What if there was a low-cost way to make your customers feel truly special with every purchase—and keep them coming back for more? Enter packaging inserts. These humble slips of paper or small gifts nestled inside your shipments can have an outsized impact on customer loyalty and retention. In fact, a study by Dotcom Distribution found that 39% of customers are more likely to make repeat purchases from retailers that include free samples or gifts in their packages.

In this post, we’ll explore exactly how packaging inserts can benefit your ecommerce business. You’ll also discover seven types of inserts you can start using today to exceed customer expectations and inspire brand love. Finally, we’ll cover some best practices to help you get the most out of your packaging insert strategy. Let’s dive in!

Table of Contents
● Packaging Inserts: The Unsung Hero of Customer Loyalty
● Types of Packaging Inserts to Exceed Customer Expectations
● How to Optimize Your Packaging Inserts

Packaging Inserts: The Unsung Hero of Customer Loyalty

At first glance, packaging inserts might seem like just a nice extra touch. But when used strategically, they can be a powerful tool for driving customer loyalty and repeat business. Here’s why:

1. Inserts are highly targeted. Since you know exactly what a customer purchased, you can tailor your insert to their specific interests for maximum relevance and impact.
2. They make customers feel valued. A small gift or personalized note shows customers you appreciate them and helps your brand stand out in their mind.
3. Inserts are cost-effective. The package is already being shipped, so it costs very little to add an insert that can yield big returns in loyalty.
4. They enable cross-selling. Samples or info cards can introduce customers to other products they’re likely to love based on their past purchase.

Impressed with the potential of packaging inserts yet? According to a report by Invesp, online retailers can boost repeat purchase rates by 20-35% using inserts and other post-purchase incentives. Ready to achieve similar results for your business? Read on to discover seven types of packaging inserts your customers will love.

Types of Packaging Inserts to Exceed Customer Expectations

Not sure what to put in your packages to wow your customers? Here are seven proven packaging insert ideas, broken down into three categories based on their primary purpose.

Category 1: Providing Extra Value

1. Product samples

Samples are an excellent way to introduce customers to other items in your product line. Freebies are always a hit, and if the customer likes what they try, they’re very likely to come back and purchase the full-size version. Sephora is famous for its generous sampling program, which has inspired intense customer loyalty.

2. Small surprise gifts

Who doesn’t love a pleasant surprise? Tuck a small branded gift like stickers, magnets, or pins into your packages to put a smile on your customers’ faces. Fashion retailer Chubbies often includes fun freebies like bottle openers and koozies with its quirky slogans. These become souvenirs that keep the brand top-of-mind.

Category 2: Educating and Inspiring

This type of insert content is all about helping customers get more out of their purchase and discover other relevant products.

3. Tips and tricks guides

Including helpful tips on how to use or care for the purchased product is a great way to add value and show customers you want them to have the best possible experience. For example, if you sell skincare, you could include a card with step-by-step instructions for the customer’s specific skin type and concerns.

4. Cross-sell info cards

Create a small card or brochure showcasing complementary products or new arrivals that might interest the customer based on their purchase. This could inspire them to come back and shop again sooner than they would have otherwise.

Category 3: Encouraging Action

These inserts are designed to motivate customers to take a specific desired action, like making another purchase or leaving a review.

5. Discount offers on next purchase

Offering an exclusive discount is a tried-and-true way to encourage repeat business. Consider making it time-sensitive (i.e., “use within 30 days”) to create a sense of urgency. You can also use discount tiers to incentivize higher spending, e.g., 10% off orders over $50, 15% off orders over $100.

6. Review/social share requests

Politely asking customers to leave a review or share a photo of their purchase on social media can help boost your brand’s reputation and reach. Make the request as easy as possible by including a direct URL or QR code linking to your preferred review platform. Offering an incentive like a discount code or entry into a giveaway can also increase response rates.

7. Return forms for hassle-free experience

While no one wants to dwell on the possibility of returns, including a return form or label shows customers you stand behind your products and care about their convenience. This proactive approach builds trust and makes customers more likely to shop with you again, even if they need to make a return.

How to Optimize Your Packaging Inserts

Now that you know the types of inserts you can include in your packages, let’s cover some tips for getting the most out of your insert strategy.

1. Choose inserts that align with your products and audience.

Think about what would resonate most with your specific customer base. For example, if you sell eco-friendly products, your inserts should be made of sustainable materials and could include tips on reducing waste. If your brand is known for its sense of humor, inserts with funny slogans or memes could be a hit.

2. Provide a clear call-to-action.

Each insert should have a specific purpose and make it easy for customers to take the desired action. If you’re offering a discount, include a unique promo code. If you’re asking for a review, provide a short URL or QR code linking directly to your review page.

3. Make unboxing a branded experience.

Your packaging inserts should be an extension of your brand, reinforcing the look, feel, and messaging customers associate with you. Use your brand colors, logo, and voice to create a cohesive unboxing experience that delights and makes an impression.

4. Keep testing and refining.

Track the performance of your inserts to see which types generate the best response rates and highest ROI. Don’t be afraid to experiment with new ideas and phase out inserts that aren’t delivering results. Continuously improving your insert strategy will help you optimize customer loyalty over time.

Conclusion

Packaging inserts may be small, but they can have an outsized impact on your ecommerce business. When done right, they make customers feel valued, drive repeat purchases, and turn one-time buyers into loyal brand advocates. Best of all, inserts are incredibly cost-effective, especially when you consider their potential to boost conversions and customer lifetime value.

To sum up, here are the three main types of inserts you can use to delight your customers:

1. Providing extra value (samples, small gifts)
2. Educating and inspiring (tips and tricks, cross-sell suggestions)
3. Encouraging action (discount offers, review requests)

When creating your packaging inserts, choose options that will resonate with your unique audience and align with your brand. Make sure each insert has a clear call-to-action and contributes to a delightful unboxing experience. Finally, track your results and keep optimizing your approach to achieve even better outcomes over time.

Ready to start building customer loyalty with packaging inserts? The ideas and best practices in this post will help you start strong and make the most of every shipped package. Your customers will thank you—and so will your bottom line.