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How Packaging Inserts Deliver Long-Term Value for Your Business

Written by UPrinting - Updated on May 21, 2025

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Last updated on May 21st, 2025 at 12:08 am



In e-commerce, every interaction with a customer counts—including what they find inside the package. Packaging inserts offer a budget-friendly yet impactful way to boost customer retention, encourage repeat purchases, and strengthen brand loyalty.

Studies from Business Dasher show that 63% of consumers have repurchased a product because of its packaging design, while Cart.com found that 41% say branded packaging encourages them to buy again. Thoughtfully designed packaging inserts not only enhance the customer experience but also serve as a powerful marketing tool that can maximize your return on investment (ROI).

This article explores why packaging inserts matter, the types that drive results, best practices for implementation, and case studies of brands successfully using them.

Why packaging inserts matter for ROI

Packaging inserts are more than just an afterthought—they are a cost-effective marketing strategy that can drive repeat sales, increase brand engagement, and foster customer loyalty. Here’s how they contribute to ROI:

 

  • A low-cost, high-impact marketing tool – Compared to other forms of advertising, inserts are a one-time investment per order that can generate future revenue through repeat purchases and referrals.
  • Encourages repeat purchases and referrals – Offering incentives inside the package (such as discount codes or loyalty rewards) encourages customers to return and recommend the brand to others. Referral programs have been shown to increase subscriptions and customer retention rates significantly.

Types of packaging inserts that drive ROI

Different types of packaging inserts can be strategically used to increase customer lifetime value (CLV) and boost sales.

1. Discount Codes and Referral Programs

  • Encourage customers to make another purchase by offering an exclusive discount code inside their order.
  • Referral programs turn existing customers into brand advocates by rewarding them for bringing in new buyers.
  • Example: Dollar Shave Club successfully leveraged referral inserts, helping them grow subscriptions while lowering customer acquisition costs.

2. Upselling and Cross-Selling Inserts

  • Recommend related or complementary products to increase order value.
  • Include a QR code or website link directing customers to an exclusive offer or bundle deal.
  • Example: Birchbox uses upsell inserts to encourage customers to purchase full-size versions of sample products in their subscription boxes.

3. Personalized Thank-You Notes

  • A small gesture like a handwritten or printed thank-you note can leave a lasting impression.
  • Adds a human touch, making customers feel appreciated and more likely to stay loyal to the brand.
  • Example: Glossier includes personalized thank-you notes and stickers in their orders to enhance customer engagement and brand love.

4. Free Samples and Trial Products

  • Introducing customers to new or complementary products increases the chance of future purchases.
  • Works particularly well for beauty, skincare, food, and beverage brands.
  • Example: Many cosmetic brands include free sample sachets of new products to encourage future purchases.

Infograph 1

How packaging inserts improve customer retention and loyalty

A well-crafted packaging insert strategy can help turn first-time buyers into repeat customers by enhancing their shopping experience.

1. Creates a positive unboxing experience.

  • The unboxing experience is a key moment where brands can impress customers and build an emotional connection.
  • Unique packaging and inserts can increase perceived value, making the purchase feel more premium.
 

2. Encourages social media engagement.

  • Consumers love sharing aesthetically pleasing packaging on social media.
  • According to a study done by BusinessDasher, 40% of shoppers post photos of unique packaging on their accounts, increasing brand exposure and credibility.

 

3. Reinforces brand messaging and perceived value.

  • Inserts are an extension of your brand’s personality and message.
  • Custom packaging and inserts create a memorable experience, making customers more likely to return.
  • It makes you stand out in a crowded marketplace. A study done by Disk.com found that 72% of consumers say packaging design influences their purchasing decisions, while BusinessDasher saw that 81% of shoppers have tried a new product simply because its packaging stood out to them.

 

How packaging inserts improve customer retention and loyalty

To ensure packaging inserts drive maximum ROI, follow these best practices:

 

1. Make it relevant and value-driven.

  • Align the insert with the customer’s interests and order history.
  • Provide exclusive perks or personalized offers to make it feel special.

 

2. Use high-quality materials and design.

  • Avoid cheap, generic inserts—well-designed and high-quality materials reflect professionalism.
  • Consider eco-friendly options to appeal to sustainability-conscious shoppers.

 

3. Include a clear call-to-action (CTA).

  • Encourage customers to redeem a discount, follow the brand on social media, or refer a friend.
  • Use QR codes and short links to make access to promotions seamless.

Infograph 2

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Glossier – Personalized Thank-You Notes and Stickers Boost Customer Loyalty

Glossier packaging example

Source: insider.com

Glossier, a digital-first beauty brand, prioritizes community engagement in its marketing strategy. Their handwritten thank-you notes and branded stickers included in orders make customers feel valued and encourage them to share their experience on social media.

Glossier’s strategy of merchandising people, their opinions, and content alongside their products has driven rapid brand growth. By leveraging packaging inserts as part of their customer experience, Glossier successfully increased engagement and repeat purchases.

Source:

Harvard Business School Case Study

Birchbox – Subscription Box Upsell Inserts Drive More Sales

Birchbox, a beauty subscription service, uses upsell inserts to encourage customers to purchase full-size versions of the samples they receive.

Since many customers prefer to test products before committing, these inserts serve as a gentle nudge toward higher-value purchases, ultimately increasing sales conversions.

Source: CB Insights

Birchbox upsell insert

Source: static.independent.co.uk

Dollar Shave Club – Referral and Loyalty Inserts Increase Subscriptions

Dollar Shave Club referral insert

Dollar Shave Club leveraged referral program inserts to grow its customer base efficiently. Their approach encouraged existing customers to bring in new subscribers by offering discounts and loyalty perks.

This method helped reduce acquisition costs while increasing customer lifetime value, making it a win-win for both the brand and its customers.

Source: OptiMonk

Source: unilever.com

Best Practices for Effective Packaging Inserts

A well-crafted packaging insert strategy can help turn first-time buyers into repeat customers by enhancing their shopping experience.

1. Make it relevant and value-driven.

  • Align the insert with the customer’s interests and order history.
  • Provide exclusive perks or personalized offers to make it feel special.

2. Use high-quality materials and design.

  • Avoid cheap, generic inserts—well-designed and high-quality materials reflect professionalism.
  • Consider eco-friendly options to appeal to sustainability-conscious shoppers.

3. Include a clear call-to-action (CTA)

  • Encourage customers to redeem a discount, follow the brand on social media, or refer a friend.
  • Use QR codes and short links to make access to promotions seamless.

Conclusion

Packaging inserts are a simple yet highly effective tool for e-commerce brands looking to increase ROI. Whether through discount codes, referral incentives, upsell recommendations, or thank-you notes, these small touches can enhance customer experience, encourage repeat purchases, and drive brand loyalty.

By incorporating thoughtful, well-designed inserts into your packaging strategy, you can turn a one-time buyer into a lifelong customer.


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