Mail Unleashed with Rory Sutherland

Not every impression is equal. So, what makes mail different from a digital impression?  

In this episode of Mail Unleashed, JICMAIL’s Director of Data Leadership, Ian Gibbs, joins Rory Sutherland to discuss why mail demands attention that lasts longer, gets revisited, and works harder to drive consumer action and results. 

Together, they discuss:  
The 200 different ways that marketers measure campaign effectiveness 

Ian’s work with JICMAIL and the DMA 

Why mail delivers both short- and long-term marketing impact 

How mail plays to a different attention span than digital marketing 

 
Plus, they explore why physical mail keeps working long after the first glance.  
 
00:00 Intro  
00:41 Welcome to Ian 
02:00 Ian’s work with JICMAIL and the DMA: The metrics he uses to measure the effectiveness of physical mail 
04:30 Short term vs long term marketing impact: why mail delivers on both as a super touchpoint within the multi-media mix 
09:10 The price of attention: Mail can generate 140 seconds of consumer attention across 28 days 
10:51 The importance of creativity, physicality and targeting in performance marketing 
14:30 Mail’s positive impact within an integrated marketing strategy, helping to drive effectiveness for brands 
17:10 The context of the home: why mail delivers where and when people need it most 
18:45 How JICMAIL is helping brands see the benefits of mail in the media mix 
22:13 Outro 

 
Ian Gibbs is Director of Insight at the DMA and Director of Data Leadership and Learning at JICMAIL.  
With over 20 years’ experience in media and advertising measurement, he previously worked at Kantar and The Guardian. He also runs Data Stories Consulting, helping organisations harness effective measurement, research and insight. 
 
Follow Ian.  
LinkedIn - https://www.linkedin.com/in/ian-gibbs-7b735619/ 
 
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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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 to achieve results  
Why a combination of physical and digital media is so effective  
 
Listen in to find out how he uses mail to increase trust and turn promises into guarantees in our latest Mail Unleashed episode. 
 
00:00 Intro  
0:41 Welcome to Sayed  
01:06 Sayed’s marketing journey from O2 to SMARTY Mobile  
02:26 How Sayed uses physical mail to market an intangible product and build trust?  
04:17 Direct mail piques curiosity: why marketers should use the right medium for the right purpose 
06:53 How Sayed integrates mail with radio and TV marketing 
07:53 Sayed’s top 3 tips for direct mail marketing 
09:48 WARC’s research into long verses short-term efficacy of communication channels 
11:24 Why a combination of marketing media is the most effective  
12:11 Outro 
 
Sayed is a Senior Marketing Leader with years of experience in leading brands to fame and commercial success. He has worked for many of the UK’s biggest mobile brands including O2, Tesco Mobile and SMARTY Mobile.  
 
His passion lies in the art and science of how advertising can create and shift behaviours. 
 
Follow Sayed.  
LinkedIn - https://www.linkedin.com/in/sayed-hajamaideen-25403885/  
 
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/sayed-hajamaideen-smarty-mobile  
YouTube - https://youtu.be/hz-EEeQdY3k  

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/  
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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 important to both Tesco and its customers 
A successful direct mail campaign from Volvo  
 
Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.  
 
00:00 Intro  
0:41 Welcome to Tash  
01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme 
04:38 Why physical mail is an important channel to reach Tesco customers  
05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering? 
07:11 Why are complimentary messages in different media formats more powerful? 
09:14 Tash’s example of impactful direct mail – Volvo  
12:57 Outro 
 
Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.  
She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and Campaign A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation. 
 
Follow Tash. 
LinkedIn - https://www.linkedin.com/in/tash-whitmey-2b7b87184/  
 
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/tash-whitmey-tesco  
YouTube - https://youtu.be/MqvybypNN7E  
 
Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️ 
 
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

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 spending decision 
Why post-attention matters in marketing 
 
Listen in and find out which audiences are more likely to respond to mail over digital communications.  
 
00:00 Intro  
00:41 Welcome to Dino – Why the name “The Barber Shop”?  
02:16 Dino’s career journey with direct mail in marketing 
05:26: Dino and Rory discuss the need for physical media in a digital-led world 
07:23 What’s the role of mail in complex customer decision making processes? 
10:03 The power of printed catalogues  
12:26 Post attention: Why long-lasting impressions matter  
15:32 Rory argues why direct mail can help you target the right audience 
16:44 Dino’s experience creating mail campaigns for charities  
18:16 Want to find effective mail examples? Look at what’s coming through your door 
19:47 Outro  
 
Dino Myers-Lamptey is the Founder of The Barber Shop and a strategic leader with over 17 years’ in media. His expertise spans communications strategy, digital planning, direct-to-consumer subscription marketing, and ROMI performance.  
Dino has held senior roles at MullenLowe, the7stars, Mediacom, and more, launching standout campaigns and challenger brands. 
 
Follow Dino. 
LinkedIn - https://www.linkedin.com/in/dinosaw/  
X - https://x.com/thedinosaw  
 
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/dino-myers-lamptey-the-barber-shop  
YouTube - https://youtu.be/ypZ3_mZUxMw  
 
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. ⬇️ 
 
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X - https://x.com/MarketreachUK  
Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  
TikTok - https://www.tiktok.com/@marketreachuk

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 attention. 
 
Plus, they share why fun beats fear in marketing.  
 
00:00 Intro  
00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox  
02:48 How Hiscox’s marketing strategy differs from other insurance companies 
06:44 The antidote to fear - The importance humour in creativity when bringing risks to life  
07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter 
10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity  
17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice 
21:56 Why multimedia campaigns are more effective than single channel campaigns 
23:57 Outro  
 
Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy. 
 
 
Follow Ed. 
LinkedIn - https://www.linkedin.com/in/luke-whitehorn/ 
X - https://x.com/LukeWhitehorn 
 
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/luke-whitehorn-domestic-and-general  
YouTube - https://youtu.be/NrdoCcfAI78 
 
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