Mail Unleashed with Rory Sutherland

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  
 
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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/  
X - https://x.com/thedinosaw  
 
Follow Rory.  
LinkedIn - https://www.linkedin.com/in/rorysutherland/ 
X - https://x.com/rorysutherland 
 
Watch the full episode here:  
Website - https://www.marketreach.co.uk/mail-unleashed/dino-myers-lamptey-the-barber-shop  
YouTube - 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. ⬇️ 
 
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In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear. 
 
He’s joined Rory Sutherland to discuss:  

The surprising power of humour in creativity in the insurance sector. 
How mail’s ‘body language’ builds trust. 
How mail helps you gain a huge share of voice.  
Why a single piece of mail can get 132 seconds of attention. 
 
Plus, they share why fun beats fear in marketing.  
 
00:00 Intro  
00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox  
02:48 How Hiscox’s marketing strategy differs from other insurance companies 
06:44 The antidote to fear - The importance humour in creativity when bringing risks to life  
07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter 
10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity  
17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice 
21:56 Why multimedia campaigns are more effective than single channel campaigns 
23:57 Outro  
 
Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy. 
 
 
Follow Ed. 
LinkedIn - https://www.linkedin.com/in/luke-whitehorn/ 
X - https://x.com/LukeWhitehorn 
 
Follow Rory.  
LinkedIn - https://www.linkedin.com/in/rorysutherland/ 
X - https://x.com/rorysutherland 
 
Watch the full episode here:  
Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general  
YouTube - https://youtu.be/NrdoCcfAI78 
 
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/  
X - https://x.com/MarketreachUK  
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TikTok - https://www.tiktok.com/@marketreachuk

If mail is distinctive, does it become more memorable?

Richard Shotton, behavioural scientist and author of The Choice Factory, and Rory Sutherland, get under the skin and into the minds of consumers.  

Together, they explain: 

Techniques brands can use to become more memorable 
The value of costly signalling 
How mail’s physicality can enhance engagement and attention  
Why Christian Aid Week’s mail campaign was a success 

Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why. 
 
00:00 Intro  
00:41 Welcome to Richard  
1:43 How long has Richard been an expert of direct mail?  
03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail 
04:03: Richard explains why surprising requests are more noticeable 
05:34 Why mail’s physicality can enhance engagement and build trust 
09:32 Richard’s example of successful direct mail – Christian Aid Week 
12:15 Outro 
 
Richard is the founder of Astroten and author of The Choice Factory and The Illusion of Choice, which is a best-selling book available in 16 languages.  

He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast Behavioural Science for Brands. 
 
Follow Richard. 
LinkedIn - https://www.linkedin.com/in/richard-shotton/  
X - https://x.com/rshotton  
 
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/richard-shotton-the-choice-factory 
YouTube - https://youtu.be/pLKvb_ZrdkM 
 
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. ⬇️ 
 
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In a world of rising digital scams, why does a simple piece of mail still reassure banking customers? 
 
Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services.  
 
Throughout this episode, they discuss:  
NatWest’s sponsorship of Team GB at the Paris Olympics 
Why 71% of people trust physical mail 
Real data that shows mail outperforms email in response rates 
How mail still reassures customers in a world of rising digital scams 
 
Plus, they explore why mail is such an important touchpoint in banking, and how it helps you target the right moments.  
 
00:00 Intro  
00:41 Welcome to Margaret  
01:25 Margaret talks through NatWest’s sponsorship of Team GB at the Paris Olympics  
03:27 Direct mail’s role in building trust and authenticity in the financial services 
05:32 Physical mail helps you target the right moment & how it has helped NatWest achieve long-term marketing impact  
09:51 In a world of rising digital scams, mail can offer reassurance for banking customers 
11:14 Why multiple touchpoints are important for NatWest and why mail is one of them 
12:53 Data that shows campaigns with mail are more likely to show ROI benefits 
15:42 Margaret’s experience with mail at Centrica and NatWest: how mail had the best response rates   
18:46 Gen Z are more responsive to physical mail than you'd think 
20:46 Outro 
 
Margaret Jobling is Chief Marketing Officer at NatWest Group. She is an experienced FTSE 100 business leader with a strong record in consumer goods and utilities.  
 
She specialises in customer experience, marketing transformation, consumer products, and insight-driven decision-making. Known for her strategic leadership and for driving measurable results, she consistently delivers impactful, customer-focused change across complex organisations. 
 
Follow Margaret. 
LinkedIn - https://www.linkedin.com/in/margaret-jobling-9741b513/  
 
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/margaret-jobling-natwest 
YouTube - https://youtu.be/rviRRSyQK7A  
 
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/  
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