IKEA - cross stitched Direct Mail
Construction / Housing / Decoration - Direct Mail - Loyalty

IKEA Cross-Stitched Mailer



IKEA wanted to drive some of their most valued FAMILY members to a website, where they could download a £5 voucher if they chose to opt in to email communications. Data suggested that they became even more valuable when they were opted in to both mail and email. This was especially true of the highest value segment within IKEA FAMILY.



In response to the challenge to “send an email with no email address”, the first fabric cross-stitched email was mailed out to this select group. Designed to show how much they were appreciated, it also was intended to show how different IKEA was to other retailers. The aspiration of the piece was that recipients would see it as a keepsake when it would become a permanent reminder of the role IKEA played in their home-making.

The Home Sweet Hem sampler featured a unique url prompting recipients to go online, update their details and receive a £5 coupon to use in-store.



  • 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.


Patrick Collister
Patrick Collister

Editor Directory Magazine

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