Mail Unleashed with Rory Sutherland Ep 2: Boost retention and drive digital transformation with Tony Miller
Jul 17, 2025
Tony Miller, a proven marketing leader and former CMO at Weight Watchers and Disney, with deep experience in direct mail and CRM. He recounts his move to the UK and agency roots. Short, vivid stories include a World Vision gift catalogue that transformed giving and a TV Licence campaign using QR codes and gamification. They also debate mail versus digital around sustainability and efficiency.
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Direct Mail Is Data-Driven Storytelling
- Early direct mail taught rigorous ROI measurement and A/B testing, making it a data-first channel.
- Tony argued this measurability allowed direct mail to bring storytelling and specific return metrics together effectively.
Mail Forces Attention And Decision
- Rory Sutherland highlighted direct mail's unique capacity to force attention and demand a decision.
- He contrasted mail with digital and TV, noting mail creates a tangible moment for considered action.
Goat Gift Catalog That Changed Giving
- Tony Miller described creating the 2004 World Vision gift catalog that invited donors to 'buy a goat' as a Christmas present alternative.
- The campaign shifted donor perceptions and generated strong revenue and PR, winning a DMA gold award.