The UK-based company, which now has six outlets in China, plans to open 126 stores in the country by 2010.
Marketing company 21 Communications developed the campaign, which was sent to 123,000 consumers. The company offered a free B&Q lamp - which is the best selling item at the store - as a free gift. A coupon for a 10 per cent discount at B&Q was also sent.
David Turchetti, 21 Communications chief executive officer, said the campaign recorded an almost 90 per cent open rate, with more than 36 per cent of consumers forwarding the message to other email users.
The campaign was also used to build a loyalty club for B&Q. The company collected shopping preference and mailing addresses for future marketing efforts.
"The loyalty club offers monthly incentives to drive sales. It is also integrated with the site (www.bnq.comcn), B&Q's print magazine and its TV programme."
According to Turchetti, the campaign was part of the company's drive to brand its name and the concept of home improvement in China.
He added: "B&Q has very aggressive expansion plans. Unlike the stores in the UK, the China stores are dual concept. This means one floor acts as a home depot, while the other offers Ikea-style products. This is a new concept in China and the store are like huge warehouses."
