Mail Unleashed with Rory Sutherland

Is mail the key to building and maintaining strong customer relationships?  In this episode of Mail Unleashed, former Group Membership & Loyalty Director at the AA, Natalie Milner, shares insights from her career, as she and Rory Sutherland sit down to discuss: The importance of making sure that customers feel valued Two examples of successful direct mail campaigns from Wickes and Loaf How mail can make customers feel appreciated  Natalie’s experience with mail at the AA  Tune in to find out why top brands are turning to mail for their loyalty programmes.   00:00 Intro  00:41 Welcome to Natalie  01:25 Natalie's first example of a successful mail campaign – Wickes 04:50 Natalie's second example of a successful mail campaign – Loaf  06:00 The AA and direct mail 06:51 The importance of having a holistic view in media selection 09:03 Why physical marketing makes an impact  12:09 Outro  Natalie has years of experience working for big name brands like the AA, Curry’s plc and Wickes.  She helps organisations transform their brand and customer experience by integrating media and connecting touchpoints to acquire, engage and retain more customers- increasing loyalty.  Follow Natalie.  LinkedIn - https://www.linkedin.com/in/natalie-milner-b65a601/   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/natalie-milner-cmo  YouTube - https://youtu.be/VVfz9WBaVxA   Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️  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

What is a super touchpoint and why are they so powerful? In this episode, Rory Sutherland is joined by Senior Vice President at System1, Andrew Tindall.  As an effectiveness pro, Andrew knows that mail does not only drive sales, but it also grabs attention, builds awareness and trust, with physical impact that lives on in the home. Together, Andrew and Rory talk about:  What makes System1 different from other market research companies How understanding behavioural science can enhance your marketing performance Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” What a super touchpoint is and why mail can be classed as one The importance of trust in marketing  Plus, they share why mail’s physicality can surprise and delight your customers.  00:00 Intro  00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies?  03:17 How understanding behavioural science can help marketers choose the right media  05:33 Direct mail is effective and demonstrates costly signalling  07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered 09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail's ability to build strong brand awareness and drive sales 15:14 Why mail allows you to be creative – examples from Hiscox and The AA  16:54 The potency of the unexpected: why the physicality of mail surprises and delights  18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it 22:10 Why marketers should judge success based on attentive reach, not cheap CPMs 24:30 Outro  Andrew Tindall is the Senior Vice President at System1. He is a marketing effectiveness expert, specialising in how creativity and emotion drive results across media.  He partners with top global brands and agencies to scale effectiveness insights, publish award-winning thought leadership, and deliver practical, accessible advice that helps brands make creativity work harder.  Follow Andrew. LinkedIn - https://www.linkedin.com/in/andrew-tindall  X - https://x.com/andrewtindall_ TikTok - https://www.tiktok.com/@andrew.tindall  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/andrew-tindall-system1 YouTube - https://youtu.be/YqIAMN0Bs1Q  Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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 

Does AI have the potential to supercharge direct mail and improve results? Yes, it does, and you’ll find out why in this Mail Unleashed episode with Luke Whitehorn, Marketing Director at Domestic & General.   Throughout this episode, Luke joins Rory to talk about the power of mail. Together they discuss:   Luke’s journey from working in a call centre to rising to Marketing Director at Domestic & General Data from Domestic & General that shows how effective mail can be Why personalised mail can build brand trust AI’s potential with direct mail marketing  Luke’s experience working at Christadelphian Meal-a-Day  Plus, they share real stats that show how mail has helped Domestic & General keep 86% of their customer base.   00:00 Intro  00:41 Welcome to Luke – his journey from the call centre at British Gas to Marketing Director at Domestic & General  03:21 Build trust – the importance of personalised mail for marketing something intangible 05:05 Is mail effective? Luke has 30 years of data that shows how effective it is in the marketing mix 07:20 Luke and Rory discuss “The Halo Effect” of direct mail and its lasting impact 09:33 Why direct mail works for insurance brands  11:11 Direct mail is a blank canvas for marketers to get creative  13:13 What potential does AI have in the world of direct mail? Propensity modelling, GenAI testing, and attribution models  17:56 Luke's experience working as Marketing Director for the charity Christadelphian Meal-a-Day  20:48 Outro   Luke Whitehorn is the Marketing Director at Domestic & General. He is a passionate marketing leader with a background in customer experience and digital growth.  He blends data and empathy to drive personalisation, build high-performing teams, and deliver results. From brand campaigns to data science, Luke brings strategic thinking and heart to everything he does, inside and outside of work.  Follow Luke. LinkedIn - https://www.linkedin.com/in/luke-whitehorn/ X - https://x.com/LukeWhitehorn  Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode here:  Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general  YouTube - https://youtu.be/NrdoCcfAI78  Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️  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 

