Mail Unleashed with Rory Sutherland

What happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing?

For the first ever Mail Unleashed LIVE, recorded at Cannes Lions, our panel comes together for an honest, thought-provoking conversation about the role of mail in today's media mix.

In this special live episode, they explore:

What makes a channel a Super TouchpointWhy trust is becoming marketing's most valuable assetWhy Gen Z continues to engage with physical mailWhere door drops fit within a modern omnichannel strategyHow marketers can balance innovation with effectiveness

Along the way, the panel challenges assumptions, shares practical insights and explores why physical marketing channels, like direct mail, continue to deliver real results.

Whether you're interested in creativity, behavioural science, marketing effectiveness or building stronger customer relationships, this episode is packed with ideas to take away.

00:00 Intro
00:35 Welcome to Mail Unleashed LIVE from Cannes Lions
01:42 Why Rory Sutherland believes marketers abandon what works
04:18 Attention, trust and JICMAIL's Super Touchpoint research
07:25 Why direct mail still has a place in the modern media mix
10:12 What Gen Z can teach us about physical media
13:45 Where door drops fit into omnichannel marketing
16:28 Audience questions and key takeaways
18:55 Outro

Andrew Tindall is Chief Growth Officer at System1 and a leading expert in marketing effectiveness.  

Specialising in the role of creativity and emotion in driving business results, he works with global brands and agencies to translate effectiveness research into practical, actionable insights that help marketers create more impactful campaigns. 

  

Follow Andrew.  

LinkedIn - ⁠https://www.linkedin.com/in/andrew-tindall⁠   

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TikTok - ⁠https://www.tiktok.com/@andrew.tindall⁠ 

 

Claire Sadler is an award-winning CMO, business transformation leader and diversity champion with extensive experience across brands including BT, EE, Direct Line, Mars and the British Heart Foundation.  

 

Renowned for combining commercial rigour with creative thinking, she specialises in driving growth, developing talent and leading high-performing teams through change. 

 

Follow Claire.  

LinkedIn - https://www.linkedin.com/in/claire-sadler/  

 

Kate Mackie is Partner and Chief Marketing Strategy & Operations Officer at EY, where she helps transform marketing into a commercial growth engine in an AI-augmented world.  

A recognised leader in marketing transformation, growth and customer trust, she combines strategic insight with a passion for behavioural science, leadership and human-centred innovation. 

 

Follow Kate.  

LinkedIn - https://www.linkedin.com/in/mackiekate/  

 

Follow Rory.  

LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠  

X - ⁠https://x.com/rorysutherland⁠  

TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en  

  

Watch the full episode.  

Website - www.marketreach.co.uk/mail-unleashed-cannes-live

Follow us for more marketing tips and insights on the value of mail in the marketing mix.   

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In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail?  

 

That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down:  

 

Why digital struggles to get creative right and how direct mail can help How “hand-delivered communications” can earn 90 seconds of undivided attention   Why no media channel is truly expensive if it drives the right outcome Why precise geo-targeted marketing is often overlooked in digital marketing How programmatic mail bridges digital efficiency with physical impact  

 

Plus, they reveal why the most underrated media channel could be the most effective one in your mix. 

00:00 Intro 

00:41 Welcome to Jonny 

01:47 Why is Jonny, a Digital Strategy Director, making a case for direct mail?  

04:21 Why do digital display ads struggle creatively? How looking at physical mediums can help 

07:01 Marketing vs attention. Direct mail generates 90 seconds of undivided consumer attention 

10:52 The rise of retail media and the opportunities mail can bring 

13:34 The problem with relying on AI in digital marketing 

15:18 Programmatic mail: why physicality is so important in today’s digital world  

18:00 The power of geo-targeting in physical and digital marketing  

22:48 Why digital-first brands benefit from using direct mail. Example from Ocado and Waitrose  

24:27 Is any media channel actually expensive? 

27:28 Outro 

  

Jonny Harrison is a Digital Strategy Director at the7stars, the UK’s largest independent media agency. He focuses on driving advertising performance through data, technology and experimentation across channels.  

Jonny also supports new business, leads internal events, and contributes to the IAB Mobile Steering Group and Performance Council. 

