Creative Cage Match: Lindy Bop vs IKEA

For this round of the Creative Cage Match, let’s see how a UK-based, vintage-inspired clothing e-tailer stacks up against the the world’s largest furniture retailer when it comes to holiday-inspired email messaging.

And while doing the correct thing in email marketing shouldn’t necessarily have to be celebrated, I’ll also give Lindy Bop a nod of satisfaction for ensuring that each item clicks through to the appropriate part of the site. You have no idea (or maybe you do) how annoying it is to see an image of a product that you want to learn more about, only to discover that the clickthrough takes you to the home page. (I’m looking at you, Old Navy … don’t make me hunt for the dresses you put in your emails!)

Good work Lindy Bop. Your holiday email was simple and classy. Your Queen would approve.

Queen Elizabeth II

Now, let’s cross the North Sea to the land of Sweden, ABBA and furniture you can assemble by yourself or with a friend.

I received this email from IKEA, also in late November, with the subject line: “Save $20: it’s our holiday gift to you!”

Nice, I like gifts. And in this case, the subject line was the better draw for me, compared to the preheader: “Create a guest-ready home, for less.” Eh, okay, if you say so.

IKEA Holiday email

The email opens with a great image of a festive cranberry rosemary cocktail (better yet, I would have loved it if IKEA included the recipe!), followed by the coupon, which is $20 off a purchase of $150 or more. That’s a discount of approximately 13.3 percent … not quite as enticing anymore for me, but perhaps someone else who’s looking to deck the halls would be drawn in by the coupon.

Author: Melissa Ward

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

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