rippling case study

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October 8, 2026, San Francisco
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Data infrastructure

Agents

Orchestration

Execution

Clay MCP

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Use Cases

Problem

Solution

Making emails more personal

Outbound email is one of Rippling's most effective channels for driving new business, but personalizing messages at scale posed a significant challenge. While the team had successfully implemented basic email personalization by segmenting customers by persona and company size, they hit a wall when trying to scale further.

"We needed to test different personalizations, get accurate data into Salesforce, and scale the engine that worked," shared Noah Adelstein, Manager of International Growth.

The team turned to Clay to automate and iterate on their personalization system. They began by creating a streamlined data pipeline that would automatically import leads into Clay tables, enrich the data, store results in Snowflake, and push personalized sequences into Outreach.

With this foundation, the team could focus on nailing the right personalization approach for each audience. By segmenting sequences across personas and tailoring content based on enriched data from Clay, they created over 12 targeted variants that significantly improved engagement rates.

Verifying direct mail addresses

Rippling sends thousands of direct mail pieces every month.

Before Clay, inaccurate addresses and incomplete data often compromised the effectiveness of these direct mail campaigns. Their direct mail process relied heavily on a team in India manually finding and validating addresses, then sending CSV files to vendors. This manual approach not only slowed down campaigns but also introduced potential errors that could compromise delivery rates.

Testing new ideas quickly

Clay has become the growth team's go-to tool for trying new ideas quickly. Anyone on the 30-person team can use Clay to test new workflows without needing technical expertise, involving engineering resources, or committing to additional data providers. The team particularly values Clay's ability to quickly test new copy and personalization ideas by seamlessly pushing updates into their email system. This agility has been crucial for rapid experimentation and optimization of their outreach efforts.

Clay's impact

Clay changed how Rippling's growth team works in a fundamental way. Before Clay, data access and activation bottlenecks prevented rapid experimentation. Now, instead of waiting for engineering help or spending hours copying data between systems, the team now moves quickly and tries new ideas on their own. The impact shows up not just in faster work and better results, but in how the team approaches new challenges.

Here's what changed:

Explore more customers

"What Clay Ads comes down to is really good targeted audiences, and getting the match rates that allow for our paid media to run at volume."

Jean-Paul LaCount
Director of Demand Generation
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"Clay allows us to move fast and drive outsized impact on GTM execution."
Scotty Huhn Engineering Lead
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2x increase in cold email performance
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How Figma used Clay to build the infrastructure for everything GTM
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+50% More qualified meetings per rep
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140% Growth in outbound-sourced pipeline
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