Margaret Jobling - NatWest Group - Transcript

Rory 

Hello folks, and welcome to another edition of Mail Unleashed. Today, I'm particularly delighted to be joined by one of the doyens, I think of both direct marketing and marketing. in the shape of Margaret Jobling. Currently, Chief Marketing Officer of NatWest Group.

Margaret

We know when you see some of the stats on mail specifically. 71% of people trust what they get through the mail. And therefore, for us, it's an important touchpoint. We don't get pushback. It's a bit like everything else. You know, if you are data led. If you evidence return on investment. Then actually the case stands for itself. We know mail plays a really important role. I mean, when you get your new card, it comes through the mail. There's a reason for that. Because it's a trusted channel.

So we play it in the context of the role it brings to the channels. And therefore, it does play an important part for us in financial service. I think the three card trick is physical, digital and human. It’s how do you bring those things together to drive brilliant experiences for customers on their terms. What we know is less digitally active. Would respond better to some of the direct communication. Actually, you see Gen Z respond differently. I think because you don't get much through the mail now.

Rory

You know, they're bombarded with digital communication to a point of immunity, almost. If they get a letter, it matters.