Ecommerce Marketing Opportunities – Packaging InsertsBy Liz Coulson, January 21st 2019
You’ve packed your order up and you’re about to send it on its way – but wait, have you maximised all of your marketing opportunities?
In this article, find out how you can increase your ecommerce orders and boost customer loyalty by using a slip of paper; then, decide which type of packaging insert suits your business best.
Advantages of Packaging Inserts
Picture this, your customer has spent time choosing their item(s), purchased them and now they're eagerly waiting for delivery. They're of course going to open your package – they want their order!
Here, you have a guaranteed open rate, a.k.a., a fantastic, and fairly inexpensive marketing opportunity; but there are more advantages.
You'll already be printing a label for the parcel to be delivered to your customer, so why not print off a small 'thank you' or 'support tips' message to slip in there?
It's likely that it won't affect the price of the postage (it's only a slip of paper after all), but another marketing channel for you to use. You have nothing to lose but potentially lots to gain, including, customer loyalty.
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"According to the book Marketing Metrics, businesses have a 60% to 70% chance of selling to an existing customer while the probability of selling to a new prospect is only 5% to 20%."
They could potentially become a returning customer if they're happy with their experience, and also share their experience with their loved ones. Thus resulting in an increase of orders too. Yay for referral marketing.
Packaging inserts are easily customisable for your business, and also to the individual customer. They can be branded to match your business – awesome for brand awareness – and it's easy to write your customer's name on the label, and an extra bit of personalisation goes a long way. You'll also know what your customers ordered, which can help you upsell – but we'll come onto that later.
Types of Packaging Inserts
Packaging inserts come in various shapes and sizes; showing off different companies' creative flares and offerings. Below, we've touched on a few of our creative team's favourite types of inserts.
Handwritten, Personal Notes
A simple and personal thank you note goes a long way, especially if it’s personalised. It’s a thoughtful gesture that can be very rare now. If somebody receives a handwritten thank you note, they're going to feel valued.
This packaging insert is great for smaller companies as it’s something that large companies can’t compete with, giving you a thoughtful advantage.
Discount codes are everywhere: emails, posters, social media, and there’s a reason for it. They can be very successful if they’re done right.
Having a printed discount code, whether it's money off future orders or free shipping, it's a tangible reminder that somebody might need to make further purchases with you. After all, they can’t delete it before they’ve read it.
You can even offer a discount code your customer can share with a friend, further boosting your orders and customer loyalty.
This could be along the lines of “Know somebody who’d love [product they ordered]? Here’s a discount code for them to get 10% off. When they use it, we’ll credit your account 10% too!”
If you don't ask, most of the time you simply don't get – use your packaging inserts to your advantage. Want more reviews? Ask. Want more people to post about your products on social media? Ask.
By taking your customers on a journey and making them feel valued, they could be more inclined to share their reviews and images of your products on social media, especially if you ask them. This would be great for brand awareness, increasing your social media following and boosting sales.
Provide some contact details in case your customer isn't 100% happy with their order. It's a great way to give yourself the chance to fix any issues before they leave a review.
You know what your customer ordered, so you roughly know their preferences; why not take the opportunity to cross-sell using packaging inserts?
Everybody loves a freebie, especially if it isn't expected. If possible, why don't you send a sample to show them the other ranges you have available which they may be interested in? They may share their positive experience with others and become a loyal customer – the might feel that they're getting rewarded for their purchase.
If this isn't feasible, you could give your customers a small flyer promoting products that you're currently discounting – similar to the products they've ordered. This is great for those products that are taking room up on your shelves that you need to sell, or for those new items you haven't got many reviews for yet; you never know, they could purchase the full-size product too.
If done properly, packaging inserts are a great and valuable tool. Not only for sales and marketing but for customers loyalty and referrals too. It’s an opportunity that shouldn’t be missed, so how are you going to use them?
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