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Mail Order Tools

Mail order entrepreneurs and companies have many tools at their disposal. The key is finding which one works for your particular industry or product. Start by studying how other mail order operators market their businesses or what promotional materials they use. In mail order, you will be receiving orders directly from your advertising, whether you use ads, the Internet or television.

  1. Classified Ads

    • Classified ads have always been an effective marketing tool for mail order operators. The two primary types of classified ads are newspaper and magazine ads. The advantage of using newspapers is that your ad will usually appear within a day or two of placement. Magazines ads often reach more readers, but you may have to wait several months for you ad to appear. The key to using classified ads is to create a strong headline, which is the top line in your classified ad copy. Target your headline toward a specific group of people. For example, the headline, "Make $5,000 Per Month From Home" targets people who want to start home businesses. Your headline should include at least one benefit for the readers, such as losing weight or whitening teeth. Additionally, it is crucial that you advertise in the right publications. For example, advertise in financial magazines if you are selling a book on family finances.

    Postcards

    • The advantage of postcards over envelope mailings is that they are cheaper to mail. People also spot them in their mail right away. Thus, a colorful postcard with an effective headline and copy can really attract a person's interest. However, you cannot include enough ad copy on a postcard to get orders directly, unless you are charging a couple bucks, for example. Instead, use a two-step approach with postcards. Use the postcard to attract interested buyers. Have them return the postcard or write you for additional details. Subsequently, mail a sales letter, brochure and order form to the interested parties. Include details about your product in your brochure. Write about key benefits people can enjoy with your product in your sales letter. You can also include a website on the postcard. Order mailings lists of people who buy your types of products when mailing postcards. The Direct Marketing Association is one of the largest purveyors of mailing lists. Info USA is another source for mailing lists.

    Bulk Mailing Equipment

    • Bulk mailings will enable you to mail at a lower rate than first class. However, you will need to mail at least 500 pieces to get the reduced rate. Contact a postage meter manufacturer to order your bulk mailing printing equipment, according to the United States Postal Service. Subsequently, apply for a bulk permit through your local post office branch. You will be assigned a specific bulk permit number. Use the bulk mailing equipment to print your permit on your envelopes. The post office will then charge you a bulk rate instead of first class for your mailing.

    Tracking Systems

    • It is easy to track mail order ads or postcards. For ads, include a special key in your address. For example, in the address "568 Main Street, Department 110 Cincinnati, Ohio 45201," department 110 is the key. It may stand for the January 2010 edition of the publication in which you advertise. When advertising in multiple publications, just add the initials of the publications in front of the number. For example, use "Department PM-110" if advertising in "Popular Mechanics." You can place the key anywhere on a postcard, especially when asking people to return it for additional information. Just keep track of the code you use for different mailings. For example, use "107" for a January 7 mailing and "114" for a January 14 mailing.

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