Campaign background
IKEA had previously created a cross-stitched email that blurred the lines between online and offline.
They now needed a follow-up, lower value campaign to convince a further 250,000 members to opt-in to their emails.
Strategy
When considering how they could build a stronger relationship with IKEA's loyalty members, LIDA spotted a valuable opportunity. They discovered the highest spending segments of members were more valuable to IKEA, by at least £35 a year, if they are opted in to receive both mail and email.
When they looked closer, they found that 1.3 million were currently only contactable by post....