The first stage of the initiative, part of Argos' "Get set for summer" campaign, involves a promotion where nine items are offered at a 20 per cent discount. The creative mirrors Ogilvy & Mather's TV campaign.
The e-mail will first be sent to subscribers of the Argos.co.
uk website who have "opted-in
to receive marketing messages. A spokeswoman for Argos said: "This is the first time we have been able to replicate TV ads in e-mail and incorporate dynamic content to cope with the flexible nature of our product offers."
The campaign is designed so that if an e-mail is opened after the initial offer has ended, it automatically promotes the next offer.