Case Study

“Letter from the CEO” Win-Back Campaign

Project Overview

To win back high-value customers who had not engaged with us in over two years, we developed a premium direct mail campaign for 1000Bulbs. Designed as a personalized letter from our CEO and printed on linen stock, the mailer aimed to reestablish trust, spark interest, and drive conversions with a compelling 20% discount offer—followed by a coordinated email campaign for digital reinforcement.

The Challenge

Like many ecommerce brands, we faced a large segment of previously loyal customers who had become dormant. Standard email retargeting had proven ineffective, and we needed a more impactful, human-centered way to re-engage this valuable audience segment.

Key Challenges:

  • Re-engage lapsed but high-value customers

  • Cut through digital fatigue with a tactile, personalized approach

  • Align print design with brand tone and executive voice

With inboxes overflowing and attention spans shrinking, even our best digital messages were getting lost in the noise. We needed a more intentional, tactile way to reconnect with high-value customers.

The Solution

We crafted a direct mailer that felt like a true personal outreach. Designed as a letter from the CEO, printed on premium linen paper and placed in a matching envelope, the piece aimed to feel more like a meaningful letter than a marketing message.

Strategic Highlights:

  • Direct mail format that stood out from daily clutter

  • Elegant materials to elevate perceived value

  • Messaging centered on appreciation, not pressure

  • A bold 20% discount incentive

  • Followed by a matching email retargeting campaign for omnichannel reinforcement

My Role:

  • Led the concept, voice, and visual direction

  • Wrote and oversaw copy aligned with executive tone

  • Directed layout, paper and envelope selection

  • Coordinated with data, marketing, and external print vendors

The Impact & Results

The campaign exceeded expectations across every key metric:

  • Re-engagement from a high-value dormant audience

  • Leadership praise and internal enthusiasm

  • Inspired future hybrid print + digital campaigns

Final Takeaway

This campaign proved that direct mail is far from dead when treated with intention, elegance, and strategy. By leading with personalization and creative quality, we not only reactivated valuable customers but also set a new standard for future engagement efforts across channels.

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