Mail Unleashed with Rory Sutherland

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

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 

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

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

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