The mail-order business success largely depends upon catalogs, advertisements in newspapers or periodical magazines, and through direct mailings. The orders are received by mail, telephone, or fax.
Mail order operations can be categorized into three distinct types:
merchandise catalog houses, which present all kinds of products.
merchandise catalog houses, which present limited products or only those
which are in demand.
- Stores which
present their products through telephone shopping.
Benefits of Mail-Order Business
geographical area can be covered.
- Initial start up
cost reduction and minimal inventory.
- Low priced
- Simple shopping
- Usually home
based without any costly location.
timings and no time schedules.
- Furniture and
fixtures are not required.
- Trained sales
staff is not needed.
- Can be looked
after by one or two persons.
The mail-order product makes selection easy for the customer due to the following reasons:
- Customer need is
description in detail through words, pictures, or video.
- Reasonable cost
- Product not
usually available in stores.
shipment through mail.
- Promotes repeated
Advertisement of Mail-Order Business
Advertisement of the mail-order business is of extreme importance, the business relies heavily on advertisement, and it is the only and large expense associated with the business.
The common types of advertisement means are direct mail, publications, and catalogs.
Customers are informed about product details by sending direct mail consisting of product brochure, order form and a cover letter.
Uses of Direct Mail
brochures, discount coupons, or samples can be sent.
- Selected or
specific area can be targeted.
responses can be assessed for future sales and expansion.
- Surveys and
research can be undertaken.
- Helps in other
means of advertisements.
Useful Tips for a Successful Mail-Order Business
- Qualified and
professional Direct Mail/Marketing House should be consulted for help and
mailing list can be compiled which is economical or a customized mailing
list can be rented or bought. Persons on the list can be selected by
observing previous purchases, amounts spent, etc.
- A better
response can be achieved by phone calls after mailings.
envelopes, testimonials, detailed letters, product illustrations, discount
coupons, samples and tokens may help in getting better customer response.
- Mailing time is
important, try to avoid mailing during holidays and tax season.
- Cheaper modes of
mailing must be used to cut expenses.
- Mailing list
should be followed by repeated mails in increasing numbers.
- Never forget to
include order form in your mail.