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

<p>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?  </p><p> </p><p>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:  </p><p> </p><ul><li>Why digital struggles to get creative right and how direct mail can help </li></ul><ul><li>How “hand-delivered communications” can earn 90 seconds of undivided attention   </li></ul><ul><li>Why no media channel is truly expensive if it drives the right outcome </li></ul><ul><li>Why precise geo-targeted marketing is often overlooked in digital marketing </li></ul><ul><li>How programmatic mail bridges digital efficiency with physical impact  </li></ul><p> </p><p>Plus, they reveal why the most underrated media channel could be the most effective one in your mix. </p><p><br></p><p>00:00 Intro </p><p>00:41 Welcome to Jonny </p><p>01:47 Why is Jonny, a Digital Strategy Director, making a case for direct mail?  </p><p>04:21 Why do digital display ads struggle creatively? How looking at physical mediums can help </p><p>07:01 Marketing vs attention. Direct mail generates 90 seconds of undivided consumer attention </p><p>10:52 The rise of retail media and the opportunities mail can bring </p><p>13:34 The problem with relying on AI in digital marketing </p><p>15:18 Programmatic mail: why physicality is so important in today’s digital world  </p><p>18:00 The power of geo-targeting in physical and digital marketing  </p><p>22:48 Why digital-first brands benefit from using direct mail. Example from Ocado and Waitrose  </p><p>24:27 Is any media channel actually expensive? </p><p>27:28 Outro </p><p>  </p><p>Jonny Harrison is a Digital Strategy Director at the7stars, the UK’s largest independent media agency. He focuses on driving advertising performance through data, technology and experimentation across channels.  </p><p><br></p><p>Jonny also supports new business, leads internal events, and contributes to the IAB Mobile Steering Group and Performance Council. </p><p> </p><p><strong>Follow Jonny. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/j-harrison430/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/in/j-harrison430/</u></a>  </p><p> </p><p><strong>Follow Rory.  </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="noreferrer noopener"><u>⁠https://www.linkedin.com/in/rorysutherland/⁠</u></a>  </p><p><strong>X</strong> - <a href="https://x.com/rorysutherland" target="_blank" rel="noreferrer noopener"><u>⁠https://x.com/rorysutherland⁠</u></a>  </p><p><strong>TikTok </strong>- <a href="https://www.tiktok.com/@rorysutherlandclips?lang=en" target="_blank" rel="noreferrer noopener"><u>https://www.tiktok.com/@rorysutherlandclips?lang=en</u></a>  </p><p>  </p><p><strong>Watch the full episode.  </strong></p><p><strong>Website</strong> - <a href="https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars" target="_blank" rel="noreferrer noopener"><u>https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars</u></a> </p><p><strong>YouTube</strong> - <a href="https://youtu.be/PWZBmXejd58" target="_blank" rel="noreferrer noopener"><u>https://youtu.be/PWZBmXejd58</u></a>   </p><p><br></p><p>Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️  </p><p><br></p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="noreferrer noopener"><u>⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠</u></a>   </p><p><strong>X</strong> - <a href="https://x.com/MarketreachUK" target="_blank" rel="noreferrer noopener"><u>⁠https://x.com/MarketreachUK⁠</u></a>   </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/Marketreach-10