Show Notes
Why would a digital giant like Google use direct mail when their entire world is online?
In this episode of Mail Unleashed, Nishma Patel Robb, Founder & CEO of The Glittersphere, explains how brands can avoid becoming one dimensional with mail.
Together, Nishma and host Rory Sutherland talk about: How mail allows you to get creative How Nishma used mail to build Google’s brand The future role mail can play in helping brands reach new audiences Mail’s tactility can hold customer attention
Plus, you’ll hear from both Nishma and Rory on why mail’s powers can’t be ignored.
00:00 Intro 00:41 Welcome to Nishma 01:52 Why would Google use direct mail? 06:10 Why using physical media can give digital brands a bit of life 07:49 Two main challenges for marketers: short-term ROI measurement and sustainability 08:41 Nishma discusses the Google direct mail online child safety campaign 11:39 Nishma’s plans for using mail at The Glittersphere to reach new communities 15:15 The evolution of direct mail. What does the future hold for this marketing medium? 16:44 Why all young creatives should visit The History of Advertising Trust 17:34 Outro
Nishma is the founder of Glittersphere and former Google UK Brand Chief. She empowers ambitious women to build influence with visibility, clarity, and Authentic Intelligence.
A global speaker and brand strategist, she helps leaders show up with authority, in rooms, on stages, and beyond social.
Follow Nishma. LinkedIn - https://www.linkedin.com/in/nishmapatelrobb/ X - https://x.com/nishmarobb
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/nishma-patel-robb-the-glittersphere YouTube - https://youtu.be/KYfcEplYQtM
Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️
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
More from Mail Unleashed with Rory Sutherland
In a world of endless scrolling and skippable content, what makes something worth holding onto?
What happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing?
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?
Not every impression is equal. So, what makes mail different from a digital impression?
How can you build trust with your customers without physical stores or a tangible product?