Food Mailer Reaches a Prime Cut of Holiday Buyers

In preparation for an upcoming holiday season, one of America’s largest marketers of beef was in need of an audience likely to engage with their direct mail offer featuring gourmet food gifts.

Alliant recommended the food mailer test a targeted selection of consumers from within its database of audiences that have a history of responding to direct mail offers.  If the test proved successful, there would be great opportunity for the marketer to mail quality, incremental names from within the 65 million record database.

The results from the Alliant audience segment were encouraging. To heighten performance, the food marketer had Alliant build a custom look-alike model for its next campaign.

The look-alike model exceeded all expectations besting the campaign average by nearly 20%. The marketers’ usage of Alliant’s audiences has since increased by 300% and they continue to explore new ways to further mine the database.