Mail Unleashed with Rory Sutherland

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

If mail is distinctive, does it become more memorable? Richard Shotton, behavioural scientist and author of The Choice Factory, and Rory Sutherland, get under the skin and into the minds of consumers.  Together, they explain: Techniques brands can use to become more memorable The value of costly signalling How mail’s physicality can enhance engagement and attention  Why Christian Aid Week’s mail campaign was a success Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why.  00:00 Intro  00:41 Welcome to Richard  1:43 How long has Richard been an expert of direct mail?  03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail 04:03: Richard explains why surprising requests are more noticeable 05:34 Why mail’s physicality can enhance engagement and build trust 09:32 Richard’s example of successful direct mail – Christian Aid Week 12:15 Outro  Richard is the founder of Astroten and author of The Choice Factory and The Illusion of Choice, which is a best-selling book available in 16 languages.  He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast Behavioural Science for Brands.  Follow Richard. LinkedIn - https://www.linkedin.com/in/richard-shotton/  X - https://x.com/rshotton   Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/richard-shotton-the-choice-factory YouTube - https://youtu.be/pLKvb_ZrdkM  Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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 

In a world of rising digital scams, why does a simple piece of mail still reassure banking customers?  Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services.   Throughout this episode, they discuss:  NatWest’s sponsorship of Team GB at the Paris Olympics Why 71% of people trust physical mail Real data that shows mail outperforms email in response rates How mail still reassures customers in a world of rising digital scams  Plus, they explore why mail is such an important touchpoint in banking, and how it helps you target the right moments.   00:00 Intro  00:41 Welcome to Margaret  01:25 Margaret talks through NatWest’s sponsorship of Team GB at the Paris Olympics  03:27 Direct mail’s role in building trust and authenticity in the financial services 05:32 Physical mail helps you target the right moment & how it has helped NatWest achieve long-term marketing impact  09:51 In a world of rising digital scams, mail can offer reassurance for banking customers 11:14 Why multiple touchpoints are important for NatWest and why mail is one of them 12:53 Data that shows campaigns with mail are more likely to show ROI benefits 15:42 Margaret’s experience with mail at Centrica and NatWest: how mail had the best response rates   18:46 Gen Z are more responsive to physical mail than you'd think 20:46 Outro  Margaret Jobling is Chief Marketing Officer at NatWest Group. She is an experienced FTSE 100 business leader with a strong record in consumer goods and utilities.   She specialises in customer experience, marketing transformation, consumer products, and insight-driven decision-making. Known for her strategic leadership and for driving measurable results, she consistently delivers impactful, customer-focused change across complex organisations.  Follow Margaret. LinkedIn - https://www.linkedin.com/in/margaret-jobling-9741b513/   Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/margaret-jobling-natwest YouTube - https://youtu.be/rviRRSyQK7A   Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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

Want to find out how mail can add value to a campaign and target your consumers?  Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years.  Together, they discuss: What makes mail a unique and irreplaceable part of the marketing mix Kate’s career journey from a small telemarketing & direct mail agency to Ogilvy One Why direct mail can build brand trust and grab attention How mail has earned its place in the mix in an increasingly digital world  To find out what the future holds for this effective media channel, listen to the full episode.  00:00 Intro  00:41 Kate’s marketing journey from a telemarketing and direct mail agency to the Tesco Clubcard 02:06 Why a customer perspective is so important when choosing the right marketing medium 03:27 Kate’s examples of effective direct mail - Lloyds Bank & ME+EM 06:05 The relationship between mail and brand trust – The Change for Life campaign 09:06 Has marketing got an efficiency and cost cutting problem?  11:10 Outro  Kate Wheaton is the former Head of Strategy at Ogilvy One, with a career spanning some of the UK’s most successful loyalty programmes.  She’s worked with leading brands like Tesco, Sainsbury’s, Boots, and BA, blending strategic rigour with creativity to build modern loyalty experiences that drive engagement, retention, and long-term brand love.  Follow Kate.  LinkedIn - https://www.linkedin.com/in/katewheaton/    Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/kate-wheaton-ogilvy-one  YouTube - https://youtu.be/lM_2njydRCE   Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️  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

Is mail the key to building and maintaining strong customer relationships?  In this episode of Mail Unleashed, former Group Membership & Loyalty Director at the AA, Natalie Milner, shares insights from her career, as she and Rory Sutherland sit down to discuss: The importance of making sure that customers feel valued Two examples of successful direct mail campaigns from Wickes and Loaf How mail can make customers feel appreciated  Natalie’s experience with mail at the AA  Tune in to find out why top brands are turning to mail for their loyalty programmes.   00:00 Intro  00:41 Welcome to Natalie  01:25 Natalie's first example of a successful mail campaign – Wickes 04:50 Natalie's second example of a successful mail campaign – Loaf  06:00 The AA and direct mail 06:51 The importance of having a holistic view in media selection 09:03 Why physical marketing makes an impact  12:09 Outro  Natalie has years of experience working for big name brands like the AA, Curry’s plc and Wickes.  She helps organisations transform their brand and customer experience by integrating media and connecting touchpoints to acquire, engage and retain more customers- increasing loyalty.  Follow Natalie.  LinkedIn - https://www.linkedin.com/in/natalie-milner-b65a601/   Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/natalie-milner-cmo  YouTube - https://youtu.be/VVfz9WBaVxA   Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️  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

