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. ⬇️ 

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X - https://x.com/MarketreachUK  

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