Mail Unleashed with Rory Sutherland

Ep 13: Mail's trust advantage in banking with Margaret Jobling

Nov 28, 2025
Guest
Margaret Jobling
Margaret Jobling, Chief Marketing Officer at NatWest Group, is a FTSE 100 marketing leader focused on customer experience and insight-driven change. She talks about why physical mail still builds trust in banking, how mail outperforms email for certain moments, the role of mail in fraud reassurance and timing, and surprising responsiveness among younger cohorts.
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INSIGHT

Physical Mail Signals Trust

  • Physical mail retains disproportionate importance as services dematerialise because it signals trust and authenticity.
  • Margaret Jobling says 71% of people trust mail, making it vital for banking communications.
INSIGHT

Mail Reaches Customers At The Right Moment

  • Mail is keepable, reaching customers at moments they choose to do admin rather than interrupting them.
  • Rory Sutherland calls this the 'toast rack' effect where mail is filed and acted on at the right moment.
ADVICE

Prove Mail With Data

  • Be data-led: test, measure ROI, and use econometrics to prove mail's role in the marketing mix.
  • Margaret Jobling advises presenting evidence to avoid pushback from finance and to secure mail budgets.
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