Welcome to **Faraday Delivers**, a new blog series where we respond directly to insights shared on [USPSDelivers.com](https://www.uspsdelivers.com/). USPS has long been a trusted voice in marketing strategy, particularly around direct mail and customer engagement. In this series, we’ll explore their key themes and offer a Faraday perspective on how predictive AI and data science can take those strategies even further.

Today, we’re responding to ["Why Personalization May Help You Win with Millennials"](https://www.uspsdelivers.com/why-personalization-may-help-you-win-with-millennials/?).

## Why this article stood out to us

USPS makes a compelling case: Millennials value personalization. According to the article, 46% of millennials are willing to share personal data in exchange for more relevant brand experiences. When done well, personalization builds loyalty, drives purchases, and helps brands stand out in an increasingly noisy market.

But to us, that stat isn’t just interesting, it’s a launchpad for smarter strategy. At Faraday, we work with brands every day to help them reach millennial consumers through relevance—and one of the best ways we’ve found to do that is through predictive personalization.

## From personal to predictive

The USPS talks about making marketing feel personal. But here’s the thing: without prediction, is it really personal? Calling someone by name or referencing their last purchase isn’t true personalization. It’s decoration. To deliver real relevance, you need to anticipate what they actually want next.

That’s where Faraday comes in. Our AI agents don’t just analyze who your customers are, they forecast what they’re likely to do next. That lets you personalize with purpose, not just polish.

For example, our agents can:

* Identify which customers are most likely to convert soon  
* Forecast repeat purchases or churn risk  
* Recommend channels and messaging based on predicted behavior

And yes, that includes direct mail. Our predictive models help you decide:

* **Who** should receive a mailer  
* **Which** personas live at that address  
* **What** products are most likely to resonate

All based on real, measurable likelihood to act, not just surface-level traits.

## A (hypothetical but realistic) example

Let’s say a debt consolidator brand wants to re-engage lapsed millennial customers. USPS suggests a personalized postcard could do the trick.

Faraday would build on that approach:

* Use historical data to identify which customers are most likely to buy in the next 30 days  
* Segment that audience by behavioral persona (e.g. student debt holders vs. big credit-card spenders)  
* Optimize the mailer’s creative and timing for each segment

The result? Higher response rates, lower acquisition costs, and a better customer experience—because the message feels right and arrives at the right time.

## Why this matters more than ever

Millennials are tech-savvy, budget-conscious, and, most importantly, inundated with marketing. They expect brands to get them. Predictive marketing helps ensure you meet that expectation without wasting spend on low-likelihood segments.

Direct mail is powerful—when it’s targeted. And for good targeting, personalization is critical—but prediction is the key unlock.

## Stay tuned

This is the first in our "Faraday Delivers" series, where we dive into USPSDelivers.com blogs and share how predictive AI can elevate the strategies they spotlight. We’re big fans of USPS’s work, and we think there’s a lot of room to build on it with the tools we use every day.

Want to learn more about predictive personalization for your millennial audience? Let’s talk.

This blog argues that personalization alone isn’t enough—brands need predictive AI to truly engage millennials with timely, relevant outreach that anticipates their next move.

Faraday delivers: Using predictive AI to engage millennials more effectively