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...

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 com...

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 ca...

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 b...

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 m...

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...

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 t...

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...

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...

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 telema...

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...

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 diffe...

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 Dome...

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 futur...

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...

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...

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,...

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...

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 th...

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...

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...