Ep 1: Improve brand loyalty and retention with Lis Barton

https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/41/b7/8f/41b78ffa-9ffc-4421-f9b4-d295ea29cfcc/mza_10768504089231878104.jpg/600x600bb.jpg

Mail Unleashed with Rory Sutherland

Marketreach

6 episodes

5 days ago

Welcome to Mail Unleashed. Hosted by marketing legend and Vice Chairman at Ogilvy UK Rory Sutherland, this series goes in-depth with some of the world’s top marketing greats about their experiences with the hugely effective marketing channel, direct mail. Mail Unleashed is brought to you by Marketreach, champions of mail media. We help brands and agencies unleash the magic of mail.

Marketing

Business

RSS

All content for Mail Unleashed with Rory Sutherland is the property of Marketreach and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Business

https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_episode/43533144/43533144-1752744030021-993628b47add5.jpg

Ep 1: Improve brand loyalty and retention with Lis Barton

Mail Unleashed with Rory Sutherland

12 minutes 33 seconds

1 month ago

Ep 1: Improve brand loyalty and retention with Lis Barton

Want to hear how one of the UK’s most popular airlines used mail to improve their marketing performance?

In this episode, host Rory Sutherland speaks to Lis Barton, former CMO at MoneySuperMarket, about their shared love for direct mail and how marketers can truly unleash its full potential.

During the episode, Lis shares:

How working at Barclays and Audi opened her eyes to the effectiveness of direct mail as a marketing medium
Two successful examples of direct mail from EasyJet and The Miscarriage Association
How these campaigns help build strong loyal connections and drive impressive commercial results

Plus, Rory shares his thoughts on the sustainability of direct mail and how quality is better than quantity when it comes to marketing.

00:00 Intro

01:51 When did Lis first come across direct mail?

03:50 Lis’s first example of direct mail - The EasyJet Flight Club loyalty scheme

06:03: How did Lis measure the payback for EasyJet’s direct mail loyalty pack?

08:10 Lis's second example of direct mail – The Miscarriage Association

09:52 Rory argues we need less but better marketing that we can measure

11:27 Outro

Follow Lis.

LinkedIn - https://www.linkedin.com/in/lis-barton-b951448/

Follow Rory.

LinkedIn - https://www.linkedin.com/in/rorysutherland/