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Industry

SMP continues to drive change with mailing

The Strategic Mailing Partnership (SMP) has hailed its recent mailing summit as a major success, saying that the event demonstrates how important it is for the organisation and its members to continue changing the perception of print to promote direct mail to marketers.

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More than 100 SMP members were in attendance at the event last month

The third edition of the annual event took place at the Phoenix Centre in London on April 3rd, based around the theme ‘What’s going on out there’.

Stephen Agar, managing director of Royal Mail Letters, was the keynote speaker and focused on the challenges currently facing Royal Mail, while James Wilkins, managing director of Secured Mail, also spoke to over 100 SMP members about how working closely as an industry would help promote the best value mail.

Jonathan Tame, managing director of pro-print organisation Two Sides, was also in attendance to champion paper as a sustainable form of communication, but highlighted a possible threat to paper supplies after 2021 as demand continued to outstrip production even in a declining market.

Direct mail is creative and tactile – a personal advert that goes straight into someone’s home – so let’s do more to make it a hero product

Closing the event, SMP chair Judith Donovan CBE said: “The challenges of today are different and centre on what we can do to change perception of the direct mail industry.

“Big companies and organisations do get lazy and take the easy option of digitising everything, which is why campaigns such as Two Sides’ Love Print are vital.

“Ours is a challenging and changing industry. Direct mail is creative and tactile – a personal advert that goes straight into someone’s home – so let’s do more to make it a hero product. In 10 years’ time it could be the premium product on the market.”

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