The Power of Inserts
Idea #3: Thank-You Cards
If you're shipping your own company's packages without in-house inserts of any kind, you're missing an opportunity to strengthen branding and solidify customer relationships.
This past holiday season, Peruvian Connection included a thank-you card and a mini booklet that educated the package recipient about the beauty, benefits and care of alpaca and pima cotton. In keeping with the season, it also inserted a blank gift tag featuring the company's signature llama. Not only does the information provided add to the value of the purchase , but the cards are perceived as a thoughtful extra touch.
Idea #4: Cross-Sell Offers
Amazon.com uses package inserts to help solidify its customer relationships while cross-selling additional products. Its Amazon Kids' Movie Fun Book is a combination kids' activity book and mini catalog of DVDs and videos. Since you can't control which outside panel of a package insert will be seen first, Amazon covered its bases by blasting the $5 discount offer on both sides.
As with all direct marketing efforts, be sure to test. Start by developing a strong package insert offer communicated with successful creative, then test the same piece in different package insert programs and different selects to build your own successful program.