Mail Unleashed with Rory Sutherland

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/⁠   TikTok - ⁠https://www.tiktok.com/@marketreachuk

How can you build trust with your customers without physical stores or a tangible product?  In this episode of Mail Unleashed, Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands. Together, they explore:  Sayed’s career journey from O2 to SMARTY Mobile How physical mail can be used to pique curiosity and deepen customer relationships Why marketers need to choose the right mediums to achieve results   Why a combination of physical and digital media is so effective   Listen in to find out how he uses mail to increase trust and turn promises into guarantees in our latest Mail Unleashed episode.  00:00 Intro  0:41 Welcome to Sayed  01:06 Sayed’s marketing journey from O2 to SMARTY Mobile  02:26 How Sayed uses physical mail to market an intangible product and build trust?  04:17 Direct mail piques curiosity: why marketers should use the right medium for the right purpose 06:53 How Sayed integrates mail with radio and TV marketing 07:53 Sayed’s top 3 tips for direct mail marketing 09:48 WARC’s research into long verses short-term efficacy of communication channels 11:24 Why a combination of marketing media is the most effective  12:11 Outro  Sayed is a Senior Marketing Leader with years of experience in leading brands to fame and commercial success. He has worked for many of the UK’s biggest mobile brands including O2, Tesco Mobile and SMARTY Mobile.   His passion lies in the art and science of how advertising can create and shift behaviours.  Follow Sayed.  LinkedIn - https://www.linkedin.com/in/sayed-hajamaideen-25403885/   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/sayed-hajamaideen-smarty-mobile  YouTube - https://youtu.be/hz-EEeQdY3k  Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️  LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/  X - https://x.com/MarketreachUK  Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  TikTok - https://www.tiktok.com/@marketreachuk 

How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.    Together, Tash and host Rory Sutherland share:  The inception of the Tesco Clubcard Loyalty Programme  How Tesco Clubcard data has helped shape its business offering Why using both digital and physical media can create magical marketing moments Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers A successful direct mail campaign from Volvo   Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.   00:00 Intro  0:41 Welcome to Tash  01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme 04:38 Why physical mail is an important channel to reach Tesco customers  05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering? 07:11 Why are complimentary messages in different media formats more powerful? 09:14 Tash’s example of impactful direct mail – Volvo  12:57 Outro  Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.  She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and Campaign A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation.  Follow Tash. LinkedIn - https://www.linkedin.com/in/tash-whitmey-2b7b87184/   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/tash-whitmey-tesco  YouTube - https://youtu.be/MqvybypNN7E   Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️  LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/  X - https://x.com/MarketreachUK  Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  TikTok - https://www.tiktok.com/@marketreachuk

Dino Myers-Lamptey, founder of The Barber Shop and media strategist, blends print know-how with DTC and ROMI experience. He explores why physical mail grabs dwell time and aids complex purchase journeys. Short conversations cover catalogues, post-attention impact, local mail returns, and how charities use mail for segmentation.

Ed Birth, Head of Brand Marketing at Hiscox and former agency creative, talks about using humour and creativity to make insurance feel human. He explains how tactile direct mail builds trust, grabs attention and earns huge share of voice. Hear why a cheeky wine-stained letter worked, how timing and targeting boost impact, and why fun often outperforms fear in marketing.

Richard Shotton, behavioural scientist and author who applies psychology to marketing, joins to explore direct mail. They discuss how surprise and distinctiveness capture attention. They cover why physical mail boosts trust and memory. They highlight costly signalling and a real test where paper quality raised donations.

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.

Kate Wheaton, former Head of Strategy at Ogilvy One who helped shape loyalty programmes for Tesco, Sainsbury’s and BA. She discusses why physical mail still wins attention and trust. Short reads, big formats and tangible items can sell fashion, explain complex topics and build credibility for emerging brands. Practical views on segmenting audiences and when mail earns its place in the mix.

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.

Andrew Tindall, Senior VP at System1 and marketing effectiveness expert, explains why physical mail packs emotional punch. He describes 'super touchpoints' and how mail grabs attention, builds trust, and drives sales. Short, creative formats surprise and stick in the home. They also debate attentive reach vs cheap CPMs and why media and creativity must work together.