diff --git a/pkg/ui/src/redux/customAnalytics/customAnalyticsSagas.spec.ts b/pkg/ui/src/redux/customAnalytics/customAnalyticsSagas.spec.ts
new file mode 100644
index 000000000000..9e70d0cde700
--- /dev/null
+++ b/pkg/ui/src/redux/customAnalytics/customAnalyticsSagas.spec.ts
@@ -0,0 +1,50 @@
+// Copyright 2020 The Cockroach Authors.
+//
+// Use of this software is governed by the Business Source License
+// included in the file licenses/BSL.txt.
+//
+// As of the Change Date specified in that file, in accordance with
+// the Business Source License, use of this software will be governed
+// by the Apache License, Version 2.0, included in the file
+// licenses/APL.txt.
+
+import { expectSaga } from "redux-saga-test-plan";
+import sinon from "sinon";
+import Analytics from "analytics-node";
+
+import { signUpEmailSubscription } from "./customAnalyticsSagas";
+import {
+  completeEmailSubscriptionSignUp,
+  signUpForEmailSubscription,
+} from "./customAnanlyticsActions";
+
+const sandbox = sinon.createSandbox();
+
+describe("customAnalyticsSagas", () => {
+  describe("signUpEmailSubscription generator", () => {
+    afterEach(() => {
+      sandbox.reset();
+    });
+
+    it("calls analytics#identify with user email in args ", () => {
+      const analyticsIdentifyFn = sandbox.stub(Analytics.prototype, "identify");
+      const clusterId = "cluster-1";
+      const email = "foo@bar.com";
+      const action = signUpForEmailSubscription(clusterId, email);
+
+      return expectSaga(signUpEmailSubscription, action)
+        .put(completeEmailSubscriptionSignUp())
+        .dispatch(action)
+        .run()
+        .then(() => {
+          const expectedAnalyticsMessage = {
+            userId: clusterId,
+            traits: {
+              email,
+            },
+          };
+          analyticsIdentifyFn.calledOnceWith(expectedAnalyticsMessage);
+        });
+    });
+  });
+});
diff --git a/pkg/ui/src/redux/customAnalytics/customAnalyticsSagas.ts b/pkg/ui/src/redux/customAnalytics/customAnalyticsSagas.ts
new file mode 100644
index 000000000000..1ced91ad9dad
--- /dev/null
+++ b/pkg/ui/src/redux/customAnalytics/customAnalyticsSagas.ts
@@ -0,0 +1,54 @@
+// Copyright 2020 The Cockroach Authors.
+//
+// Use of this software is governed by the Business Source License
+// included in the file licenses/BSL.txt.
+//
+// As of the Change Date specified in that file, in accordance with
+// the Business Source License, use of this software will be governed
+// by the Apache License, Version 2.0, included in the file
+// licenses/APL.txt.
+
+import { call, put, takeEvery } from "redux-saga/effects";
+import Analytics from "analytics-node";
+
+import { PayloadAction } from "src/interfaces/action";
+import { COCKROACHLABS_ADDR } from "src/util/cockroachlabsAPI";
+import {
+  completeEmailSubscriptionSignUp,
+  EMAIL_SUBSCRIPTION_SIGN_UP,
+  EmailSubscriptionSignUpPayload,
+} from "./customAnanlyticsActions";
+
+export type AnalyticsClientTarget = "email_sign_up";
+
+// TODO (koorosh): has to be moved out from code base
+const EMAIL_SIGN_UP_CLIENT_KEY = "72EEC0nqQKfoLWq0ZcGoTkJFIG9G9SII";
+
+const analyticsOpts = {
+  host: COCKROACHLABS_ADDR + "/api/segment",
+};
+
+export function getAnalyticsClientFor(target: AnalyticsClientTarget): Analytics {
+  switch (target) {
+    case "email_sign_up":
+      return new Analytics(EMAIL_SIGN_UP_CLIENT_KEY, analyticsOpts);
+    default:
+      throw new Error("Unrecognized Analytics Client target.");
+  }
+}
+
+export function* signUpEmailSubscription(action: PayloadAction<EmailSubscriptionSignUpPayload>) {
+  const client = getAnalyticsClientFor("email_sign_up");
+  const { clusterId, email } = action.payload;
+  yield call([client, client.identify], {
+    userId: clusterId,
+    traits: {
+      email,
+    },
+  });
+  yield put(completeEmailSubscriptionSignUp());
+}
+
+export function* customAnalyticsSaga() {
+  yield takeEvery(EMAIL_SUBSCRIPTION_SIGN_UP, signUpEmailSubscription);
+}
diff --git a/pkg/ui/src/redux/customAnalytics/customAnanlyticsActions.ts b/pkg/ui/src/redux/customAnalytics/customAnanlyticsActions.ts
new file mode 100644
index 000000000000..38631b237fbc
--- /dev/null
+++ b/pkg/ui/src/redux/customAnalytics/customAnanlyticsActions.ts
@@ -0,0 +1,37 @@
+// Copyright 2020 The Cockroach Authors.
