Combining email, post and telephone in one programme: cadence, sequencing, channel preference data and attribution when direct mail is in the mix. For campaign planners measuring lift across channels rather than in silos.
UK B2C cold acquisition costs per response vary sharply by channel, with email at £3-£12, direct mail at £30-£120, and sequenced multi-channel campaigns typically 15-35% cheaper than single-channel.
An effective UK B2B multi-touch cadence sequences 5 to 9 touches across email, phone, and direct mail over 3 to 6 weeks, with ACV thresholds for adding phone (£20-£50/touch) and direct mail (above £50k ACV).
Adding direct mail to a UK email-only campaign typically lifts overall response by 15% to 40% on B2C campaigns and 30% to 60% on B2B campaigns.
Three practical attribution methods for direct mail campaigns: unique landing URLs with QR codes, hold-out test cells, and prompted post-purchase surveys, with a methods comparison table.
How to sequence direct mail and email for maximum UK campaign lift, covering standard touch sequences, campaign length, lift benchmarks, creative integration, and measurement.
UK consumer files carry a declared channel preference field showing whether each individual prefers email, telephone, postal, or any channel. Matching contact channel to stated preference lifts response rates 8%-18% and reduces opt-outs.