How Loom drives product-led growth with email

A 10/10 example of a retention loop

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Founded in 2015, Loom now has 21 million users and 350,000 companies using their video recording platform. 5 million Loom videos are created every month.

After a $130 Series C in May 2021 led by Andreessen Horowitz and a $1.53 billion valuation, the company just announced it would be acquired by Atlassian for $975 million. Not bad.

It is an amazingly simple product with a clear value proposition: be more productive by cutting down meeting time. Loom is for those poor folks who:

• Have found themselves wrapped up in a 52-message-long Slack thread (guilty)
• Struggle to navigate last-minute Figma feedback strewn across the board (also guilty)
• Are in the middle of a meeting 4 weeks after a scope was agreed to find yourself going back to square one as no one read the brief (all the damn time)

It is for teams to align closer, collaborate better and ultimately get great work done.

I’ve been using Loom since 2020 but only really adopted it into my workflow this year.

There’s a lot that has struck me: the simple design, friendly copy, ease of use. But one thing that has caught my attention in particular is their email strategy: how every email drives me, my colleagues and clients back into the product.

So, let’s dig into how Loom uses product-led growth to engage, retain and grow their user base.

First stop, retention.

Retention loops: a brief introduction

A retention loop is where a user’s engagement with a product encourages them (and/or others) to come back continuously over time.

One of the most famous examples is Duolingo’s streaks. A user’s activity creates a reward that they come back for over and over for (i.e. building up streaks).

We know it works, as just this year Duolingo announced over 3 million users had reached a streak of 365 days or more… mad.