Waterfall Enrichment

Cleanlist runs waterfall enrichment across 25+ data providers in sequence and stops at the first provider that finds usable data, at 1 credit per work email and 10 per direct dial. A miss costs nothing.

On the Cleanlist 500-Lead Enrichment Benchmark, our own test run on a 500-lead sample, the waterfall returned 98% verified work email and 85% direct dial. That is Cleanlist's own result on its own sample, and your rate depends on your input data.

The waterfall runs when you use Find Email or Find Phone in the Actions drawer, pick Email or Phone when importing, choose Work email or Email + phone in Find People, or click Reveal email or Reveal phone. See data providers for who supplies what.

Three distinct waterfall sequences

The provider order is tuned per enrichment mode.

Email-only mode (1 credit)

Cache → IcyPeas → Crustdata → LeadMagic → Wiza → Prospeo → Findymail → AnyMailFinder → Hunter.io → Datagma

Full mode: email + phone (up to 11 credits)

Cache → Crustdata → Wiza → LeadMagic → Prospeo → Findymail → AnyMailFinder → IcyPeas → Hunter.io → Datagma

Crustdata and Wiza come first in full mode because each can return an email and a phone in one call.

Phone-only mode (10 credits)

Cache → Crustdata → Wiza → LeadMagic → Prospeo → Findymail

How the waterfall process works

Request enrichment
    ↓
Cache hit? → Return data (billed at the normal rate)
    ↓ No
Provider 1 → Usable result? → Return (charged on success)
    ↓ No
Provider 2 → Usable result? → Return
    ↓ No
...
    ↓ Nothing usable after all providers
Mark as not found (0 credits)

If the person is already in the list with the data you asked for, no provider is called and nothing is charged.

Which emails are kept

The waterfall only keeps a work email whose status is verified or likely valid. If a provider returns an address marked risky, invalid or unknown, Cleanlist moves on to the next provider. That address is not saved and not charged.

Enrichment types and costs

Email enrichment: 1 credit

• Checks the cache first (billed at the normal rate; 30-day window)
• Cascades through up to nine email providers in email-only order
• Returns a verified or likely valid work email
• Cost: 1 credit on a successful find; 0 on a miss

Phone enrichment: 10 credits

• Checks the cache first
• Cascades through phone-capable providers
• Returns the phone number found
• Carrier and line type come from Phone Validation (0.5 credits), not from enrichment itself
• Cost: 10 credits on a successful find; 0 on a miss

Full enrichment: up to 11 credits

Request email and phone together. Each part is charged only if found:

• Work email: 1 credit if found
• Phone number: 10 credits if found
• Both found: 11 credits

Email status

Each lead's Status column shows the email's validity: Verified, Likely valid, Risky, Invalid or Unknown. Emails found by the waterfall are Verified or Likely valid. Risky, Invalid and Unknown appear on emails that came from elsewhere (for example a CRM import) or after you run Email Validation.

For an independent deliverability check, run Email Validation (Emailable). It costs 0.5 credits per row, runs only when you start it, and needs Starter or above. It returns its own four values:

Caching

• 30-day window: if the same person (matched by LinkedIn URL) was enriched in Cleanlist within the last 30 days, the stored result is returned immediately and billed at the normal rate
• No re-verification: cached results are returned as they are
• Your own data is not billed twice: re-running enrichment on a lead's own stored email or phone does not charge again, and phones the lead already holds are not billed

Pay-for-results semantics

What happens when enrichment fails?

1. No charge: a miss costs 0 credits
2. Partial results: you may get an email but no phone, or the reverse; each part is charged on its own
3. Retry later: provider data changes, so a later run can succeed
4. See what happened: cells show "No email found" or "No phone found", and Enrichment Logs in the Actions drawer lists every run

Personal email and reverse email: separate flows

These do not use the main waterfall:

• Find Personal Email (non-work address): cache → LeadMagic → Wiza, 1.5 credits per lookup attempt, hit or miss. Free when the lead already has a personal email. See Find Personal Email
• Reverse Email Lookup (Actions → Import): Wiza → Findymail → LeadMagic → IcyPeas, then the person is enriched and added to the list. 2 credits per email, match or not

Switching modes: what Full enrichment adds

Email-only and full enrichment both query all nine email providers and differ only in order. Switching from email-only to Full does not widen the email search; it adds the phone cascade on top. If email-only returned no email, Full will not find one either, but it may still return a phone number.

Finding the person's profile

Finding a person's LinkedIn profile is separate from the email waterfall. Two cascades handle it:

• When a row has no profile yet (manual entry, imports with Email or Phone, Find Email or Find Phone on rows still pending): Crustdata by LinkedIn URL, Wiza, Prospeo, LeadMagic, Wiza by name and company, then a web search followed by Wiza
• Profile lookup for a plain CSV import and for Enrich Contact: Crustdata first, then fallback profile providers including Wiza. It costs 0.2 credits per row found, and misses are free

Deliverability best practices

Validate before sending. Run Email Validation to confirm deliverability before launching outreach.

Protect your sender reputation:

• Keep bounce rates low
• Include an unsubscribe link in every send
• Warm up new sending domains
• Ramp send volume gradually
• Remove bounced addresses promptly

Improve match quality:

• Include LinkedIn URLs on your input rows
• A company domain beats a company name for matching
• Full enrichment adds a phone number on top of the email

Learn more

• Enrichment providers
• Actions drawer
• Credits & Pricing
• Find Personal Email
• Importing a CSV