Precision Targeting That Drives Revenue
Case Study: National Apparel Retailer
Real Brands. Real Results.
How Better Household Insight Improved Back-to-School Campaign Performance
The Challenge
As back-to-school season approached, a national apparel retailer wanted to improve the performance of a direct mail campaign promoting children’s apparel. With a broad customer base and a seasonal timeline, the marketing team needed a more precise way to reach households most likely to respond while also expanding reach to high-propensity new customers.
However, they faced several hurdles:- Their targeting relied heavily on recent purchase history, which left out households that could be ideal for this offer
- They wanted to reach new customers who had not previously purchased from the category
- Their budget was focused on retention, but there was a real concern about spending on households unlikely to respond
- They had limited insight into household makeup, making it difficult to know which households actually had children
- The timeline to deliver a finalized mail file to the printer was tight, leaving little room for manual data work
Industry
- National Apparel
Solutions
- File Upload (No Code)
Data Applied
- Presence of Children (Household Attribute)
Channels
- Direct Mail
The Solution: File Upload (No Code) With Presence of Children Data
The retailer partnered with LaunchPad to add household-level insight to their direct mail targeting using File Upload (No Code). By securely sharing a customer and prospect file, the team was able to apply Presence of Children data to better understand which households were most relevant for children’s apparel messaging.
With this added context, the marketing team was able to:
- Confirm and prioritize households with at least one child, alongside their existing children’s apparel buyers
- Identify new high-potential households with children, even if they hadn’t purchased from this category before
- Improve targeting efficiency by suppressing households with no purchase history or confirmed presence of children.
This approach allowed the team to extend reach beyond purchase history while maintaining confidence that each mail piece was targeted to a relevant household.
Results
Within a single campaign, the impact of applying household-level insight through LaunchPad was clear:
- 9% more households were mailed than would have been reached using purchase history alone
- These additional names drove a 13% increase in total campaign revenue and delivered a $64 ROAS per mail piece
- In a holdout test, households flagged with Presence of Children showed higher response rates and average order value (AOV) than those without the attribute
- Average spend per household was higher in the Presence of Children segment, reinforcing the value of precise targeting
By pairing File Upload (No Code) with Presence of Children insight, the retailer transformed a seasonal campaign into a more deliberate, data-supported initiative that supported acquisition while protecting spend efficiency.
With enriched data returned in under one business day, the team finalized their mail drop on time, reduced wasted spend, and made confident targeting decisions. The campaign shows how applying the right household attributes through a no-code workflow can improve reach, relevance, and revenue from direct mail.
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