The client sent LaunchPad a file of one-time buyers from the past 12 months. Using Customer Profile Appends, LaunchPad enhanced each record with demographic, lifestyle, and behavioral details from the Women’s Apparel Data Bundle, including:
- Birth month
- Marital status
- Family composition
- Financial indicators
- Buyer behaviors
Once complete, LaunchPad returned the appended file to the client for use across their marketing platforms.
The brand used this enriched data to personalize outreach through email, SMS, and direct mail. They also launched a series of birthday postcards 30 to 45 days before each customer’s birthday and customized email campaigns based on age, marital status, and family composition. The most successful campaigns were those where brand imagery reflected each customer’s lifestyle. For example, married individuals without children responded best to visuals showing couples in their age group rather than generic creative.
