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.
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Ep 6: Focus on creativity to grab attention and spark engagement with ECD Jack Gallon
Season 1 · Episode 6
Thursday, July 17, 2025 • Duration 12:49
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.
Ep 5: Mix mail and digital media for best results with Seema Kumari
Season 1 · Episode 5
Thursday, July 17, 2025 • Duration 12:58
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.
Ep 4: Why marketers are turning to mail to deliver cut-through with Ellie Norman
Season 1 · Episode 4
Thursday, July 17, 2025 • Duration 09:07
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.
Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey
Season 1 · Episode 3
Thursday, July 17, 2025 • Duration 13:36
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
Why mail delivers costly signalling
Real-life examples of impactful direct mail from Boots UK
How you can use data to create tailored and targeted mail marketing
Plus, they reveal how mail’s physicality can capture consumer attention and enhances brand engagement.
00:00 Intro
01:00 When did Pete become a fan of direct mail marketing?
03:20 Pete talks through creating a direct mail pack for More Than insurance
04:34 Why moments matter in marketing
05:54 Pete’s experience with adding mail to the media mix at Aviva
07:06 Why mail is both effective and efficient
08:01 Pete’s first example of direct mail – Boots UK The No7 anti-ageing serum
11:20 Pete’s second example of direct mail – Boots UK’s quarterly mailing
12:51 Outro
Pete Markey is an award-winning marketing leader with global and regional experience across brand, digital, CX, and analytics.
He’s a fellow of CIM, Marketing Academy, and Marketing Society, as well as a multiple Marketer of the Year winner with a proven track record across industries.
Ep 2: Boost retention and drive digital transformation with Tony Miller
Season 1 · Episode 2
Thursday, July 17, 2025 • Duration 10:13
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 channel
Reasons why mail earns its place at the centre of your media mix
Together, they share just how much you can change customers’ perceptions through this physical medium - whether that’s through delivering the spark needed to re-ignite existing customers or to attract new ones.
00:00 Intro
01:00 When did Tony cross the pond to the UK?
1:45 The second coming of direct marketing
03:04 Tony’s first example of direct mail – The World Vision gift catalogue
05:14 From EasyJet to Disney Tony shares his career journey working with direct mail
06:12 Tony’s second example of direct mail – The TV Licence
07:52 Is mail less sustainable than digital?
08:57 Outro
Tony Miller is a proven business leader specialising in brand building and digital transformation. He’s experienced in driving growth and leading high-performing global teams for brands including Disney, Weight Watchers and Havas Helia.
Ep 1: Improve brand loyalty and retention with Lis Barton
Season 1 · Episode 1
Thursday, July 17, 2025 • Duration 12:33
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 Miscarriage Association
How these campaigns help build strong loyal connections and drive impressive commercial results
Plus, Rory shares his thoughts on the sustainability of direct mail and how quality is better than quantity when it comes to marketing.
00:00 Intro
01:51 When did Lis first come across direct mail?
03:50 Lis’s first example of direct mail - The EasyJet Flight Club loyalty scheme
06:03: How did Lis measure the payback for EasyJet’s direct mail loyalty pack?
08:10 Lis's second example of direct mail – The Miscarriage Association
09:52 Rory argues we need less but better marketing that we can measure
Ep 7: From Screwfix to Trainline: Jo McClintock on growing brands with mail
Season 1 · Episode 7
Wednesday, September 10, 2025 • Duration 25:39
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 to create sustainable habits
16:06 From Moonpig to Trainline – Jo discusses the potential to use door drops for season ticket holders
22:22 Outro
Ep 8: Tangible mail: the key to unlocking digital brand growth
Season 1 · Episode 8
Thursday, October 2, 2025 • Duration 18:18
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.
Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall
Season 1 · Episode 10
Tuesday, October 21, 2025 • Duration 25:41
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 marketing performance
Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months”
What a super touchpoint is and why mail can be classed as one
The importance of trust in marketing
Plus, they share why mail’s physicality can surprise and delight your customers.
00:00 Intro
00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies?
03:17 How understanding behavioural science can help marketers choose the right media
05:33 Direct mail is effective and demonstrates costly signalling
07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered
09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail's ability to build strong brand awareness and drive sales
15:14 Why mail allows you to be creative – examples from Hiscox and The AA
Ep 9: How AI powers direct mail to drive results with Luke Whitehorn
Season 1 · Episode 9
Wednesday, October 15, 2025 • Duration 22:01
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 mail can build brand trust
AI’s potential with direct mail marketing
Luke’s experience working at Christadelphian Meal-a-Day
Plus, they share real stats that show how mail has helped Domestic & General keep 86% of their customer base.
00:00 Intro
00:41 Welcome to Luke – his journey from the call centre at British Gas to Marketing Director at Domestic & General
03:21 Build trust – the importance of personalised mail for marketing something intangible
05:05 Is mail effective? Luke has 30 years of data that shows how effective it is in the marketing mix
07:20 Luke and Rory discuss “The Halo Effect” of direct mail and its lasting impact
09:33 Why direct mail works for insurance brands
11:11 Direct mail is a blank canvas for marketers to get creative
13:13 What potential does AI have in the world of direct mail? Propensity modelling, GenAI testing, and attribution models
17:56 Luke's experience working as Marketing Director for the charity Christadelphian Meal-a-Day
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Passionate about inclusion, team excellence, and Pete is renowned for achieving incredible business results through bold, data-driven marketing strategies.
As a collaborative coach and mentor, Tony has a strong track record of managing complex demands, influencing stakeholders, and delivering results at pace across industries and channels.
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. ⬇️
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.
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. ⬇️
16:54 The potency of the unexpected: why the physicality of mail surprises and delights
18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it
22:10 Why marketers should judge success based on attentive reach, not cheap CPMs
24:30 Outro
Andrew Tindall is the Senior Vice President at System1. He is a marketing effectiveness expert, specialising in how creativity and emotion drive results across media.
He partners with top global brands and agencies to scale effectiveness insights, publish award-winning thought leadership, and deliver practical, accessible advice that helps brands make creativity work harder.
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. ⬇️
Luke Whitehorn is the Marketing Director at Domestic & General. He is a passionate marketing leader with a background in customer experience and digital growth.
He blends data and empathy to drive personalisation, build high-performing teams, and deliver results. From brand campaigns to data science, Luke brings strategic thinking and heart to everything he does, inside and outside of work.
