Mail Unleashed with Rory Sutherland

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 why top brands are turning to mail for their loyalty programmes.  

00:00 Intro  

00:41 Welcome to Natalie  

01:25 Natalie's first example of a successful mail campaign – Wickes 

04:50 Natalie's second example of a successful mail campaign – Loaf  

06:00 The AA and direct mail 

06:51 The importance of having a holistic view in media selection 

09:03 Why physical marketing makes an impact  

12:09 Outro 

Natalie has years of experience working for big name brands like the AA, Curry’s plc and Wickes.  

She helps organisations transform their brand and customer experience by integrating media and connecting touchpoints to acquire, engage and retain more customers- increasing loyalty. 

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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  

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. 

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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  

20:48 Outro  

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. 

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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.  

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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 create sustainable habits 

16:06 From Moonpig to Trainline – Jo discusses the potential to use door drops for season ticket holders 

22:22 Outro  

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. 

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