Mail Unleashed with Rory Sutherland
Welcome to Mail Unleashed. Hosted by marketing legend and Vice Chairman at Ogilvy UK Rory Sutherland, this series goes in-depth with some of the world’s top marketing greats about their experiences with the hugely effective marketing channel, direct mail. Mail Unleashed is brought to you by Marketreach, champions of mail media. We help brands and agencies unleash the magic of mail.
Episodes
Ep 20: Direct mail wins the attention economy with Jonny Harrison
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 communic
Ep 19: Why Ian Gibbs says mail earns attention that lasts
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 campa
Ep 18: Bring your digital brand to life and deliver trust with Sayed Hajamaideen
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 us
Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey
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
Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey
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 inc
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 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
Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton
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 c
Ep 13: Mail's trust advantage in banking with Margaret Jobling
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 physic
Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement
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 telemarket
Ep 11: Why top brand loyalty programmes feature mail with Natalie Milner
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 mai
Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall
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 differen
Ep 9: How AI powers direct mail to drive results with Luke Whitehorn
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
Ep 8: Tangible mail: the key to unlocking digital brand growth
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 rol
Ep 7: From Screwfix to Trainline: Jo McClintock on growing brands with mail
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 hi
Ep 6: Focus on creativity to grab attention and spark engagement with ECD Jack Gallon
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 ne
Ep 5: Mix mail and digital media for best results with Seema Kumari
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
Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman
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-lif
Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey
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
Ep 2: Boost retention and drive digital transformation with Tony Miller
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 di
Ep 1: Improve brand loyalty and retention with Lis Barton
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 d
