How to create a feedback loop for driving growth

THE INTRODUCTION

Hello 👋 Marketing Context Fam!! Welcome to this week’s edition.

In todays edition of startup marketing deep dive we unpack a critical startup marketing process of “creating feedback loops to drive user growth”. We will cover:

• Why a feedback loops matter for startup marketer

• Unpack the core concept

• Unpack superhuman’s feedback strategy

• Resources

In the ubiquitous world of gmail & outlook for email exchange, a startup  has created its own niche and standing tall.

I am talking about Superhuman, the fast growing email startup.

Superhuman has transformed their business reaching revenue of 36.5M in no time. They have not only grown their user base to 50,000 but also have 40% of users stating they'd be "very disappointed" if they could no longer use Superhuman, a coveted product market fit benchmark!!

Their one strategy that stood out was how they leveraged user feedback for growth. Will break down their strategy later in the article.

THE CONTEXT

Let me ask you another question.

What is common between House of cards, Stranger Things, and The Queen's Gambit apart from being Netflix original shows? 

You guessed it right… These were created based on strong user feedback.

Many tech giants like Netflix, Amazon, and Airbnb obsess over user feedback to refine their offerings. Be it features, content, experience, you name it.

And yet, even a 100-year market dominance can crumble in less than a decade without proper feedback mechanisms. Remember Kodak?  Anyone?

Feedback loops are not easy, yet a lot of startup success depends on it.

So how do you design and implement an effective feedback loop?

THE DEEP DIVE

What makes a feedback loop so challenging? Especially in a startup?

Feedback loops present two main challenges in a startup environment:

Operational challenges

• Resource constraints and competing priorities often prevent implementing robust feedback strategies in startups.

Strategic challenges

Strategic challenges are areas the PMM can influence, however creating an effective feedback loop in a startup presents several strategic challenges.

• Power users can dominate responses, creating biased insights

• Conflicting user inputs make prioritization difficult

• Limited data in early-stage startups hampers decision-making

• Fragmented feedback can overwhelm teams

• Progress tracking often gets neglected amid competing priorities

I will not go deep into the operational challenges and focus more on the strategic challenges as this is where a PMM can have an impact 

The feedback loop framework ( A.C.T-C)

The framework that I like to use for designing a feedback loop is called A.C.T-C. 

This framework is meant to address the challenges I have mentioned earlier. 

ACT-C framework is a simple but powerful approach that can be applied across startups to drive consistent, meaningful feedback from your most engaged users.

The framework breaks down into 4 actionable steps:

• Access: Create accessible channels for feedback

• Capture: Design a structured approach to collect, categorize, and understand feedback

• Track: Implement a system to act on feedback, track progress, and close the loop with users

• Closing the loop: Share back the feedback outcome and review the impact back through the “ Access” stage

For the purpose of explaining the concept, let's assume the role of a startup PMM of a recently launched hypothetical AI fitness app targeted at busy professionals.

Step 1: Access

The first step in any feedback loop is gaining access to diverse, balanced input. 

By utilizing multiple channels—such as in-app prompts, surveys, and direct conversations—you gather feedback from various users, ensuring different perspectives are captured. 

Automating feedback collection at key moments (like after a feature is used) helps streamline this process.

• In-app prompts: After a user completes their first workout, prompt them with a brief survey asking how they felt about the experience

  Example: For our AI fitness app, once the user has completed a set of recommended workout, you can send a quick survey  to know if the AI suggestions met their expectations.

• Email surveys: Send follow-up emails a week after users join, asking them to rate their onboarding experience and suggest any desired features.

• Social media listening: Monitor social media platforms for mentions of your app, engaging users who comment about their experiences and inviting them to provide more detailed feedback.

• User interviews: Conduct one-on-one interviews with a diverse group of users, including beginners and experienced fitness enthusiasts, to gather qualitative insights about their unique needs and pain points.

Outcome: This approach will help gather a comprehensive view of user experiences and needs, without over-reliance on a specific user group.

Step 2: Capture

Once feedback is gathered, the next step is to structure and prioritize it. 

Use tools to categorize feedback into themes (e.g., usability, performance, feature requests) and rank it based on factors like frequency and impact. 

This ensures that valuable insights aren’t lost, and conflicting opinions can be managed effectively

Approach: 

• Categorization: Tag feedback as "Feature Requests," "Usability Issues," or "Performance Enhancements." 

  For example, feedback asking for a "meal tracking feature" can be tagged under "Feature Requests.""

• Prioritization: Use a scoring system to rate feedback. Consider the frequency and potential impact of the feedback to prioritize

  For example, if several users mention "the need for workout reminders", prioritize that feedback for development.

• Usage Metrics: Now this is super critical for prioritization. Having  usage data gathered through various channels helps validate their category and prioritization.

  For example: For the fitness app, we have user feedback on "difficulty finding workout routine." Usage data shows frequent navigation away from that feature. It confirms the need for better accessibility. This can then be prioritized accordingly.

Key Outcome: A prioritized list of user insights that informs product decisions.

