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
--------
18:18
--------
18:18
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 mail. The 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
--------
23:00
--------
23:00
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
--------
12:49
--------
12:49
Ep 5: Mix mail and digital media for best results with Seema Kumari
How can print media help get all eyes on your brand? Not many people understand the world of print media as well as Seema Kumari, former Senior Marketing & CRM Director at Hearst UK. She joined Rory for an in-depth chat about just how effective mail marketing can be. In this episode, they cover: Seema’s experience at Hearst, working with global publications such as Cosmopolitan, Elle, Good House Keeping and Harper’s Bazaar Why the notion that print is dying is a myth How mail is crucial in conveying high-end products Seema’s experience with programmatic mail The calming effect reading something physical can have Listen to the full episode and you’ll hear why print is thriving. 00:00 Intro 1:37 Tackling the mistaken narrative that print is dying 3:30 How did Seema create an effective programmatic direct mail channel? 05:35 Why an omnichannel approach can make magic happen 07:22 Seema explains why direct mail is undervalued 08:12 Seema’s examples of effective direct mail – The White Company and Hotel Chocolat 10:15 Rory predicts printed catalogues will make a comeback 11:41 Outro Seema Kumari is an D2C marketing leader with 20+ years’ experience in subscriptions, ecommerce, CRM, and customer retention. She’s passionate about creating engaging, multi-channel experiences that put the customer first. Throughout her career she’s managed to drive business growth, loyalty, and recurring revenue through strategic digital marketing and data-led customer engagement. Follow Seema. LinkedIn - https://www.linkedin.com/in/seemakumari/ X - https://x.com/1Seemak 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/Seema-Kumari-marketing-leader YouTube - https://youtu.be/jKk6-Ex-FZI 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
--------
12:58
--------
12:58
Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman
How does mail marketing make an impact in the world of sport? Get ready to find out as Ellie Norman, former CCO at Manchester United, joins Rory Sutherland to unpack the power of mail. Their fascinating exchange covers: Ellie’s career journey working with Honda, Virgin Media and Formula 1 How direct mail’s tactility can elicit emotional reactions and build positive brand relationships A real-life success story with mail from Cunard Why behavioural science can shape our marketing strategies To hear how mail offers huge opportunities to disrupt audiences as part of your marketing mix, listen to the full episode. 00:00 Intro 01:08 Ellie’s marketing journey from a below the line agency to Formula 1 01:56 Working with mail at Honda and Virgin Media 03:26 Ellie’s example of direct mail – Cunard’s luxury cruise ship mail pack 5:58 Behavioural science – why reciprocation bias is important in marketing 06:42 Why Rory and Ellie think we will see a renaissance of direct mail 08:03 Outro Ellie Norman is an inspirational marketing leader with a proven track record in brand building and customer impact. She’s experienced in managing global brands, across fast-paced, consumer-driven sectors including media, telco, automotive, and sports entertainment. Follow Ellie. LinkedIn - https://www.linkedin.com/in/ellietory/ 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/Ellie-Norman-Manchester-United YouTube - https://youtu.be/mrc8NBJuBUE 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/ 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.
UK