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/