01 · The Problem
Thousands of users dropping off —
and only the fully churned were noticed
At marketfeed, "churn" meant users who had stopped trading — inactive for more than 4 weeks. But the real problem was deeper: churn wasn't happening at one point. Users were dropping off at every stage of the funnel — from first app open all the way to account holders who simply stopped trading.
Before this project, the only re-engagement effort was relationship managers manually calling churned users — a process that was time-consuming, unscalable, and only targeted the final stage of drop-off. The other 10 segments across the funnel were getting zero re-engagement touchpoints. Thousands of users who were one step away from converting were being ignored.
I flagged this through funnel data analysis — mapping where users were exiting and quantifying the volume at each drop-off point. The scale of the opportunity was significant enough to justify building a dedicated system.
The core problem: The retargeting strategy was reactive and incomplete — it only responded to full churn, and only manually. Every earlier exit point was a silent leak that nobody was addressing.
02 · My Role
Identified the gap,
designed and automated the solution
This was a self-initiated project — I spotted the opportunity through data and drove it from initial segmentation through to a fully automated CRM system. I worked closely with the marketing team, content team, and data team throughout.
Behavioural segmentation strategy
User research calls across each segment
Message template & thumbnail design (Figma)
Campaign setup in Freshsales CRM + Mailmodo
Channel testing & performance tracking
Dashboard design for retargeting tracking
Full automation via CRM journeys
Data Team
Marketing Team
Content Team (message copy)
Relationship Managers (context & feedback)
03 · Discovery & Research
Why were users leaving?
The data and the calls told different stories
Discovery started with funnel data — mapping every stage where users were exiting and counting the volume at each point. This gave me the "what." To get the "why," I ran user calls across each segment, speaking directly with people who had dropped off at different stages.
The primary reason for drop-off: marketfeed required a minimum of ₹4.4 Lakhs to invest. Users who had intended to sign up often hit a financial constraint — market losses, emergency fund needs, or simply not having the capital available at that moment. This wasn't a product problem or a trust problem — it was a timing and capital problem.
This insight shaped the entire retargeting strategy: the goal wasn't to convince users the product was worth it — they already knew that. The goal was to stay present until their circumstances changed, and make rejoining frictionless when they were ready.
Key research insight: Most lapsed users hadn't rejected the product — they'd been interrupted by life. A well-timed, low-pressure retargeting message was often enough to bring them back into the funnel.
04 · Segmentation Strategy
11 segments. Two groups.
One focused approach
I mapped every point in the user journey where someone could exit and identified 11 distinct behavioural segments. Rather than treating them as one mass, I grouped them into two strategic buckets based on their conversion potential.
05 · The Retargeting System
Personalised messages, right channel,
right time
The system was designed around three core principles: send the right message to the right segment, at the time when they're most likely to engage, on the channel that actually delivers.
Data-backed window with highest WhatsApp delivery rate and lowest frequency-cap conflict
Product updates & improvements
Market insight hooks
Reactivation offers
Re-engagement dashboard
Repeat campaigns at defined intervals
I tested three channels before settling on the final mix. The decision was data-driven — delivery rate, click rate, and cost per re-engagement:
The process evolved over time — from manual campaigns to a fully automated CRM system:
06 · Design Work
Every message designed to
feel personal, not automated
Each segment received its own message template — tailored to where that user had dropped off and what would be most relevant to them. I designed all templates, branded thumbnails, and the campaign tracking dashboard in Figma, then implemented them in Freshsales and Mailmodo.
The design principle: even though this was automated at scale, every message had to feel like it was written for that specific user. Personalised subject lines, segment-specific hooks, and a single clear CTA back into the relevant step of the funnel.
Message Thumbnails — All Segments
Sample Retargeting Email
Design Decisions
Email Sequence Flow
Retargeting Automation Flow
07 · Outcomes
A system that ran itself —
and kept delivering
The retargeting system became a consistent monthly engine. Every re-engagement was tracked through unique Bitly links per segment — giving clear visibility into which segments were responding and which needed different messaging.
08 · Learnings