How to Design a Custom Insert That Boosts Repeat Orders and Brand Loyalty

A good insert can quietly do what your best email campaign might never pull off: make someone smile after they’ve already paid you. That’s the thing about physical touchpoints. They feel intentional, they get noticed, and they stick. 

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For e-commerce brands looking to build long-term relationships, a smart insert tucked inside a box isn’t just filler. It’s a sales tool, a brand amplifier, and a trust builder. So why do so many brands still default to a plain packing slip?

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This is because insert strategy often gets lost in the chaos of fulfillment, but it shouldn’t Let’s talk about what makes inserts effective, the psychology behind why they work, and how to create one that turns first-time buyers into loyal customers. 

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Why the Unboxing Experience Still Matters (Even in 2025)

When you sell online, the unboxing is your only physical interaction with the customer. It’s the moment your brand gets to be more than pixels. And yes, it still matters. According to a study, 61% of consumers say that custom packaging makes a brand feel more upscale, and 40% are more likely to recommend a product to a friend when the unboxing experience is memorable. 

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A thoughtful insert can drive those results. It turns your package into a moment worth sharing, or at the very least, remembering. 

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Here’s what happens when you get it right: 

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• People slow down and engage with your brand
• You prime them for repeat purchases without feeling pushy
• You create a moment of surprise that sets you apart

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This isn’t about gimmicks. It’s about making customers feel like they made the right choice by buying from you. 

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The Anatomy of an Insert That Actually Works 

Forget templated thank-you cards or overly salesy flyers. If your insert feels like junk mail, it’s going in the trash. Here’s what the best insert do differently:

Brand-Forward (Without Being Loud)

Your insert should feel like it came from your brand, not a print shop. That means consistent typography, tone of voice, color palette, and messaging hierarchy. No templates pulled off Canva and rushed to print. 

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Example: A sustainable skincare brand includes a note printed on seed paper that reinforces its commitment to the environment. That’s not just copy, it’s proof. 

Designed for One Job

Don’t ask an insert to do everything. Pick one goal: 

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• Encourage a second purchase?
• Prompt a review?
• Drive someone to scan a QR code for a care guide or recipe? 

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Just make that goal clear. Every piece of design and copy should support it. 

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Pro Tip: Use a bold but friendly CTA that sounds human, not corporate. “We’d love to hear what you think” beats “Please leave us a review on Trustpilot.” 

Personalized, Even If It’s Not Handwritten 

The illusion of personalization is often enough. Variable printing lets you reference product names, reorder dates, or first-time purchase status without adding complexity. 

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Example: “Hi Taylor. Thanks for giving our new cedar-scented soy candle a try” feels 10x more personal than “Thanks for your order!”

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What Makes an Insert Convert

A good-looking insert is easy to toss in a box. But if you’re trying to build loyalty and drive second purchases, “pretty” isn’t the goal, impact is. The inserts that actually work aren’t about flair. They’re about strategy, timing, and making the customer feel like they matter. Below are four types of inserts that consistently lead to action, and how to make each one work harder for your brand. 

Turn One Sale Into Two with a Timely Offer

The classic insert strategy is the “come back and shop again” card. But too often, it’s just a bland 10% discount printed on the back of a receipt. To make this tactic actually convert, you need to tailor the offer. That might mean referencing what the customer just bought =, or creating a sense of urgency with a time-sensitive code. 

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The trick is making it feel like a personal gesture, not a marketing template. Even if you’re using batch printing, wording like “we made this for you” or “as a thank-you for your first order” changes the tone. Thoughtful language makes people pause. And when they pause, they’re more likely to come back. 

Surprise Them with Something Extra

Not every insert needs to push a sale. Some of the most powerful ones just make your customer feel like they got more than they expected. This could be a sample from a different product line, a sticker, or even just a short note that shows real human effort. 

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Let’s say you sell candles. Imagine your customer unboxes their order and finds a little wax melt in a scent they’ve never tried before, with a note that says, “A little something we thought you’d enjoy.” That’s memorable. Not only are they likely to use it, they’ll probably explore your shop again to see what else they’re missing. 

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These moments don’t just increase satisfaction. They encourage word of mouth, social sharing, and the kind of emotional loyalty no promo code can buy. 

