Ikea Scraps E-Mail Postcard Promotion

Share this article:
Ikea, the low-price home furnishing retailer, yesterday canceled an e-mail postcard campaign after complaints from consumers that the promotion was too spam-like.


The program, which began a week ago, offered shoppers $75 discounts if they sent 10 friends an online postcard announcing the opening of Ikea's new location in the San Francisco Bay Area. The program generated about 37,000 e-mails, according to reports.


Ikea, Plymouth Meeting, PA, also suffered a privacy breach when the company learned recipients of the postcards could change the number in their URL to tap into other postcards and get e-mail addresses of other recipients.


The company said it resolved the problem in about a half-hour after it was reported, but after receiving complaints from angry postcard recipients the company decided to scrap the promotion altogether.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.