Reciprocation bias and customer attention

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. ⬇️ 

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