Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall
What is a super touchpoint and why are they so powerful? In this episode, Rory Sutherland is joined by Senior Vice President at System1, Andrew Tindall. As an effectiveness pro, Andrew knows that mail does not only drive sales, but it also grabs attention, builds awareness and trust, with physical impact that lives on in the home. Together, Andrew and Rory talk about: What makes System1 different from other market research companies How understanding behavioural science can enhance your marketing performance Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” What a super touchpoint is and why mail can be classed as one The importance of trust in marketing Plus, they share why mail’s physicality can surprise and delight your customers. 00:00 Intro 00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies? 03:17 How understanding behavioural science can help marketers choose the right media 05:33 Direct mail is effective and demonstrates costly signalling 07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered 09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail's ability to build strong brand awareness and drive sales 15:14 Why mail allows you to be creative – examples from Hiscox and The AA 16:54 The potency of the unexpected: why the physicality of mail surprises and delights 18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it 22:10 Why marketers should judge success based on attentive reach, not cheap CPMs 24:30 Outro Andrew Tindall is the Senior Vice President at System1. He is a marketing effectiveness expert, specialising in how creativity and emotion drive results across media. He partners with top global brands and agencies to scale effectiveness insights, publish award-winning thought leadership, and deliver practical, accessible advice that helps brands make creativity work harder. Follow Andrew. LinkedIn - https://www.linkedin.com/in/andrew-tindall X - https://x.com/andrewtindall_ TikTok - https://www.tiktok.com/@andrew.tindall 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/andrew-tindall-system1 YouTube - https://youtu.be/YqIAMN0Bs1Q 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
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Ep 9: How AI powers direct mail to drive results with Luke Whitehorn
Does AI have the potential to supercharge direct mail and improve results? Yes, it does, and you’ll find out why in this Mail Unleashed episode with Luke Whitehorn, Marketing Director at Domestic & General. Throughout this episode, Luke joins Rory to talk about the power of mail. Together they discuss: Luke’s journey from working in a call centre to rising to Marketing Director at Domestic & General Data from Domestic & General that shows how effective mail can be Why personalised mail can build brand trust AI’s potential with direct mail marketing Luke’s experience working at Christadelphian Meal-a-Day Plus, they share real stats that show how mail has helped Domestic & General keep 86% of their customer base. 00:00 Intro 00:41 Welcome to Luke – his journey from the call centre at British Gas to Marketing Director at Domestic & General 03:21 Build trust – the importance of personalised mail for marketing something intangible 05:05 Is mail effective? Luke has 30 years of data that shows how effective it is in the marketing mix 07:20 Luke and Rory discuss “The Halo Effect” of direct mail and its lasting impact 09:33 Why direct mail works for insurance brands 11:11 Direct mail is a blank canvas for marketers to get creative 13:13 What potential does AI have in the world of direct mail? Propensity modelling, GenAI testing, and attribution models 17:56 Luke's experience working as Marketing Director for the charity Christadelphian Meal-a-Day 20:48 Outro Luke Whitehorn is the Marketing Director at Domestic & General. He is a passionate marketing leader with a background in customer experience and digital growth. He blends data and empathy to drive personalisation, build high-performing teams, and deliver results. From brand campaigns to data science, Luke brings strategic thinking and heart to everything he does, inside and outside of work. Follow Luke. 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 Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
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Ep 8: Tangible mail: the key to unlocking digital brand growth
Why would a digital giant like Google use direct mail when their entire world is online? In this episode of Mail Unleashed, Nishma Patel Robb, Founder & CEO of The Glittersphere, explains how brands can avoid becoming one dimensional with mail. Together, Nishma and host Rory Sutherland talk about: How mail allows you to get creative How Nishma used mail to build Google’s brand The future role mail can play in helping brands reach new audiences Mail’s tactility can hold customer attention Plus, you’ll hear from both Nishma and Rory on why mail’s powers can’t be ignored. 00:00 Intro 00:41 Welcome to Nishma 01:52 Why would Google use direct mail? 06:10 Why using physical media can give digital brands a bit of life 07:49 Two main challenges for marketers: short-term ROI measurement and sustainability 08:41 Nishma discusses the Google direct mail online child safety campaign 11:39 Nishma’s plans for using mail at The Glittersphere to reach new communities 15:15 The evolution of direct mail. What does the future hold for this marketing medium? 16:44 Why all young creatives should visit The History of Advertising Trust 17:34 Outro Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence. A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social. Follow Nishma. LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/ X - https://x.com/nishmarobb 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
