Loom’s referral loops: a case study

Driving growth with network effects, CRM and UX

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In the last article, we looked at how Loom uses email to drive retention and repeat engagement with their product. Helping them growth as they retain users over time.

However, Loom didn’t grow 42X in 5 years with retention alone….

Enter, acquisition growth loops.

Growth loops come in two main flavours:

• Retention loops: where users stick around, leading to compound growth over time
• Acquisition loops: where users do one of three things; create content, invite friends or pay for a product. These inputs are then used to acquire more users (e.g. money reinvested into marketing, or content used to attract new customers)

Loom grew from 500k users in 2018 to 21 million today as it employs both retention and acquisition loops.

The best products not only nail retention as they have excellent product-market fit, but also ensure they have a way to acquire new users over time.

Loom is one of them.

So, we’re going to dive into to how Loom uses emails to drive referrals, where they prompt invites in their navigation and how…