Mail Unleashed with Rory Sutherland Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman
Jul 17, 2025
Ellie Norman, a marketing leader who shaped brands at Formula One and Manchester United, joins the conversation. She recounts using direct mail for emotional, premium experiences and a tactile Cunard mail pack that transports recipients. They explore materials, unfolding journeys, and how reciprocation bias and reduced mail clutter could spark a direct mail renaissance.
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Career Beginnings Shape Mail Expertise
- Ellie Norman began her career at a below-the-line agency working on Honda dealer communications and brochures.
- She then moved to Virgin Media where she learned media mix and attribution alongside direct mail activity.
Mail Shifted From Transactional To Emotional
- Direct mail evolved from transactional to emotional and premium as brands and ad people entered direct marketing.
- This shift allowed mail to communicate premium positioning and trigger emotional responses.
Cunard Mail Pack Evokes Luxury Experience
- Ellie describes a Cunard direct mail pack that teleports recipients into the luxury cruise experience through weight, embossing and craft.
- The pack's tactile journey of discovery helps recipients imagine the actual ship and its details.