DIRECT SALES: Never Mind the Big Etailers?
25 Tips from Five Publishers on Selling Direct to Your Customers
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Tailor marketing to audience preferences. McSweeney's has a monthly newsletter and, while tempted to send out direct messages more often, has found that more frequent emails tend to be opened and clicked through less frequently. Instead, it offers a free daily humor website, McSweeney's Internet Tendency, which drives a lot of traffic back to their website and its e-commerce offerings. "[The humor site] tends to bring people in, and then, hopefully, they try and figure out what else we do," Krefman says.
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James Sturdivant
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