 

Follow Jonny. 

LinkedIn - https://www.linkedin.com/in/j-harrison430/  

 

Follow Rory.  

LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠  

X - ⁠https://x.com/rorysutherland⁠  

TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en  

  

Watch the full episode.  

Website - https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars 

YouTube - https://youtu.be/PWZBmXejd58   

Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️  

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Not every impression is equal. So, what makes mail different from a digital impression?  

In this episode of Mail Unleashed, JICMAIL’s Director of Data Leadership, Ian Gibbs, joins Rory Sutherland to discuss why mail demands attention that lasts longer, gets revisited, and works harder to drive consumer action and results. 

Together, they discuss:  

The 200 different ways that marketers measure campaign effectiveness Ian’s work with JICMAIL and the DMA Why mail delivers both short- and long-term marketing impact How mail plays to a different attention span than digital marketing 

 

Plus, they explore why physical mail keeps working long after the first glance.  

 

00:00 Intro  

00:41 Welcome to Ian 

02:00 Ian’s work with JICMAIL and the DMA: The metrics he uses to measure the effectiveness of physical mail 

04:30 Short term vs long term marketing impact: why mail delivers on both as a super touchpoint within the multi-media mix 

09:10 The price of attention: Mail can generate 140 seconds of consumer attention across 28 days 

10:51 The importance of creativity, physicality and targeting in performance marketing 

14:30 Mail’s positive impact within an integrated marketing strategy, helping to drive effectiveness for brands 

17:10 The context of the home: why mail delivers where and when people need it most 

18:45 How JICMAIL is helping brands see the benefits of mail in the media mix 

22:13 Outro 

 

Ian Gibbs is Director of Insight at the DMA and Director of Data Leadership and Learning at JICMAIL.  

With over 20 years’ experience in media and advertising measurement, he previously worked at Kantar and The Guardian. He also runs Data Stories Consulting, helping organisations harness effective measurement, research and insight. 

 

Follow Ian.  

LinkedIn - https://www.linkedin.com/in/ian-gibbs-7b735619/ 

 

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. ⬇️  

  

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How can you build trust with your customers without physical stores or a tangible product?  

In this episode of Mail Unleashed, Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands. 

Together, they explore:  

Sayed’s career journey from O2 to SMARTY Mobile How physical mail can be used to pique curiosity and deepen customer relationships Why marketers need to choose the right mediums to achieve results   Why a combination of physical and digital media is so effective  

 

Listen in to find out how he uses mail to increase trust and turn promises into guarantees in our latest Mail Unleashed episode. 

 

00:00 Intro  

0:41 Welcome to Sayed  

01:06 Sayed’s marketing journey from O2 to SMARTY Mobile  

02:26 How Sayed uses physical mail to market an intangible product and build trust?  

04:17 Direct mail piques curiosity: why marketers should use the right medium for the right purpose 

06:53 How Sayed integrates mail with radio and TV marketing 

07:53 Sayed’s top 3 tips for direct mail marketing 

09:48 WARC’s research into long verses short-term efficacy of communication channels 

11:24 Why a combination of marketing media is the most effective  

12:11 Outro 

 

Sayed is a Senior Marketing Leader with years of experience in leading brands to fame and commercial success. He has worked for many of the UK’s biggest mobile brands including O2, Tesco Mobile and SMARTY Mobile.  

 
His passion lies in the art and science of how advertising can create and shift behaviours. 

 

Follow Sayed.  

LinkedIn - https://www.linkedin.com/in/sayed-hajamaideen-25403885/  

 

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/sayed-hajamaideen-smarty-mobile  

YouTube- https://youtu.be/hz-EEeQdY3k  

Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️ 

 

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How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.   

 

Together, Tash and host Rory Sutherland share:  

The inception of the Tesco Clubcard Loyalty Programme  How Tesco Clubcard data has helped shape its business offering Why using both digital and physical media can create magical marketing moments Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers A successful direct mail campaign from Volvo  

 

Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.  

 

00:00 Intro  

0:41 Welcome to Tash  

01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme 

04:38 Why physical mail is an important channel to reach Tesco customers  

05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering? 

07:11 Why are complimentary messages in different media formats more powerful? 

