Background
IKEA is probably the world's best known furniture retailer. The multi-national giant has 18 stores throughout the UK, including the Edinburgh branch which recently launched a localised Marketing plan focusing on their IKEA FAMILY membership program.
As part of the store's digital strategy, the FAMILY reward scheme is being used as the basis for email marketing to drive footfall to special events at the store.
What we did
We proposed a flexible, common layout for the campaign based around the IKEA FAMILY brand guidelines, and then designed each email according to the current promotion and special offers.
The messages are built as multi-part HTML / plain text emails which are sent to the database of 40,000 IKEA FAMILY members based in and around Edinburgh. Each email message is thoroughly spam tested and checked for consistency across over a dozen different email clients to ensure optimal delivery and open rates as well as visual rendering quality.
Results
Since the emails' call-to-action isn't to follow a link but is to visit the store on a particular day, tracking the response rate is more difficult than with usual email campaigns. But a customer questionnaire at checkout during the first promotion demonstrated a ten-fold increase in awareness through email compared to IKEA's previous email marketing for similar promotions.
Following the success of the original contract for a series of five messages, Line has been retained for monthly emails.
