Email marketing is a key element of IKEA's grand opening toolkit. The campaign 89 Degrees created for the debut of the IKEA Charlotte, NC, store recently won a Silverpop Engaged Marketer Award, which led to an interview by eM+C (eMarketingandCommerce.com) for their "All about Email" online feature.
In this 2nd of eM+C's two-part series, Marty McGuire, Direct Marketing Manager, IKEA US, and I share three email marketing tips that we consider central to successfully promoting local events. We also talk about the role of social networking and mobile marketing in grand openings and store events in general.
Part 1 of the article focuses on IKEA's integrated cross-channel solution for IKEA Charlotte, including how 89 Degrees leveraged a promotion, multiple email/mobile SMS touches and a Grand Opening microsite to drive store traffic and capture opt-ins for the IKEA US Marketing Database.
Ann Morgan is a Partner and Vice President, Strategic Marketing Services at 89 Degrees