In a world dominated by digital marketing, print inserts remain one of the most underrated yet powerful tools for engaging customers and driving repeat sales. When done strategically, a simple piece of printed material placed in a package or bag can increase average order value, spark word-of-mouth, and turn one-time buyers into loyal fans.
This guide walks you through why print inserts work, how to design them for maximum impact, and practical ideas you can start using right away—whether you’re an eCommerce brand, retailer, or service-based business.
Why Print Inserts Still Work in a Digital-First World
Despite the shift to online communication, customers are still physical beings experiencing your brand with their senses. Print inserts leverage that tactile connection in a way screens can’t fully replicate.
Key advantages of print inserts
- Undivided attention: A customer opening a package or bag is highly focused. Your insert is seen at a “peak moment” in the buying journey.
- Tangible and memorable: Physical items are often perceived as more “real” and trustworthy than digital messages.
- High perceived value: A well-designed insert feels like a gift, not an ad, especially when it includes a personal note or special offer.
- Low cost, high impact: Compared to ongoing ad spend, a single printed piece can influence multiple future purchases.
According to research summarized by the U.S. Postal Service, physical mail can trigger stronger emotional responses and memory recall than digital media, often boosting brand engagement and response rates (source: USPS – The Neuroscience of Direct Mail).
How Print Inserts Strengthen the Customer Journey
Think of print inserts as touchpoints that extend the relationship beyond a single transaction. They can:
-
Reinforce brand story
Share your mission, values, or behind-the-scenes photos to make customers feel part of something bigger. -
Guide the next action
Point buyers toward your social channels, loyalty program, how-to content, or next purchase. -
Remove friction
Include setup guides, care instructions, QR codes to tutorials, or customer support info to reduce confusion and returns. -
Surprise and delight
Unexpected bonuses—stickers, samples, hand-written notes—create emotional connection and word-of-mouth.
When these elements are intentional, print inserts do more than decorate a box; they become strategic tools for engagement and repeat sales.
Types of Print Inserts That Drive Repeat Sales
Not all inserts are created equal. Below are some of the most effective kinds of print inserts to consider, with suggestions on when and how to use them.
1. Thank-You Cards That Feel Personal
A sincere thank-you can turn a routine purchase into a memorable experience.
- Use for: First-time customers, higher-value orders, or subscription shipments.
- What to include:
- A short, authentic thank-you message
- The customer’s first name (variable printing if possible)
- A signature or initials from a team member or founder
- A soft CTA, like “Share your unboxing and tag us @YourBrand”
Even if they’re not truly handwritten, well-designed thank-you print inserts can convey warmth and individuality.
2. Discount or Loyalty Code Inserts
These are straightforward but powerful tools for driving repeat sales.
- Use for: All orders or targeted groups (e.g., first-time buyers).
- What to include:
- Unique coupon code or loyalty offer (e.g., “15% off your next order”)
- Clear expiry date to add urgency
- Simple instruction: “Shop at [yourwebsite.com] and enter code: THANKYOU15”
To keep margins healthy, tie codes to minimum order values or product categories that support your profit goals.
3. Product Education and How-To Guides
If products are confusing or have a learning curve, print inserts that educate customers reduce frustration and returns.
- Use for: Tech products, skincare, appliances, craft kits, specialty foods, etc.
- What to include:
- Step-by-step instructions with simple visuals
- Care tips and best practices
- QR code to a video demo or FAQ page
When customers use your products correctly, they’re more satisfied—and more likely to buy again.
4. Cross-Sell and Upsell Inserts
Show customers what to try next.
- Use for: Product lines with logical “next purchase” options.
- What to include:
- “Complete the set” or “Customers also love” suggestions
- High-quality product images
- Short benefit-focused copy: “Pair this with our Overnight Repair Serum for deeper hydration.”
These print inserts should feel helpful, not pushy—focus on solving a problem or completing a routine.
Turn your buyers into brand advocates.
- Use for: Loyal customers, subscription boxes, or products with strong word-of-mouth potential.
- What to include:
- Simple referral mechanics: “Give 20%, Get 20%”
- A shareable code or link
- Prompt: “Pass this card to a friend who’d love us”
You can test including two or more referral cards per order to encourage wider sharing.
6. Branded Stickers, Postcards, or Collectibles
Fun, decorative print inserts make your brand present in customers’ daily lives.
- Use for: Lifestyle brands, youth markets, hobby and fandom communities.
- What to include:
- Stickers with brand icons or slogans
- Postcards with artwork, quotes, or seasonal themes
- Limited-edition series to encourage repeat orders and collecting
When customers stick your brand on laptops, bottles, or notebooks, you gain ongoing visibility and social proof.
Design Essentials for High-Performing Print Inserts
You don’t need to be a designer, but a few best practices will help your print inserts look professional and perform well.
Keep the message focused
Each insert should have one primary purpose: say thank you, explain usage, promote a discount, etc. Avoid cramming everything onto a single card.
Use hierarchy and white space
- Clear headline: what’s this about?
- Brief body text: 1–3 short lines.
- Strong CTA: what should the customer do next?
- Plenty of breathing room: don’t overcrowd text or images.
Match your brand identity
Ensure print inserts are instantly recognizable as yours:
- Use your brand colors and fonts
- Include your logo consistently
- Maintain your brand voice (playful, minimalist, luxury, etc.)
