In today’s digital landscape, it might seem surprising to talk about starting a mail order business. After all, with e-commerce ruling the marketplace, why go old school? But let me tell you, a mail order business, even in 2024, has untapped potential that aligns beautifully with niche publishing and specialized markets. I have spent 35 years in book publishing, and if there is one thing I have learned, it is that having multiple ways to reach customers directly can make all the difference—especially for first-time authors and publishers who want to own their audience and their destiny.

For those of you who are eager to get started, I am here to walk you through the steps of building a mail order business from scratch. Whether you are a self-published author looking to distribute directly or an entrepreneur exploring a new market, this is for you. Ready to roll up your sleeves? Let us get into it.

  1. Identify Your Niche

The first step in starting a mail order business is knowing what you are going to sell. The beauty of mail order is that it thrives on specialized products that are not easy to find elsewhere. This is where niche publishing comes in. Whether you are an author selling limited-edition signed copies, a publisher focusing on rare historical books, or even someone with a collection of astrology guides, it is critical to understand your market.

Consider these questions:

  • What unmet need does your product fulfill?
  • Who is your audience, and why would they prefer mail order over Amazon or a big box retailer?

For book publishers, think about genres or topics that might be underserved in mainstream outlets—esoteric self-help books, genealogy guides, or collector’s editions that benefit from the tangible, personal touch of direct mail. Once you have identified your niche, you can start building everything else around it.

  1. Source Your Product

For many in the publishing industry, the product is the book itself. However, if you are running a broader mail order business, sourcing products could mean finding dependable suppliers. This is all about understanding quality, cost, and consistency—three pillars that book publishers know well.

For books, consider partnering with a printer that allows for small print runs or even print-on-demand. The latter can save on warehousing costs and ensure that each product shipped is pristine. Keep in mind, with mail order, you are competing with the convenience of online giants, so the uniqueness and quality of your product is what will stand out.

  1. Build a Customer List

Your customer list is the beating heart of your mail order business. Back in the day, it was all about catalogues, subscription cards, and maintaining an updated rolodex. Today, while you may still send physical catalogs, building your list often begins online—leveraging your blog, social media, and your existing readers or buyers.

If you are a first-time author, consider building a website with an opt-in form where interested readers can sign up for exclusive deals. Mail order relies heavily on repeat customers, so it is critical to maintain a robust mailing list of potential buyers. Offer incentives like exclusive discounts, exclusive content, or even early access to new releases—anything that encourages sign-ups.

Remember, maintaining the integrity of your list is crucial. Engage with your audience often but keep your communications valuable—it is all about nurturing relationships.

  1. Create a Compelling Offer

Why should someone buy from you, especially through mail order? Your offer must stand out. Think about what makes your product unique:

  • Exclusive Access: Limited first-edition prints, signed copies, or custom bookplates.
  • Bundling: Package a few books together—perhaps a series—to create more value.
  • Subscription Services: If you are a publisher or author with multiple titles, think about creating a subscription where readers get a new book every quarter.

Make sure your offer is clear, compelling, and time sensitive. Limited offers create a sense of urgency and can drive up demand.

  1. Marketing Your Mail Order Business

Marketing for a mail order business requires a mix of both traditional and digital strategies. I cannot stress enough how important it is to understand your audience. For those in the publishing world, a big advantage is that you already have a niche audience—you just need to reach them.

  • Catalogs and Direct Mail: Printed catalogs might seem like a relic, but they are far from obsolete. A well-designed catalog can create an intimate, tactile connection with your audience. Include product descriptions, beautiful photos, and testimonials.
  • Online Presence: Use your blog to create buzz about your offerings. Write articles related to your niche, and subtly direct readers to your mail order product page. Social media can be used to show behind-the-scenes content—people love to see how their favorite books are made or what the author’s life looks like.
  • Email Marketing: Engage your list with consistent newsletters, special promotions, and pre-order announcements. Emails are the digital equivalent of your direct mail.
  1. Fulfillment and Shipping

One of the trickiest parts of mail order is fulfillment and shipping. This step can make or break your business, as customer satisfaction depends heavily on getting this right. You have two main options here:

  • Manage It In-House: For small-scale operations, you can manage inventory and shipping yourself. This keeps costs down, but it can be time-consuming.
  • Use a Fulfillment Partner: As you grow, consider working with a fulfillment service. This lets you focus on marketing and product development while leaving logistics to professionals.

Packaging is also important—especially for books. Use quality materials to ensure that your books reach customers in pristine condition. There is nothing worse than receiving a damaged item, and it could mean losing a repeat customer.

  1. Set Up a Payment System

You will need to decide how you are going to accept payments. While many businesses use online payment gateways like PayPal or Stripe, for a traditional mail order business, you might still offer payment via checks or money orders—especially if your audience skews towards an older demographic.

Consider setting up a simple e-commerce page on your website, even if your primary business is through mail order. This gives customers the flexibility to pay how they would like and may also help capture those who are on the fence about buying.

  1. Managing Returns and Customer Service

No one likes dealing with returns, but having a clear and simple return policy builds trust with your customers. Spell out your terms—do customers have 30 days to return a book if they do not like it? How will you oversee complaints or damaged items?

Good customer service will set you apart. If someone calls or emails with a question, make sure they receive a prompt, polite, and helpful response. In mail order, where you lack face-to-face interaction, excellent customer service can become your differentiator.

  1. Scale Your Operations

Once you have your mail order business off the ground, it is time to think about scaling. If you are starting with a small run of books or limited product offerings, consider expanding once you have established a consistent customer base.

  • Add New Products: Consider branching out into related products. For a book publisher, this could mean offering merchandise like posters, bookmarks, or other collector’s items related to your titles.
  • Expand Your Reach: If you have been focused on one geographic area, investigate expanding nationally or even internationally. Be mindful of the increased shipping costs, but with careful planning, you could increase your customer base.
  • Partnerships: Consider collaborating with other small publishers or authors to cross-promote each other’s work. It is all about finding the right partnerships that add value to your customers.
  1. Embrace the Hybrid Model

One final point I want to make is that, in today’s world, mail order does not have to exist in isolation. A successful mail order business in 2024 often involves a hybrid model that blends online and offline strategies. You might sell through Amazon or other platforms while also developing your own direct mail customer base. This way, you are never relying solely on one sales channel.

This hybrid approach also means greater control over your pricing, customer interactions, and brand image—all crucial elements, particularly in niche publishing. The big guys like Amazon have their place, but owning your customer relationships can be incredibly rewarding both personally and financially.

Conclusion: The Road to Success

Starting a mail order business may not be the easiest path, but it is an incredibly rewarding one. It offers independence, direct control over your products, and the opportunity to build a loyal customer base. For self-published authors, independent publishers, or anyone with a niche product to sell, mail order can still carve out a meaningful space.

I have always believed in the power of personal connections and niche audiences. As an aspiring first-time author or small publisher, do not shy away from direct relationships with your readers. The effort you put into a mail order business—from creating that first catalog to packaging each book with care—is an investment in both your audience and your future.

As always, the world of publishing is about change, resilience, and creativity. So if the idea of a mail order business excites you, I say go for it. Channel that energy, start small, and grow thoughtfully. After all, there is nothing quite like knowing that your books are reaching readers directly—one carefully packed shipment at a time.

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