Ep 13: Mail's trust advantage in banking with Margaret Jobling
Mail Unleashed with Rory Sutherland
Cohort differences and Gen Z responsiveness
They discuss varying cohort responses, noting Gen Z can be highly responsive to mail due to digital saturation.
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/
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