At some point in every relationship it is wise to take some time for introspection.  Thinking about your role, how you present yourself, what you have to offer and how well your needs are being met are some of the topics that might be on the soul-searching table.  While you might very well think this applies only to personal relationships, the fact of the matter is that many of the considerations used to enhance personal relationships can also work just as well to enhance business relationships.  People are people, regardless of the parameters of their interaction and the same can be applied to your opt-in email marketing campaign, as you will see upon finishing the following exercise.

• Step One:  Make a list of all the possible benefits that you seek from your current or future relationship with readers of your email marketing newsletter and what you can give in return to facilitate a positive outcome on both sides.
• Step Two:  Look carefully at your list.  Here you are making a character sketch of the average reader.  Think about that person, who they are, how they operate, and what they may be seeking from a relationship with you and your organization or company.
• Step Three:  Make a list from the perspective of that character and what would a person with those qualities want in a business?

Email marketing success relies upon an active and engaged reader, so it behooves the creator to be actively writing for the reader.  What better way to enhance one’s ability to produce interesting and effective email marketing communications than to have thoughtful insight into what the reader might want to be offered?  When you put your goals side by side with your reader’s goals and find the common ground you are working from a place of shared benefits.