Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman

Mail Unleashed with Rory Sutherland

Jul 17, 2025•9 min•Season 1Ep. 4

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Episode description

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/