Unboxing is Marketing: Why Your Insert Matters More Than Your Instagram

In the e-commerce world, it’s easy to obsess over your digital footprint. You spend hours perfecting Instagram grids, retargeting shoppers with ads, and building influencer campaigns. But when it comes to loyalty, lifetime value, and brand love, many businesses miss the simplest and most overlooked marketing channel they have. The inside of their shipping box. 

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That’s right, we’re talking about your inserts. The humble cards, personalized notes, and special extras that land right in your customer’s hands. While Instagram might be where they first noticed you, it’s the unboxing experience that decides if they come back again. 

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A well-designed insert does more than look pretty. It builds trust, delivers value, and turns a one-time buyer into a lifelong fan. Here’s why. 

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Inserts are the most intimate brand touchpoint 

Think about it. Your Instagram post might hit thousands of eyeballs. Your TikTok might get shared by dozens. But your insert? That lands directly in a single customer’s hands, inside a package they’ve paid for and waited to arrive. 

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It’s an intensely personal moment. They’re opening your box at their kitchen table or on their couch, expecting a great product, but they’re also experiencing a tiny ritual. That’s where inserts shine. A thoughtfully crafted insert feels like a private message from your brand that says:

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• “We’re glad you’re here.”
• “We’ve thought about this experience for you.”
• “Come along with us again.”

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This is marketing that skips the noise of algorithms. It connects directly, right at the most critical point in your customer’s journey, where they finally have your product in hand. 

Boosting lifetime value with simple paper

Customer acquisition costs are soaring. Data shows that the average CAC has increased by 40% from 2023 to 2025. This makes holding onto your customers more important than ever. A clever insert can: 

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• Offer a discount on their next purchase
• Highlight complementary products
• Share loyalty program details 

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It’s simple math. If a customer who was going to order once becomes someone who orders three or four times a year, your return on that tiny printed card is astronomical. 

Inserts can actually reduce returns 

Here’s something many brands overlook. A good insert can also slash your return rate. How? Because confusion is one of the biggest drivers of returns. Customers might not be sure how to style a shirt, mix a supplement, or care for a candle. An insert with helpful usage tips, care instructions, or styling guides can solve problems before they start. 

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For example: 

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• A skincare brand includes a card on “How to Layer Your New Serums.”
• A meal kit brand adds recipe cards with clear visuals. 
• A jewelry brand inserts a tiny polishing cloth plus care instructions. 

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Customers who feel supported and informed are less likely to return products, and far more likely to buy again. 

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Turning one-time buyers into brand loyalists 

Ever seen someone post their new purchase on Instagram? Unboxing content is a massive organic marketing driver. But it doesn’t happen by accident. Inserts are often the difference between a basic unboxing and one worth sharing. 

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A beautifully designed thank-you card, a witty sticker, or a card that says “Tag us with #MyBrightBox for a chance to be featured!” can turn customers into your best influencers. Suddenly your packaging insert is not just a marketing tools, it’s a content generation engine. 

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Imagine dozens of customers showing off your product and insert to their followers. That's an authentic reach you simply can’t buy. 

Insert build trust and reinforce your brand story

A polished insert signals professionalism. It shows you’re not just here to make a quick buck. You care about your brand, your products, and your customers. It reassures people they’ve bought from a legitimate business that’s invested in their satisfaction. 

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Even more, it’s a chance to reinforce your brand’s unique voice. Are you playful and cheeky? Luxurious and elegant? Down-to-earth and eco-friendly? Your insert is the perfect medium to echo that personality. 

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Examples:

• A sustainable clothing brand prints on recycled seed paper, with a note: “Plant me after reading to grow wildflowers, a gift from us to the bees.”
• A fitness brand uses bold typography and motivational language: “You didn’t come this far to only come this far. Let’s crush the next goal together.”

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This builds an emotional bond that goes beyond the transaction. 

How to design inserts that actually work 

Not all inserts are created equal. A generic card that says “Thank you for your order!” might be nice, but it doesn’t drive deeper engagement. 

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The best inserts: 

Have a clear purpose

Do you want to drive repeat purchases? Reduce confusion? Encourage user-generated content? Pick one main goal and build the insert around it. 

Speak in your brand voice 

Your insert should feel like an extension of your website copy, social posts, and emails. Keep the tone consistent so it’s unmistakably yours. 

Make is visually appealing

Use brand colors, quality printing, and compelling visuals. A flimsy, poorly printed insert sends the wrong message. 

Provide value

A discount is obvious value. But so are style ideas, pairing tips, or even a short story about how your product is made. 

Make sharing easy

Include social handles and hashtags. Add a line like: “We’d love to see how you use it. Tag us @YourBrand for a chance to be featured!” 

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Inserts aren’t expensive, especially compared to ads

Think about what you pay for a click on Google or Instagram. Then think about what a premium, full-color insert costs. Often less than $.20. 

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And unlike a click that might bounce in three seconds, an insert gets held, read, maybe even pinned on the fridge. It sticks around in your customer’s world long after the package arrives. 

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In marketing terms, it’s a staggeringly cheap way to deepen engagement. 

The All Points difference: making inserts seamless

So why don’t more brands maximize inserts? Usually because of operational headaches. Managing print vendors, storing thousands of cards, coordinating with your warehouse so they get packed correctly. It can be a nightmare. 

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That’s where a 3PL like All Points comes in. We’re not just a warehouse. We’re a fulfillment partner that understands inserts are marketing, not just packaging. 

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• We store your inserts alongside your products. 
• We kit them correctly, every time. So the discount card isn’t left out, or the care guide doesn’t end up in the wrong box. 
• We can even handle printing, so you’re not juggling multiple vendors. 

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It means every unboxing experience is exactly as you intended, whether it’s going to Atlanta or Anchorage. 

Your Instagram might get them to buy once, but your insert gets them to buy again 

At the end of the day, your Instagram reels, influencer partnerships, and paid ads are crucial for discovery. They bring shoppers to your doorstep. But if you want to keep them, grow your LTV, reduce returns and build a fanbase that raves about you? Focus on what’s inside the box. 

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A simple, well-designed insert can turn a transaction into a relationship. And relationships are what drive real, sustainable growth.

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