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

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1. 

   S1 · E20 · 18 May 2026 · 28 min

   Ep 20: Direct mail wins the attention economy with Jonny Harrison

   In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail? That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down: Why digital struggles to get creative right and how direct mail can help How “hand-delivered communications” can earn 90 seconds of undivided attention Why no media channel is truly expensive if it drives the right outcome Why precise geo-targeted marketing is often overlooked in digital marketing How…

2. 

   S1 · E19 · 12 Mar 2026 · 23 min

   Ep 19: Why Ian Gibbs says mail earns attention that lasts

   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…

3. 

   S1 · E18 · 2 Mar 2026 · 13 min

   Ep 18: Bring your digital brand to life and deliver trust with Sayed Hajamaideen

   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…

4. 

   S1 · E17 · 11 Feb 2026 · 14 min

   Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey

   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…

5. 

   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…

6. 

   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…

7. 

   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…

8. 

   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…

9. 

   S1 · E11 · 5 Nov 2025 · 13 min

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

   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…

10. 

    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…