.Bio, let you curate a list of links on a custom landing page with a simplified URL. What are link in bio tools?
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