The document outlines an email marketing plan for McCafe, a premium coffee brand owned by McDonald's, to grow its brand and sales given its limited resources and number of stores. The plan involves building an email list through online and in-store promotions, then sending various email types like newsletters, promotions and discounts on a quarterly basis to subscribers. Metrics like open rates, click-through rates and coupon redemptions will be used to evaluate engagement and inform future email content.