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...
Mar 02, 2026•13 min•Season 1Ep. 18
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 impor...
Feb 11, 2026•14 min•Season 1Ep. 17
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 ...
Jan 28, 2026•20 min•Season 1Ep. 16
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 attenti...
Jan 13, 2026•25 min•Season 1Ep. 15
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 reac...
Dec 10, 2025•13 min•Season 1Ep. 14
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...
Nov 28, 2025•22 min•Season 1Ep. 13
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 Ho...
Nov 17, 2025•12 min•Season 1Ep. 12
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 wh...
Nov 05, 2025•13 min•Season 1Ep. 11
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 marketin...
Oct 21, 2025•26 min•Season 1Ep. 10
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 ma...
Oct 15, 2025•22 min•Season 1Ep. 9
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 Plu...
Oct 02, 2025•18 min•Season 1Ep. 8
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 discover...
Sep 10, 2025•26 min•Season 1Ep. 7
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 sto...
Jul 17, 2025•13 min•Season 1Ep. 6
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 c...
Jul 17, 2025•13 min•Season 1Ep. 5
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 he...
Jul 17, 2025•9 min•Season 1Ep. 4
Want to find out why the UK's leading health and beauty retailer uses mail as part of their marketing strategy? Then tune in to this episode of Mail Unleashed featuring Marketer of the Year (2023), and former CMO of Boots UK, Pete Markey. It’s clear host Rory Sutherland and Pete share a passion for the medium as they discuss mail’s huge potential in the current digital world. Throughout the episode, they discuss: Pete’s experience with mail working at British Gas, More Than, Aviva and Boots UK W...
Jul 17, 2025•14 min•Season 1Ep. 3
Looking for key takeaways on why direct mail is an impactful marketing channel? Listen in to this fascinating Mail Unleashed episode. This time, Rory Sutherland is joined by Tony Miller, former CMO at Weight Watchers (WW) and Disney. During the episode, Tony and Rory discuss: Tony’s journey to the UK His experience with mail marketing at EasyJet, Compare the Market and Disney Two examples of direct mail from World Vision and The TV License Why mail is both an effective and efficient marketing ch...
Jul 17, 2025•10 min•Season 1Ep. 2
Want to hear how one of the UK’s most popular airlines used mail to improve their marketing performance? In this episode, host Rory Sutherland speaks to Lis Barton, former CMO at MoneySuperMarket, about their shared love for direct mail and how marketers can truly unleash its full potential. During the episode, Lis shares: How working at Barclays and Audi opened her eyes to the effectiveness of direct mail as a marketing medium Two successful examples of direct mail from EasyJet and The Miscarri...
Jul 17, 2025•13 min•Season 1Ep. 1
