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Ikea’s “Trailblazing Mail” delivers best ROI of the year

February 27, 2023

Ikea wanted a mail mechanic that would engage customers in play - the theme of its brand marketing campaign - and encourage them into its stores to continue playing. The retailer knew that, though the pandemic was receding, growing cost-of-living concerns meant simple discounts alone would not be enough. So it set out to use mail in a very different way.

Direct mail was already an established part of Ikea’s marketing mix. Typically, it is used to add an additional creative dimension to each campaign and expand reach, according to Osmund Pill, Ikea’s head of customer marketing for UK & Ireland. “DM plays an important role within our integrated campaigns, adding a touch point for our most engaged customers but also lending itself to customer activation,” he says. 

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