The email eshot allows you to promote jobs, products and services to specific graduate profiles which you can choose. For example, if you would like to contact all registered engineering students in the North West of England - you can!
The objective is to get your message focused on the audience who needs to hear it, giving you the biggest "bang for your buck". It is especially useful for companies who are visiting institutions on the milkround across the UK and wish to do some pre-arrival promotion.
If you are thinking of using the email shot, think about what message you would like to transmit, who you would like your audience to be and finally, where you would like your message to be heard (i.e. all students in Leeds University or Leeds University).