Make offers scannable and easy to understand
Customers usually glance at inserts while unpacking. Use:
- Large, bold discount codes
- Simple, directive language: “Scan to watch setup video” or “Use code within 10 days.”
- Icons or small visuals to break up text
Strategic Placement and Timing
Where and when you use print inserts affects how customers respond.
In eCommerce packaging
- Place the most important insert (e.g., how-to or thank-you) near the top, so it’s seen early.
- Put secondary inserts (discounts, referrals) underneath protective materials or right on top of the product.
At in-store checkout
- Slip print inserts into bags with receipts.
- Use small countertop displays offering “take one” offer cards.
- Tailor inserts by product type (e.g., skincare customers receive routine tips and loyalty details).
With subscription or recurring orders
- Rotate messages monthly to avoid “insert fatigue.”
- Use them to introduce new products or tiered loyalty milestones.
- Celebrate anniversaries: “You’ve been with us for 6 months—enjoy this exclusive code.”
Measuring the Impact of Print Inserts
To ensure your print inserts are truly boosting engagement and repeat sales, track their performance.
Metrics to watch
- Redemption rate: How often are discount or referral codes used?
- Repeat purchase rate: Do customers who receive certain inserts buy again more often or more quickly?
- Average order value (AOV): Are cross-sell or upsell inserts increasing basket size?
- Engagement signals: Social tags, user-generated content, email sign-ups via QR codes.
Simple ways to attribute results
- Use unique codes for each insert type (e.g., THANKYOU10 vs. GUIDE10).
- Print distinct QR codes that lead to specific landing pages.
- Test one type of insert at a time and compare cohorts (with vs. without).
Over a few cycles, you’ll see which print inserts justify scaling and which need rethinking.
Tips for Cost-Effective Production
You don’t need massive budgets to implement print inserts that work.
- Batch print in standard sizes: A6 or postcard sizes are cost-efficient and versatile.
- Use lightweight cardstock: Durable enough to feel premium, light enough to keep shipping costs down.
- Leverage digital printing: Ideal for smaller runs, personalization, and testing different versions.
- Start simple: A single-sided thank-you with a code is often enough to begin seeing results.
As returns grow, you can invest in more elaborate designs, finishes, and personalization.
Example Insert Flows for Different Business Types
To make this more concrete, here are simple flows you can adapt.
For an eCommerce skincare brand
- Insert 1: “Welcome” thank-you card with founder note and 10% off next order.
- Insert 2: Routine guide showing how today’s purchase fits with two additional products.
- Insert 3: Small referral card: “Share your glow—give a friend 15% off.”
For a local boutique
- Insert 1: Branded postcard with a handwritten “Thanks for shopping with us!”
- Insert 2: Punch-card style loyalty insert: “Spend $X five times, get 20% off.”
- Insert 3: Seasonal event flyer: trunk show, workshop, or VIP shopping night.
For a subscription box
- Insert 1: Monthly booklet or card explaining each item and how to use it.
- Insert 2: Sneak peek card: “Next month’s theme” to build anticipation.
- Insert 3: Referral offer: “Invite a friend—if they join, your next box is $X off.”
Each of these relies on thoughtful print inserts to deepen connection and plant the seed for the next purchase.
Quick Checklist for Effective Print Inserts
Use this list to evaluate or design your next batch of inserts:
- [ ] Single, clear purpose for each insert
- [ ] Strong, simple headline
- [ ] Short, benefit-focused copy
- [ ] Clear call to action (what’s next?)
- [ ] On-brand colors, fonts, and tone
- [ ] Unique code or trackable link where relevant
- [ ] Print quality matches your brand positioning
- [ ] Logical placement in packaging or at checkout
- [ ] Measurable outcome (redemption, sign-up, visit, etc.)
FAQ About Print Inserts and Customer Engagement
Q1: How can I use print inserts in marketing without annoying customers?
Focus on value first. Use your print inserts to say thank you, explain products, or offer genuinely helpful tips. Keep any promotional content relevant to what they just bought, and avoid cluttered designs that feel like junk mail.
Q2: What should I put on a print insert for customer retention?
For retention, your print inserts should include a warm thank-you, a clear next step (like a loyalty program, discount on the next order, or a product care guide), and easy ways to stay connected—such as social handles, QR codes to content, or email sign-up incentives.
Q3: Are print marketing inserts still effective compared to email or SMS?
They work best alongside digital channels, not instead of them. Print inserts reach customers at a high-attention moment (unboxing or checkout), while email and SMS handle ongoing communication. When insert offers or QR codes lead to your digital channels, you combine the strengths of both.
Turn Every Order into a Relationship with Smart Print Inserts
Every package, bag, or order that leaves your hands is an opportunity to deepen the relationship with your customer. Thoughtfully designed print inserts transform that moment from a simple transaction into the start of an ongoing conversation.
Start small: create one on-brand thank-you insert with a compelling next-step offer, test it for a month, and track the results. Then refine, personalize, and layer in education, referrals, and cross-sells.
If you’d like tailored ideas for your industry or help mapping inserts to your customer journey, now is the perfect time to act. Revisit your packaging experience today, introduce strategic print inserts, and turn your next shipment into the first of many repeat sales.