Cost-per-attentive-reach over cheap CPMs

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. ⬇️ 

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Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  

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