The VIP Postcard is an annual mailing in early November. It's sent to only our best customers according to our data and has one of our best Individual Average Transactions for the year.
In 2013, I redesigned our mailer in a new postcard format that not only maintained the efficacy of our primary offer but also added additional tiered offers at higher price points. The result of this mailing was an Individual Average Transaction of over $85, which is well over our average without this offer of around $35.
The reformatting in 2013 was noticed by some other chains, and several approached me for guidance on how to execute my program design in their market.