Earth Sun Moon, a retailer of personalized giftware and apparel, primarily reaches customers through direct mail. Because their mailers are personalized to each recipient, the retailer must balance acquiring new customers without over-mailing existing ones. The goal, and the challenge, is to develop sophisticated, targeted mailing lists that can accommodate these nuances.
Using Epsilon AI Audiences, Earth Sun Moon was able to evolve their direct mail strategy for their cornerstone ‘Hunting Traditions’ themed holiday campaign and boost sales through the transformative power of AI.
Because Earth Sun Moon specializes in giftware, a large portion of their customer base is buying for others. This adds a layer of complexity to their audiences—their mailing list needed to feature not only people that hunt, but people whose loved ones or friends hunt, too.
With AI-predictive modeling and an ongoing feedback loop on what’s working and what’s not, the retailer was able to craft a dynamic direct mail list that not only found the right people in the market for hunting gifts, but also knew who not to include in their mailer.
When going head-to-head against Earth Sun Moon’s previous control direct mail list, the AI Audience list drove better outcomes—more than doubling campaign sales compared to the control list.