Final_MONTHLY_EMAIL_APPROACH

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MONTHLY EMAIL APPROACH


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


EMAIL CAMPAIGN PHASES

TEASER LAUNCH MONTHLY BUYING ENDING SOON


CUSTOMIZED & TARGETED COMMUNICATION [Store specific content]

Store specific content

1 eMail master campaign

Offer selection/insertion at DC level

Row-wise filters


Category led approach

Focus on category level offers

CUSTOMIZED & TARGETED COMMUNICATION [Category led approach]


Offer-type led approach

X% OFF* on MRP

Buy X Get Y FREE*

Range starting @ Rs.X

CUSTOMIZED & TARGETED COMMUNICATION [Offer-type led approach]


EMAIL PROCESS

EMAIL CAMPAIGN WEBSITE L.P. ONLINE CATALOG


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


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


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


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



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 - - -


Campaign Date: 27-Mar-2014



March


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



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 - -


SEND DATE 2-Apr-14 2-Apr-14 2-Apr-14


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 -



April May


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: 2-Apr-2014


April May


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



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 - -





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 -





April May


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



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 -




THANK YOU


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 >>


e.g. A) Header Banner

EMAIL CAMPAIGN DOCKET

B) Image Gallery Banner


B) Text Heading Banner

C) Intro text Catalogue Image

e.g.



D) Two Column Article Image

E) Three Column Article Image

e.g.


Final_MONTHLY_EMAIL_APPROACH

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