Mail Unleashed with Rory Sutherland

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.

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.

Pete Markey, award-winning marketing leader and former Boots CMO, talks about using data-driven direct mail to cut through digital noise. He shares why physical mail creates the right customer moment. Short stories cover targeted re-engagements, personalised pricing packs, and how mixing mail with digital boosts loyalty and response.

Tony Miller, a proven marketing leader and former CMO at Weight Watchers and Disney, with deep experience in direct mail and CRM. He recounts his move to the UK and agency roots. Short, vivid stories include a World Vision gift catalogue that transformed giving and a TV Licence campaign using QR codes and gamification. They also debate mail versus digital around sustainability and efficiency.

Lis Barton, former CMO at MoneySuperMarket who scaled loyalty programs across brands like Barclays and Audi. She recounts standout direct mail wins: EasyJet’s Flight Club loyalty pack and a compassionate Miscarriage Association mailer. The conversation highlights why fewer, higher-quality mailings can build stronger emotional connections and measurable retention.