Information on Starting a Mail Order
Business
‘Small Business | Setting Up a New Business | Starting a Business
By Christopher Carter
Starting a mail order business can be a lucrative venture, if you're willing to work at it. As the
owner of a mail order business, you'll be in charge of pricing and advertising. One of the most
important decisions you'll make in the mail order business is deciding what products to sell.
What to Sell
There are a wide range of products you can sell through the mail, from toys to pet care products.
If you're new to the mail order industry, you may want to focus on two or three products. Startingslowly will help you get a feel for how to operate your business, before expanding. Choose items
that you'll be able to package and ship easily. Think about selling a product that consumers may
need to order often, such as vitamins. Most importantly, choose products you can sell with a high
markup, but at an attractive price.
Target Market
You'll need to do research to determine your target market. If you're selling costume jewelry, your
primary target market may consist of women ages 24 and up. You need to know this information
in order to carefully craft your sales material. After all, the buying emotions are different in a 50-
year-old man, as compared to a 30-year-old woman.
Advertising Campaign
Your advertising materials can make or break your business. Your sales promotion may include a
sales letter, brochures, business cards and flyers. Your sales material should appeal to your
customer's core emotions. For instance, let's say you're selling vitamins and your target market is
men and women ages 29 to 65. Your sales material may focus on a variety of desires and
emotions, such as appealing to your customer's need to look good, feel younger or feel sexier.
You may want to appeal to their fear of not living long due to an unhealthy lifestyle. You may have
to conduct many test runs to find out what works best. Most importantly, make sure your sales
information is written clearly, and your order entry form is easy for your customer to fill out. If your
order entry form is cluttered and looks confusing, you run the risk of losing sales.
Print Considerations
When you've prepared your sales promotion, take it to a printer. Don't take any short cuts on
printing by trying to print your material on a home computer. Take your sales material to a
professional. Discuss the paper stock and layout. Choose high-quality paper. Before deciding on
a printer, get a minimum of three written quotes. Choose the printer who meets your budget and
quality demands.
Record Keeping
It's important to keep good records when you're in the mail order business. If you have a small
operation, you can keep a written account of your sales, advertising costs and payments. If you
prefer, you can use accounting software programs like Quick Books Pro or have a fulfillment
house keep track of your accounting records, for a fee. Your fulfillment house is responsible for
packaging, shipping, returns and collecting your money. They will keep accurate records of sales,
payments and returns.