eM+C recently spoke with Marty McGuire, direct marketing manager of IKEA US, and Ann Hopps Morgan, partner and vice president of strategic marketing services for 89 Degrees, a Burlington, Mass.-based integrated marketing agency, about an award-winning email campaign promoting a recent IKEA store opening in Charlotte, N.C.
The campaign nabbed a bronze Engaged Marketer award from Silverpop, based on IKEA’s message personalization, dynamic content, use of preference centers and social marketing, as well as the overall strength of the examples submitted in terms of engaging customers and prospects. Here are highlights from the discussion:
Online and print advertising drove prospects to the grand opening web microsite, as well as directly to the mobile “Big Blue Bag” game. New subscribers received a real-time welcome email, were included in grand opening ollow-up/reminder emails and immediately were put in queue to start receiving other IKEA emails. All total, grand opening marketing increased our Charlotte-area opt-in database by more than 35 percent. And thanks to an ongoing emphasis on registration, the number of new email subscribers has more than doubled since the opening.