Challenge
A premium outdoor apparel brand sought to improve the performance of its holiday customer acquisition direct mail campaigns.
While the brand had built a loyal base of outdoor enthusiasts, reaching new, high-quality prospects had become increasingly difficult. The marketing team needed a strategy that could expand the prospect universe with more qualified households and improve response rates during the critical holiday season
Solution
Alliant developed a custom look-alike model designed to identify high-propensity prospects that resemble the brand’s most valuable buyers.
Using the brand’s best customers and seasonal buyers as seed audiences, Alliant built a suite of look-alike models leveraging a combination of consumer, behavioral, and purchase data signals. Together, these segments captured both high lifetime value and strong seasonal purchase intent, providing an ideal foundation for predictive modeling.
Seed Audience Strategy
| Best Customers | Seasonal Buyers | Loyal buyers with strong purchase history and brand affinity | Customers who consistently engaged with key seasonal campaigns, particularly during holiday promotions |
From this suite, Alliant selected the top three performing models and created a strategic intersection of them to form a highly qualified prospect audience. This layered approach helped isolate households most likely to respond and convert.
Results
The Alliant audience model delivered the strongest performance during the brand’s Holiday 2025 acquisition campaign, outperforming all competitor data providers.
By targeting audiences who look and behave like the brand’s most valuable customers, the campaign drove higher response rates and greater revenue per mailed piece.
Performance Highlights
119
RESPONSE INDEX
120
DOLLAR PER PIECE MAILED INDEX
