In a world of fleeting digital impressions and endless scrolling, direct mail remains a powerful long-game channel—especially for premium brands. When a high-tech consumer electronics brand set out to optimize its summer catalog campaign, a proven and consistent sales driver, it turned to Alliant to help identify more qualified, responsive households to support new customer acquisition goals.

Alliant partnered with the brand to develop a data-driven acquisition strategy, building a suite of custom look-alike models using the brand’s first-party data as a foundation, combined with Alliant's rich transactional dataset enriched with demographic and lifestyle data attributes. The model seed focused on seasonal buyers who made purchases during the same time period in prior years.

To identify the highest-value prospects, Alliant selected the top three performing look-alike models and took their intersection to create a refined “cream of the crop” audience segment—a refined, high-propensity group most likely to convert during the summer campaign window.

The Summer 2025 campaign delivered a strong performance, validating Alliant’s modeling strategy:

By maximizing the value of seasonal buyers and expanding reach through high-performing look-alike models, the brand was able to mail smarter—not just wider.

People-based marketing powered by billions of consumer data points