Seeing the potential of e-marketing, Oak Knoll invested in its own proprietary software, allowing it to gather data on customers and put it to the best use. The company’s most important marketing platform is a monthly e-mail newsletter that goes out to 11,800 subscribers worldwide.
“We usually try to have some sort of article about what’s going on in the book world, or what’s new at Oak Knoll, or concerning new resources we have or we’ve found that would be helpful [to readers],” says Laura Williams, Oak Knoll’s marketing communications specialist. In its most recent newsletter, the company announced an exclusive sponsorship agreement with viaLibri, the only meta search engine on the Web aimed at people looking for bibliographic information about rare books.