2
Use eBrochures to build
a prospect database.
eBrochures will allow marketers to collect email addresses as a
condition of prospects being allowed to view them. Whilst not a
mandatory requirement, most marketers select this facility because
it allows travel companies to collect email addresses and build a
prospect database.
One added key advantage is that because travel companies know what
eBrochures have been viewed, they can selectively target customers
using special offers promoting the holidays and routes prospects have
already expressed an interest in.
Using the Virgin Holidays case study earlier, the company harvested
22,000 email addresses over a four month period and they expect this
to grow to 100,000 over a full year - a phenomenal resource for future
marketing activity.
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