Mail Unleashed with Rory Sutherland Ep 11: Why top brand loyalty programmes feature mail with Natalie Milner
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Nov 5, 2025 Natalie Milner, a loyalty and membership leader with experience at Wickes and the AA, explains why physical mail still matters. She highlights two standout mail campaigns, how mail reaches customers in a different mindset, and why tangible communications can make people feel valued. Short, practical stories about measuring impact and choosing the right media shine through.
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Wickes Loyalty Card Drove Measurable Uplift
- Natalie describes Wickes' points-based card launched in-store to capture customer data and drive measurable uplift.
- Quarterly personalised reward statements auto-redeemed points and produced clear spikes in econometric models.
Loaf’s Creative Mail Builds Brand Attention
- Natalie praises Loaf's creative mailed brochures that provide useful physical items and build brand attention.
- She contrasts the deeper attention given to post with the short, consumable nature of digital newsletters.
Physical Mail Captures A Different Mindset
- Mail reaches people in different mindsets and invites longer attention at a time of their choosing.
- That timing advantage lets mail influence decisions more decisively than many other channels.