(You can use a feedback management tool like Canny or Trello to to manage your dashboard or use a simple excel of google sheet ( like I do ) to manage your categorisation)

Step 3: Track & inform

The final step is tracking feedback through to implementation. It’s not enough to collect feedback—you need to communicate changes back to users. Create a system to monitor feedback, follow up on what’s been addressed, and close the loop by informing users of updates. This builds trust and keeps users engaged in the product’s growth.

Approach:

• Feedback Monitoring: Use a project management tool  (like Asana or Jira) or a simple google sheet to track the status of feedback items. 

  For example: For our fitness app, we can create a task for "Implement workout reminders." We can then move it through stages like "In Review," "In Development," and "Completed."

( sharing the link to the sheet I use )

• User Communication: After making changes, notify users via in-app messages or emails. 

  For example, if you add a new meal tracking feature, explain how user input led to this enhancement.

• Follow-Up Surveys: Conduct follow-up surveys after changes are implemented to gauge user satisfaction. Ask users if the new workout reminder feature improved their experience.

• Community Engagement: Use your app's forum to share updates and gather feedback. This shows users that their input is valued and impactful.

Key Outcome: A transparent, user-centered process where feedback drives product evolution, and users feel heard.

Step 4: Close the Loop

The final element of the framework is essential for ensuring that the feedback loop is truly closed. This means finding ways for users to give feedback and see the results of their contributions. 

This two-way communication strengthens the bond between users and PMMs. It creates a more engaged community.

Approach

• User updates: Create a dedicated section in the app where users can see recent updates and changes made based on feedback. This transparency fosters a sense of community and shows users that their input is valued.

• Feedback acknowledgment: Regularly acknowledge user contributions via newsletters or in-app alerts. Highlight how their feedback has led to real changes. 

  For instance, share a success story of a new feature that was developed directly from user suggestions.

• Interactive Q&A sessions: Host regular live Q&A sessions or webinars. Users can discuss feedback and suggest ideas directly with the product team. This not only gathers more input but also strengthens user relationships.

• Feedback recognition program: Consider a program to recognize users who give valuable feedback. For example, feature them in newsletters or give them early access to new features.

Key Outcome: A dynamic, interactive feedback system. It allows users and PMMs to access feedback. This will boost engagement and ensure ongoing improvement.

Here is the ACT-C template that I use

STRATEGIES IN ACTION

Superhuman: How they used feedback for their initial strategic growth

So finally we arrive at learning more on how Superhuman used a strategic feedback loop to drive its growth.

The What: TLDR on Superhuman’s Feedback Strategy

Superhuman is an email startup focused on delivering the fastest, most efficient email experience. 

To stand out from its giant competitors, Superhuman needed a deeper user understanding.

Their tight feedback loop strategy has played a key role in achieving product-market fit and scaling growth.

Step 1: Access

Superhuman implemented a manual onboarding process. It helped to directly interact with new users, providing first hand insights into their experiences. 

This allows the team to identify pain points and gauge feature resonance in real time.

Why it works: Superhuman's manual onboarding creates a close bond with early adopters. It ensures quick access to their feedback, which improves the product.

Step 2: Capture 

Superhuman uses manual observations and automated surveys to gather feedback. It then organizes that feedback. The insights are divided into themes like usability and satisfaction. This helps the team focus on what matters most.

Why it works: Superhuman blends qualitative feedback with scalable data. This gives a complete view of user needs while efficiently collecting feedback.

Step 3: Track

Superhuman tracks feedback from high-expectation customers. Their insights drive product improvements. 

This feedback loop informs product refinements, helping convert hesitant users into loyal customers.

Why it works: By prioritizing feedback from power users, Superhuman ensures that they deliver a product with the most impactful improvement for their users

Step 4: Close the Loop 

Finally Superhuman ensures that updates are effectively communicated back to users. They use personalized messages to inform users of changes made in response to their feedback. This reinforces the value of user input.

Why it works:

Closing the loop fosters trust and loyalty. It turns users into advocates by showing that their feedback shapes the product.

The Impact: Revenue, Customer Growth, and Strategic Expansion

• Revenue and Customer Growth:

  Superhuman's revenue grew from $22.6 million in 2023 to $36.5 million in 2024. Their customer base expanded to 50,000 users. These results show that their feedback-driven strategy drives growth and retention.

• Product-Market Fit and Satisfaction:

  With 40% of users saying they'd be "very disappointed" if they lost access to Superhuman, validated the importance of their feedback loops. It helped aligned product features with user needs and reduced churn through their hands-on onboarding process.

• Strategic Expansion:

  Shifting from a consumer focus to targeting business teams opened new revenue streams and expanded their market presence. They did this by using continuous user feedback. This strategic shift, coupled with operational scaling, fueled their success.

In summary, Superhuman's feedback loops have driven their growth, expanded their market, and satisfied users.

RESOURCES ON SPOTLIGHT

Resources

1. ACT-C feedback template 

2. Sean Elis 40% rule to PMF

3. Power of customer feedback in startups

4. Role of user feedback in driving product growth