Affordable Luxury Etailer

Custom personas + direct mail generated $1.5MM revenue

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A growing etailer specializing in affordable luxury goods wanted to test the direct mail channel, but did not know where to begin.

Custom persona development drove audience targeting

SG360° helped the etailer create a complete customer acquisition campaign. We started by comparing the etailer’s current customer database to our in-house acquisition stack and revealed exactly how their customers differ from non-customers.

We then developed custom personas unique to this etailer and used those personas to identify the lookalike audience most likely to buy.

Direct mail testing and custom personas led to 3:1 incremental ROAS and 123% lift in CVR.

We helped the etailer develop a statistically significant direct mail test that exceeded their KPIs:

  • $1.5MM revenue on a $90k budget
  • 123% lift in customer conversions versus holdout
  • 300% below their target CAC

The etailer continues to use their custom personas across all their marketing channels.

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