Citipost Mail

A new focus for Citipost

Promoting the newly updated Citipost Mail brand
Clearer explanations of the Citipost Mail process
Improved service cross-selling, to increase average customer value
Bring the business benefits to the fore with stats, benefits and case studies
Brand reskin of the existing site, removing unnecessary and underperforming pages
Refined colour palette and brand typography to establish the updated branding

40

Google Ads conversions in the first two months following the launch

3

Targeted Google Ads campaigns for key services

£19

Per conversion in the form of phone calls, contact form submissions and newsletter sign-ups

Increasing average customer value by encouraging a wider use of Citipost Mail’s services

Citipost Mail came to us during their brand refocus, as they wanted to encourage greater use of their varied service offering. Previously, their services were separated by sector with multiple options under each. This proved confusing for customers especially as extra services had been added over the years, resulting in a convoluted user journey.

Working with Citipost Mail, we identified their 5 core services; Creative, Data, Print, Mail and Media. With these 5 core services in mind, we introduced a unique services-based navigation, accessible from every page. This improved clarity around the lifecycle of a direct mail campaign and gave Citipost Mail a greater opportunity to cross-promote their other services. We made this clearer at the enquiry stage also, removing the need for a user to navigate back and forth between service pages to submit a multi-service enquiry.

The other big change was applying the updated brand to the website, as Citipost Mail wanted to simplify the brand alongside their service refocus. We introduced a more muted colour palette for general content as well as five bold colours for their revised services, to help differentiate them. The updated brand was complemented with new typography and a change of photography that moved away from a people-first approach and focused more on the key service delivery of the business.

Our role

Visit the site

citipostmail.co.uk

Citipost Mail data services macbook mockup

Key services

Updating a leading direct mail brand

A key aspect of the project for Citipost Mail was showing the importance of their key services. They found that their clients primarily came to them for their direct mail services, not realising Citipost Mail could manage the full process including design.

With the introduction of the improved services navigation, we have made this clearer so clients can now clearly see that Citipost Mail can handle every step of the journey and the client doesn’t have to source separate resources for design, print and mail delivery solutions.