IKEA: Sign me up

Furniture retailer IKEA sent handwritten postcards to its mail subscribers to boost email opt-ins in the UK.

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....

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