The Cross-Stitched Email
Get creative using direct mail just like IKEA did with their cross-stitched email. Out of 5.5 million loyal IKEA members, 1.3 million preferred contact via post. To ensure they don’t miss out on customers, the furniture giant blurred the lines between online and offline, designing an email to appear as if it were handmade. The outer envelope read ‘You have 1 unread message’ to remain familiar to a mobile notification, while the ‘handmade’ email oozed panache and showed why they were worth signing up for with offers and discounts. This direct mail piece was a strong cross-channel campaign using strengths from both mediums. The piece gave members a chance to experience IKEA emails in a way they prefer.
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