09:14 Tash’s example of impactful direct mail – Volvo  

12:57 Outro 

 

Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.  

She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and Campaign A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation. 

 

Follow Tash. 

LinkedIn - https://www.linkedin.com/in/tash-whitmey-2b7b87184/  

 

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/tash-whitmey-tesco  

YouTube - https://youtu.be/MqvybypNN7E  

 

Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️ 

 

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Want to find out why mail can hold the attention of consumers?  

 

In this episode, host Rory Sutherland welcomes Media expert and The Barber Shop founder, Dino Myers-Lamptey, into the studio to share how mail can ramp up creativity and draw out dwell time to make brands stand out. 

 

Highlights from this episode include:  

 

Dino’s experience with direct mail  The importance of physical media in an increasingly digital world The role of mail in helping the consumer on their journey to making a significant spending decision Why post-attention matters in marketing 

 

Listen in and find out which audiences are more likely to respond to mail over digital communications.  

 

00:00 Intro  

00:41 Welcome to Dino – Why the name “The Barber Shop”?  

02:16 Dino’s career journey with direct mail in marketing 

05:26: Dino and Rory discuss the need for physical media in a digital-led world 

07:23 What’s the role of mail in complex customer decision making processes? 

10:03 The power of printed catalogues  

12:26 Post attention: Why long-lasting impressions matter  

15:32 Rory argues why direct mail can help you target the right audience 

16:44 Dino’s experience creating mail campaigns for charities  

18:16 Want to find effective mail examples? Look at what’s coming through your door 

19:47 Outro  

 

Dino Myers-Lamptey is the Founder of The Barber Shop and a strategic leader with over 17 years’ in media. His expertise spans communications strategy, digital planning, direct-to-consumer subscription marketing, and ROMI performance.  

Dino has held senior roles at MullenLowe, the7stars, Mediacom, and more, launching standout campaigns and challenger brands. 

 

Follow Dino. 

LinkedIn - https://www.linkedin.com/in/dinosaw/  

X - https://x.com/thedinosaw  

 

Follow Rory.  

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

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Watch the full episode here:  

Website - https://www.marketreach.co.uk/mail-unleashed/dino-myers-lamptey-the-barber-shop  

YouTube- https://youtu.be/ypZ3_mZUxMw  

 

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. ⬇️ 

 

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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 at Hiscox, 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/  

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Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  

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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/  

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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. ⬇️ 

 

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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. ⬇️ 

 

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X - https://x.com/MarketreachUK  

Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  

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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  

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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. ⬇️ 

 

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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 

 

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LinkedIn- https://www.linkedin.com/in/rorysutherland/ 

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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. ⬇️ 

 

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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  

 

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LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

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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. ⬇️ 

 

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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 to 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. ⬇️ 

 

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Looking for some creative marketing tips for your next campaign?

Unlock mail’s creative potential in our Mail Unleashed episode with Jack Gallon, Executive Creative Director at The Gate. 

Alongside Rory Sutherland their conversation ignites around the creative freedom mail offers and how it gives you the unique chance to touch every sense. 

During the episode, Jack and Rory share: 

Why great ideas needn’t break the bank when it comes to mail How mail can complement other media and tell a fuller story Real-life success stories with mail marketing from IKEA, P&O Cruises and O2 Why mail creativity is almost limitless  

 

Listen in on the conversation and wander through the meadows of imagination to discover what great mail ideas look like.  

 

00:00 Intro  

1:50 Why direct mail marketing is a stage for creative ideas 

03:15 Physical creative mail can enhance digital  

04:05 Why the silo effect can impact brand storytelling  

5:11 Jack’s examples of creative direct mail – P&O Cruises and O2 

07:48 Rory & Boots UK – The impact of personalisation in marketing 

09:33 Why appealing to the five senses matters   

11:17 Outro 

 

Jack Gallon is an award-winning Executive Creative Director with years of experience shaping standout campaigns for some of the world’s most recognised brands.  

Currently ECD at The Gate London, Jack brings a rare blend of conceptual brilliance and strategic sharpness to integrated brand, CX and social work. 

