Ep 11: Why top brand loyalty programmes feature mail with Natalie Milner

More from Mail Unleashed with Rory Sutherland All episodes →

1. 

   S1 · E16 · 28 Jan 2026 · 20 min

   Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey

   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…

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   S1 · E15 · 13 Jan 2026 · 25 min

   Ep 15: Mail puts the fun in insurance with Ed Birth

   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…

3. 

   S1 · E14 · 10 Dec 2025 · 13 min

   Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton

   If mail is distinctive, does it become more memorable? Richard Shotton, behavioural scientist and author of The Choice Factory , and Rory Sutherland, get under the skin and into the minds of consumers. Together, they explain: Techniques brands can use to become more memorable The value of costly signalling How mail’s physicality can enhance engagement and attention Why Christian Aid Week’s mail campaign was a success Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why. 00:00 Intro 00:41 Welcome to…

4. 

   S1 · E13 · 28 Nov 2025 · 22 min

   Ep 13: Mail's trust advantage in banking with Margaret Jobling

   In a world of rising digital scams, why does a simple piece of mail still reassure banking customers? Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services. Throughout this episode, they discuss: NatWest’s sponsorship of Team GB at the Paris Olympics Why 71% of people trust physical mail Real data that shows mail outperforms email in response rates How mail still reassures customers in a world of rising digital scams Plus, they explore why mail is such an important touchpoint in…

5. 

   S1 · E12 · 17 Nov 2025 · 12 min

   Ep 12: Ogilvy's Kate Wheaton on using personalisation for more engagement

   Want to find out how mail can add value to a campaign and target your consumers? Ogilvy One’s former Head of Strategy, Kate Wheaton, joins Rory Sutherland on this Mail Unleashed episode, to share how mail has helped contribute to their success over the years. Together, they discuss: What makes mail a unique and irreplaceable part of the marketing mix Kate’s career journey from a small telemarketing & direct mail agency to Ogilvy One Why direct mail can build brand trust and grab attention How mail has earned its place in the mix in an increasingly digital world To find out what the future…

6. 

   S1 · E10 · 21 Oct 2025 · 26 min

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

   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…

7. 

   S1 · E9 · 15 Oct 2025 · 22 min

   Ep 9: How AI powers direct mail to drive results with Luke Whitehorn

   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…

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   S1 · E8 · 2 Oct 2025 · 18 min

   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…

9. 

   S1 · E7 · 10 Sep 2025 · 26 min

   Ep 7: From Screwfix to Trainline: Jo McClintock on growing brands with mail

   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…

10. 

    S1 · E6 · 17 Jul 2025 · 13 min

    Ep 6: Focus on creativity to grab attention and spark engagement with ECD Jack Gallon

    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…