Mail Unleashed with Rory Sutherland

Ep 20: Direct mail wins the attention economy with Jonny Harrison

In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail?     That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down:     * Why digital struggles to get creative right and how direct mail can help  * How “hand-delivered communications” can earn 90 seconds of undivided attention    * Why no media channel is truly expensive if it drives the right outcome  * Why precise geo-targeted marketing is often overlooked in digital marketing  * How programmatic mail bridges digital efficiency with physical impact     Plus, they reveal why the most underrated media channel could be the most effective one in your mix.  00:00 Intro  00:41 Welcome to Jonny  01:47 Why is Jonny, a Digital Strategy Director, making a case for direct mail?   04:21 Why do digital display ads struggle creatively? How looking at physical mediums can help  07:01 Marketing vs attention. Direct mail generates 90 seconds of undivided consumer attention  10:52 The rise of retail media and the opportunities mail can bring  13:34 The problem with relying on AI in digital marketing  15:18 Programmatic mail: why physicality is so important in today’s digital world   18:00 The power of geo-targeting in physical and digital marketing   22:48 Why digital-first brands benefit from using direct mail. Example from Ocado and Waitrose   24:27 Is any media channel actually expensive?  27:28 Outro     Jonny Harrison is a Digital Strategy Director at the7stars, the UK’s largest independent media agency. He focuses on driving advertising performance through data, technology and experimentation across channels.   Jonny also supports new business, leads internal events, and contributes to the IAB Mobile Steering Group and Performance Council.    Follow Jonny.  LinkedIn - https://www.linkedin.com/in/j-harrison430/ [https://www.linkedin.com/in/j-harrison430/]     Follow Rory.   LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠ [https://www.linkedin.com/in/rorysutherland/]   X - ⁠https://x.com/rorysutherland⁠ [https://x.com/rorysutherland]   TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en [https://www.tiktok.com/@rorysutherlandclips?lang=en]      Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars [https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars]  YouTube - https://youtu.be/PWZBmXejd58 [https://youtu.be/PWZBmXejd58]    Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️   LinkedIn - ⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠ [https://www.linkedin.com/company/marketreach-from-royal-mail/]    X - ⁠https://x.com/MarketreachUK⁠ [https://x.com/MarketreachUK]    Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠ [https://www.facebook.com/p/Marketreach-100057126832884/]    TikTok - ⁠https://www.tiktok.com/@marketreachuk [https://www.tiktok.com/@marketreachuk]

Ep 19: Why Ian Gibbs says mail earns attention that lasts

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/ [https://www.linkedin.com/in/ian-gibbs-7b735619/]    Follow Rory.   LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠ [https://www.linkedin.com/in/rorysutherland/]   X - ⁠https://x.com/rorysutherland⁠ [https://x.com/rorysutherland]      Watch the full episode.    Website - ⁠https://www.marketreach.co.uk/mail-unleashed/nishma-patel-robb-the-glittersphere⁠ [https://www.marketreach.co.uk/mail-unleashed/nishma-patel-robb-the-glittersphere]    YouTube - ⁠https://youtu.be/KYfcEplYQtM⁠ [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/⁠ [https://www.linkedin.com/company/marketreach-from-royal-mail/]    X - ⁠https://x.com/MarketreachUK⁠ [https://x.com/MarketreachUK]    Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠ [https://www.facebook.com/p/Marketreach-100057126832884/]    TikTok - ⁠https://www.tiktok.com/@marketreachuk [https://www.tiktok.com/@marketreachuk]

