Mail Unleashed with Rory Sutherland

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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.

  1. Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey

    2 DAYS AGO

    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

    14 min
  2. Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey

    28 JAN

    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

    20 min
  3. Ep 15: Mail puts the fun in insurance with Ed Birth

    13 JAN

    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

    25 min
  4. Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton

    10/12/2025

    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

    13 min
  5. Ep 13: Mail's trust advantage in banking with Margaret Jobling

    28/11/2025

    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

    22 min
  6. Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement

    17/11/2025

    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 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. ⬇️    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

    12 min
  7. Ep 11: Why top brand loyalty programmes feature mail with Natalie Milner

    05/11/2025

    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 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. ⬇️    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

    13 min
  8. Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall

    21/10/2025

    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 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   X - https://x.com/andrewtindall_  TikTok - https://www.tiktok.com/@andrew.tindall    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/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. ⬇️    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

    26 min
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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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