Seeing things from your visitors shoes

email marketing messages provide headline information to subscribers that have links to more in depth detail of that subject in websites. The purpose of email marketing is simply to position the sender as a valid provider of information on their subject. So given that both the statements above are correct surely the most effective way to deliver your information is to start from the point of your target site visitor’s perspective, seeing things from their shoes.

Marketers build their email subscriber lists through motivating visitors to their websites to subscribe to receive regular further information by email. To achieve this successfully relevance plays a key role at the point of communicating with the visitor. A commercial kitchen maintenance company we work with do this by providing their site visitors with tips and hints on how to maintain commercial kitchen equipment. At the top of the tips and hints page the tips and hints email newsletter subscription is there for all to see. One or more of the tips and hints can be read quickly by the visitor and then from judging the quality of the content and its relevance the visitor can sign up.

The content is very specific and the subscriber knows exactly what and why they have subscribed to receive. The relevance of the content is also very clear and allows the subscriber to build their own maintenance library in a folder within their email software or become a regular site visitor of this information that is valuable and relevant to them.