Mail Unleashed with Rory Sutherland Ep 5: Mix mail and digital media for best results with Seema Kumari
Jul 17, 2025
Seema Kumari, D2C marketing leader and former Senior Marketing & CRM Director at Hearst UK, brings deep experience in subscriptions, ecommerce and programmatic direct mail. She debunks the myth that print is dead. She explains why print conveys luxury and calm. She outlines programmatic direct mail, timing, and how catalogues and omni‑channel mixes drive attention and loyalty.
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Print's Enduring Value For Premium Brands
- Quality periodical print remains resilient and can still grow year-on-year for some brands.
- Print conveys luxury and emotional value that digital often cannot replicate.
Use Programmatic Mail For Abandoned Journeys
- Trigger direct mail based on customer actions to make it relevant rather than blast to everyone.
- Use programmatic DM (pixel-triggered) for abandonment recovery and high-intent moments.
DM Multiplies Other Channels' Impact
- Direct mail and email amplify each other's impact when used together in an omnichannel sequence.
- DM often drives conversions indirectly via search, PPC or other channels, so last-click metrics undercount its effect.