I have no idea how large their data base was. I do know they were desperate if they had me on it.
I don't need to enlighten you to our seriously hurting economy, and it stands to reason a store wants to have a sale to boost business. Better yet, make the recipient feel like they are somehow important by receiving a 'special invitation' to a one-night sale (setting aside it was presorted first class mail)...
Any business-minded person or company wants to get the best bang for the buck when it comes to advertising. No slick glossy stock, here, just the economical 2 color fast laser printing. A relatively simple layout helps so they can do it in-house. There is the cost of paper, ink, envelopes, and postage, and they can have a mailing company stuff the envelopes or, again, do it in-house.
Surely there was prior planning and meetings led by management. We all know to work smarter, not harder, and proper pre-planning is paramount to a successful campaign, however small. And so they presumably are taking advantage of the upcoming holiday season to hopefully ride the early coattails to some success.
The project is given the green light. The letters are designed, printed, and mailed. They prepare for that special night, cross their fingers, and wait.
Did I say wait?
If you didn't catch it on the first read, go back and read it again. They gave NO date or time. None. Nada. Zip. Zilch.
Ah, the best laid plans...I wonder whose head rolled over that one...