Citipost Global vMail Case Study: Boosting Retail ROI with Velociti

The Context

The campaign focused on three key European markets: France, Germany, and Spain. Each country received a substantial mailing volume of 50,000 items. The primary objective was to drive traffic to a dedicated landing page for the spring collection. To maximise reach and engagement, direct mail was combined with digital channels resulting in a coordinated, multi-channel approach.

The Challenge

Before partnering with Velociti, the campaign faced several major challenges that hindered its effectiveness. It had a low click-through rate of just 1.4%, a high bounce rate of 48%, and an average time on site of only 32 seconds. The response curve was flat and inconsistent, indicating a disengaged audience. Key limitations included poor visibility into local delivery timings and inaccurate assumptions about delivery dates—for example, mail in Spain was expected to arrive on Day 5 but actually arrived on Day 10. This mismatch made the campaign feel disjointed and caused missed opportunities to engage customers during their peak attention window.

Our Approach

Our approach leveraged Velociti, a next-generation international mail service that redefines global distribution by providing real-time visibility, actionable data, and seamless integration with postal authorities worldwide. This allowed us to precisely time follow-up communications to occur right after recipients received their mail, with timing tailored individually for each country. Aligning messaging with actual delivery dates meant we could deliver more relevant and timely messages, which improved engagement and made campaign performance easier to attribute.

The Outcome and Benefits

With Velociti’s vMail Insight, the campaign leveraged actual delivery timing: Day 8 for France, Day 5 for Germany, and Day 10 for Spain. This precise timing resulted in significant improvements across key metrics: the click-through rate increased to 2.7%, bounce rate dropped to 28%, and average time on site more than doubled to 1 minute and 14 seconds. The response curve peaked sharply within 48 hours of follow-up, driving a 31% uplift in conversions.

Client Feedback

“We stopped guessing. Now we have access to Velociti’s performance data — it’s changed how we plan and target every letter we send.”

Interested in driving better engagement and measurable success? Contact Citipost Global today to discuss how our data-driven mail services can transform your campaigns.