How can we get customers to leave their details on our website?

Geoff Barnes, marketing manager of Park Resorts, asks Jay Doyle, media market development manager at Royal Mail, Chris Lake, editor at E-Consultancy, and Richard Gibson, from the Email Council, Direct Marketing Association, to come up with e-marketing solutions.

Part of the solution the experts deliver is to have a clear data-capture strategy in an environment where people are increasingly distrustful of submitting personal details online. The mailers need to be relevant and rewarding and the registration process simple. And for extra impact, they advise Park Resorts to ramp up communications as a customer’s holiday time approaches and position the e-newsletter as a ‘special offers’ vehicle.