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Each of the three variations of the love story between Johnnie and the recipient referenced when and how the recipient was added to the database, when and what the last purchase was, if any, and the current state of the relationship. The examples show how the copy was customized for each of the customer segments and personalized for each recipient:


 * Best—“When they were finally introduced back in 2008 by Alison’s postman, a profligate matchmaker, few would have guessed they would still be together now. When Alison played hard to get, Johnnie provoked her with pictures of other women wearing the clothes he had made for her. After increasingly pathetic and awkward entreaties, she relented and sealed the deal with a Printed New Lambswool Rollneck. They have an open relationship, flirting with others, but always coming back to each other in the end.”


 * Singular—“When they were finally introduced not long ago by Brittany’s postman, a profligate matchmaker, few would have guessed things would move so quickly. At first Brittany played hard to get, but Johnnie soon wore her down with increasingly pathetic and awkward entreaties. Finally, after one glass of wine too many, she gave in and sealed the deal with a Holland Park Dress. They have been together less than a year, and who knows where this will end.”


 * Lapsed—“When they were finally introduced back in 2008 by Carole’s matchmaker, few could have predicted the roller coaster relationship that would ensue. It was not long before they sealed the deal with a Cardigan. Then, Carole stopped calling. They had had an open relationship, and he had always hoped she would come back.”

=Offer= Boden offered two response incentives: first, all recipients were given a limited discount and free delivery. Second, three discount levels were offered according to the customer life cycle for each recipient.



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