JD Williams

Our approach

We came up with a digitally printed letter with oodles of personalisation plus a strong discount to help them on the road to VIP status once more. Our tone of voice remained gentle, understanding and encouraged them to continue spending with the incentive of being a VIP.


We saw some impressive response rates and reported that using a generic discount was preferred over a discount in one department. The generic discount mailer received a response rate of 7.2% and the preference discount was best received in the footwear department with a rate of 4.8%. A good spin on making the best out of bad news!

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