Want to find out why highly personalised mail is more likely to create beautiful moments?

VP of Brand & Marketing at Trainline, Jo McClintock, talks to Rory Sutherland about capturing the attention of elusive audiences with mail to change ingrained habits.

Throughout the episode, Jo and Rory discuss:

Jo’s time at Screwfix and how it scaled from a garden shed to an international brand through highly targeted direct mail

The benefits of printed catalogues to reach new audiences

How Jo discovered the value of personalisation in marketing at Moonpig

Why direct mail is an effective, efficient and sustainable marketing channel

Plus, Jo shares with Rory examples of the personalised mailings and perfect moments she’s created, that have captured hearts and helped build these brands along the way.

00:00 Intro

00:41 Welcome to Jo

01:09 Jo’s marketing journey with Screwfix

02:31 Jo and Rory discuss the power of printed catalogues

04:21 Jo’s beginnings with mail at Screwfix and mastering audience segmentation

08:11 Jo’s next career step – learning the value of personalisation at Moonpig

14:14 How direct mail can work create sustainable habits

16:06 From Moonpig to Trainline – Jo discusses the potential to use door drops for season ticket holders

22:22 Outro

Jo McClintock is VP of Brand & Marketing at Trainline, leading record-breaking growth across UK and international markets. With 18+ years’ experience, she combines creative leadership with sharp commercial mindset.

She focuses on building high-performing teams and award-winning campaigns like “I Came by Train” to drive acquisition, loyalty, and sustainable brand impact.

Follow Jo.

LinkedIn - https://www.linkedin.com/in/jo-mcclintock-8741385/

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/jo-mcclintock-trainline

YouTube - https://youtu.be/F2LdFxlc8t8

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/

TikTok - https://www.tiktok.com/@marketreachuk

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