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The publisher recently held a “bibliotrivia” contest for newsletter subscribers. “We take one of our new books and ask a trivia question, and randomly select one of the people who answered correctly to get a free copy of the book,” Williams says.
Enabled by software that profiles users based on their buying history, Oak Knoll also sends targeted e-mails alerting readers to books they would likely be interested in. Direct-mail campaigns are handled the same way, through the creation of pamphlet-sized “mini-catalogs” focused on a new release, but also featuring backlist titles of similar interest.
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James Sturdivant
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