Rory Sutherland is the Vice Chairman of Ogilvy UK, one of the world’s leading advertising and marketing agencies. He is widely regarded as a pioneer in behavioral economics and marketing psychology, focusing on how human decision-making often defies logic but can be influenced by subtle changes in messaging, design, and context. Printers should take note of Sutherland’s approach to remind brand owners that direct mail can be invaluable for businesses looking to connect with customers in meaningful ways. In a recent interview with MarketReach, Sutherland praised the power of print.
Here’s a breakdown of his key insights:
Mail Drives Commitment, Not Just Awareness
It outperforms other channels, converting attention to action 10-100x more effectively.
Personalization Creates Trust
A letter with your name on it feels intentional, making it far more engaging than generic digital ads.
Physicality Matters
Unlike digital content, mail exists in the real world, making it harder to ignore and easier to remember.
A Competitive Advantage
While digital-obsessed brands overlook mail, those who use it stand out and see bigger returns.
Direct Mail Feels More Human
It enables one-on-one storytelling and deeper emotional connections, something digital often lacks.
Execution is Everything
The right targeting, messaging, and design make all the difference, and testing is key.
Mail Shows Customers You Care
Unlike traditional advertising, direct mail signals genuine effort and investment in the relationship.
“Direct mail done well converts attention to action at perhaps 10-100x the rate of any other medium.”
– Rory Sutherland,Vice Chairman of Ogilvy UK