Why would a digital giant like Google use direct mail when their entire world is online?  In this episode of Mail Unleashed, Nishma Patel Robb, Founder & CEO of The Glittersphere, explains how brands can avoid becoming one dimensional with mail. Together, Nishma and host Rory Sutherland talk about:  How mail allows you to get creative How Nishma used mail to build Google’s brand The future role mail can play in helping brands reach new audiences Mail’s tactility can hold customer attention  Plus, you’ll hear from both Nishma and Rory on why mail’s powers can’t be ignored.  00:00 Intro  00:41 Welcome to Nishma  01:52 Why would Google use direct mail?  06:10 Why using physical media can give digital brands a bit of life 07:49 Two main challenges for marketers: short-term ROI measurement and sustainability  08:41 Nishma discusses the Google direct mail online child safety campaign 11:39 Nishma’s plans for using mail at The Glittersphere to reach new communities 15:15 The evolution of direct mail. What does the future hold for this marketing medium?  16:44 Why all young creatives should visit The History of Advertising Trust  17:34 Outro  Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence.  A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social.   Follow Nishma. LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/  X - https://x.com/nishmarobb   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/nishma-patel-robb-the-glittersphere  YouTube - https://youtu.be/KYfcEplYQtM   Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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

Want to find out why highly personalised mail is more likely to create beautiful moments? VP of Brand & Marketing at Trainline, Jo McClintock, talks to Rory Sutherland about capturing the attention of elusive audiences with mail to change ingrained habits. Throughout the episode, Jo and Rory discuss:Jo’s time at Screwfix and how it scaled from a garden shed to an international brand through highly targeted direct mail.  The benefits of printed catalogues to reach new audiences How Jo discovered the value of personalisation in marketing at Moonpig Why direct mail is an effective, efficient and sustainable marketing channel  Plus, Jo shares with Rory examples of the personalised mailings and perfect moments she’s created, that have captured hearts and helped build these brands along the way.  00:00 Intro  00:41 Welcome to Jo 01:09 Jo’s marketing journey with Screwfix  02:31 Jo and Rory discuss the power of printed catalogues  04:21 Jo’s beginnings with mail at Screwfix and mastering audience segmentation 08:11 Jo’s next career step – learning the value of personalisation at Moonpig  14:14 How direct mail can work create sustainable habits 16:06 From Moonpig to Trainline – Jo discusses the potential to use door drops for season ticket holders 22:22 Outro   Jo McClintock is VP of Brand & Marketing at Trainline, leading record-breaking growth across UK and international markets. With 18+ years’ experience, she combines creative leadership with sharp commercial mindset. She focuses on building high-performing teams and award-winning campaigns like “I Came by Train” to drive acquisition, loyalty, and sustainable brand impact.  Follow Jo. LinkedIn - https://www.linkedin.com/in/jo-mcclintock-8741385/  Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode here:  Website - https://www.marketreach.co.uk/mail-unleashed/jo-mcclintock-trainline  YouTube - https://youtu.be/F2LdFxlc8t8  Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️  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 

Looking for some creative marketing tips for your next campaign? Unlock mail’s creative potential in our Mail Unleashed episode with Jack Gallon, Executive Creative Director at The Gate. Alongside Rory Sutherland their conversation ignites around the creative freedom mail offers and how it gives you the unique chance to touch every sense. During the episode, Jack and Rory share: Why great ideas needn’t break the bank when it comes to mail How mail can complement other media and tell a fuller story Real-life success stories with mail marketing from IKEA, P&O Cruises and O2 Why mail creativity is almost limitless   Listen in on the conversation and wander through the meadows of imagination to discover what great mail ideas look like.   00:00 Intro  1:50 Why direct mail marketing is a stage for creative ideas 03:15 Physical creative mail can enhance digital  04:05 Why the silo effect can impact brand storytelling  5:11 Jack’s examples of creative direct mail – P&O Cruises and O2 07:48 Rory & Boots UK – The impact of personalisation in marketing 09:33 Why appealing to the five senses matters   11:17 Outro  Jack Gallon is an award-winning Executive Creative Director with years of experience shaping standout campaigns for some of the world’s most recognised brands.  Currently ECD at The Gate London, Jack brings a rare blend of conceptual brilliance and strategic sharpness to integrated brand, CX and social work. He has helped brands like Virgin Red, O2, Shell, Royal Mail, SMARTY Mobile, The AA, Akzonobel and Peugeot achieve their creative goals.   Follow Jack.  LinkedIn - https://www.linkedin.com/in/jack-gallon-81b57922/   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/jack-gallon-mbastack YouTube - https://youtu.be/JvJy9gG6kKY  Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️  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 

