Mail Unleashed with Rory Sutherland Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey
8 snips
Jul 17, 2025 
Pete Markey, award-winning marketing leader and former Boots CMO, talks about using data-driven direct mail to cut through digital noise. He shares why physical mail creates the right customer moment. Short stories cover targeted re-engagements, personalised pricing packs, and how mixing mail with digital boosts loyalty and response.
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Early Cross-Selling Success At British Gas
- Pete Markey first discovered direct mail's power at British Gas by using rich customer data to cross-sell electricity and telecoms.
- He saw strong conversion results by explaining products fully within mail packs and giving customers time to decide.
Preemptive Quote Boosted Insurance Sales
- At More Than, Pete ran a ‘one-stage’ mail quote showing customers a personal price through an envelope window.
- The pack cost about £10 per acquisition and delivered very high response because it showed an immediate, personalised price.
Mail Creates A Controlled Engagement Moment
- Mail creates a consumer-controlled moment because recipients pick when to read and engage with a pack.
- That temporal control makes mail higher-impact than busy digital channels like email.