Renata Cherniavska
← All work Lead flows · Aquinium s.r.o

Every email request becomes a clean CRM lead

An automation that turns online store form emails into standardized Bitrix24 leads — with no copy-paste and a check for duplicates.

Company
Aquinium s.r.o (in-house) — pool & spa equipment, Prague
My role
Email analysis, lead schema, automation build
Stack
Make · Bitrix24 REST API · Magento · Regex · Make Data Store

the problem

Important requests were stuck in the inbox

Customers filled in forms on the Magento online store, and the requests arrived by email. They didn't always make it into the CRM.

That made it hard to track status, assign an owner and measure results.

what I built

One scenario, from inbox to CRM

I started with the structure of the emails, designed the lead schema, then built the scenario in Make.

  1. 1Find new emails. The scenario picks up new form emails from the inbox.
  2. 2Parse and normalize. Contact details, product and request details are parsed with regex.
  3. 3Check if it's already processed. Each email's Message-ID is checked in the Data Store. If it's there, the email is skipped.
  4. 4One customer, one lead. If the customer already has an active lead, the repeat request is added to its history, and the email is marked as processed.
  5. 5Match the contact by phone. The new lead is linked to an existing Bitrix24 contact, or created with new contact details.
  6. 6Create the lead and mark the email. A standardized, tagged lead with a link to the original email. The Message-ID is saved, so the email is skipped next time.
1New email arrivesOnline store form sent to Outlook
2Parse & normalizeContact, product and request details, with regex
?Already processed?Message-ID checked in Data Store
YES →SkipNo second lead
?Active lead for this customer?Searched in Bitrix24
YES →Update existing leadRequest added to history, email marked as processed
?Contact found by phone?Searched in Bitrix24 contacts
YESNew lead linked to existing contact
NONew lead with contact details
Email marked as processedMessage-ID saved, so the email is skipped next time

each lead keeps a link to the original email

The scenario, simplified.

In Make · click to enlarge

The full scenario in Make: from the Outlook email to the lead in Bitrix24.

my QA habit

What could go wrong — tested before launch

I built layered error handling into the scenario and tested these cases before launch.

The same email again

Skipped by Message-ID — no second lead.

A returning customer

Added to the existing lead's history.

A changed email format

The error handling catches it, so the scenario keeps working.

Empty fields or an API error

The same error handling catches these too.

the result

What changed

No manual transfer

Email requests appear straight in the CRM.

Duplicates filtered out

Each email is processed once; repeat requests stay with their lead.

Full context

Every lead keeps a link to the original email.

Consistent data

Uniform leads for follow-up and reporting.

Let's talk Write to me