This direct mail provider built a new predictive audience feature with ease using Faraday’s powerful API

“If I have seen further, it is by standing on the shoulders of giants.”

Recognize that quote? It’s from Newton—a generally accepted “smart guy” (and, admittedly, a generally accepted weirdo—but that’s a blog for another day).

So why start a post about AI and direct mail with a quote from a 17th-century physicist? Because in tech, Newton’s point holds up better than ever.

What Newton was saying is that even his most groundbreaking discoveries weren’t created in a vacuum—they were built on the work of those who came before him. Great ideas, and for our purposes, great products, happen when we collaborate and build on solid foundations. While some might think to reinvent the wheel, others want to take the excellent wheel that’s available to them and ride it to the finish line.

That’s exactly the kind of story we’re telling today.

Faraday recently partnered with a leading direct mail automation platform known for helping brands modernize and automate their direct mail operations. Their mission? To empower businesses to deliver more personalized, effective marketing—and to do it with speed, precision, and reliability.

So when they saw an opportunity to build a new product that would deliver even greater value to their customers by enhancing audiences with predictive intelligence, they wanted a solution yesterday. And they turned to partners who’ve been building validated, value-driving AI since well before yesterday—enter Faraday.

Our best-in-class predictive AI agents and well-documented, developer-friendly API were exactly what they needed to build this new tool. Here’s how it went:

The story

The problem: customers needed better audience targeting

While this direct mail platform already excelled at automating delivery, address verification, and personalization, many of their customers still struggled with a fundamental challenge: finding the right people to reach.

Bad lead lists were a persistent pain point. Marketers were forced to rely on outdated, purchased data; incomplete CRM exports; or generic demographic targeting that missed the nuances of real buyer behavior. Instead of reaching high-potential customers, campaigns often landed in the wrong hands—wasting precious budget and eroding confidence in direct mail as a channel.

Their clients needed a built-in, intelligent way to target audiences in their platform that didn’t rely on guesswork, generic segmentation, or expensive third-party lists. This direct mail company needed a solution fast, and was hoping to get it without the financial burden and hassle of hiring an entire AI team to build predictive models or identity matching infrastructure, from scratch.

The solution: new AI-powered audience targeting, built with Faraday

To address this situation, the platform introduced a new AI-powered solution for creating high quality, targeted audiences—powered entirely by Faraday’s proven predictive AI agents.

Using the Faraday Identity Graph, our robust API and developer docs, and the resource of our forward deployed data team (not to mention our powerful predictive AI itself), the company created a new audiences tool in just over a month that enabled its users to:

• Predict ideal audiences automatically
• Build high-conversion lookalike lists
• Improve targeting without the need for perfect starting data

The best part? This new feature is embedded directly into their existing SaaS platform.

And as a bonus, while their engineering team built the tool, the capabilities were already offered in a white-glove fashion because their account management team could use the Faraday app in the background as soon as the partnership agreement was signed. Execs were happy because their clients could see immediate value without pesky roadmaps and engineering sprints.

The results: smarter campaigns, faster

This brand is already seeing better results and happier customers using their new audiences feature. Thanks to Faraday, the direct mail platform was able to:

• Rapidly roll out AI-powered audience targeting to all customers
• Deliver immediate value without requiring heavy client-side setup (even before the tool was completed)
• See early adoption and positive feedback from users benefiting from improved targeting and higher engagement rates

The collaboration didn’t just add a new feature—it raised the bar for what’s possible in data-driven direct mail.

Predictive power, without the pain

Choosing Faraday wasn’t just about adding predictive technology—it was about finding a partner that could deliver real results immediately, without a massive effort. Two key factors in their choice to use our services were:

The Faraday Identity Graph, which offers unparalleled out-of-the-box predictive accuracy, leveraging a robust network of third-party data on over 240m US consumers and their household, to identify high-propensity targets with minimal setup. That meant no months of waiting for models to "learn" and no dependence on customer-provided data to drive insights.

Our flexible, well-documented API, and accessible engineering team allowed the direct mail platform’s developers to integrate powerful AI functionality rapidly into their existing product—without needing to reinvent their stack or slow down their product roadmap.

The combination of turnkey predictive power and developer-friendly design made Faraday the obvious choice to bring this new feature to market quickly, confidently, and at scale.

And as you can probably tell, this outcome was a major win for this client. Faraday’s predictive AI agents made it possible to:

• Identify ideal customers even without a perfect starting list
• Build intelligent lookalike audiences
• Append missing data points for richer targeting
• Target high-conversion prospects with greater accuracy
• And most importantly, it allowed them to roll all of these new value-adding features out immediately, before the tool itself was even completed.

Now, instead of their clients having to manually assemble lists, this direct mail provider can trust Faraday’s AI agents to find them the right audience—saving time, improving ROI, and delivering better campaign outcomes for their customers.

Why it matters—today and tomorrow

The marketing landscape is shifting fast. With rising acquisition costs and tightening privacy regulations, brands need smarter, faster ways to reach the right audiences—and make every dollar count.

Embedding predictive intelligence directly into operational workflows like direct mail isn’t just a "nice to have" anymore—it’s a critical strategic advantage.

By partnering with Faraday, this platform didn’t just add a feature; they future-proofed their product. Now they’re delivering better results for their customers today, while building a foundation for even more sophisticated, data-driven campaigns tomorrow.

Conclusion

Partnerships drive progress. By joining forces, Faraday and this direct mail provider have created a smarter, faster, more precise way to deliver direct mail audiences.

Customers now get:

• More personalized, high-conversion campaigns
• Higher ROI with less manual effort
• Streamlined marketing operations from targeting to execution

Ready to see how predictive targeting can transform your marketing?

Let's build something smarter together.