Case Study: iContact achieves higher feature adoption and ROI with ChurnZero

Nurture for adoption of key features and to strengthen customer engagement and ROI

iContact, a North Carolina–based email marketing provider, launched a new marketing automation solution but discovered that many properly onboarded customers weren’t adopting the product’s highest‑ROI features. To address this engagement gap, they worked with ChurnZero and applied customer success best practices to focus on feature adoption and sustained value.

ChurnZero helped iContact build automated plays that identified non‑users, delivered benefits‑focused content in‑app and via email, scheduled follow-ups for one‑on‑one training, and tracked adoption effectiveness. The approach increased use of core features, created a reusable library of nurture campaigns, and boosted account team productivity and customer engagement — with iContact measuring adoption rates to iterate and prove impact.

iContact

Caitlin Wood

Manager of Account Sales