Enrich profiles from an email address alone

Enrichment no longer needs a postal address. Every profile with an email can now be matched to a household and enriched, including subscribers who have never bought.

Jack Edwards

Director of Growth @ Outra

Context if you have not come across us: Outra matches the profiles in your CRM or email platform to real UK households. Each matched profile carries attributes like property type, tenure, wealth band, family composition and move stage, which you can use for segmentation or to build advertising audiences.

Until now, that matching needed a postal address. It worked for purchase records, but most ecommerce profiles never collect one. A discount signup, a competition entry or a newsletter opt-in usually captures an email and nothing else.

That created a blind spot. The profiles you could enrich were mostly people who had already bought, so your view of the list skewed towards existing customers. Valuable, but it said nothing about the subscribers sitting there who have not converted yet.

You can now enrich any profile from an email address alone. Every record with a valid email is matched to a household and filled in with the full attribute set: property type, tenure, wealth band, family composition and move stage. Move stage is where each household sits in the moving process, from under offer through to a year or more after moving in.

What this changes

• Full-list enrichment. Discount signups, competition entries and newsletter opt-ins can finally be enriched, not just purchase records.
• Segments that cover non-customers. Split subscribers who have never bought by what their household actually looks like, and send each group something relevant.
• Prospecting from move triggers. If households in the move window are historically strong customers, you can now find the non-customers in that same stage and build a prospecting audience from them.
• Seeds that reflect your whole list. Enrichment and lookalike seeds built on the full list rather than a purchase-only sample improve everything downstream.

What that looks like in practice

Premium retail: segment by wealth

• Enrich the whole subscriber list, then split it by wealth band and property type.
• A launch for a higher-priced range goes to households in the top bands; entry-level offers go to everyone else.
• Same list, better match between the message and the wallet. No qualifying questions needed.

Home, garden and homeware: act on move triggers

• Move-stage now shows on subscribers who have never bought, so you can see which of them are under offer or just moved.
• These are the households most likely to need what you sell right now.
• Email them, or take the non-customers in that stage and reach them as a prospecting audience on Meta, Google or TikTok.

Any vertical: find what your buyers share, then find more of them

• Run enrichment across your customer base and look at which attributes cluster among your buyers, for example affluent family homes or recent movers in a specific region.
• Then build a prospecting audience of non-customer households that share those attributes.
• It is lookalike targeting built from real household data rather than a platform's best guess, and the customer analysis tells you why the audience should work before you spend on it.

Matching quality still depends on list hygiene. Address-based enrichment is unchanged, and email matching is an additional path you can use on its own or alongside an address where both exist.