Ep 8: Tangible mail: the key to unlocking digital brand growth

8 snips

Oct 2, 2025

Nishma Patel Robb, Founder & CEO of The Glittersphere and former Google UK Brand Director, is a brand strategist who champions female creative talent. She explains why physical mail brings tactility and personality to digital brands. They discuss creative risk, using mail for child online-safety campaigns, and how tactile invites and collectible mailings can expand audiences beyond the digital bubble.

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INSIGHT

Reach Offline Small Businesses

Many small businesses lacked a digital footprint and needed prompting to go online.
Nishma used direct mail to reach those offline businesses and drive them toward Google listings.

INSIGHT

Give Digital Brands Physical Life

Direct mail gives intangible brands physicality and personality that digital alone cannot.
Nishma said mail added 'cheek and wink' and helped bring Google's brand to life.

ADVICE

Compare Full Costs And Sustainability

Consider full costs and sustainability across digital and physical channels, not just surface assumptions.
Measure ROI over time and include hidden digital costs like servers and AI when comparing media.

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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 hold for this marketing medium?

16:44 Why all young creatives should visit The History of Advertising Trust

17:34 Outro

Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence.

A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social.

Follow Nishma.

LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/

X - https://x.com/nishmarobb

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/

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