Mail Unleashed with Rory Sutherland Ep 15: Mail puts the fun in insurance with Ed Birth
In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing, Ed Birth is here to reveal how selling insurance doesn't have to be about fear.
He’s joined Rory Sutherland to discuss:
- The surprising power of humour in creativity in the insurance sector.
- How mail’s ‘body language’ builds trust.
- How mail helps you gain a huge share of voice.
- Why a single piece of mail can get 132 seconds of attention.
Plus, they share why fun beats fear in marketing.
00:00 Intro
00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox
02:48 How Hiscox’s marketing strategy differs from other insurance companies
06:44 The antidote to fear - The importance humour in creativity when bringing risks to life
07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter
10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity
17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice
21:56 Why multimedia campaigns are more effective than single channel campaigns
23:57 Outro
Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy.
Follow Ed.
LinkedIn - https://www.linkedin.com/in/luke-whitehorn/
X - https://x.com/LukeWhitehorn
Follow Rory.
LinkedIn - https://www.linkedin.com/in/rorysutherland/
X - https://x.com/rorysutherland
Watch the full episode here:
Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general
YouTube - https://youtu.be/NrdoCcfAI78
Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️
LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/
X - https://x.com/MarketreachUK
Facebook - https://www.facebook.com/p/Marketreach-100057126832884/