Getting new customers is expensive. Its nearly always both cheaper and easier to get existing customers to re-order from you than it is to acquire a new customer.

One of the best ways to increase customer retention is with packaging inserts. Not only do they create a good 'un-boxing' experience for your customer and so increase brand loyalty they offer a great way to communicate offers and discounts to your customers.

Some other great reasons to use packaging inserts

• They are low cost
• You can target the insert according to what the customer has bought
• The cost to deliver the message (posting of the order) has already been paid
• The right insert increases loyalty

Types of inserts

1. Money off vouchers

Money off vouchers are probably the most common type of insert.

Money off vouchers are particularly useful if you are sending items to customers who've bought from you through another channel (like eBay or Amazon). We all know that selling on marketplaces is expensive, commission rates are high. So its much better if when the customer re-orders they re-order directly from your website. A great way to achieve this is to give them money-off if they come direct to you.

2. Product samples

You already know what the customer likes based on what they've already ordered so why not through in a free sample of a product you think they may like.

3. Free gift

This can be expensive but if you get it right it can provide a great opportunity to increase brand loyalty and make your customers feel special.

4. Thank you cards and personal notes

The simplest insert you can add to packaging is a thank you card or personal note. It can be particularly effective if you're just starting out and provide a personal touch to your customers that other larger organisations just aren't able to provide.

5. Product review request

Again a great tactic if you are just starting out. Send a simple 'review us' request to your customers and watch your reviews on social media and review sites like Feefo or Reviews.co.uk grow with each new order.

A handwritten review request can also double with the 'thank you card' type above.

Conclusion

Packaging inserts are about increasing brand loyalty, retaining customers and providing something unexpected to your customer's experience with your business.

It may take you some time to work out what works best with your customers but once you do, you'll be glad you have this simple but effective marketing technique a try.

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