Bridge Physical and Digital with Smart QR Codes

When used with intention, a QR code on an insert can quietly elevate the customer experience. It shouldn’t just send people to your homepage. A good insert-based QR code acts like a shortcut to something they’ll find genuinely helpful. 

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That could be a how-to video, a printable recipe card, or an exclusive behind-the-scenes look at how your product was made. For example, a brand selling custom dog collars could link to a guide on adjusting fit and care. That kind of thoughtful touch adds value without taking up space, and it gives customers another reason to stay engaged beyond the transition. 

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The best part? QR codes give you another point of contact. You’re not just shipping a product. You’re inviting them into your world. 

Ask for Engagement, Not Just Reviews 

One of the most common insert types is the review request. But let’s be honest, most of them are easy to ignore. The reason? They’re impersonal. “Leave a review” feels like a chore, and doesn’t feel like a relationship. 

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Instead, make the ask feel like an invitation. “We’d love to see your setup” or “Share a photo of your unboxing” creates an entirely different emotional reaction. It’s no longer about doing you a favor, it’s about being part of something. 

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This approach works especially well for brands with a lifestyle or design element. Customers want to show off products that reflect their taste. Your insert can make it easy for them to do that, and keep your brand top of mind while they do. 

The Common Thread: Intention

The inserts that convert don’t try to do everything. They focus on one message, one next step, and one emotion. And they do it in a way that feels like it came from a real person, not a marketing department. 

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Design is important. Print quality is important. But if the message falls flat or feels like it’s just there to check a box, the insert gets tossed. The goal is to create something that feels worth keeping, sharing, or at the very least reading. 

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When your insert has purpose, it becomes more than just packaging. It becomes part of your brand’s voice. 

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How All Points Powers Custom Inserts at Scale 

Now let’s talk logistics. Because no matter how smart your insert strategy is, it has to survive the packing line. And this is where most e-commerce brands hit a wall. They want to personalize inserts, but worry about delays, errors, or increased costs. At All Points, we’ve removed those barriers.

On-Demand Insert Printing 

We print inserts in real time, on site. That means: 

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• No minimums
• No bulk printing you might not use 
• The freedom to run targeted campaigns, personalized offers, or seasonal messages without extra lead time

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If you want to A/B test three versions of an insert for the same SKU, we can do that. Want to target only repeat buyers with a loyalty card? Easy. 

Insert Inventory + Fulfillment Integration 

If you do prefer to pre-print custom inserts, we store them in our system just like inventory. You can see your stock, trigger inserts by SKU, or swap designs as needed. Each insert is tied to your order logic, so you don’t have to manually decide what goes where. 

Kidding Without the Bottlenecks 

We’ve designed our workflows to support branded kitting and inserts without slowing down the line. That includes: 

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• Personalized thank-you cards
• Loyalty cards tied to order value
• Packing slips with custom fields
• Multiple inserts per order, depending on the combination of products 

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You don’t have to sacrifice speed to deliver a better experience, We make inserts scalable, even if you’re shipping 5,000+ orders a day. 

Real Insert Design Tips 

You’ve seen the generic tips: keep it simple, match your colors, don’t overcrowd it. But here’s the truth. Inserts that actually convert usually break the rules a little. Here’s what seasons DTC brands know: 

Design it to be Held, Not Just Seen 

Use paper stock that feels intentional. Texture, thickness, and finish all change perception. For high-end brands, uncoated card stock or soft-touch finishes feel luxurious. For sustainable brands, recycled kraft stock speaks volumes. 

Make it Look Like a Human Sent It 

Use short sentences. Try “Hi.” Make your copy sound like someone wrote it on their lunch break. AI can’t fake sincerity, but you can bake it into design with handwritten fonts, stamps, or checkmarks. 

Don’t Center Everything

Symmetry can feel stiff. Try asymmetrical layouts, large left-aligned headers, or layering in natural photo edges. A great insert feels more like a postcard than a poster. 

Don’t Skip the Back 

Most inserts waste the back entirely. Use it for: 

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• A personal note
• QR code and digital instructions 
• A teaser for a product they didn’t order yet 

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If you’re paying to print, use both sides. 

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