Follow up sequence preso

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This document outlines an email marketing follow-up sequence for a breast cancer organization. It discusses developing online relationships and conversions through understanding the target audience of females aged 45-65+. The sequence will appeal to different audience personas like methodical, humanistic, and spontaneous. It shows a sample follow-up sequence layout with different messages on different days. The timeline sets the sequence to be built by February 3rd.

Business Technology

IMAP/BCA Follow-Up Sequences
1.26.2012

Arielle, Mary & Amanda

IMAP - BCA Email Follow-Up Sequences

IMAP - Internet Marketing Action Plan

IMAP - BCA Email Follow-Up Sequences

IMAP - Internet Marketing Action Plan

WHY?

IMAP - BCA Email Follow-Up Sequences

IMAP - Internet Marketing Action Plan

WHY?
To develop online relationships with the target
audience, a conversion optimization strategy, trafﬁc
and promotional ideas, and partnership development.
The overall goal of this plan is to ﬁnd opportunities
to build a strong online presence while increasing
conversions.

IMAP - BCA Email Follow-Up Sequences

Understanding our Audience

IMAP - BCA Email Follow-Up Sequences

Understanding our Audience

Target Audience: Female 45-65+

IMAP - BCA Email Follow-Up Sequences

Understanding our Audience

Target Audience: Female 45-65+

Visitor Intentions: Information about diagnosis, living
with breast cancer, & treatment
options

After capturing our target audience with the right
intentions... we then appeal to all their different
personas to convert!

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

Methodical

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

Methodical Humanistic

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

Methodical Humanistic

Competitive

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

Methodical Humanistic

Competitive Spontaneous

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

Methodical Humanistic
Reliable
Research
Facts

Competitive Spontaneous

IMAP - BCA Email Follow-Up Sequences

Appealing to their persona

Methodical Humanistic
Reliable Eco-friendly
Research Emotional
Facts Communal

Competitive Spontaneous

IMAP - BCA Email Follow-Up Sequences

Follow-Up Sequence Creation

IMAP - BCA Email Follow-Up Sequences

Follow-Up Sequence Creation R R P

IMAP - BCA Email Follow-Up Sequences

Follow-Up Sequence Creation R R P

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IMAP - BCA Email Follow-Up Sequences

Follow-Up Sequence Creation R R P

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IMAP - BCA Email Follow-Up Sequences

Follow-Up Sequence Creation R R P

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Other Email Elements
Subject Line
“From” Email Address

IMAP - BCA Email Follow-Up Sequences

Timeline

IMAP - BCA Email Follow-Up Sequences

Timeline

Friday, 1/27 : All Emails Built

Wednesday, 2/1 : Deﬁne Order

Friday, 2/3 : Build-out Complete

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Follow up sequence preso

1. IMAP/BCA Follow-Up Sequences 1.26.2012 Arielle, Mary & Amanda

2. IMAP - BCA Email Follow-Up Sequences

3. IMAP - BCA Email Follow-Up Sequences IMAP - Internet Marketing Action Plan

4. IMAP - BCA Email Follow-Up Sequences IMAP - Internet Marketing Action Plan WHY?

5. IMAP - BCA Email Follow-Up Sequences IMAP - Internet Marketing Action Plan WHY? To develop online relationships with the target audience, a conversion optimization strategy, trafﬁc and promotional ideas, and partnership development. The overall goal of this plan is to ﬁnd opportunities to build a strong online presence while increasing conversions.

6. IMAP - BCA Email Follow-Up Sequences IMAP - Internet Marketing Action Plan WHY? To develop online relationships with the target audience, a conversion optimization strategy, trafﬁc and promotional ideas, and partnership development. The overall goal of this plan is to ﬁnd opportunities to build a strong online presence while increasing conversions. WHAT CONVERSIONS? Download the PDF Ask A Question Video Views

7. IMAP - BCA Email Follow-Up Sequences

8. IMAP - BCA Email Follow-Up Sequences Understanding our Audience

9. IMAP - BCA Email Follow-Up Sequences Understanding our Audience Target Audience: Female 45-65+

10. IMAP - BCA Email Follow-Up Sequences Understanding our Audience Target Audience: Female 45-65+ Visitor Intentions: Information about diagnosis, living with breast cancer, & treatment options After capturing our target audience with the right intentions... we then appeal to all their different personas to convert!

11. IMAP - BCA Email Follow-Up Sequences

12. IMAP - BCA Email Follow-Up Sequences Appealing to their persona

13. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical

14. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic

15. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic Competitive

16. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic Competitive Spontaneous

17. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic Reliable Research Facts Competitive Spontaneous

18. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic Reliable Eco-friendly Research Emotional Facts Communal Competitive Spontaneous

19. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic Reliable Eco-friendly Research Emotional Facts Communal Competitive Spontaneous Best Accurate Newest

20. IMAP - BCA Email Follow-Up Sequences Appealing to their persona Methodical Humanistic Reliable Eco-friendly Research Emotional Facts Communal Competitive Spontaneous Best Live in the moment Accurate Testimonials Newest Credible opinions

21. IMAP - BCA Email Follow-Up Sequences

22. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation

23. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation R R P

24. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation R R P

25. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation R R P 2 2 2 2 2 2 2

26. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation R R P 2 3 2 3 2 3 3 3 3 2 2 3 2 2

27. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation R R P 2 3 2 3 2 3 3 3 3 2 2 3 2 2

28. IMAP - BCA Email Follow-Up Sequences Follow-Up Sequence Creation R R P 2 3 2 3 2 3 3 3 3 2 2 3 2 2 Other Email Elements Subject Line “From” Email Address

29. IMAP - BCA Email Follow-Up Sequences

30. IMAP - BCA Email Follow-Up Sequences Timeline

31. IMAP - BCA Email Follow-Up Sequences Timeline Friday, 1/27 : All Emails Built Wednesday, 2/1 : Deﬁne Order Friday, 2/3 : Build-out Complete

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Editor's Notes