Mail Unleashed with Rory Sutherland

Marketreach
  • 0.0（0則評分）
  • 行銷

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 13: Mail's trust advantage in banking with Margaret Jobling

    1 天前

    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 分鐘
  2. Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement

    11月17日

    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 分鐘
  3. Ep 11: Why top brand loyalty programmes feature mail with Natalie Milner

    11月5日

    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 分鐘
  4. Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall

    10月21日

    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 分鐘
  5. Ep 9: How AI powers direct mail to drive results with Luke Whitehorn

    10月15日

    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 & General Data from Domestic & General that shows how effective mail can be Why personalised mail can build brand trust AI’s potential with direct mail marketing  Luke’s experience working at Christadelphian Meal-a-Day   Plus, they share real stats that show how mail has helped Domestic & General keep 86% of their customer base.     00:00 Intro   00:41 Welcome to Luke – his journey from the call centre at British Gas to Marketing Director at Domestic & General   03:21 Build trust – the importance of personalised mail for marketing something intangible  05:05 Is mail effective? Luke has 30 years of data that shows how effective it is in the marketing mix  07:20 Luke and Rory discuss “The Halo Effect” of direct mail and its lasting impact  09:33 Why direct mail works for insurance brands   11:11 Direct mail is a blank canvas for marketers to get creative   13:13 What potential does AI have in the world of direct mail? Propensity modelling, GenAI testing, and attribution models   17:56 Luke's experience working as Marketing Director for the charity Christadelphian Meal-a-Day   20:48 Outro     Luke Whitehorn is the Marketing Director at Domestic & General. He is a passionate marketing leader with a background in customer experience and digital growth.   He blends data and empathy to drive personalisation, build high-performing teams, and deliver results. From brand campaigns to data science, Luke brings strategic thinking and heart to everything he does, inside and outside of work.    Follow Luke.  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

    22 分鐘
  6. Ep 8: Tangible mail: the key to unlocking digital brand growth

    10月2日

    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 role mail can play in helping brands reach new audiences Mail’s tactility can hold customer attention   Plus, you’ll hear from both Nishma and Rory on why mail’s powers can’t be ignored.    00:00 Intro   00:41 Welcome to Nishma   01:52 Why would Google use direct mail?   06:10 Why using physical media can give digital brands a bit of life  07:49 Two main challenges for marketers: short-term ROI measurement and sustainability   08:41 Nishma discusses the Google direct mail online child safety campaign  11:39 Nishma’s plans for using mail at The Glittersphere to reach new communities  15:15 The evolution of direct mail. What does the future hold for this marketing medium?   16:44 Why all young creatives should visit The History of Advertising Trust   17:34 Outro    Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence.   A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social.     Follow Nishma.  LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/   X - https://x.com/nishmarobb     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

    18 分鐘
  7. Ep 7: From Screwfix to Trainline: Jo McClintock on growing brands with mail

    9月10日

    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 highly targeted direct mailThe benefits of printed catalogues to reach new audiences How Jo discovered the value of personalisation in marketing at Moonpig Why direct mail is an effective, efficient and sustainable marketing channel   Plus, Jo shares with Rory examples of the personalised mailings and perfect moments she’s created, that have captured hearts and helped build these brands along the way.    00:00 Intro   00:41 Welcome to Jo  01:09 Jo’s marketing journey with Screwfix   02:31 Jo and Rory discuss the power of printed catalogues   04:21 Jo’s beginnings with mail at Screwfix and mastering audience segmentation  08:11 Jo’s next career step – learning the value of personalisation at Moonpig   14:14 How direct mail can work create sustainable habits  16:06 From Moonpig to Trainline – Jo discusses the potential to use door drops for season ticket holders  22:22 Outro     Jo McClintock is VP of Brand & Marketing at Trainline, leading record-breaking growth across UK and international markets. With 18+ years’ experience, she combines creative leadership with sharp commercial mindset.  She focuses on building high-performing teams and award-winning campaigns like “I Came by Train” to drive acquisition, loyalty, and sustainable brand impact.    Follow Jo.  LinkedIn - https://www.linkedin.com/in/jo-mcclintock-8741385/    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/jo-mcclintock-trainline   YouTube - https://youtu.be/F2LdFxlc8t8    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

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

    7月17日

    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 分鐘
顯示全部 (13)

簡介

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.

資訊

你可能也會喜歡