Our October 2025 Fireside Chat with Brina Skof from Loop Earplugs offered a behind-the-scenes look at how the brand prepares for BFCM. The conversation focused on automation, personalization, and the technologies that help Loop scale efficiently while maintaining compliance and brand integrity.

“Klaviyo isn’t just our sending platform—it’s our experimentation machine.”
— Brina Skof, CRM & Loyalty Lead at Loop Earplugs

Building smarter automations with AI

One of the biggest points of interest during the chat was how Loop uses AI to streamline testing and campaign optimization.

Brina shared how the team has been experimenting with Klaviyo’s new AI-powered tools, including Marketing Agent and AI-driven form testing, to improve workflow speed and decision-making.

“Previously, testing popups was manual. Now AI can instantly generate and test multiple versions, helping us identify what works best without slowing down our team.”

Loop also leverages Black Crow AI to identify high-intent visitors. This predictive tool expands triggered flow audiences, drives stronger conversion rates, and has delivered a notable lift in revenue—particularly during high-traffic seasons like BFCM.

Compliance and list growth

Attendees were particularly interested in how Loop scales list growth while staying compliant across global markets.
Brina explained that Loop uses Dataships, a platform that dynamically manages marketing consent by region.

“We’ve been able to grow our list significantly while keeping it fully compliant. Every new subscriber represents intent—not just a number.”

Loop also runs subscriber-only early-access campaigns, tagging these signups (e.g., BFCM25) to track promo responsiveness and guide future segmentation and retention strategies.

Automations that power performance

Loop’s automation framework is built to handle heavy seasonal traffic with precision. Every flow—welcome, abandoned cart, and post-purchase—is tested and scheduled weeks in advance of Black Friday.

Key takeaways from Loop’s approach:

• Welcome flow as a launchpad: Delivers early-access codes and sets expectations for sale timing.

• Abandoned journeys as revenue drivers: Flows are updated with BFCM visuals and urgency.

• Prioritize triggered sends: During peak season, abandon flows take precedence over campaign blasts.

• Universal content blocks: Using Klaviyo’s universal templates simplifies creative updates across all automations.

• Shorter delays: Loop reduces delay times in abandon flows so reminders land while products are still top of mind.

Creating an omnichannel strategy that works

Loop connects with shoppers through email, SMS, WhatsApp, and direct mail—each channel with a defined purpose.

• Email: The foundation for storytelling and retention.

• SMS and WhatsApp: Used for quick reminders and two-way interactions like Loop’s “Help Me Choose” quiz.

• Direct Mail: Powered by Paper Run, used to re-engage inactive or unreachable contacts.

With Klaviyo’s Channel Affinity feature, Loop ensures each customer receives messages on the channel where they’re most likely to engage—reducing noise and increasing effectiveness.

Education as the foundation for conversion

A major theme of the discussion was how education fuels Loop’s growth.
From its “Help Me Choose” quiz and virtual sound try-on to its white noise generator, Loop helps customers understand how its products fit into their daily routines.

This education-first approach builds trust and demonstrates value before a purchase is made. By amplifying user stories and testimonials, Loop shows how earplugs can enhance everything from focus and sleep to live music experiences.

Lessons learned and practical tips

Brina closed the session with several practical recommendations for marketers finalizing their BFCM playbooks:

1. Test and QA everything early. Schedule BAU-to-BFCM transitions ahead of time.

2. Shorten delays in abandon flows. Reach customers before inbox competition drowns out your message.

3. Disable smart sending for time-sensitive campaigns to ensure delivery to all engaged subscribers.

4. Tag early-access leads. Identify and nurture high-intent segments for future retention efforts.

5. Use AI for speed and insights. Let automation handle optimization while you focus on strategy.

“Once your foundations are set, focus on monitoring and small optimizations. Trust your prep work and capture learnings to make next year even stronger.”