What is a super touchpoint and why are they so powerful? In this episode, Rory Sutherland is joined by Senior Vice President at System1, Andrew Tindall.  As an effectiveness pro, Andrew knows that mail does not only drive sales, but it also grabs attention, builds awareness and trust, with physical impact that lives on in the home. Together, Andrew and Rory talk about:  What makes System1 different from other market research companies How understanding behavioural science can enhance your marketing performance Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” What a super touchpoint is and why mail can be classed as one The importance of trust in marketing  Plus, they share why mail’s physicality can surprise and delight your customers.  00:00 Intro  00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies?  03:17 How understanding behavioural science can help marketers choose the right media  05:33 Direct mail is effective and demonstrates costly signalling  07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered 09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail's ability to build strong brand awareness and drive sales 15:14 Why mail allows you to be creative – examples from Hiscox and The AA  16:54 The potency of the unexpected: why the physicality of mail surprises and delights  18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it 22:10 Why marketers should judge success based on attentive reach, not cheap CPMs 24:30 Outro  Andrew Tindall is the Senior Vice President at System1. He is a marketing effectiveness expert, specialising in how creativity and emotion drive results across media.  He partners with top global brands and agencies to scale effectiveness insights, publish award-winning thought leadership, and deliver practical, accessible advice that helps brands make creativity work harder.  Follow Andrew. LinkedIn - https://www.linkedin.com/in/andrew-tindall  X - https://x.com/andrewtindall_ TikTok - https://www.tiktok.com/@andrew.tindall  Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/andrew-tindall-system1 YouTube - https://youtu.be/YqIAMN0Bs1Q  Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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 

Does AI have the potential to supercharge direct mail and improve results? Yes, it does, and you’ll find out why in this Mail Unleashed episode with Luke Whitehorn, Marketing Director at Domestic & General.   Throughout this episode, Luke joins Rory to talk about the power of mail. Together they discuss:   Luke’s journey from working in a call centre to rising to Marketing Director at Domestic & General Data from Domestic & General that shows how effective mail can be Why personalised mail can build brand trust AI’s potential with direct mail marketing  Luke’s experience working at Christadelphian Meal-a-Day  Plus, they share real stats that show how mail has helped Domestic & General keep 86% of their customer base.   00:00 Intro  00:41 Welcome to Luke – his journey from the call centre at British Gas to Marketing Director at Domestic & General  03:21 Build trust – the importance of personalised mail for marketing something intangible 05:05 Is mail effective? Luke has 30 years of data that shows how effective it is in the marketing mix 07:20 Luke and Rory discuss “The Halo Effect” of direct mail and its lasting impact 09:33 Why direct mail works for insurance brands  11:11 Direct mail is a blank canvas for marketers to get creative  13:13 What potential does AI have in the world of direct mail? Propensity modelling, GenAI testing, and attribution models  17:56 Luke's experience working as Marketing Director for the charity Christadelphian Meal-a-Day  20:48 Outro   Luke Whitehorn is the Marketing Director at Domestic & General. He is a passionate marketing leader with a background in customer experience and digital growth.  He blends data and empathy to drive personalisation, build high-performing teams, and deliver results. From brand campaigns to data science, Luke brings strategic thinking and heart to everything he does, inside and outside of work.  Follow Luke. 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/  TikTok - https://www.tiktok.com/@marketreachuk 

Why would a digital giant like Google use direct mail when their entire world is online?  In this episode of Mail Unleashed, Nishma Patel Robb, Founder & CEO of The Glittersphere, explains how brands can avoid becoming one dimensional with mail. Together, Nishma and host Rory Sutherland talk about:  How mail allows you to get creative How Nishma used mail to build Google’s brand The future role mail can play in helping brands reach new audiences Mail’s tactility can hold customer attention  Plus, you’ll hear from both Nishma and Rory on why mail’s powers can’t be ignored.  00:00 Intro  00:41 Welcome to Nishma  01:52 Why would Google use direct mail?  06:10 Why using physical media can give digital brands a bit of life 07:49 Two main challenges for marketers: short-term ROI measurement and sustainability  08:41 Nishma discusses the Google direct mail online child safety campaign 11:39 Nishma’s plans for using mail at The Glittersphere to reach new communities 15:15 The evolution of direct mail. What does the future hold for this marketing medium?  16:44 Why all young creatives should visit The History of Advertising Trust  17:34 Outro  Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence.  A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social.   Follow Nishma. LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/  X - https://x.com/nishmarobb   Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland  Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/nishma-patel-robb-the-glittersphere  YouTube - https://youtu.be/KYfcEplYQtM   Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  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

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 mailThe 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 

Jack Gallon, an award-winning Executive Creative Director known for bold, sensory-driven campaigns, explores mail as a creative canvas. He shares inventive, low-cost ideas and big-ticket personalized stunts. Short takes cover using mail to bridge digital, make envelopes irresistible, and engage all five senses to grab attention and boost impact.