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Brief Report: TThe Britannnia Goodd Housekeeeping Diggital+Email Marketiing
CONTE
Toplin
Mailer
Mailer
Result
TOP 10
Introd
Somestrateg
Appen
ENT
ne Review
r Campaig
r Campaig
ts, Analys
0 PAGES V
uction to
key pointgies/solut
ndix : Link
THE BRI
DIGITA
of the Br
gn Strateg
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sis, Inferen
Visited ON
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ts about otions
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ITANNIA G
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itannia Go
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Page 2
GOOD HOU
IL MARKE
ood Hous
Recomme
BSITE: ww
N Technolo
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USEKEEPIN
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ekeeping
endation
ww.GHsho
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NG SHOW
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arketing
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Page
09
BuzzDr
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rivers
TOPLIN
1. Sevenand 70,0the web
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NE REVIEW
n Interactive 000 people fbsite and on-
lso created ase the progrd any reques
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esults: 16,80on):
327 people i
120 people
1786 people
* Actual numb
markable thinthe campaigconsistently
W OF THE
Email Shots or creating gsite.
a dedicated bamme detai
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e website th
00 page view
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E BRITANN
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rough Faceb
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ntact form on
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se figures is tthat the pos
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Page 3
NIA GOOD
stomised varreness about
bsite so readnvite friends
book and Goo
ays—and ove
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that these wssibilities of etal email mar
D HOUSEK
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ers and potes to the show
ogle local gro
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ople acting u
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Page 4
AMPAIGN
ised invitatiod internal lis
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Peintre
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e reminder shd and Healthts to externa
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rivers
e no ay
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w
BuzzDrivers
Page 5
MAILER CAMPAIGN EXECUTION
BuzzDrivers did a 7-shot email campaign plus 2 associate mail shots (invitation to friend and formal invite through email) on an internal list size of about 7000 people (90% were based in Delhi) and over 65,000 on Exchange4Media and India Today’s database. There were varying degrees of personalisation. For example, Rotary club members and BuzzDrivers’ internal list (list of associates and friends), received invitations that had a very high level of personalisation and were addressed by their first or last name with salutation (see attached examples in appendix).
In addition there were 5 mailings to lists of over 65,000 people who were on the list of Exchange4Media and India Today’s Lifestyle Division’s list.
We hosted a website on a dedicated server for the Britannia GH show which was integrated with the entire email campaign (www.GHshow.in)
We linked the website to New Delhi based groups on Facebook and Google.
We also carried a banner of GHshow.in on some internal BuzzDrivers websites.
Campaign: 7+2 different Designs and Shots
2 Invitations to register
1 Good Food
2. Good Health
3. Good Looks
4. Good Family
5. Good Home
Associated Shots
1. Personalised invitation card in email
2. Personalised invitation to register from friends
General Invitation to Register
Good food
Good health
Good family
Good health
Good looks
BuzzDrivers
Page 6
MAILER CAMPAIGN EXECUTION contd.
Personalisation:
All campaigns were personalised either with the First Name or Dear Mr/Ms Last name. Even the text of the mailers themselves carried a degree of personalisation. The content changed depending on whether the person being emailed had already registered or had been invited by a friend. Subsequent mailings were done on the basis of whether the invited person had registered or not registered. Content also varied on the basis of whether the targeted individual belonged to a special group or not (for example, Rotary Club members were sent out customised email invitations from the editor herself).
Personalisation was not used on the external lists.
External Lists:
Two external lists were used—one from Exchange4Media and another from Good Housekeeping’s own list.
People who invited friends to register:
Instantaneous personalised mailers were sent out to people who had been invited by friends to register specifying the name of the friend who invited them.
Registrations:
People who registered instantly received in their mailboxes a personalised invitation card. A PDF attachment was also sent in case anyone had a problem viewing the HTML one.
People who registered:
People who registered or had been invited by friends to register were further engaged through specially targeted campaigns for each of the 5 zones.
Reminders:
Reminders were sent out to people who were invited by friends but hadn’t yet registered.
Total personalised mailings by BuzzDrivers on internal lists:
About 36,500
Mailings on Exchange4Media and India Today’s Lifestyle Group (all India list)
3,25,000
The imp
CampaActionGenera
Total On
327 peo
120 peo
1,786 pe
The lastfigures ahave imon the s
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12.62%This is vfrom cohighestTen Pagfocussedachieved
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al Awareness
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ons taken by
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o visit the sh
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ots engagedencouraging
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Page 7
ults & Ana
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ebsite to req
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by 4-5%) ofand especiallecipients of tand the regibjective of tnce. What i visit the sho
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udience
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o register oneneral awareent from the
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nformation
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00 mailings fmunication iuiring about
hat would mtime.
gs got attentcompare witengaged wit
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DIRECT ACTIOTAKEN (6.06%
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t the venue it generate
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the Britann
mean appro
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ampaign. onse rate r and the e 9- ‘Top aign was that was
rivers
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uld we have
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the populang informatioe on the wet in the maile
mendation:
tannia Good tween 19th aPlace to Magain at the Gnext editionto even fac
g. We stroners from noike these prousekeepingngible experole propositivers stronglyring brands b
bettered th
uld have been run for, saement with t
t targeting increased im
rity of pageon on the evebsite. We cers.
Housekeepiand 21st MararketSpace aGH show nexn in 2010. ilitate a roll-ngly recomm
ow on till throvide- bringg brand itselrience from ion of the by feel that sbut will ensu
Results &
he response?
en significanay, 4-6 weehe audience
through segmpact.
es, besides rvent by browcould have u
ing Show 20rch in the maand provide xt year. In thMoreover t-out of GH Smend makinhe next showging everythlf. It is a greasedentary p
brand can exsuch an endure huge su
Page 8
& Analysi
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tly higher if eks, estimate could have
gmentation
egistration,wsing pages used this inf
009 should liarketplace. Wan engagin
is way you cthis should hows nation
ng use of thw. Thus caphing alive inat way of ad
processing ofxtend the exdeavour will ccess for the
s. Contd.
the mailerses suggest tbeen deeper
based on p
people engaon the indiv
formation fo
ve longer thWe recomm
ng platform can graduallygenerate hu
nally, if the this opportunpitalise on tn the magazdding tangibf informatio
xperience benot only st
e show or sh
were spacethat we cour for better r
revious acti
aged with thvidual zones or making th
han its physicmend moving
to the targey build excituge awarenteam so wannity to effethe advantagzine- from itles to a bran
on. Through eyond a threrengthen thhows to com
B
ed out in timuld have treresults
ons of recip
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he informati
cal durationg the show net audience tement in thness throughnts, at the tictively engage of tangibts advertisernd that offer
the digital mee-day affairhe associatiome for the G
BuzzDr
me. If the bled the
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rivers
BuzzDrivers
Page 9
Results & Analysis. Contd.
What was popular ?
TOP 10 PAGES VISiTED ON THE WEBSITE: www.GHshow.in
Total Pageviews
16,881
Page Pageviews
1. www.GHshow.in 4,655
2. programme.htm 2,284
3. register.htm 2,191
4. goodfood.htm 1,183
5. goodlooks.htm 814
6. goodfamily.htm 804
7. goodhome.htm 795
8. goodhealth.htm 769
9. contact.htm 679
10. inviteafriend.htm 535
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Page 10
chnologies
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Page 11
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Page 12
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Page 13
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Page 14
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