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Mail Unleashed with Rory Sutherland: Daily Summaries Delivered
by Marketreach
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.
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- 2 weeks ago28 min
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 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. ⬇️ 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
- Mar 12, 202622 min
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 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. ⬇️ 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
- Mar 2, 202612 min
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 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. ⬇️ 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
- Feb 11, 202613 min
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 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.⬇️ 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
- Jan 28, 202620 min
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 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/ X - https://x.com/rorysutherland 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. ⬇️ 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
- Jan 13, 202624 min
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. 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
- Dec 10, 202513 min
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 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
- Nov 28, 202521 min
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 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
About 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.
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