Delivering What Matters: The Future of Mail

An interview with Laura Sanjurgo, Managing Director, Whistl Mail. 

Mail continues to play a vital role in how businesses connect with their customers, even as the wider communications landscape evolves. In this interview, Laura shares her perspective on the changing role of mail, the opportunities for businesses to create more meaningful customer engagement, and what the future holds for the industry.

From her journey through the business to the strategic priorities shaping Whistl Mail operations today, Laura discusses why mail remains a powerful and trusted channel when combined with the right data, insight and multi-channel thinking.

Laura's Journey at Whistl

Q. You joined Whistl as a Business Development Manager, became Commercial Director of Mail in 2023, joined Whistl’s Executive Board in 2025 and you've recently been promoted to Managing Director of Mail. Can you tell us about that journey and what has kept you passionate about the Mail industry?

A. I joined Whistl back in 2010, just as the mail industry was starting to shift quite rapidly. What drew me in then, and what’s kept me hooked ever since, is the mix of challenge and opportunity. Honestly, no two years have ever been the same.

Starting out in Business Development really gave me a solid grounding. It helped me get a feel for how different industries use mail, along with a good understanding of what customers really care about and the commercial pressures they face. Over time, I’ve been able to take all that knowledge and use it to help shape our solutions, build strong, long-term partnerships, and grow alongside the business.

Moving into the role of Commercial Director of Mail in 2023, joining the Executive Board in 2025, and most recently being promoted to Managing Director of Mail has been an incredibly proud moment for me and a reflection of the fantastic teams I’ve worked with along the way.

What keeps me going now is knowing that mail is still hugely relevant when done right. It’s a powerful way for businesses to connect with their customers, especially when it’s combined smartly with other media channels.

Q. What does your role as Managing Director of Mail involve day-to-day, and what are your key priorities for the business?

A. My role’s a mix of strategy and hands-on delivery. On a daily basis I’m working closely with the sales, commercial, and customer service teams to make sure we’re always bringing value to our clients.

Broadly speaking, my main priorities are delivering sustainable growth, maintaining customer loyalty, pushing innovation in our mail offerings, and making sure we stay competitive without ever dropping our high service standards.

Shifting Mail Expectations

Q. The mail industry continues to evolve. How have customer needs and expectations changed in recent years?

A. Advances in technology and how people engage with brands have driven change in customer needs and expectations in the mail industry.

Nowadays, customers expect personalised, relevant communications that respect their time and preferences. They want messages that feel tailored and valuable, rather than generic marketing material. There’s also an expectation for seamless integration between offline and online channels, creating a consistent and engaging experience across platforms. Speed and convenience have become more important too, people want timely delivery and options to interact with mail digitally, such as through QR codes or personalised URLs. At the same time, trust and authenticity remain crucial. In an age of information overload, customers appreciate mail that feels genuine and reliable.

In response to these changing expectations, businesses are using mail much more intelligently. The days of broad, untargeted campaigns are long gone. Overall, while campaign volumes have reduced over time, the quality of mailings has improved significantly. Businesses now focus on smart data use for precise targeting, strong, high-quality creative to stand out, technology that enables personalisation at scale, and clear, measurable outcomes. As a result, mail continues to deliver a strong return on investment across the board.

Flexibility and adaptability have also become critical. Businesses increasingly value partners who can respond swiftly to evolving strategies and collaborate effectively with the wider supply chain to deliver maximum value.

Q. Mail is often seen as a traditional channel, what do people still underestimate about its power and relevance today?

A. Mail often gets written off as a bit old-fashioned, but what people really underestimate is its lasting power to cut through digital noise and create a genuine, trusted connection. In a world where inboxes are overwhelmed and screens dominate, the tactile, physical nature of mail offers a refreshing, personal touch that feels more credible and memorable.

Because it’s something you can hold, mail naturally grabs attention and can spark a stronger emotional response than many digital formats. When you combine it with smart data and integrate it with online channels, the channel becomes a key part of a broader strategy. Put simply, mail builds trust, drives engagement, and ultimately strengthens brand loyalty.

