How Atmoph Turned Windows into Portals and Fans into Advocates

Plus, using outcome bias to your advantage in email marketing

Author

Melanie Balke
August 20, 2024

0

Welcome to The Retention Newsie by The Email Marketers, the retention building experts for 8-& 9-figure e-commerce brand.

Every week we bring you the best case studies, strategies, and tips around keeping more customers, turning them into raving fans, and increasing revenue.

Up this week:

  • đź–Ľ How Atmoph’s Referral Program Drove Their Success

  • 📧 Using Outcome Bias for Email Wins

  • đź“Š Retail Subscriptions Power, “Good” Friction, & More!

Reading time: 4 minutes

How Atmoph Turned Windows into Portals and Fans into Advocates

Kyohi Kang had a simple dream: to escape the confines of his small apartment and experience breathtaking views from around the world.

This vision inspired him to found Atmoph, a company that creates digital smart windows, bringing those views to life.

Atmoph's journey from a university daydream to a successful Ecommerce brand is a testament to the power of community-driven growth and strategic referral marketing.

Kyohi's vision resonated deeply with people, especially in densely populated urban areas.

As he explained, "I thought putting our product on our website was enough, but that's not true in this world." 

This realization led Atmoph to embrace community-building and referral marketing as core strategies for growth.

Atmoph's first big success came through crowdfunding, raising 20 million yen ($180,000 USD) on Kickstarter and seven million yen ($60,000 USD) on Makuake, a Japanese crowdfunding platform.

This early win was more than just funding; it built a community of early adopters who believed in the product.

However, Atmoph faced challenges in scaling their marketing efforts. With a small team of 15 primarily focused on production, they struggled to effectively reach their target audience through traditional advertising channels.

That's when they turned to the power of customer referrals.

"If we could get our customers to introduce the product they like, it would be a really good way to spread our product to the world."

Tokinari Shioya, Sales Lead at Atmoph

The referral program was designed with simplicity in mind. Customers in Japan could earn $9 for referring a friend, while the new customers received a $13 discount.

The results were astounding. Atmoph achieved a 24% referral rate, meaning nearly one in four customers came through referrals. Seven times higher than the industry average for gadgets and electronics!

The referral program brought in new customers while providing the final push for those on the fence about purchasing.

Shioya noted, "When they receive a referral from a friend, they get the reassurance they need—and they buy!"

Atmoph's success with referrals extended beyond individual customers.

They found that some enthusiastic users were using their social media presence to introduce Atmoph to larger audiences, effectively becoming brand ambassadors.

These "power referrers" have driven an 87% increase in sales from their referrals in the past year alone.

  • Start with a Compelling Vision: A strong, relatable idea can be the foundation for building a passionate community.

  • Crowdfunding as a Community Builder: Use platforms like Kickstarter not just for funding, but to create an initial community of enthusiastic early adopters.

  • Empower Customer Advocacy: Develop a simple, rewarding referral program that encourages satisfied customers to share your product with others.

  • Cultivate 'Power Referrers': Identify and support customers who can become influential brand ambassadors, helping to expand your reach.

  • Involve Your Community in Product Development: Engage your customers in the creation and launch of new products, deepening their connection to your brand and creating loyalty.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.

Use Outcome Bias To Write Emails That Convert

Picture this: Your friend makes a wild investment. It sounds crazy at first, but when it pays off big time, suddenly they're a genius.

This is outcome bias in action - judging a decision by its result, not the process.

We can use this bias to make our emails more compelling. Here's how:

Show Off Success Stories 

Share case studies that highlight the amazing results customers got with your product. It's like how venture capitalists promote their top investments - showing off these best-case scenarios makes people want a piece of the action.

By showcasing success, you tap into your audience's desire to achieve similar results.

Paint a Picture of the Dream Outcome 

In your email, vividly describe the positive transformation your offering can provide.

For instance, Duolingo suggests that learning a new language is a fast track to career advancement — it’s tough, but that promise gets people signing up.

Give Them What They Want 

To trigger outcome bias, send content that clicks with your readers and matches their goals. When you nail the targeting, readers feel a connection. That's your chance to show them the dream and drive action.

Use Social Proof 

Reinforce your outcome-focused messaging with social proof and show them off by incorporating:

  • Testimonials

  • Reviews

  • User-Generated Content

Seeing others succeed makes the goal feel within reach.

Understanding outcome bias helps you tap into your subscribers' desires. By showcasing realistic success stories and delivering on promises, you build loyalty and create brand advocates.

Remember to use this approach responsibly. Keep the outcomes you highlight ethical and achievable. Overpromising can quickly erode trust and harm your reputation.

When applied thoughtfully, outcome bias becomes a powerful tool in your email marketing arsenal. It helps you craft compelling messages that resonate with your audience and drive meaningful results. Use it wisely, and watch your conversions grow.