Mail Unleashed with Rory Sutherland

In a world of endless scrolling and skippable content, what makes something worth holding onto? Nils Leonard, Founder of Uncommon Creative Studio, joins Rory Sutherland to explore why physical, human-made experiences are earning our attention, and what that means for marketers in an increasingly digital and AI-driven marketing landscape. Throughout the episode, Nils and Rory explore: Nils’ journey from ad man to global studio founder Why physicality is capturing our attention again Why, when it comes to creativity, “different beats better” Why originality often comes from getting dangerously close to the line Plus, they unpack why human effort still hits differently in an age of AI, and what that means for marketers looking to create work people genuinely notice, value and remember. 00:00 – Nils Leonard joins Mail Unleashed 01:05 – Nils' journey from the Jobcentre to advertising 06:15 – Learning to write your own narrative 10:05 – Why Nils founded Uncommon 11:45 – Why ‘different’ beats ‘better’ 14:05 – Why…

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: What makes a channel a Super Touchpoint Why trust is becoming marketing's most valuable asset Why Gen Z continues to engage with physical mail Where door drops fit within a modern omnichannel strategy How marketers can balance innovation with effectiveness Along the way, the panel challenges assumptions, shares practical insights and explores why physical marketing channels, like direct mail, continue to deliver real results. Whether you're interested in creativity, behavioural science, marketing effectiveness or building stronger customer relationships, this episode is packed with ideas to take away. 00:00 Intro 00:35…

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…

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…

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…

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…

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…

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…

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…

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,…

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…

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…

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…

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…

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…

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 mail The 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…

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…

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…

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…

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…

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…

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…