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BREAD LOAF.

@breadloafstudio

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We are a digital agency & creative studio focused on retention marketing, branding, content, design and digital advertising.
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Your retention team has a testing backlog that’s old enough to have its own birthday. New segments. Different offers. Better messaging for customers who’ve already purchased. Good ideas. But somebody still has to write the copy, design the emails, build the campaigns, and get everything approved. By the time that’s done, it’s time to start next week’s campaigns. Guys, this is where a lot of retention programs get stuck. The team has a strategy, but getting it into market takes all the capacity they have. I caught up with Nir from Eikona at Klaviyo’s K:BOS 2026, and that’s the problem his team is working on. He described an AI approach to retention that helps open up production bottlenecks so brands can scale testing and segmentation. Here’s why that interests me. Say you want to test a different message for a first-time buyer versus someone who’s ordered five times. Every variation creates more work. When production capacity is tight, those tests are easy to push off. Freeing up that capacity gives your team room to learn: Which message gets the second purchase? Which offer gets an existing customer to come back? Then you can put those findings into the next campaign. That’s where I see the opportunity with AI in retention. Give a good team the capacity to execute more of its strategy—and measure whether it actually improves revenue. Nir says Eikona is focused on B2C businesses with lists above 100,000 people that are actively looking for AI solutions. If that sounds like your brand, check out the conversation and what they’re building. I’m Mark, founder of Bread Loaf. We help ecommerce brands grow through email, SMS, and retention marketing. Follow for more retention tips.
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Using Manychat just to move Instagram subscribers into Klaviyo? You may be adding a step you no longer need. Klaviyo’s Social Auto-replies let you collect opt-ins inside Instagram DMs and bring those subscribers directly into your account. Here’s how I’d use it for a product launch: Give people a reason to subscribe. “Comment ACCESS to get first dibs on our next drop” gives someone a clear benefit. “Join our newsletter” gives them homework. Set up your keyword. Go to Social → Auto-replies in Klaviyo. Choose your keyword and enable comments and DMs so people have both ways to start the conversation. Build the opt-in message. Explain what they’re signing up for, collect their email, and select the list they should join. Test the whole experience. Leave the comment. Open the DM. Complete the signup. Check the subscription in Klaviyo. Make sure any required confirmation works. Deliver what you promised. If someone signed up for early access, they should receive early access. Build the follow-up before you publish the post. For this specific job, that’s why I like the native setup: fewer moving parts between someone showing interest and becoming a subscriber you can reach again. No separate Manychat-to-Klaviyo API connection to configure. And the real opportunity goes beyond list growth. You’re identifying people who want a specific product, then building a way to reach them when it launches. Save this for your next drop. I’m Mark, founder of @breadloafstudio / @retentionlabs I’ve spent nearly 20 years building, operating, and scaling ecommerce brands. What started with my own online wine business turned into over a decade of helping brands grow through email, SMS, paid media, creative, and better customer experiences. I share the strategies, lessons, and behind-the-scenes decisions
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If we’re going to help brands grow, we need to put our own growth strategy to work. That’s the next chapter of @breadloafstudio We have a goal of growing our @retentionlabs division to 100 brands under management (I set this goal last fall and we missed it). And a big part of getting there is building our own media company. Honestly, it’s time to eat our own dog food… We spend all day helping clients create content, acquire customers, build relationships, and turn that attention into revenue. We need to give our own business that same level of effort. Here’s what we’re building: Multiple shows with a clear purpose. Founder stories. Brand growth breakdowns. Retention education. Real conversations about what’s working inside the businesses we help operate. Then we build the content flywheel around them. One good conversation becomes a full YouTube episode, several short form videos, a LinkedIn article, and an email to our audience. When there’s a genuinely newsworthy development, we build a press release around it and syndicate it to extend the reach. Each piece gives someone another way to discover us, learn something useful, and get familiar with how we think. And the questions we get back become ideas for the next episode. That’s how the whole thing keeps moving. The raw material is already there. We’re in client calls every day, reviewing performance, solving problems, and making decisions that other founders could learn from. We need to get better at turning that work into education people can actually use. Over time, someone might watch a retention breakdown, follow a founder interview, read an article, and start applying what we teach. When they need help with email, SMS, paid media, or creative, they already know who we are and how we approach the work. That’s the business we’re building. A media company that earns attention and trust, and turns those relationships into opportunities for Bread Loaf. And we’ll be sharing the process as we go. If we’re asking clients to invest in this approach, you should be able to watch us do it ourselves.
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Your pop-up should help you win a new customer over. Making them hunt for the tiny “X” on a pop up is a rough start. Here are 4 things I’d test to improve its performance: 1️⃣ Build separate mobile and desktop forms. Your customer’s phone isn’t a smaller laptop. Design for the screen they’re actually using. 2️⃣ Give people a chance to see the product. On mobile, test a 5-second delay or a 30–40% scroll trigger. Let them get interested before asking for their email. 3️⃣ Make signing up easy. Every extra field gives someone another reason to leave. Ask for what you need to start the relationship. You can learn more later. 4️⃣ Measure what happens AFTER the signup. Track submit rate, welcome flow engagement, and whether those subscribers become buyers. More form views won’t pay your bills. Customers will. That’s why I look at the pop-up as the start of your retention system. The experience you create there carries into your welcome flow, first purchase, and everything after it. I’m Mark, founder of @breadloafstudio I’ve spent nearly 20 years building and growing ecommerce businesses, starting with my own. Since founding Bread Loaf in 2016, my team and I have helped hundreds of brands turn more first purchases into second, third, and fifth orders. Here, I share what we learn inside those accounts: practical ways to improve email, SMS, PUSH / direct mail, and retention so you can generate more profit from the customers you already paid to acquire. And pull up your site on your phone today. See what your customers are dealing with. Follow along for more retention, email, sms, push and direct mail tips….
