<p>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.  </p><p><br></p><p>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. </p><p><br></p><p>Together, Andrew and Rory talk about:  </p><p><br></p><ul><li>What makes System1 different from other market research companies </li></ul><ul><li>How understanding behavioural science can enhance your marketing performance </li></ul><ul><li>Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” </li></ul><ul><li>What a super touchpoint is and why mail can be classed as one </li></ul><ul><li>The importance of trust in marketing  </li><p><br></p></ul><p>Plus, they share why mail’s physicality can surprise and delight your customers. </p><p> </p><p>00:00 Intro  </p><p>00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies?  </p><p>03:17 How understanding behavioural science can help marketers choose the right media  </p><p>05:33 Direct mail is effective and demonstrates costly signalling  </p><p>07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered </p><p>09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail&#39;s ability to build strong brand awareness and drive sales </p><p>15:14 Why mail allows you to be creative – examples from Hiscox and The AA  </p><p>16:54 The potency of the unexpected: why the physicality of mail surprises and delights  </p><p>18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it </p><p>22:10 Why marketers should judge success based on attentive reach, not cheap CPMs </p><p>24:30 Outro </p><p> </p><p>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.</p><p>  </p><p>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. </p><p> </p><p><strong>Follow Andrew. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/andrew-tindall" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/andrew-tindall</a>  </p><p><strong>X</strong> - <a href="https://x.com/andrewtindall_" target="_blank" rel="ugc noopener noreferrer">https://x.com/andrewtindall_</a> </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@andrew.tindall" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@andrew.tindall</a> </p><p> </p><p><strong>Follow Rory. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/rorysutherland/</a> </p><p><strong>X </strong>- <a href="https://x.com/rorysutherland" target="_blank" rel="ugc noopener noreferrer">https://x.com/rorysutherland</a> </p><p> </p><p><strong>Watch the full episode.  </strong></p><p><strong>Website</strong> - <a href="https://www.marketreach.co.uk/mail-unleashed/andrew-tindall-system1" target="_blank" rel="ugc noopener noreferrer">https://www.marketreach.co.uk/mail-unleashed/andrew-tindall-system1</a> </p><p><strong>YouTube</strong> - <a href="https://youtu.be/YqIAMN0Bs1Q" target="_blank" rel="ugc noopener noreferrer">https://youtu.be/YqIAMN0Bs1Q</a> </p><p> </p><p>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. ⬇️ </p><p> </p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/company/marketreach-from-royal-mail/</a>  </p><p><strong>X</strong> - <a href="https://x.com/MarketreachUK" target="_blank" rel="ugc noopener noreferrer">https://x.com/MarketreachUK</a>  </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/Marketreach-100057126832884/" target="_blank" rel="ugc noopener noreferrer">https://www.facebook.com/p/Marketreach-100057126832884/</a>  </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@marketreachuk" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@marketreachuk</a> </p>

Mail Unleashed with Rory Sutherland

Marketreach

Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall

OCT 21, 202525 MIN
Mail Unleashed with Rory Sutherland

Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall

OCT 21, 202525 MIN

Description

<p>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.  </p><p><br></p><p>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. </p><p><br></p><p>Together, Andrew and Rory talk about:  </p><p><br></p><ul><li>What makes System1 different from other market research companies </li></ul><ul><li>How understanding behavioural science can enhance your marketing performance </li></ul><ul><li>Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” </li></ul><ul><li>What a super touchpoint is and why mail can be classed as one </li></ul><ul><li>The importance of trust in marketing  </li><p><br></p></ul><p>Plus, they share why mail’s physicality can surprise and delight your customers. </p><p> </p><p>00:00 Intro  </p><p>00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies?  </p><p>03:17 How understanding behavioural science can help marketers choose the right media  </p><p>05:33 Direct mail is effective and demonstrates costly signalling  </p><p>07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered </p><p>09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail&#39;s ability to build strong brand awareness and drive sales </p><p>15:14 Why mail allows you to be creative – examples from Hiscox and The AA  </p><p>16:54 The potency of the unexpected: why the physicality of mail surprises and delights  </p><p>18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it </p><p>22:10 Why marketers should judge success based on attentive reach, not cheap CPMs </p><p>24:30 Outro </p><p> </p><p>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.</p><p>  </p><p>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. </p><p> </p><p><strong>Follow Andrew. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/andrew-tindall" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/andrew-tindall</a>  </p><p><strong>X</strong> - <a href="https://x.com/andrewtindall_" target="_blank" rel="ugc noopener noreferrer">https://x.com/andrewtindall_</a> </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@andrew.tindall" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@andrew.tindall</a> </p><p> </p><p><strong>Follow Rory. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/rorysutherland/</a> </p><p><strong>X </strong>- <a href="https://x.com/rorysutherland" target="_blank" rel="ugc noopener noreferrer">https://x.com/rorysutherland</a> </p><p> </p><p><strong>Watch the full episode.  </strong></p><p><strong>Website</strong> - <a href="https://www.marketreach.co.uk/mail-unleashed/andrew-tindall-system1" target="_blank" rel="ugc noopener noreferrer">https://www.marketreach.co.uk/mail-unleashed/andrew-tindall-system1</a> </p><p><strong>YouTube</strong> - <a href="https://youtu.be/YqIAMN0Bs1Q" target="_blank" rel="ugc noopener noreferrer">https://youtu.be/YqIAMN0Bs1Q</a> </p><p> </p><p>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. ⬇️ </p><p> </p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/company/marketreach-from-royal-mail/</a>  </p><p><strong>X</strong> - <a href="https://x.com/MarketreachUK" target="_blank" rel="ugc noopener noreferrer">https://x.com/MarketreachUK</a>  </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/Marketreach-100057126832884/" target="_blank" rel="ugc noopener noreferrer">https://www.facebook.com/p/Marketreach-100057126832884/</a>  </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@marketreachuk" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@marketreachuk</a> </p>