How to conduct a small mail order business

Chapter 18: Watch Your Mailing.

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About This Book

A practical guide to operating a small mail-order enterprise, covering product choice, pricing, advertising, and fulfillment. It compares staple versus novelty lines, highlights lightweight, low-cost specialties that travel well by post, and emphasizes truthful descriptions and decent, lawful promotion. The text advises using printed catalogs and circulars with shipments, maintaining careful correspondence with customers, and employing advertising agents and appropriate periodicals. It also addresses postage and packing concerns, warns against deceptive or obscene schemes, and recommends studying competitors’ methods while retaining originality to build repeat business.

Watch Your Mailing.

If you are doing a large mailing don’t neglect to make it a part of your duties to step in and watch the operations of your mailing clerks frequently. An employe sometimes forgets postal rates and wastes a great deal of money. We know an advertiser whose clerk sent out six thousand packages with four cents postage on each when the packages, consisting of printing matter, could have traveled at two cents. Most of the successful mail order advertisers keep their eyes on such details and they save money thereby.