The Dragonflyer – Autumn 2025
As summer winds down and the autumn leaves begin to fall, we’re taking a moment to reflect here at Dragonfly. There’s a real sense of change in the air across both our UK and SA teams – from welcoming new talent to engaging in exciting new projects and getting out on the road to expand our knowledge and connections.
The marketing landscape continues to evolve, and as always, we’re focused on what matters most: building meaningful campaigns that connect brands with their audiences. In this edition, we’ll explore the latest in direct mail, showcase standout client work, and share a behind-the-scenes look at what we’ve been up to. Let’s dive in.
What’s hot in direct mail
- Royal Mail delivery changes go live
Royal Mail’s Universal Service reforms are underway, shifting Second Class letters to alternate weekday delivery, while First Class continues six days a week. These changes reflect evolving mail habits and aim to modernise operations with updated delivery targets and service standards, gradually introducing a new delivery rhythm.
Source: Royal Mail Wholesale, “Universal Service Reform 2025”
- Consumers push back on digital-only communications
A European survey shows strong resistance to digital-only communication. While organisations cite sustainability, 56% of consumers see cost-cutting as the real motive. Most (76%) want to choose how they receive key information, and 65% oppose paying for paper bills. The message is clear: consumers want choice.
- Mail: Digital’s secret weapon
Mail is driving digital engagement, with 70% taking online action and 1 in 3 searching for brands after receiving mail. Today’s mail is targeted, automated, and personalised—ideal for re-engaging customers, prompting follow-ups, and cutting through digital clutter. It’s a vital tool in the multichannel marketing mix.
Source: Marketreach, “Using Mail to Power Digital”, 2025
Client spotlight: Golden Charter
Golden Charter is one of the UK’s top funeral plan providers, trusted by over a million people and working with more than 2,900 independent funeral directors across the country. With over 30 years of experience, they help families plan ahead with care, honesty, and compassion.
We’re really proud to be teaming up with Golden Charter to support their nationwide door drop campaigns. From design and print to booking, delivery, and analysis, we make sure funeral directors can reach their local communities with clear, thoughtful, and well-crafted messages.
It’s a real team effort, built on trust, shared values, and a belief in the power of meaningful communication.
Agency updates
Stop the press!
Exciting news from Team Dragonfly – we’ve been shortlisted for an SMP Award in Mail Performance! It’s a real honour to be recognised alongside some standout organisations, and we can’t wait to celebrate with the wider industry. Huge thanks to The Strategic Mailing Partnership for the nomination, and best of luck to all those shortlisted.
Passing audit
We’re officially ISO 27001 certified! This milestone reflects our commitment to data security and sets us up for secure, scalable growth. Huge thanks to the team for making it happen!
Welcoming new team members
We’re thrilled to introduce two fantastic additions to our SA office:
- Lizzie Erasmus – A direct mail specialist with a background in retail, known for her collaborative spirit, creative thinking, and positive energy.
- Mark Du Preez – A seasoned marketing operations expert with over 15 years of experience in data-led, print-first campaigns for the financial services sector.
On the road
Supercharging South Africa
In September, Vicky and Andrew visited Johannesburg and Cape Town, connecting with clients and presenting our ‘DM Supercharged’ insights at the DMASA National Tour. It was a valuable opportunity to share ideas and explore the future of direct marketing. (Interested in seeing our presentation? Get in touch!)
A standout moment was meeting Milani and Sam, two inspiring young women we sponsor through the Kay Mason Foundation. Supporting their education is a cause close to our hearts, and it was a joy to reconnect in person.
Supplier visits
Our UK team visited Whistl’s Glasgow distribution centre and Royal Mail’s Edinburgh sorting office – fantastic opportunities to see mail logistics in action. From stepping inside Whistl’s impressive hub to exploring Royal Mail’s behind-the-scenes operations, the visits were packed with insights we’re already sharing with clients. Huge thanks to both teams!
Dragonfly away day 2025
Sometimes, you’ve got to hit pause to look ahead. This year’s Away Day took the team to beautiful Crieff Hydro for a well-earned reset. It was a day of reflection, planning, and team-building – not to mention excellent food, a few laughs, and plenty of inspiration for the months ahead. We’re energised and ready to take on the rest of the year.
Stay connected
For more insights, industry news, and behind-the-scenes updates, follow us on LinkedIn
Thanks for being part of our journey — we’re excited to partner on your next marketing challenge.
Cheers,
The Dragonfly Team