Ep 18: Bring your digital brand to life and deliver trust with Sayed Hajamaideen

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/ [https://www.linkedin.com/in/sayed-hajamaideen-25403885/]     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/ [https://www.linkedin.com/in/rorysutherland/]  X - https://x.com/rorysutherland [https://x.com/rorysutherland]      Watch the full episode.  Website - https://www.marketreach.co.uk/mail-unleashed/sayed-hajamaideen-smarty-mobile [https://www.marketreach.co.uk/mail-unleashed/sayed-hajamaideen-smarty-mobile]   YouTube - https://youtu.be/hz-EEeQdY3k [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/ [https://www.linkedin.com/company/marketreach-from-royal-mail/]   X - https://x.com/MarketreachUK [https://x.com/MarketreachUK]   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ [https://www.facebook.com/p/Marketreach-100057126832884/]   TikTok - https://www.tiktok.com/@marketreachuk [https://www.tiktok.com/@marketreachuk]

Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey

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/ [https://www.linkedin.com/in/tash-whitmey-2b7b87184/]     Follow Rory.  LinkedIn - https://www.linkedin.com/in/rorysutherland/ [https://www.linkedin.com/in/rorysutherland/]  X - https://x.com/rorysutherland [https://x.com/rorysutherland]    Watch the full episode.   Website - https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco [https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco]   YouTube - https://youtu.be/MqvybypNN7E [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/ [https://www.linkedin.com/company/marketreach-from-royal-mail/]   X - https://x.com/MarketreachUK [https://x.com/MarketreachUK]   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ [https://www.facebook.com/p/Marketreach-100057126832884/]   TikTok - https://www.tiktok.com/@marketreachuk [https://www.tiktok.com/@marketreachuk]

Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey

Want to find out why mail can hold the attention of consumers?     In this episode, host Rory Sutherland welcomes Media expert and The Barber Shop founder, Dino Myers-Lamptey, into the studio to share how mail can ramp up creativity and draw out dwell time to make brands stand out.    Highlights from this episode include:     * Dino’s experience with direct mail   * The importance of physical media in an increasingly digital world  * The role of mail in helping the consumer on their journey to making a significant spending decision  * Why post-attention matters in marketing    Listen in and find out which audiences are more likely to respond to mail over digital communications.     00:00 Intro   00:41 Welcome to Dino – Why the name “The Barber Shop”?   02:16 Dino’s career journey with direct mail in marketing  05:26: Dino and Rory discuss the need for physical media in a digital-led world  07:23 What’s the role of mail in complex customer decision making processes?  10:03 The power of printed catalogues   12:26 Post attention: Why long-lasting impressions matter   15:32 Rory argues why direct mail can help you target the right audience  16:44 Dino’s experience creating mail campaigns for charities   18:16 Want to find effective mail examples? Look at what’s coming through your door  19:47 Outro     Dino Myers-Lamptey is the Founder of The Barber Shop and a strategic leader with over 17 years’ in media. His expertise spans communications strategy, digital planning, direct-to-consumer subscription marketing, and ROMI performance.   Dino has held senior roles at MullenLowe, the7stars, Mediacom, and more, launching standout campaigns and challenger brands.    Follow Dino.  LinkedIn - https://www.linkedin.com/in/dinosaw/ [https://www.linkedin.com/in/dinosaw/]   X - https://x.com/thedinosaw [https://x.com/thedinosaw]     Follow Rory.   LinkedIn - https://www.linkedin.com/in/rorysutherland/ [https://www.linkedin.com/in/rorysutherland/]  X - https://x.com/rorysutherland [https://x.com/rorysutherland]    Watch the full episode here:   Website - https://www.marketreach.co.uk/mail-unleashed/dino-myers-lamptey-the-barber-shop [https://www.marketreach.co.uk/mail-unleashed/dino-myers-lamptey-the-barber-shop]   YouTube - https://youtu.be/ypZ3_mZUxMw [https://youtu.be/ypZ3_mZUxMw]     Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️    LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/ [https://www.linkedin.com/company/marketreach-from-royal-mail/]   X - https://x.com/MarketreachUK [https://x.com/MarketreachUK]   Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ [https://www.facebook.com/p/Marketreach-100057126832884/]   TikTok - https://www.tiktok.com/@marketreachuk [https://www.tiktok.com/@marketreachuk]