Contacts identification
Turned a manual Support task into a zero-touch feature. 95% adoption.
edrone is a marketing automation CRM for ecommerce. Automations account for ~45% of revenue generated by edrone. They convert 9x better than newsletters and can target all contacts regardless of marketing consent (newsletters only reach the ~60% who opted in). But automations only fire for identified contacts, and identification sat at ~3%.
Support had a validated approach: sending non-marketing emails to the full base drastically reduced churn and raised identification to as high as 15%. But they were doing it manually, while cookies clear over time and are per device, so identification needs to happen continuously and at full scale.
Unidentified
contact
Sarah Miller
miller@email.com
When a contact opens an email, a tracking pixel assigns a cookie and connects their browsing to their profile.
I designed the contacts activation screen with a dedicated identification module and placed it as one of four core onboarding steps, right before integration.
The identification screen. Users can explore the full sequence, but nothing requires action.
The screen contains a sequence of 6 branded, AI-generated emails, sent every 30 days in loop to grow identification. The sequence starts 24 hours after integration to allow the data to sync.
I designed the template structure. AI generates the branded content.
The sequence is on by default. It activates automatically after integration for new users only. Existing users had it off, with a plan for Support to enable it gradually. Opt-out, not opt-in.
Built the entire frontend in Codex. Backend dev handled sending. Shipped in 6 days.
Enabled automatically after integration. Users can turn it off but don't need to do anything to turn it on. Almost no one did.
Share of identified contacts among new freemium users after the sequence runs.