+//
+// Use of this software is governed by the Business Source License
+// included in the file licenses/BSL.txt.
+//
+// As of the Change Date specified in that file, in accordance with
+// the Business Source License, use of this software will be governed
+// by the Apache License, Version 2.0, included in the file
+// licenses/APL.txt.
+
+import { Action } from "redux";
+
+import { PayloadAction } from "src/interfaces/action";
+
+export const EMAIL_SUBSCRIPTION_SIGN_UP = "cockroachui/customanalytics/EMAIL_SUBSCRIPTION_SIGN_UP";
+export const EMAIL_SUBSCRIPTION_SIGN_UP_COMPLETE = "cockroachui/customanalytics/EMAIL_SUBSCRIPTION_SIGN_UP_COMPLETE";
+
+export type EmailSubscriptionSignUpPayload = {
+  email: string;
+  clusterId: string;
+};
+
+export function signUpForEmailSubscription(clusterId: string, email: string): PayloadAction<EmailSubscriptionSignUpPayload> {
+  return {
+    type: EMAIL_SUBSCRIPTION_SIGN_UP,
+    payload: {
+      email,
+      clusterId,
+    },
+  };
+}
+
+export function completeEmailSubscriptionSignUp(): Action {
+  return {
+    type: EMAIL_SUBSCRIPTION_SIGN_UP_COMPLETE,
+  };
+}
diff --git a/pkg/ui/src/redux/customAnalytics/index.ts b/pkg/ui/src/redux/customAnalytics/index.ts
new file mode 100644
index 000000000000..a6ad48640fd2
--- /dev/null
+++ b/pkg/ui/src/redux/customAnalytics/index.ts
@@ -0,0 +1,12 @@
+// Copyright 2020 The Cockroach Authors.
+//
+// Use of this software is governed by the Business Source License
+// included in the file licenses/BSL.txt.
+//
+// As of the Change Date specified in that file, in accordance with
+// the Business Source License, use of this software will be governed
+// by the Apache License, Version 2.0, included in the file
+// licenses/APL.txt.
+
+export * from "./customAnalyticsSagas";
+export * from "./customAnanlyticsActions";
diff --git a/pkg/ui/src/redux/sagas.ts b/pkg/ui/src/redux/sagas.ts
index eaeb6001774c..7dd5610e6724 100644
--- a/pkg/ui/src/redux/sagas.ts
+++ b/pkg/ui/src/redux/sagas.ts
@@ -12,10 +12,12 @@ import { all, fork } from "redux-saga/effects";
 
 import { queryMetricsSaga } from "./metrics";
 import { localSettingsSaga } from "./localsettings";
+import { customAnalyticsSaga } from "./customAnalytics";
 
 export default function* rootSaga() {
   yield all([
     fork(queryMetricsSaga),
     fork(localSettingsSaga),
+    fork(customAnalyticsSaga),
   ]);
 }