Mail Unleashed with Rory Sutherland17 Juli 2025

Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey

Want to find out why the UK's leading health and beauty retailer uses mail as part of their marketing strategy?

Then tune in to this episode of Mail Unleashed featuring Marketer of the Year (2023), and former CMO of Boots UK, Pete Markey.

It’s clear host Rory Sutherland and Pete share a passion for the medium as they discuss mail’s huge potential in the current digital world.

Throughout the episode, they discuss:

Pete’s experience with mail working at British Gas, More Than, Aviva and Boots UK
Why mail delivers costly signalling
Real-life examples of impactful direct mail from Boots UK
How you can use data to create tailored and targeted mail marketing

Plus, they reveal how mail’s physicality can capture consumer attention and enhances brand engagement.

00:00 Intro

01:00 When did Pete become a fan of direct mail marketing?

03:20 Pete talks through creating a direct mail pack for More Than insurance

04:34 Why moments matter in marketing

05:54 Pete’s experience with adding mail to the media mix at Aviva

07:06 Why mail is both effective and efficient

08:01 Pete’s first example of direct mail – Boots UK The No7 anti-ageing serum

11:20 Pete’s second example of direct mail – Boots UK’s quarterly mailing

12:51 Outro

Pete Markey is an award-winning marketing leader with global and regional experience across brand, digital, CX, and analytics.

He’s a fellow of CIM, Marketing Academy, and Marketing Society, as well as a multiple Marketer of the Year winner with a proven track record across industries.

Passionate about inclusion, team excellence, and Pete is renowned for achieving incredible business results through bold, data-driven marketing strategies.

Follow Pete.

LinkedIn - https://www.linkedin.com/in/petermarkey/

X - https://x.com/petermarkey

Follow Rory.

LinkedIn - https://www.linkedin.com/in/rorysutherland/

X - https://x.com/rorysutherland

Watch the full episode.

Website - https://www.marketreach.co.uk/mail-unleashed/Pete-Markey-Boots

YouTube - https://youtu.be/bElcASfbe-c

LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/

X - https://x.com/MarketreachUK

Facebook - https://www.facebook.com/p/Marketreach-100057126832884/

TikTok - https://www.tiktok.com/@marketreachuk

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