Mail Unleashed with Rory Sutherland17 Juli 2025

Ep 5: Mix mail and digital media for best results with Seema Kumari

How can print media help get all eyes on your brand?

Not many people understand the world of print media as well as Seema Kumari, former Senior Marketing & CRM Director at Hearst UK. She joined Rory for an in-depth chat about just how effective mail marketing can be.

In this episode, they cover:

Seema’s experience at Hearst, working with global publications such as Cosmopolitan, Elle, Good House Keeping and Harper’s Bazaar
Why the notion that print is dying is a myth
How mail is crucial in conveying high-end products
Seema’s experience with programmatic mail
The calming effect reading something physical can have

Listen to the full episode and you’ll hear why print is thriving.

00:00 Intro

1:37 Tackling the mistaken narrative that print is dying

3:30 How did Seema create an effective programmatic direct mail channel?

05:35 Why an omnichannel approach can make magic happen

07:22 Seema explains why direct mail is undervalued

08:12 Seema’s examples of effective direct mail – The White Company and Hotel Chocolat

10:15 Rory predicts printed catalogues will make a comeback

11:41 Outro

Seema Kumari is an D2C marketing leader with 20+ years’ experience in subscriptions, ecommerce, CRM, and customer retention. She’s passionate about creating engaging, multi-channel experiences that put the customer first.

Throughout her career she’s managed to drive business growth, loyalty, and recurring revenue through strategic digital marketing and data-led customer engagement.

Follow Seema.

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

X - https://x.com/1Seemak

Follow Rory.

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

X - https://x.com/rorysutherland

Watch the full episode.

Website - https://www.marketreach.co.uk/mail-unleashed/Seema-Kumari-marketing-leader

YouTube - https://youtu.be/jKk6-Ex-FZI

Want to see how mail delivers big results? Follow us for fresh ideas and standout success stories. ⬇️

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

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(20)

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 eco...

18 Maj 28min

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 d...

12 Mars 22min

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 ...

2 Mars 12min

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...

11 Feb 13min

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 h...

28 Jan 20min

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 sell...

13 Jan 24min

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....

10 Dec 202513min

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 M...

28 Nov 202521min