Case Study: National Financial News Publishing Company expands qualified names and improves net response with Alliant

Financial Magazine Expands its Qualified Universe While Improving Net Response

National Financial News Publishing Company, a national financial news publisher, was using Alliant’s net response model to optimize direct mail campaigns, but worried it wouldn’t produce enough qualified names to meet acquisition and circulation goals.

Alliant recommended supplementing the model with Direct Mail Audiences segments mined from its database and built a performance model to match similar high-value names. The approach expanded the qualified universe while keeping quality high, and the Alliant segments delivered nearly 20% higher net response than the average of other lists in the campaign.