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Meet Jana Inns, our Head of Growth Partnerships at Bread Loaf. If you met our team at K:BOS, there’s a good chance you met Jana first. She was out on the floor getting to know the brands and partners we came to see, from NOCO to the team at Eikona, and handing out our golden tickets along the way. I grabbed her for a quick walk and asked what stood out from the week. Her answer surprised me a little: Christina Tosi’s talk on creativity. If you met her at K:BOS, say hi in the comments. And if you picked up a golden ticket, she’d love to hear from you. 👋
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Klaviyo’s new AI tool is not just writing emails. It is starting to make decisions. One brand was preparing to send a 20% discount to nearly one million customers. Composer analyzed the audience and found that more than 300,000 of those customers had never needed a discount to buy. That is a lot of margin being given away for no reason. Composer found the problem, separated the customers based on their buying behavior, and started building different campaigns for each group. This is where email marketing is going. AI will monitor the account, find the opportunity, build the first version, and let the marketer make the final decision. But there is one catch. Composer is only as intelligent as the account underneath it. Clean data, healthy deliverability, smart segmentation, and properly built flows will matter more than ever. I just filmed a full Composer training that you can watch on my YouTube channel (Search mark Milutin on Youtube to find it).
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A quick recap from our yacht event with @klaviyo & Orita in San Diego. We had around 40 founders / operators from brands like @cymbiotika @showmeyourmumu @ryleeandcru @moxie.lashes and many more… @breadloafstudio yacht club is officially open for memberships
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K:BOS Day 1 in the books. This was our first time sponsoring an event like this at @breadloafstudio It was amazing getting to meet up with tech partners and brands in person. Being a remote team, I cherish every minute I have with our team in person. @klaviyo you guys put on an amazing event! We have big goals for this next year…
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40 DTC FOUNDERS + OPERATORS. ONE YACHT. SAN DIEGO.
 This might be my new favorite way to talk ecommerce.
 At the end of July, Bread Loaf partnered with Klaviyo and Orita to bring together 40 founders, operators and leaders from the Southern California DTC community for an afternoon cruising San Diego.
 No presentations. No conference rooms. No agenda packed with panels.
 Just a boat full of smart people building some really interesting brands.
 We had an incredible group on board, including leaders from Cymbiotica, Sambazon, Show Me Your Mumu, and a ton of other brands throughout Southern California.
 This was the first time we have ever done an event like this at Bread Loaf, and I was blown away by how it turned out.
 One of the things I have learned after almost two decades in this industry is that some of the best business conversations happen when you stop trying to force business conversations.
 Get 40 smart people together. Put them somewhere memorable.
 Give them a few hours to actually hang out. And let the conversations happen organically.
 That was exactly what happened in San Diego.
 New relationships were built. Ideas were shared. People who had only known each other through LinkedIn finally met in person. And yes, we managed to talk plenty of ecommerce while cruising around San Diego Bay.
 A huge thank you to Klaviyo and Arita for partnering with us on this one and to everyone who came out and made the afternoon what it was.
 We have been doing more events at Bread Loaf over the last couple of years, but this one gave me a lot of ideas for what we can build next.
 MORE FOUNDERS. BETTER CONVERSATIONS. LESS CONFERENCE ROOMS. MORE BOATS.
 I think the Bread Loaf Yacht Club is officially open.
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Customer service is about to become a sales channel. And I don’t think most DTC brands realize how big this shift is yet. Klaviyo Customer Agent is changing the way brands think about customer service. This is much bigger than answering support tickets. Customer Agent can answer product questions, handle objections, recommend products and communicate with customers across multiple channels, all while feeding valuable customer insights back into your marketing. That means better CX, better CRO, better retention and ultimately more revenue. I sat down with Gina Potenza from Klaviyo to break down where K and Customer Agent are headed and why I think this technology is going to become a standard part of the DTC stack. Full episode on YouTube and the Brand Building Podcast.
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What an epic event today - @trytriplewhale you guys crushed it with this years whalies event. Such a great group of brand / agency / tech talent & the product sessions were bar none with the roadmap and new releases with moby II
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Privacy updates are quietly killing your email revenue — and most brands have no idea it’s happening. I sat down with Justin Cowperthwaite, founder of Restore.ai, and what he walked me through was genuinely eye-opening. Back in 2015-2016, Klaviyo was capturing close to 100% of your identifiable user data. Abandoned carts, browse abandonment, checkout flows — all firing the way they were supposed to. Fast forward to today? You’re lucky if you’re capturing 50%. The culprit isn’t Klaviyo. It’s the wave of privacy technology that’s been quietly building in the background — ad blockers stripping pixels from your customers’ browsers, cookie deprecation tech on Safari and Firefox clearing identifiers after just 7 days. The infrastructure that powered your flows hasn’t changed. The data feeding it has been cut in half. What Restore does is restore that missing data using server-side tracking and smart ID technology — and plug it directly back into your Klaviyo flows. 50-100% lift in flow revenue is their baseline. They ran a head-to-head against a top competitor and drove an 1100% revenue increase. One client saw over $1M in incremental revenue during their free trial alone. A few things from this conversation that stuck with me: Most brands staring at flat or declining flow revenue while traffic and spend stay the same — this is why. Every iOS privacy update that hurts Facebook also quietly hurts Shopify brands and hands more power to Amazon. Most people never connect those dots. This trend is not reversing. If your Klaviyo flows feel like they’ve lost a step over the last few years, this conversation is worth your time. Full episode link in bio.
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