How can print media help get all eyes on your brand?  Not many people understand the world of print media as well as Seema Kumari, former Senior Marketing & CRM Director at Hearst UK. She joined Rory for an in-depth chat about just how effective mail marketing can be.   In this episode, they cover:  Seema’s experience at Hearst, working with global publications such as Cosmopolitan, Elle, Good House Keeping and Harper’s Bazaar  Why the notion that print is dying is a myth How mail is crucial in conveying high-end products Seema’s experience with programmatic mail  The calming effect reading something physical can have  Listen to the full episode and you’ll hear why print is thriving.   00:00 Intro  1:37 Tackling the mistaken narrative that print is dying 3:30 How did Seema create an effective programmatic direct mail channel? 05:35 Why an omnichannel approach can make magic happen 07:22 Seema explains why direct mail is undervalued 08:12 Seema’s examples of effective direct mail – The White Company and Hotel Chocolat  10:15 Rory predicts printed catalogues will make a comeback 11:41 Outro  Seema Kumari is an D2C marketing leader with 20+ years’ experience in subscriptions, ecommerce, CRM, and customer retention. She’s passionate about creating engaging, multi-channel experiences that put the customer first.  Throughout her career she’s managed to drive business growth, loyalty, and recurring revenue through strategic digital marketing and data-led customer engagement.  Follow Seema.  LinkedIn - https://www.linkedin.com/in/seemakumari/ X - https://x.com/1Seemak 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/Seema-Kumari-marketing-leader YouTube - https://youtu.be/jKk6-Ex-FZI  Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️  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 

How does mail marketing make an impact in the world of sport? Get ready to find out as Ellie Norman, former CCO at Manchester United, joins Rory Sutherland to unpack the power of mail.  Their fascinating exchange covers:  Ellie’s career journey working with Honda, Virgin Media and Formula 1 How direct mail’s tactility can elicit emotional reactions and build positive brand relationships A real-life success story with mail from Cunard  Why behavioural science can shape our marketing strategies   To hear how mail offers huge opportunities to disrupt audiences as part of your marketing mix, listen to the full episode.  00:00 Intro  01:08 Ellie’s marketing journey from a below the line agency to Formula 1 01:56 Working with mail at Honda and Virgin Media  03:26 Ellie’s example of direct mail – Cunard’s luxury cruise ship mail pack 5:58 Behavioural science – why reciprocation bias is important in marketing 06:42 Why Rory and Ellie think we will see a renaissance of direct mail  08:03 Outro  Ellie Norman is an inspirational marketing leader with a proven track record in brand building and customer impact. She’s experienced in managing global brands, across fast-paced, consumer-driven sectors including media, telco, automotive, and sports entertainment.  Follow Ellie.  LinkedIn - https://www.linkedin.com/in/ellietory/  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/Ellie-Norman-Manchester-United YouTube - https://youtu.be/mrc8NBJuBUE  Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️  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

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  Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️  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 

Looking for key takeaways on why direct mail is an impactful marketing channel? Listen in to this fascinating Mail Unleashed episode. This time, Rory Sutherland is joined by Tony Miller, former CMO at Weight Watchers (WW) and Disney.   During the episode, Tony and Rory discuss: Tony’s journey to the UK  His experience with mail marketing at EasyJet, Compare the Market and Disney Two examples of direct mail from World Vision and The TV License  Why mail is both an effective and efficient marketing channel Reasons why mail earns its place at the centre of your media mix  Together, they share just how much you can change customers’ perceptions through this physical medium - whether that’s through delivering the spark needed to re-ignite existing customers or to attract new ones.  00:00 Intro  01:00 When did Tony cross the pond to the UK?  1:45 The second coming of direct marketing 03:04 Tony’s first example of direct mail – The World Vision gift catalogue 05:14 From EasyJet to Disney Tony shares his career journey working with direct mail 06:12 Tony’s second example of direct mail – The TV Licence  07:52 Is mail less sustainable than digital?  08:57 Outro  Tony Miller is a proven business leader specialising in brand building and digital transformation. He’s experienced in driving growth and leading high-performing global teams for brands including Disney, Weight Watchers and Havas Helia.  As a collaborative coach and mentor, Tony has a strong track record of managing complex demands, influencing stakeholders, and delivering results at pace across industries and channels. Follow Tony. LinkedIn - https://www.linkedin.com/in/tonyjmiller/  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/tony-miller-marketing-leader YouTube - https://youtu.be/gkeysCSXJws Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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 

Want to hear how one of the UK’s most popular airlines used mail to improve their marketing performance? In this episode, host Rory Sutherland speaks to Lis Barton, former CMO at MoneySuperMarket, about their shared love for direct mail and how marketers can truly unleash its full potential. During the episode, Lis shares:  How working at Barclays and Audi opened her eyes to the effectiveness of direct mail as a marketing medium Two successful examples of direct mail from EasyJet and The Miscarriage Association How these campaigns help build strong loyal connections and drive impressive commercial resultsPlus, Rory shares his thoughts on the sustainability of direct mail and how quality is better than quantity when it comes to marketing.   00:00 Intro  01:51 When did Lis first come across direct mail?  03:50 Lis’s first example of direct mail - The EasyJet Flight Club loyalty scheme 06:03: How did Lis measure the payback for EasyJet’s direct mail loyalty pack?  08:10 Lis's second example of direct mail – The Miscarriage Association09:52 Rory argues we need less but better marketing that we can measure 11:27 Outro  Follow Lis.LinkedIn - https://www.linkedin.com/in/lis-barton-b951448/Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode here:  Website - https://www.marketreach.co.uk/mail-unleashed/lis-blair-moneysupermarket YouTube - https://youtu.be/eWp_i8Xy0bE Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️  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