So, rather than being outdated, mail stays relevant because it delivers authenticity and trust in a world overflowing with digital messages.

Value and Performance

Q. From a commercial perspective, what are customers most focused on right now: cost, performance, sustainability, or service?

A. It’s really a mix of all four, but value and performance tend to be the main focus. Customers want cost-effective solutions that actually deliver results, alongside strong service and genuine sustainability credentials.

Cost is still a big factor, especially with tight budgets and the need to get the best ROI. But performance matters just as much. Customers want campaigns that show clear, measurable results, not just something that’s cheap.

Furthemore, businesses are looking for partners who can balance these priorities rather than having to choose one over the other. That’s where Whistl can really step in and add value.

Sustainable Mail Choices

Q. Sustainability is becoming increasingly important for customers. How is Whistl supporting clients in making more environmentally responsible mail choices?

A. Sustainability is becoming a bigger priority for our clients, and at Whistl, we’re fully committed to helping businesses make more environmentally responsible mail choices.

Preserving the natural environment is a core pillar of our ESG strategy, focusing on carbon reduction, responsible waste practices, and sustainable procurement. 
One of our key initiatives is the introduction of the Fuel Carbon Calculator. This mechanism switches diesel for Hydrotreated Vegetable Oil (HVO) fuel for the trunking and collection of bulk mail. Customers can then calculate their reduced emissions as a result of making this change. Using HVO significantly reduces carbon emissions by using a renewable, cleaner fuel in our transport fleet. Ultimately, this lowers the environmental impact of mail distribution without compromising service quality.

We’re also proud supporters and sponsors of PrintGreen, an essential body that helps businesses meet their sustainability goals while keeping their mail campaigns effective.

Through ongoing investment in innovative technology and strong industry partnerships, Whistl is driving greener practices, making it easier for clients to adopt responsible mailing strategies without sacrificing quality or results.

Inclusion and Leadership

Q. As Board co-sponsor for the Women of Whistl (WoW) group, how do you see EDI initiatives shaping the business and supporting future leaders?

A. EDI is a priority for me both personally and professionally. Personally, I believe everyone deserves a fair chance to succeed, no matter who they are or where they come from. It’s about helping people reach their full potential. Professionally, I’ve seen that diverse teams bring fresh ideas, better decisions, and stronger cultures. Supporting EDI ensures everyone’s voice is heard, talent is encouraged, and obstacles are removed, helping us retain top performers and grow the leaders of tomorrow.

Initiatives like Women of Whistl strengthen the business by building confidence, supporting development, and promoting diverse leadership. The group tackles the challenges women face in their day-to-day roles while fostering understanding and allyship across the organisation. By nurturing inclusive teams and encouraging the next generation of leaders, Women of Whistl creates a workplace where everyone feels valued and empowered to be themselves.

Future of Mail at Whistl

Q. Looking ahead, what excites you most about the future of the Mail business at Whistl?

A. What excites me most is the continued evolution of mail as a smarter, more integrated channel. There’s huge potential in data-led mail solutions to help customers achieve better outcomes through innovation and strong partnerships.

Q. What do you see as the biggest opportunities and challenges for the industry over the next few years?

A. The biggest opportunity for the mail industry over the next few years lies in integration and positioning mail as a vital part of broader multichannel strategies. As customer expectations evolve, combining physical mail with digital channels offers a powerful way to engage audiences more effectively.

However, there are also significant challenges ahead. Navigating changes within Royal Mail, managing rising cost pressures, and continuously adapting to shifting customer needs will all require careful focus and agility.

Businesses like Whistl that prioritise innovation and collaboration will be best placed to not only navigate these challenges but also capitalise on new opportunities and drive growth in the industry.

Summary

Mail continues to evolve as a powerful, trusted channel when combined with data, insight and integrated multichannel strategies. As customer expectations grow, businesses that embrace smarter, data-led mail solutions will be best positioned to create meaningful engagement and long-term value.