Mail Unleashed with Rory Sutherland

Marketreach
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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.

Episodes

  1. Ep 6: Focus on creativity to grab attention and spark engagement with ECD Jack Gallon

    JUL 17

    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 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/     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/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. ⬇️    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
  2. Ep 5: Mix mail and digital media for best results with Seema Kumari

    JUL 17

    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 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. ⬇️    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
  3. Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman

    JUL 17

    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-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. ⬇️    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

    9 min
  4. Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey

    JUL 17

    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 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.⬇️    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
  5. Ep 2: Boost retention and drive digital transformation with Tony Miller

    JUL 17

    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 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. ⬇️    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

    10 min
  6. Ep 1: Improve brand loyalty and retention with Lis Barton

    JUL 17

    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 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. ⬇️    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
  • 6 Episodes

About

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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