How do you enrich segmentation data ethically?

Data enrichment adds information to subscriber profiles beyond what they provided directly. Done ethically, it improves relevance. Done carelessly, it erodes trust and violates privacy.

Be transparent about collection. If you're tracking website behavior or using third-party enrichment, your privacy policy should say so. Surprising people with knowledge they didn't share feels invasive.

Use reputable sources. Third-party data providers vary wildly in quality and consent practices. Ask how data was collected. Avoid providers who can't demonstrate proper consent chains.

Focus on relevance, not surveillance. Enriching with industry or company size for B2B targeting is reasonable. Building detailed profiles that feel like stalking is not. Ask: would the subscriber be uncomfortable if they knew how I got this information?

Honor opt-outs. If someone asks what data you have and requests deletion, you must comply under most regulations. Enrichment creates data obligations.

Prefer first-party enrichment. Progressive profiling, preference centers, and behavioral observation are more ethical than buying data. The best enrichment comes from earning trust and watching how people engage.