IKEA has 5.5 million members in its loyalty club. But not all of them were opted in to receive our emails, which meant they were missing out on the majority of our great offers and inspiring content. Our job was to convince them to opt in.

Our strategy was to demonstrate, hands-on what IKEA FAMILY members were missing out on, with a compelling reason to sign up. Delivered in a way that would make them feel special, showing off the inspiring digital content they could expect from us.

We created two campaigns: A mailing to our higher value segment - featuring the world’s first cross-stitched email, which looked as if it had been carefully crafted by hand. And a lower value ‘Handwritten’ postcard. Both executions carried the theme through in the online registration and welcome process.

Our idea needed to demonstrate to our members that regular emails from IKEA FAMILY are like no other, and are worth signing up for. Both the cross-stitched DM and personalised postcard showed DM-only members across the UK and Ireland what they were missing out on in a charming creative way, with the added push of a £5 coupon incentive. This reached a total of 290k IKEA FAMILY members, of varying members value with implemented data testing within.

Members were directed to a memorable unique URL to simple landing pages, one journey for each creative execution, each continuing the creative theme. These simplistic, direction pages guided members to easily update their opt-in status.

All members who opted in would then receive their first IKEA FAMILY email to their inbox, welcoming them to the wonderful inspirational content they will go on to receive. Again, continuing the creative theme.