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 resultsPlus, 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 Association09:52 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/ X - https://x.com/rorysutherland  Watch the full episode here:  Website - https://www.marketreach.co.uk/mail-unleashed/lis-blair-moneysupermarket YouTube - https://youtu.be/eWp_i8Xy0bE Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️  LinkedIn - ⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠ X - ⁠https://x.com/MarketreachUK⁠  Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠  TikTok - ⁠https://www.tiktok.com/@marketreachuk⁠