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.

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?
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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
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Follow-Up Sequence Creation R R P
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Follow-Up Sequence Creation R R P
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28. 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

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