Three offers from March's mailstream illustrate the importance of setting the right tone in renewing a former customer. Discover Card (Archive code #540-174144-0903C) mailed a blind #9 OSE with an offer to an ex-cardholder for its More Card. "You are important to us, and we want to do everything to win you back," the letter begins, then goes on to a standard pitch. The opening of the letter for DIRECTV (Archive code #581-638018-0903A) is a little less effusive: "We've missed you." In both mailings, the sales copy is identical to their acquisition efforts.