Post on 16-Apr-2017
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MONTHLY EMAIL APPROACH
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EMAIL CALENDARIZATION
Promotion construct:
Campaign:
• MM Theme
Target Group
• H/S/T
• DCs
OF
FE
R
DE
TA
ILS
CA
MP
AIG
N
PA
RA
ME
TR
S
E-mail offer selection basis:
MM1405
Office e-Catalog Latest e-Catalogs
Web properties
ATL Ads
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EMAIL CAMPAIGN PHASES
TEASER LAUNCH MONTHLY BUYING ENDING SOON
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CUSTOMIZED & TARGETED COMMUNICATION [Store specific content]
Store specific content
1 eMail master campaign
Offer selection/insertion at DC level
Row-wise filters
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Category led approach
Focus on category level offers
CUSTOMIZED & TARGETED COMMUNICATION [Category led approach]
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Offer-type led approach
X% OFF* on MRP
Buy X Get Y FREE*
Range starting @ Rs.X
CUSTOMIZED & TARGETED COMMUNICATION [Offer-type led approach]
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EMAIL PROCESS
EMAIL CAMPAIGN WEBSITE L.P. ONLINE CATALOG
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APRIL’2014 – EMAIL PLAN [27th March – 9th April’2014]
eMail promotion construct:
MM1405
Latest e-Catalogs
CTG level promotion
Monthly Buying Cycle
eMail offer selection basis:
MM1405
Office Fair e-Catalog / Cleaning e-Catalog
Core Category Promotions
Seasonal Promo
ATL Ads
OF
FE
R
DE
TA
ILS
CA
MP
AIG
N
PA
RA
ME
TR
S
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APRIL’2014 – EMAIL APPROACH
Store specific content
1 eMail master campaign
Offer insertions – at DC level
Row-wise filters
Category led approach
Focus on category level offers
Food
Non-food
Offer-type led approach
X% OFF* on MRP
Buy X Get Y FREE*
Range starting @ Rs. X
Freebie Offers
MM1405 Offers Latest e-Catalogs
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March
Su Mo Tu We Th Fr Sa
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
April May
Su Mo Tu We Th Fr Sa
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
SEND DATE 27-Mar-14 27-Mar-14 27-Mar-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. EMAIL INSERT INSERT
LEAD OFFER B METRO MAIL LAUNCH B METRO MAIL LAUNCH B METRO MAIL LAUNCH
FOOD OFFERS MM LAUNCH OFFERS MM LAUNCH OFFERS 3 OTHER CATALOGS
NON-FOOD
OFFERS
GROCERY
- 3 SKUs
ELECTRONICS &
APPLIANCES - 3 SKUs
LATEST
PROMOTIONS
CROSS-SELL PROMO - - -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
SEND DATE 29-Mar-14 29-Mar-14 29-Mar-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. ATL ATL ATL
LEAD OFFER B SPECIAL 5 DAY OFFERS B SPECIAL 5 DAY OFFERS B SPECIAL 5 DAY OFFERS
FOOD OFFERS ATL ARTICLES - 3 SKUs FOOD - 3 SKUs -
NON-FOOD
OFFERSATL ARTICLES - 3 SKUs NON-FOOD - 3 SKUs -
CROSS-SELL PROMO - - -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
Campaign Date: 27-Mar-2014
Campaign Date: 29-Mar-2014
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March
Su Mo Tu We Th Fr Sa
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
SEND DATE 31-Mar-14 31-Mar-14 31-Mar-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. APPARELS - -
LEAD OFFER NF X% OFF ON MRP - -
FOOD OFFERS F BUY X @ RS. Y - -
NON-FOOD
OFFERSNF RANGE STARTING @ RS.X NF X% OFF* ON MRP -
CROSS-SELL PROMO 3 OTHER CATALOGS - -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
SEND DATE 2-Apr-14 2-Apr-14 2-Apr-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. ATL ATL ATL
LEAD OFFER B SPECIAL OFFERS END TODAY! B SPECIAL OFFERS END TODAY! B SPECIAL OFFERS END TODAY!
