Many in e-commerce see shipping and handling logistics as an inconvenience. SaaS companies and online education only has to interact with their customers online; they never have to make physical contact.

However, in e-commerce you are likely selling a product. This adds another layer to your operations; you have to take care of shipping your product and making sure it gets to your customer in good condition.

This is an opportunity, not an inconvenience.

Your brand’s relationship with your customers doesn’t end after you make a sale.

To build a healthy, sustainable business, you need to pay attention to your post-sale service, packaging, and customer satisfaction. Happy customers are loyal customers, who will become repeat customers (which means repeat revenue).

One of the best ways to do this is to delight your customers with your packaging and inserts.

Here are a few ways you can use packaging to continually delight your customers, encourage repeat purchases, and increase customer loyalty.

1. Make them targeted

You know exactly what someone purchased, and will be able to deliver them extra-targeted marketing materials straight to their door.

Putting an insert into a package is more meaningful than sending a follow-up email, or even sending them a letter out-of-the-blue.

The package they receive is something that they want to open. That means your inserts and whatever else you include with the package will be seen. Take this opportunity to target your inserts based on what your customer has bought, and any other information you have about them.

2. Say thank you

Exceed expectations by saying thank you with each purchase. You can do this with a branded card that your packers can easily slip into every box. It adds a nice touch and will give you an opportunity to introduce more of your brand.

Here’s one example of a creative “thank you” note in a distinct tone/voice that would help with branding;

“They’re here! Your socks have been carefully assembled by only the most qualified wizards that we could find, dusted with ancient Norwegian magic, and approved by veteran grandmothers around the world. We all thank you for your purchase, and hope to serve you (and your feet) again soon.”

Want more examples of thank you inserts?

3. Give them a preview

Use free samples to give your customers a preview of your other items that they might find relevant. As customers who have already purchased from you, they’re likely to invest in your other products...especially with a gentle nudge.

If you sell makeup, include a few free samples of your other products with your package.

If someone purchased foundation, send them primer samples, If someone purchased eyeshadow, send them sample mascara.

4. Ask them to share

Asking your customers to share their experience on social media is a double-edged sword, because they could have a bad first experience and share that, too.

Instead of asking all of your customers to share their purchase on social media, only ask your repeat customers (more likely to be satisfied). You can do this by adding an insert with your social media handles, or printing special boxes with a CTA to share.

For example, if your followers are on Instagram, print the Instagram user interface on the sides of your box to grab attention..

5. Reward them with incentives

Everyone loves a good gift certificate or coupon! Reward your customers with an incentive to become a repeat customer.

You can offer them a discount on their next purchase, a deal on a different (but related) item, or a gift certificate from one of your partner brands.

Looking for coupon ideas?

6. Make it personal

One of the most effective ways to make an impression with package inserts is to make it personal. You can label the package yourself, add a handwritten note, or include something they mentioned before.

For example, if this customer reached out with a question on Twitter before making a purchase, print out Tweet-themed thank you card with your username and theirs.

If they mentioned they like stickers to one of your customer care representatives, throw in some branded stickers from your company.

How can you use packaging to your marketing advantage?

There are many ways to encourage repeat business and customer loyalty with your packaging and inserts, be sure to choose what will delight your customers the most.

What are some ways your brand could use packaging and package inserts to increase loyalty?


This is a guest post by the Skubana team. Skubana is an all-in-one ERP system and operations platform designed for high volume sellers to run and automate their business. Reach them at info@skubana.com with any questions.