3x
Bigger Household Audience Pool2,384
Household Profiles Scored and Ready to Mail10x
More Households Than the 250-Mailer GoalThe Challenge
Marcy Valley Construction, a residential construction company, needed to reach homeowners actively planning projects, but its pool of prospects was too small to meet its direct mail quota requirements. With their current mailer vendor, the team could only work with prospects from the current month. Hitting its 250-mailer quota was a coin flip every month, and the brand needed a scalable way to identify and build larger household audiences to consistently meet mailer quotas.
The Goal
Marcy Valley Construction’s objective was simple: hit its monthly 250-mailer quota without the guesswork. To get there, the team needed a bigger, more reliable pool of high-potential homeowners beyond a single month of data, sharper targeting based on who was most likely to take on a project, and room to grow into new audiences using audience intelligence.
The Solution
fullthrottle.ai® set out to turn Marcy Valley Construction’s direct mail from a monthly gamble into a dependable program. The first step was moving the brand to fullthrottle.ai’s self-service unified platform and activating propensity-based audiences, so every mailer went to the homeowners most likely to take on a project.
Propensity and interest signals were used to identify the right households for each direct mail send. Powered by fullthrottle.ai’s AI and verified first-party audience data, every send was based on real-time behavior and intent, not purchased lists or look-alike audiences. Using the same identity graph as its digital campaigns, fullthrottle.ai’s platform allows brands to reach the same audiences across direct mail (SmartMail) and digital display ads from one platform, without the need to export data or switch vendors. Using fullthrottle.ai’s unified platform, Marcy Valley Construction was able to expand their campaign to reach the same homeowners at their front door and on their screens.
That’s the value of fullthrottle.ai’s propensity-based approach: giving brands a bigger, smarter pool of households so direct mail goals stop depending on luck.
The Results
Using fullthrottle.ai’s unified platform changed the math on Marcy Valley’s direct mail. Hitting its 250-mailer goal is no longer a question; it’s now a given.
They now tripled the pool of engaged homeowners, from 812 in the last 30 days to 2,497 across four months. The campaign audience grew to 2,563 first-party household profiles, more than 10x what each monthly mail run needs. SmartMail and Display then reached 2,898 households, keeping the brand in front of homeowners at their front door and on their screens.
The win didn’t stop at quota. fullthrottle.ai® opened create-immerse-upsell audiences, giving Marcy Valley new ways to grow. What started as a fix for a monthly mail problem is now the foundation for expanding the program.
Disclaimer: Company name adjusted to protect advertiser data
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
First-Party Audience Generation
fullthrottle.ai® helped Marcy Valley Construction identify and build an audience of in-market addressable household profiles ready for direct mail and display. Homeowners who engaged months earlier and were still showing propensity signals were able to remain in the campaign audience instead of letting them drop off.
Display
Marcy Valley Construction activated the same first-party addressable household profiles through display media, keeping its brand in front of the same high-intent homeowners receiving its direct mail instead of relying on broad, untargeted audiences.
SmartMail
Marcy Valley Construction used SmartMail, fullthrottle.ai’s AI-powered direct mail, to reach the homeowners most likely to take on a project right to their front door. Instead of relying on a single month of website visitors, each send pulled from a pool of 2,563 high-intent households, more than 10x what its 250-mailer monthly goal required. Every luxury mail piece was timed to real engagement signals, so homeowners got the right message while their project was still top of mind.
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