The Strategic Mailing Partnership (SMP) has welcomed its first Scotland-based industry expert onto its board.

Munro: “Mail should be celebrated and encouraged”

Isla Munro, managing director of Edinburgh-based direct marketing specialist The Dragonfly Agency, has been appointed onto the board of the professional body to continue its aim of protecting and representing the interests of UK mailing houses.

The SMP said Munro brings more than 15 years of experience of marketing, commercial insight and new business conversion to the board, as well as an intrinsic understanding of mail.

“I’m really honoured to be part of the SMP. I believe in mail, I believe in post,” said Munro.

“There is something exciting about receiving mail. It has the power to make people feel good and so it shouldn’t be a dying breed. It should be celebrated and encouraged.”

She added: “Having been involved in many marketing campaigns, there’s no doubt that print plays a vital part in communications and the customer journey. It’s at the heart of our business and we love what Royal Mail and post has been able to do for us and our customers.

“SMP’s passion for mail and encouraging more to use it was a massive drive to joining the board and I hope I can get a positive message out there to my peers on both sides of the border to highlight the importance of reinvesting in this medium.”

Dragonfly, which issued more than 40.5 million items via Royal Mail last year, said it is the only agency in the UK that has an agreement with Royal Mail. This gives it access to the postal stream at varying points, enabling the business to be more efficient and flexibile.

As well as GDPR confidence and the developments created by JICMail, Munro believes 2019 presents numerous opportunities for mail – particularly around how the industry can enhance efficiency in the ways in which customers receive post.

SMP chair Judith Donovan said: “Having members from all over the country is an exciting prospect for the SMP, but we have admittedly been lacking voices from north of the border.

“I’m thrilled that we now have Isla on board to represent Scotland and I hope her appointment will serve to inspire more from the area to join our organisation.”

The SMP represents more than 150 mailing houses across the UK. Munro has joined the new-look board alongside recently appointed Go Inspire Group sales director Ben Snutch and Williams Lea Tag European senior category manager Michael Gray.

“All three have a fantastic level of experience covering a wide range of aspects across the industry,” said Donovan.

“Their input will be valuable in helping to shape the SMP’s future and we look forward to having their voices on the board to keep protecting the futures of our mailing houses.”



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