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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)

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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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