The Secrets of In-Box Inserts

The presentation of a gift is crucial, especially in e-commerce, where your customer is sending an emotive moment from afar. Ensuring your product arrives intact, with the correct gift note and packaging (down to the ribbon used), is essential as it represents your brand. This process is not just about delivering a product; it’s a discovery journey for a potential new customer

A Bloom & Wild survey revealed that 31% of their customers first heard about the flower company through receiving a delivery.  How did they convert these recipients into customers? A brilliant product, but the in-box marketing did a pretty good job too.

In-box Inserts

If you're lucky that code from 2022 may still work

In-box inserts are a powerful marketing tool. Typically double-sided leaflets that are placed within each delivery, they promote your brand and encourage customers to take specific actions. They can effectively convert giftees into loyal customers in a cost-effective way.

After factoring in printing costs and discounts, inserts can become a low CAC channel. With the right creative and offer, they’ll also become a driver of LTV.

Ensure your inserts are impactful by including incentives to drive customers online. Well-designed inserts can also promote upcoming gifting occasions, new launches, and events.

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Top Tips for a Hardworking In-Box Insert:

1. Design for the Fridge
   Create something so appealing that it deserves to be stuck on the fridge. Use strong imagery that stands out.

2. Discount Codes

   Make your code unique for accurate attribution and avoid using specific characters such as 1, I, L, o, and 0.

3. Flexible T&Cs
   Provide long or open-ended terms and conditions. Gifting isn’t (always) an everyday event, so allow your marketing to be relevant when needed.

4. Eye Tracking Insights
   Utilise eye tracking software to see what catches the customer’s eye first. Make sure they notice the offer, logo, and URL. Pay attention to font sizes and colour contrast to cater to multi-generational and differently-abled audiences.

5. Clear Call to Action
   Ensure your CTA is clear and visible on both sides of the creative. Some use QR codes, which offer tracking, but personally, I find them a little passé (and super uncool).

6. Add Trust Points
   Include review scores, press reviews, units sold, or any other information that can build trust.

7. Continuous Testing
   Testing is essential, but with inbox inserts, it’s not always a perfect science. Cost-effective marketing often means larger print runs, but continue testing where possible. Tests should include offers, paper weight, creative designs, messaging, formats, and more.

By focusing on these elements, you can turn a simple gift into a powerful marketing tool, creating lasting impressions and converting recipients into loyal customers.