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New York-based publishing house Doubleday has tapped Lexington, Mass.-based digital direct-marketing firm E-Dialog to develop and manage the e-mail marketing effort for the Doubleday Direct unit. E-Dialog will provide Doubleday Book Club and Literary Guild Club members with personalized e-mail services, including information on upcoming book releases and offers to pre-order titles. The partnership marks Doubleday’s first foray into e-commerce.
“For Doubleday, we’re going to be promoting a pre-sale reservation of a book that’s not yet released,” said Bill Herp, president and CEO at E-Dialog.
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