J.Crew's Alteration Offer to Customers

A big "thanks!" to RatsOnParade (check out her {fantastic} I LOVE J.CREW blog) who shared the latest mailing J.Crew sent to customers. (Check out her "From J.Crew: Best of the Best - Free Alterations!" post for additional images).
The mailing sent to customers (both card members *and* non-card members) revealed free alterations for a limited time. The following note was included:

Best of the Best
We want your experience in our stores in 2010 to be the absolute best it can be. I'm pleased to include a look at our special services available exclusively for you as one of our best customers. We look forward to seeing you in the year ahead, and if there is anything we can do for you in the meantime, please let us know.

Best wishes,
Tracy Garner
24-7@jcrew.com

As RatsOnParade's post correctly points out, this free-alteration service on full priced items is already a benefit for card members. (So isn't it kind of pointless to send this to them, let alone give them an expiration date for the service?) At least the offer is being extended to some non-card members as well. Incidentally, the fine print of this offer reveals the following:

*Free standard alterations can be applied to full-price items only. Offer valid from March 1st, 2010 through March 31st, 2010. Bring in this card to receive this complimentary service.
**Courier service available in New York City only. In other locations, UPS overnight service will be provided. A few location restrictions may apply.

How cool is having J.Crew "courier service"? Loves it! As for the marketing piece, it is nice to see J.Crew send rewards (big & small) to customers. :)

What are your thoughts on the mailing? Do you think this is a good incentive for J.Crew to offer customers? Was it a smart move to send this to existing card members (who already benefit from this service all year round)?