diff --git a/lib/DI/ContainerConfigurator.php b/lib/DI/ContainerConfigurator.php
index 227778b753..8c542b88c7 100644
--- a/lib/DI/ContainerConfigurator.php
+++ b/lib/DI/ContainerConfigurator.php
@@ -71,6 +71,7 @@ class ContainerConfigurator implements IContainerConfigurator {
     $container->autowire(\MailPoet\Cron\CronTrigger::class)->setPublic(true);
     // Listing
     $container->autowire(\MailPoet\Listing\BulkActionController::class)->setPublic(true);
+    $container->autowire(\MailPoet\Listing\BulkActionFactory::class)->setPublic(true);
     $container->autowire(\MailPoet\Listing\Handler::class)->setPublic(true);
     // Router
     $container->autowire(\MailPoet\Router\Endpoints\CronDaemon::class)->setPublic(true);
diff --git a/lib/Listing/BulkActionController.php b/lib/Listing/BulkActionController.php
index 5391a831d5..6b7166d6d4 100644
--- a/lib/Listing/BulkActionController.php
+++ b/lib/Listing/BulkActionController.php
@@ -4,10 +4,14 @@ namespace MailPoet\Listing;
 if (!defined('ABSPATH')) exit;
 
 class BulkActionController {
+  /** @var BulkActionFactory */
+  private $factory;
+
   /** @var Handler */
   private $handler;
 
-  function __construct(Handler $handler) {
+  function __construct(BulkActionFactory $factory, Handler $handler) {
+    $this->factory = $factory;
     $this->handler = $handler;
   }
 
@@ -15,14 +19,10 @@ class BulkActionController {
     $bulk_action_method = 'bulk'.ucfirst($data['action']);
     unset($data['action']);
 
-    if (!method_exists($model_class, $bulk_action_method)) {
-      throw new \Exception(
-        $model_class. ' has no method "'.$bulk_action_method.'"'
-      );
-    }
+    $action_class = $this->factory->getActionClass($model_class, $bulk_action_method);
 
     return call_user_func_array(
-      array($model_class, $bulk_action_method),
+      array($action_class, $bulk_action_method),
       array($this->handler->getSelection($model_class, $data['listing']), $data)
     );
   }
diff --git a/lib/Listing/BulkActionFactory.php b/lib/Listing/BulkActionFactory.php
new file mode 100644
index 0000000000..82d94be96d
--- /dev/null
+++ b/lib/Listing/BulkActionFactory.php
@@ -0,0 +1,31 @@
+<?php
+namespace MailPoet\Listing;
+
+if (!defined('ABSPATH')) exit;
+
+class BulkActionFactory {
+  /** @var array */
+  private $actions = [];
+
+  function registerAction($model_class, $bulk_action_method, $action_class) {
+    $this->ensureMethodExists($action_class, $bulk_action_method);
+    $this->actions[$model_class][$bulk_action_method] = $action_class;
+  }
+
+  function getActionClass($model_class, $bulk_action_method) {
+    $resulting_class = $model_class;
+    if (!empty($this->actions[$model_class][$bulk_action_method])) {
+      $resulting_class = $this->actions[$model_class][$bulk_action_method];
+    }
+    $this->ensureMethodExists($resulting_class, $bulk_action_method);
+    return $resulting_class;
+  }
+
+  private function ensureMethodExists($action_class, $bulk_action_method) {
+    if (!method_exists($action_class, $bulk_action_method)) {
+      throw new \Exception(
+        (is_object($action_class) ? get_class($action_class) : $action_class).' has no method "'.$bulk_action_method.'"'
+      );
+    }
+  }
+}
diff --git a/lib/Segments/BulkAction.php b/lib/Segments/BulkAction.php
index fe6d01a5d8..9a47f69fb0 100644
--- a/lib/Segments/BulkAction.php
+++ b/lib/Segments/BulkAction.php
@@ -2,6 +2,7 @@
 
 namespace MailPoet\Segments;
 
+use MailPoet\DI\ContainerWrapper;
 use MailPoet\Listing\Handler;
 use MailPoet\Models\Segment;
 use MailPoet\WP\Functions as WPFunctions;
@@ -41,7 +42,10 @@ class BulkAction {
     if (!$segment
       || in_array($segment['type'], [Segment::TYPE_DEFAULT, Segment::TYPE_WP_USERS, Segment::TYPE_WC_USERS], true)
     ) {
-      $bulk_action = new \MailPoet\Listing\BulkActionController(new Handler());
+      $bulk_action = new \MailPoet\Listing\BulkActionController(
+        ContainerWrapper::getInstance()->get(\MailPoet\Listing\BulkActionFactory::class),
+        new Handler()
+      );
       return $bulk_action->apply('\MailPoet\Models\Subscriber', $this->data);
     } else {
       $handlers = $this->wp->applyFilters('mailpoet_subscribers_in_segment_apply_bulk_action_handlers', array());