Smarter prospecting at scale: How a direct mail provider grew reach without sacrificing performance

A leading marketing, technology, and data company that specializes in direct mail campaigns came to Faraday with a problem: their targeting was working, but it wasn’t scalable.

They were helping their clients send mailers based on narrow behavioral triggers from their websites, like cart abandonment or time spent on a product page. That kind of targeting can be effective—sometimes. But often, the real world is messier.

Maybe someone hops on an apparel site, intent on making a purchase only to get pulled away by their toddler. Maybe a renter clicks through a solar quote tool, strictly because they’re curious, even though they can’t make the final decision to install solar on their roof.

Not all signals mean intent. And more importantly: not every potential converter sends a clear, discernible signal every time they are about to make a purchase.

Reactive targeting wasn’t enough

This behavioral-only strategy limited the number of people eligible for mailers—capping both reach and return. By relying solely on website interactions, the company’s campaigns were targeting a very specific kind of customer—one who was already halfway down the funnel and showing overt signals of intent. While this worked for a subset of visitors, it left out a much larger group of people who looked like good fits but didn’t quite meet the behavioral criteria.

The result: capped growth and missed opportunity.

The solution: smarter lead scoring powered by Faraday

That’s where Faraday came in. By shifting from reactive targeting to predictive lead scoring, the company could stop waiting for the perfect website behavior and start identifying the right people to mail—before they ever clicked “add to cart.”

At the heart of this was the Faraday Identity Graph—a rich third-party dataset covering nearly all U.S. consumers and their households. By connecting their first-party behavioral data to this built-in body of insights and attributes, the company was suddenly able to understand far more about each identified website browser and score them accordingly. But that wasn’t all.

With Faraday’s AI-powered lead scoring, they could now evaluate:

• Current prospects not just by their actions—like browsing or abandoning a cart—but by their full profile. Was this someone who matched the traits of past converters? Did their income, lifestyle, or purchasing habits suggest they were ready to buy, even if their behavior didn’t scream it yet?
• And, critically, potential customers who had never interacted with the brand at all—opening up entirely new audiences for outreach, no website visit or form fill required.

This opened up a whole new world of targeting. Instead of just reacting to a cart abandonment or a quote request, the company could proactively find high-potential leads who hadn’t yet taken any action—but still looked like strong matches.

No more waiting for someone to raise their hand. Now they could find and prioritize the right people, at the right time—and reach them with personalized mailers before the competition did.

The result: 3x more mailers, same high conversion rate

Thanks to this predictive scoring approach, the company was able to triple its mailing volume—without compromising performance. That’s because every additional mailer was backed by a validated AI agent that accurately predicted likelihood to convert.

Their clients benefited too: more prospects reached, more conversions captured, and better ROI on every campaign.

Why it worked

Faraday’s AI didn’t replace the company’s behavioral targeting-it enhanced it. By layering in predictive signals based on real people’s demographics and past purchasing behavior, the model was able to widen the targeting net without watering the quality of the leads down.

Now, the company helps its clients:

• Expand their reach beyond narrow behavioral triggers
• Identify new high-potential leads using consented, privacy-safe data
• Maintain high conversion rates even as mailing volumes increase

It’s not just smarter targeting—it’s scalable performance.

The impact

By enriching their behavioral data with Faraday’s Identity Graph and predictive AI agents, this direct mail platform was able to triple their reach—without compromising on performance. More qualified leads. More efficient targeting. More revenue for everyone involved.

Ready to scale your outreach without sacrificing ROI?

Let’s talk about how Faraday can help.