He has helped brands like Virgin Red, O2, Shell, Royal Mail, SMARTY Mobile, The AA, Akzonobel and Peugeot achieve their creative goals.  

 

Follow Jack.  

LinkedIn - https://www.linkedin.com/in/jack-gallon-81b57922/ 

  

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LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

 

Watch the full episode. 

Website - https://www.marketreach.co.uk/mail-unleashed/jack-gallon-mbastack 

YouTube - https://youtu.be/JvJy9gG6kKY 

 

Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️ 

 

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How can print media help get all eyes on your brand?  

Not many people understand the world of print media as well as Seema Kumari, former Senior Marketing & CRM Director at Hearst UK. She joined Rory for an in-depth chat about just how effective mail marketing can be.  

 

In this episode, they cover:  

Seema’s experience at Hearst, working with global publications such as Cosmopolitan, Elle, Good House Keeping and Harper’s Bazaar  Why the notion that print is dying is a myth How mail is crucial in conveying high-end products Seema’s experience with programmatic mail  The calming effect reading something physical can have 

 

Listen to the full episode and you’ll hear why print is thriving.  

 

00:00 Intro  

1:37 Tackling the mistaken narrative that print is dying 

3:30 How did Seema create an effective programmatic direct mail channel? 

05:35 Why an omnichannel approach can make magic happen 

07:22 Seema explains why direct mail is undervalued 

08:12 Seema’s examples of effective direct mail – The White Company and Hotel Chocolat  

10:15 Rory predicts printed catalogues will make a comeback 

11:41 Outro 

 

Seema Kumari is an D2C marketing leader with 20+ years’ experience in subscriptions, ecommerce, CRM, and customer retention. She’s passionate about creating engaging, multi-channel experiences that put the customer first.  

Throughout her career she’s managed to drive business growth, loyalty, and recurring revenue through strategic digital marketing and data-led customer engagement. 

 

Follow Seema.  

LinkedIn - https://www.linkedin.com/in/seemakumari/ 

X - https://x.com/1Seemak 

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/Seema-Kumari-marketing-leader 

YouTube - https://youtu.be/jKk6-Ex-FZI 

 

Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️ 

 

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How does mail marketing make an impact in the world of sport?

Get ready to find out as Ellie Norman, former CCO at Manchester United, joins Rory Sutherland to unpack the power of mail.  

Their fascinating exchange covers:  

Ellie’s career journey working with Honda, Virgin Media and Formula 1 How direct mail’s tactility can elicit emotional reactions and build positive brand relationships A real-life success story with mail from Cunard  Why behavioural science can shape our marketing strategies  

 

To hear how mail offers huge opportunities to disrupt audiences as part of your marketing mix, listen to the full episode.  

00:00 Intro  

01:08 Ellie’s marketing journey from a below the line agency to Formula 1 

01:56 Working with mail at Honda and Virgin Media  

03:26 Ellie’s example of direct mail – Cunard’s luxury cruise ship mail pack 

5:58 Behavioural science – why reciprocation bias is important in marketing 

06:42 Why Rory and Ellie think we will see a renaissance of direct mail  

08:03 Outro 

 

Ellie Norman is an inspirational marketing leader with a proven track record in brand building and customer impact.

She’s experienced in managing global brands, across fast-paced, consumer-driven sectors including media, telco, automotive, and sports entertainment. 

 

Follow Ellie.  

LinkedIn - https://www.linkedin.com/in/ellietory/ 

 

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/Ellie-Norman-Manchester-United 

YouTube - https://youtu.be/mrc8NBJuBUE 

 

Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️ 

 

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X - https://x.com/MarketreachUK  

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Want to find out why the UK's leading health and beauty retailer uses mail as part of their marketing strategy?

Then tune in to this episode of Mail Unleashed featuring Marketer of the Year (2023), and former CMO of Boots UK, Pete Markey.  

It’s clear host Rory Sutherland and Pete share a passion for the medium as they discuss mail’s huge potential in the current digital world.  

Throughout the episode, they discuss:  

Pete’s experience with mail working at British Gas, More Than, Aviva and Boots UK Why mail delivers costly signalling Real-life examples of impactful direct mail from Boots UK How you can use data to create tailored and targeted mail marketing   

Plus, they reveal how mail’s physicality can capture consumer attention and enhances brand engagement. 

