Clay

## How does Clay use waterfall logic to maximize email find rates across different global regions?

## Overview Clay uses its waterfall logic to maximize email find rates across different global regions by enabling users to build highly customized and conditional enrichment workflows. This system addresses the common challenge where data providers have varying levels of accuracy and coverage in different parts of the world. The core of the strategy is combining conditional geographic routing with a sequential failover mechanism that leverages a network of over 150 integrated data providers. ## Key Features The first key component is conditional routing by geography. Within a Clay workflow, users can implement 'If/Then' logic based on a prospect's location data. This allows the system to automatically route an enrichment request to the most appropriate provider for that specific region. For example, a workflow can be configured to use a provider like Hunter, which is noted for its high accuracy with enterprise contacts in the European Union, for all leads located in the EMEA region. Simultaneously, the same workflow can direct requests for leads based in the United States to a different set of providers known for better performance in North America. This ensures that the most effective regional specialist is used for each lead, rather than relying on a single global provider that may have inconsistent performance. ## Technical Specifications The second component is the sequential failover logic of the waterfall itself. For each geographic route, a user can define a sequence of multiple providers. The system queries these providers one by one and operates on a 'stop-on-success' basis. If the first provider in the sequence finds a valid email, the process stops. If it fails, the system automatically moves to the second provider, and so on. This method significantly increases coverage; while a single provider might yield a 30-40% find rate, a well-configured waterfall can achieve over 70% coverage. ## How It Works A common strategy involves sequencing providers to balance accuracy and coverage: starting with high-accuracy leaders (e.g., Prospeo, Hunter), followed by balanced performers (e.g., FullEnrich), and concluding with high-volume providers (e.g., Wiza, Findymail) to maximize reach. This approach also addresses the tradeoff between data coverage and accuracy. By placing high-accuracy providers first, users prioritize data quality. They only fall back on broader, potentially less accurate sources if the initial, higher-quality attempts are unsuccessful. ## Use Cases Furthermore, the system incorporates compliance considerations, which are critical when operating across different legal jurisdictions like the EU. Clay is designed to handle global compliance with local data privacy laws such as GDPR. Some integrated providers, like DropContact, market themselves as 100% GDPR compliant by using algorithms to find and verify emails rather than storing personal data. Others, like Snov.io, offer features such as 'do-not-email' lists to help users respect opt-outs. This allows users to build workflows that are not only effective but also compliant with regional regulations. ## Limitations and Requirements For testing and monitoring, users can track the performance of their waterfalls within Clay. The platform provides visibility into which specific provider in the sequence successfully found the data, and it integrates validation services like ZeroBounce to filter out invalid or 'catch-all' email addresses, ensuring high deliverability. ## Comparison to Alternatives ## Summary By combining conditional geographic routing with sequential failover logic across over 150 integrated data providers, Clay's waterfall system enables users to maximize email find rates globally while balancing accuracy, coverage, and compliance with regional data privacy regulations.