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Ep 7: From Screwfix to Trainline: Jo McClintock on growing brands with mail
Want to find out why highly personalised mail is more likely to create beautiful moments? VP of Brand & Marketing at Trainline, Jo McClintock, talks to Rory Sutherland about capturing the attention of elusive audiences with mail to change ingrained habits. Throughout the episode, Jo and Rory discuss:Jo’s time at Screwfix and how it scaled from a garden shed to an international brand through highly targeted direct mailThe benefits of printed catalogues to reach new audiences How Jo discovered the value of personalisation in marketing at Moonpig Why direct mail is an effective, efficient and sustainable marketing channel Plus, Jo shares with Rory examples of the personalised mailings and perfect moments she’s created, that have captured hearts and helped build these brands along the way. 00:00 Intro 00:41 Welcome to Jo 01:09 Jo’s marketing journey with Screwfix 02:31 Jo and Rory discuss the power of printed catalogues 04:21 Jo’s beginnings with mail at Screwfix and mastering audience segmentation 08:11 Jo’s next career step – learning the value of personalisation at Moonpig 14:14 How direct mail can work create sustainable habits 16:06 From Moonpig to Trainline – Jo discusses the potential to use door drops for season ticket holders 22:22 Outro Jo McClintock is VP of Brand & Marketing at Trainline, leading record-breaking growth across UK and international markets. With 18+ years’ experience, she combines creative leadership with sharp commercial mindset. She focuses on building high-performing teams and award-winning campaigns like “I Came by Train” to drive acquisition, loyalty, and sustainable brand impact. Follow Jo. LinkedIn - https://www.linkedin.com/in/jo-mcclintock-8741385/ 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/jo-mcclintock-trainline YouTube - https://youtu.be/F2LdFxlc8t8 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 Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
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Ep 6: Focus on creativity to grab attention and spark engagement with ECD Jack Gallon
Looking for some creative marketing tips for your next campaign? Unlock mail’s creative potential in our Mail Unleashed episode with Jack Gallon, Executive Creative Director at The Gate. Alongside Rory Sutherland their conversation ignites around the creative freedom mail offers and how it gives you the unique chance to touch every sense. During the episode, Jack and Rory share: Why great ideas needn’t break the bank when it comes to mail How mail can complement other media and tell a fuller story Real-life success stories with mail marketing from IKEA, P&O Cruises and O2 Why mail creativity is almost limitless Listen in on the conversation and wander through the meadows of imagination to discover what great mail ideas look like. 00:00 Intro 1:50 Why direct mail marketing is a stage for creative ideas 03:15 Physical creative mail can enhance digital 04:05 Why the silo effect can impact brand storytelling 5:11 Jack’s examples of creative direct mail – P&O Cruises and O2 07:48 Rory & Boots UK – The impact of personalisation in marketing 09:33 Why appealing to the five senses matters 11:17 Outro Jack Gallon is an award-winning Executive Creative Director with years of experience shaping standout campaigns for some of the world’s most recognised brands. Currently ECD at The Gate London, Jack brings a rare blend of conceptual brilliance and strategic sharpness to integrated brand, CX and social work. He has helped brands like Virgin Red, O2, Shell, Royal Mail, SMARTY Mobile, The AA, Akzonobel and Peugeot achieve their creative goals. Follow Jack. LinkedIn - https://www.linkedin.com/in/jack-gallon-81b57922/ 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/jack-gallon-mbastack YouTube - https://youtu.be/JvJy9gG6kKY 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/ X - https://x.com/MarketreachUK Facebook - https://www.facebook.com/p/Marketreach-100057126832884/ TikTok - https://www.tiktok.com/@marketreachuk
Welcome to Mail Unleashed. Hosted by marketing legend and Vice Chairman at Ogilvy UK Rory Sutherland, this series goes in-depth with some of the world’s top marketing greats about their experiences with the hugely effective marketing channel, direct mail.
Mail Unleashed is brought to you by Marketreach, champions of mail media. We help brands and agencies unleash the magic of mail.
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