 

00:00 Intro  

01:00 When did Pete become a fan of direct mail marketing? 

03:20 Pete talks through creating a direct mail pack for More Than insurance 

04:34 Why moments matter in marketing 

05:54 Pete’s experience with adding mail to the media mix at Aviva  

07:06 Why mail is both effective and efficient 

08:01 Pete’s first example of direct mail – Boots UK The No7 anti-ageing serum 

11:20 Pete’s second example of direct mail – Boots UK’s quarterly mailing 

12:51 Outro 

 

Pete Markey is an award-winning marketing leader with global and regional experience across brand, digital, CX, and analytics.

He’s a fellow of CIM, Marketing Academy, and Marketing Society, as well as a multiple Marketer of the Year winner with a proven track record across industries.  

Passionate about inclusion, team excellence, and Pete is renowned for achieving incredible business results through bold, data-driven marketing strategies. 

Follow Pete. 

LinkedIn - https://www.linkedin.com/in/petermarkey/  

X - https://x.com/petermarkey 

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/Pete-Markey-Boots 

YouTube - https://youtu.be/bElcASfbe-c 

 

Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️ 

 

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Looking for key takeaways on why direct mail is an impactful marketing channel?

Listen in to this fascinating Mail Unleashed episode. This time, Rory Sutherland is joined by Tony Miller, former CMO at Weight Watchers (WW) and Disney. 

  

During the episode, Tony and Rory discuss: 

Tony’s journey to the UK  His experience with mail marketing at EasyJet, Compare the Market and Disney Two examples of direct mail from World Vision and The TV License  Why mail is both an effective and efficient marketing channel Reasons why mail earns its place at the centre of your media mix 

 

Together, they share just how much you can change customers’ perceptions through this physical medium - whether that’s through delivering the spark needed to re-ignite existing customers or to attract new ones. 

 

00:00 Intro  

01:00 When did Tony cross the pond to the UK?  

1:45 The second coming of direct marketing 

03:04 Tony’s first example of direct mail – The World Vision gift catalogue 

05:14 From EasyJet to Disney Tony shares his career journey working with direct mail 

06:12 Tony’s second example of direct mail – The TV Licence  

07:52 Is mail less sustainable than digital?  

08:57 Outro 

 

Tony Miller is a proven business leader specialising in brand building and digital transformation. He’s experienced in driving growth and leading high-performing global teams for brands including Disney, Weight Watchers and Havas Helia.

  

As a collaborative coach and mentor, Tony has a strong track record of managing complex demands, influencing stakeholders, and delivering results at pace across industries and channels. 

Follow Tony. 

LinkedIn - https://www.linkedin.com/in/tonyjmiller/ 

 

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/tony-miller-marketing-leader 

YouTube - https://youtu.be/gkeysCSXJws 

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. ⬇️ 

 

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Want to hear how one of the UK’s most popular airlines used mail to improve their marketing performance?

In this episode, host Rory Sutherland speaks to Lis Barton, former CMO at MoneySuperMarket, about their shared love for direct mail and how marketers can truly unleash its full potential. 

During the episode, Lis shares:  

How working at Barclays and Audi opened her eyes to the effectiveness of direct mail as a marketing medium Two successful examples of direct mail from EasyJet and The Miscarriage Association How these campaigns help build strong loyal connections and drive impressive commercial results

Plus, Rory shares his thoughts on the sustainability of direct mail and how quality is better than quantity when it comes to marketing.  

 

00:00 Intro  

01:51 When did Lis first come across direct mail?  

03:50 Lis’s first example of direct mail - The EasyJet Flight Club loyalty scheme 

06:03: How did Lis measure the payback for EasyJet’s direct mail loyalty pack?  

08:10 Lis's second example of direct mail – The Miscarriage Association

09:52 Rory argues we need less but better marketing that we can measure 

11:27 Outro  

Follow Lis.

LinkedIn - https://www.linkedin.com/in/lis-barton-b951448/

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/lis-blair-moneysupermarket 

YouTube - https://youtu.be/eWp_i8Xy0bE 

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. ⬇️ 

 

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