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2017 Bronze Best use of mail



Client: IKEA


Campaign overview

IKEA has 5.5 million members in its loyalty club, but not all of them were opted in to receive their emails.

They needed to find a compelling reason for them to sign up, delivered in a hands-on, creative way.


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. So, all they needed to do was convince these members to sign up for email.

The idea needed to demonstrate to IKEA members that regular emails from IKEA FAMILY were like no other, and worth signing up for.

The strategy was to gain access to their inboxes via their post boxes, and give members further incentive to opt-into email communications by offering a £5 voucher.


LIDA created a cross-stitched email that blurred the lines between online and offline.

The team designed the email, to appear as if it were handmade. Visually, the email mirrored IKEA’s digital comms as closely as possible. From the app-shaped outer envelope, featuring a mail symbol, to the email-like design of the cross-stitched fabric inside.

The outer envelope referenced the email notification we are all familiar with on our mobile devices, with the headline 'You have 1 unread message'. Once opened the 'email' was revealed, with a message to encourage them to opt in to IKEA’s regular emails.

The customer journey continued online, with the handcrafted feel evident from the signup process to the first welcome email.

Memorable, unique and 'handcrafted', it gave members a hands-on demonstration of what to expect in their inbox, in a very IKEA way.


Opt-in rates for members mailed exceeded expectations by over 3%, with over 13% of recipients adding email to their contactable channel mix.

A clearly signposted and incentivised CTA drove higher than anticipated volumes of unique campaign URL visits. Completion rates equating to the high opt-in volumes.

Additionally, the higher than average redemption rates achieved with the monetary £5 incentive demonstrated the additional value and appeal perceived, when delivered through a brand-appropriate reward based creative message.


Dan Wright (Senior Copywriter) LIDA Andy Preston (Senior Art Director) LIDA - Vaughan Townsend (Creative Director) LIDA - Mily Williamson (Senior Planner) LIDA - Mirjami Qin (Designer) LIDA - Nizam Ali (Designer) LIDA - Dan French (Designer) LIDA - Nyig Tin (Designer) LIDA - Philippa Sidney (Project Director) LIDA - Eleanor Howle (Account Director) LIDA - Dani McManus (IKEA FAMILY/ Loyalty Manager UK & Ireland) IKEA

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