Mail Unleashed with Rory Sutherland

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

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

Want to find out how mail can add value to a campaign and target your consumers?  

Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years.  

Together, they discuss: 
What makes mail a unique and irreplaceable part of the marketing mix 
Kate’s career journey from a small telemarketing & direct mail agency to Ogilvy One 
Why direct mail can build brand trust and grab attention 
How mail has earned its place in the mix in an increasingly digital world 
 
To find out what the future holds for this effective media channel, listen to the full episode.  

00:00 Intro  
00:41 Kate’s marketing journey from a telemarketing and direct mail agency to the Tesco Clubcard 
02:06 Why a customer perspective is so important when choosing the right marketing medium 
03:27 Kate’s examples of effective direct mail - Lloyds Bank & ME+EM 
06:05 The relationship between mail and brand trust – The Change for Life campaign 
09:06 Has marketing got an efficiency and cost cutting problem?  
11:10 Outro 
 
Kate Wheaton is the former Head of Strategy at Ogilvy One, with a career spanning some of the UK’s most successful loyalty programmes.  

She’s worked with leading brands like Tesco, Sainsbury’s, Boots, and BA, blending strategic rigour with creativity to build modern loyalty experiences that drive engagement, retention, and long-term brand love. 
 
Follow Kate.  
LinkedIn - https://www.linkedin.com/in/katewheaton/  
  
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/kate-wheaton-ogilvy-one  
YouTube - https://youtu.be/lM_2njydRCE  
 
Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️ 
 
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Is mail the key to building and maintaining strong customer relationships?  

In this episode of Mail Unleashed, former Group Membership & Loyalty Director at the AA, Natalie Milner, shares insights from her career, as she and Rory Sutherland sit down to discuss: 

The importance of making sure that customers feel valued 
Two examples of successful direct mail campaigns from Wickes and Loaf 
How mail can make customers feel appreciated  
Natalie’s experience with mail at the AA 
 
Tune in to find out why top brands are turning to mail for their loyalty programmes.  
 
00:00 Intro  
00:41 Welcome to Natalie  
01:25 Natalie's first example of a successful mail campaign – Wickes 
04:50 Natalie's second example of a successful mail campaign – Loaf  
06:00 The AA and direct mail 
06:51 The importance of having a holistic view in media selection 
09:03 Why physical marketing makes an impact  
12:09 Outro 
 
Natalie has years of experience working for big name brands like the AA, Curry’s plc and Wickes.  

She helps organisations transform their brand and customer experience by integrating media and connecting touchpoints to acquire, engage and retain more customers- increasing loyalty. 
 
Follow Natalie.  
LinkedIn - https://www.linkedin.com/in/natalie-milner-b65a601/  
 
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/natalie-milner-cmo  
YouTube - https://youtu.be/VVfz9WBaVxA  
 
Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️ 
 
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