Welcome to The Retention Newsie by The Email Marketers, the retention building experts for 8-& 9-figure e-commerce brands.

Every week we bring you the best case studies, strategies, and tips around keeping more customers, turning them into raving fans, and increasing revenue.

Up this week:

• 🛋 IKEA’s SMS Success Formula

• 📧 Transforming with Value Communication

• 📊 Paid Loyalty Programs, Audience Segmentation & More!

Reading time: 4 minutes 20 seconds

How IKEA Retains Customers with SMS

In 1943, 17-year-old Ingvar Kamprad started IKEA as a small mail-order business in the Swedish village of Agunnaryd. What began in a quiet corner of Sweden has become a global home furnishings giant with over 450 stores across 60 countries.

IKEA’s success goes beyond selling furniture. It’s rooted in forming deep connections with customers and understanding their needs. As Konrad Grüss, Managing Director of Inter IKEA Systems B.V., explains, "We are in the business of creating a better everyday life for many people. It's about the whole experience of IKEA that makes it unique."

A big part of IKEA’s success is how it uses SMS marketing to connect with customers, build loyalty, and increase sales. Here’s how text messaging became a key part of their approach to keeping shoppers coming back.

IKEA saw the potential of SMS early on as a personal and instant way to connect with customers. Back in 2005, they launched their SMS program, becoming one of the first major retailers to jump on this trend.

By joining IKEA’s SMS list, customers get exclusive offers, promotions, and product updates sent straight to their phones. This direct connection keeps IKEA top-of-mind and encourages repeat purchases.

IKEA’s SMS strategy focuses on creating personalized, interactive experiences that build stronger connections with customers, rather than just sending out generic promotions.

For example, IKEA has used SMS to:

• Share product recommendations based on past purchases.

• Offer design tips to help customers make the most of their space.

• Send order updates and delivery notifications to keep customers informed.

• Run exclusive SMS contests and giveaways to reward loyal subscribers.

• Use text surveys to gather feedback and insights.

By making SMS a two-way conversation, IKEA turns transactional messaging into relationship-building touchpoints.

The results speak for themselves. IKEA's SMS program has:

• Achieved a 35% click-through rate, outperforming industry standards.

• Increased average order value by 15% among SMS subscribers.

• Drove a 31% jump in in-store traffic using location-based texts.

• Cut cart abandonment by 20% with well-timed reminders.

By making SMS central to its retention strategy, IKEA has built a loyal customer base that keeps coming back—one text at a time. As IKEA grows and adapts, SMS will stay a key part of its mission to improve everyday life for its customers.

• Make it exclusive: Offer deals, content, and experiences only for SMS subscribers to boost sign-ups and engagement.

• Get personal: Use customer data to craft SMS messages that feel one-to-one and personalized.

• Think beyond promotions: Share useful tips, timely reminders, and exceptional service alongside deals.

• Encourage interaction: Invite replies, clicks, and feedback to deepen relationships and gain insights.

• Integrate with other channels: Align SMS with your broader strategy for a seamless customer journey.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.

The Art of Value-First Messaging

Stop treating every customer touchpoint as a sales opportunity. Your retention rates will thank you.

Too many brands turn every email and text into a sales pitch, hoping to boost revenue. But this can backfire, hurting customer relationships and long-term retention.

Here's how to transform your messaging strategy from purely transactional to genuinely valuable:

1. Build Trust Through Educational Content

Instead of another "Buy Now" message, share expertise that helps your customers succeed. This positions your brand as a trusted advisor, not just a vendor.

Action Steps:

• Create a weekly tips newsletter related to your product category

• Share industry insights and trend analysis

• Develop how-to guides that help customers get more value from your products

2. Create Community Through Storytelling

Customer stories and behind-the-scenes moments build emotional connections that sales pitches just can’t.

Action Steps:

• Display customer success stories

• Share your company's journey and mission

• Showcase your team and production process

• Feature user-generated content that builds social proof

3. Maintain Engagement Without Selling

Stay top-of-mind without hard selling to avoid message fatigue and keep unsubscribe rates low.

Action Steps:

• Send motivational content aligned with customer goals

• Share relevant industry news and updates

• Create entertaining content that reflects your brand voice

• Celebrate customer milestones and achievements

Mixing value-driven content with thoughtful sales messages strengthens customer relationships, boosting loyalty and lifetime value. Every message should serve your customer, not just push a sale.

Brands that get this right don’t just keep customers—they turn them into advocates who fuel growth through referrals.

• New research shows paid loyalty programs drive 60% more spending, while free programs only drive 30% according to McKinsey.

• Learn how to use audience segmentation to personalize campaigns, boost loyalty, and get better results.

• A new study shows why push vs. pull marketing strategies matter for retention, with pull marketing building longer-lasting customer relationships.

• Research reveals that audience analysis is crucial for building loyal customer bases.