Solvexia - Enrich Non-Business Emails

The Company

‍

Ashleigh Berson is the Digital Marketing Specialist at Solvexia. Like many marketing leaders, she’s constantly optimizing inbound strategies to drive more signups — while also ensuring those leads are actionable for the sales team.

As part of an experiment to boost conversion rates, Ashleigh’s team tested accepting non-business email addresses (Gmail, Hotmail, etc.) through their lead capture forms.

‍

The Challenge

‍

While the test resulted in more form submissions, it created an unintended problem: sales had no way of knowing who the leads actually were.

• Freemail signups lacked context (no company, no role, no LinkedIn)
• Sales couldn’t prioritize or follow up on most of them
• Marketing couldn’t assess whether these leads were qualified or junk

“We opened up our forms to non-business emails, but that left us blind. Sales couldn’t follow up because they had no idea who these people were.”

‍

The Solution

‍

To bridge the information gap, the team used Reverse Contact to enrich leads from freemail domains in their database.

• High match rates on Gmail, Hotmail, and Yahoo addresses
• Enriched contacts with job title, company, LinkedIn URL, and more
• Enabled the sales team to review and follow up on leads that were previously unusable

“Reverse Contact allowed us to enrich a large portion of contacts giving personal emails. Sales could now evaluate and follow up on those leads.”

‍

The Results

‍

• Improved lead visibility and quality
  Sales could now differentiate between casual visitors and legitimate prospects.
• Data-driven decision-making
  Marketing was able to analyze which freemail signups were worth keeping — helping shape future form strategy.
• Increased internal alignment and satisfaction
  The sales team was no longer frustrated by low-context leads, and marketing could validate the value of their inbound tests.

“We were able to enrich our database while accepting non-business emails — and help sales prioritize the right leads. It even helped us decide whether to keep accepting those emails at all.”
– Ashleigh Berson, Digital Marketing Specialist

‍

Conclusion

‍

By integrating Reverse Contact, Ashleigh and her team turned a high-risk lead capture experiment into a scalable, insight-rich strategy. Enrichment enabled better sales alignment, higher-quality outreach, and smarter marketing decisions.

For any SaaS business experimenting with personal email capture, this is how you keep quality high while growing the top of the funnel.