Mail Unleashed with Rory Sutherland

Luke Whitehorn, Marketing Director at Domestic & General, blends data and empathy to drive personalised customer experiences. He talks about why direct mail builds trust for insurance, 30 years of data on mail’s effectiveness, the halo effect and dwell time benefits, and practical AI uses like propensity modelling, GenAI creative testing and call-transcript LLMs.

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.

Jo McClintock, VP of Brand & Marketing at Trainline with 18+ years' experience and past roles at Screwfix and Moonpig, discusses using highly personalised mail to build brands. She talks about catalogues driving discovery and higher spend. She explains segmentation, using mail to shift entrenched travel habits, and how printed mail can be efficient, sustainable and emotionally resonant.

Jack Gallon, an award-winning Executive Creative Director known for bold, sensory-driven campaigns, explores mail as a creative canvas. He shares inventive, low-cost ideas and big-ticket personalized stunts. Short takes cover using mail to bridge digital, make envelopes irresistible, and engage all five senses to grab attention and boost impact.

Seema Kumari, D2C marketing leader and former Senior Marketing & CRM Director at Hearst UK, brings deep experience in subscriptions, ecommerce and programmatic direct mail. She debunks the myth that print is dead. She explains why print conveys luxury and calm. She outlines programmatic direct mail, timing, and how catalogues and omni‑channel mixes drive attention and loyalty.

Ellie Norman, a marketing leader who shaped brands at Formula One and Manchester United, joins the conversation. She recounts using direct mail for emotional, premium experiences and a tactile Cunard mail pack that transports recipients. They explore materials, unfolding journeys, and how reciprocation bias and reduced mail clutter could spark a direct mail renaissance.

Pete Markey, award-winning marketing leader and former Boots CMO, talks about using data-driven direct mail to cut through digital noise. He shares why physical mail creates the right customer moment. Short stories cover targeted re-engagements, personalised pricing packs, and how mixing mail with digital boosts loyalty and response.

Tony Miller, a proven marketing leader and former CMO at Weight Watchers and Disney, with deep experience in direct mail and CRM. He recounts his move to the UK and agency roots. Short, vivid stories include a World Vision gift catalogue that transformed giving and a TV Licence campaign using QR codes and gamification. They also debate mail versus digital around sustainability and efficiency.

Lis Barton, former CMO at MoneySuperMarket who scaled loyalty programs across brands like Barclays and Audi. She recounts standout direct mail wins: EasyJet’s Flight Club loyalty pack and a compassionate Miscarriage Association mailer. The conversation highlights why fewer, higher-quality mailings can build stronger emotional connections and measurable retention.