FOOD OFFERS ATL ARTICLES - 3 SKUs FOOD - 3 SKUs -
NON-FOOD
OFFERSATL ARTICLES - 3 SKUs NON-FOOD - 3 SKUs -
CROSS-SELL PROMO 3 OTHER CATALOGS - -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
April May
Su Mo Tu We Th Fr Sa
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
Campaign Date: 31-Mar-2014
Campaign Date: 2-Apr-2014
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April May
Su Mo Tu We Th Fr Sa
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
SEND DATE 4-Apr-14 4-Apr-14 4-Apr-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. BEVERAGES - -
LEAD OFFER F BUY X GET Y FREE* - -
FOOD OFFERS F BUY X @ RS. Y F X% OFF* ON MRP -
NON-FOOD
OFFERSNF X% OFF* ON MRP - -
CROSS-SELL PROMO 3 OTHER CATALOGS - -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
SEND DATE 7-Apr-14 7-Apr-14 7-Apr-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. TEXTLS. + APPLNCES. - -
LEAD OFFER B MM1405 - 3 DAYS LEFT! B MM1405 - 3 DAYS LEFT! B MM1405 - 3 DAYS LEFT!
FOOD OFFERS SPECIAL PRICE-OFFS - -
NON-FOOD
OFFERS3 SKUs > LEAD OFFER - -
CROSS-SELL PROMO 3 OTHER CATALOGS TEASER MM1406 -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
Campaign Date: 4-Apr-2014
Campaign Date: 7-Apr-2014
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April May
Su Mo Tu We Th Fr Sa
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
SEND DATE 9-Apr-14 9-Apr-14 9-Apr-14
TARGET GROUP ALL ALL ALL
DCS ALL ALL ALL
LEAD CAT. HOUSEHOLD BRANDED GROCERY -
LEAD OFFER B MM1405 - ENDS TODAY! B MM1405 - ENDS TODAY! B MM1405 - ENDS TODAY!
FOOD OFFERS F X% OFF* ON MRP F FREEBIE OFFERS F BUY X GET Y FREE*
NON-FOOD
OFFERSNF X% OFF* ON MRP NF PRICE-OFFS -
CROSS-SELL PROMO 3 OTHER CATALOGS TEASER MM1406 -
GENERIC COMM. RAF | ADD-ON RAF | ADD-ON RAF | ADD-ON
Campaign Date: 9-Apr-2014
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EMAIL CAMPAIGN DOCKET [e-Mail Brief]
LEAD COMM:
Cleaning Agents
Electronics & Appliances
Grocery Range
Personal Care
Promotions at your Store!
METRO Store
Latest e-Catalogs
footer
MM1404
FOOD CATALOG
View here >>
TRADER SCHEME
View here >>
MM1404
NON-FOOD CATALOG
View here >>
Diaper range >>
Find your nearest METRO store >>
category banner 2 category banner 3
Special Food Deals Freebies Peps Mattress Offer
navigation
category banner 4
Ending Soon!
|
Office & Stationery
category banner 1
E-Mail Offer Construct:
CTG level
Category level
Offer level
DC level
LEAD COMM:
Detergent Powder Range | Special Offers!
Detergents & Toiletries | Special Price-offs!
Vim Dish Wash Range!
Stationery | Flat X% OFF* on MRP!
navigation
Detergent Powder
Article 1
Household | Detergents & Toiletries
Buy X @ Rs. Y!
D&T
Article 3
D&T
Article 1
D&T
Article 2
Vim Range
Article 1
Detergent Powder Article 2
ITC Classmate Notebook Range | 25% OFF* on MRP
|
View here >>
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e.g. A) Header Banner
EMAIL CAMPAIGN DOCKET
B) Image Gallery Banner
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B) Text Heading Banner
C) Intro text Catalogue Image
e.g.
EMAIL CAMPAIGN DOCKET