Mail Unleashed with Rory Sutherland Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton
If mail is distinctive, does it become more memorable?
Richard Shotton, behavioural scientist and author of The Choice Factory, and Rory Sutherland, get under the skin and into the minds of consumers.
Together, they explain:
- Techniques brands can use to become more memorable
- The value of costly signalling
- How mail’s physicality can enhance engagement and attention
- Why Christian Aid Week’s mail campaign was a success
Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why.
00:00 Intro
00:41 Welcome to Richard
1:43 How long has Richard been an expert of direct mail?
03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail
04:03: Richard explains why surprising requests are more noticeable
05:34 Why mail’s physicality can enhance engagement and build trust
09:32 Richard’s example of successful direct mail – Christian Aid Week
12:15 Outro
Richard is the founder of Astroten and author of The Choice Factory and The Illusion of Choice, which is a best-selling book available in 16 languages.
He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast Behavioural Science for Brands.
Follow Richard.
LinkedIn - https://www.linkedin.com/in/richard-shotton/
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/richard-shotton-the-choice-factory
YouTube - https://youtu.be/pLKvb_ZrdkM
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