The best packaging insert ideas for small businesses include thank-you cards, next-order offers, referral cards, product care instructions, QR codes, loyalty rewards, social media prompts, and other useful extras that give customers a reason to remember your brand after opening their order.
Your customer has already bought something from you.
That makes the moment they open their package different from almost every other marketing opportunity.
You don’t have to convince them to notice your business for the first time. Instead, a packaging insert can help you answer a new question:
What should happen next?
Maybe you want the customer to place another order. Maybe the product needs care instructions. Maybe you want to say thank you, introduce another product, encourage a referral, or make it easier for them to contact you.
The right insert depends on that goal.
Here are 15 packaging insert ideas small businesses can use to make more of the unboxing experience.
What Is a Packaging Insert?
A packaging insert is a printed piece or other small item added inside a customer’s package alongside the product they ordered.
Examples include:
- Thank-you cards
- Discount cards
- Product instructions
- Referral cards
- Loyalty rewards
- QR code cards
- Promotional postcards
- Care cards
- Return information
- Product samples
Unlike the shipping label or invoice, an insert isn’t necessarily there because the package needs it.
It’s an additional customer touchpoint.
That makes it useful for communication, branding, education, retention, and cross-selling.
Why Use Packaging Inserts?
Packaging inserts let you communicate with someone at a particularly relevant moment: after they’ve already chosen your business.
Depending on what you include, an insert can help you:
- Thank the customer
- Explain how to use the product
- Encourage another purchase
- Introduce related products
- Promote a loyalty program
- Generate referrals
- Share important care instructions
- Connect offline customers with online content
- Reinforce your brand
- Make the package feel more personal
They can also be relatively simple to test.
You could include one insert in orders for a month, track the response, and then change the message or offer based on what happens.
The insert doesn’t need to do everything at once.
In fact, it probably shouldn’t.
Start by deciding what you want the customer to do after opening the package.
1. Add a Simple Thank-You Card
Sometimes the most useful packaging insert isn’t an offer.
It’s simply:
Thank you.
A small thank-you card can make an online transaction feel more personal, particularly for an independent or small business.
Instead of:
THANK YOU FOR YOUR PURCHASE
try writing something more specific.
For example:
Thanks for choosing our small business. We packed your order here in Austin and hope you love it as much as we loved making it.
Or:
You could have ordered from anywhere. Thanks for choosing us.
The message doesn’t have to be long.
If you need inspiration, our guide to thank-you cards for customers and clients includes ideas for making the message feel more genuine.
2. Include a Discount for the Next Order
Your customer has just completed one purchase.
A packaging insert can give them a reason to make another.
For example:
LOVE YOUR ORDER?
Enjoy 15% off your next purchase.
Use code: COMEBACK15
You could also use:
- Dollar-off rewards
- Free shipping
- Free product with purchase
- Category-specific discounts
- Limited-time offers
The important part is making the offer easy to understand.
Include:
What they get
How to redeem it
When it expires, if applicable
A custom postcard gives you enough room for an offer, promotional code, branding, and a clear call to action without requiring a large insert.
3. Create a Referral Card
Your existing customer may know someone who would also like your product.
Make referring that person easy.
For example:
SHARE SOMETHING YOU LOVE
Give a friend $10 off their first order and get $10 toward your next purchase when they order.
Share code: FRIEND10
A referral insert can include:
- Referral code
- QR code
- Website
- Reward
- Basic terms
- Expiration date, if applicable
The offer should make sense for both people.
The existing customer gets a reason to share.
The new customer gets a reason to try you.
4. Add Product Care Instructions
Not every packaging insert should be promotional.
Sometimes the most valuable thing you can give a customer is information.
Care instructions are particularly useful for products such as:
- Clothing
- Jewelry
- Candles
- Plants
- Leather goods
- Handmade products
- Beauty products
- Home goods
- Specialty foods
For example:
KEEP YOUR CANDLE BURNING BEAUTIFULLY
Trim the wick to 1/4 inch before each use.
Allow the wax to melt evenly across the surface during the first burn.
Never leave a burning candle unattended.
A useful care card can improve the customer experience while reducing confusion about how the product should be used or maintained.
5. Show Customers How to Use the Product
Some products need more than care instructions.
They need an introduction.
A simple insert could show:
STEP 1 → STEP 2 → STEP 3
This is useful for products that require:
- Assembly
- Setup
- Mixing
- Application
- Installation
- Preparation
- Activation
Keep the instructions focused on what customers actually need to know.
If the process requires a longer explanation, don’t squeeze a manual onto a tiny card.
Instead, use the insert to direct customers to complete instructions online.
6. Add a QR Code for More Information
A QR code can connect a small physical insert with much more information online.
The QR code might lead to:
- Setup video
- Product tutorial
- Care guide
- Recipe
- Size guide
- Loyalty program
- Customer account
- Product registration
- Related products
- Special offer
For example:
NEED HELP GETTING STARTED?
Scan for the 2-minute setup guide.
That’s much more useful than adding a QR code with no explanation.
Always tell customers why they should scan it.
And before printing hundreds or thousands of inserts, test the QR code from the actual printed proof.
7. Recommend a Related Product
If someone bought one product, there may be a natural second product that complements it.
A packaging insert can introduce it.
For example:
YOU’VE GOT THE CLEANSER.
Complete your routine with our daily moisturizer.
Scan to see how they work together.
Or:
LOVE THIS COFFEE?
Try our darker roast next.
The recommendation should feel relevant to what the customer already bought.
Avoid turning the insert into a miniature catalog with 20 products.
One strong recommendation is easier to understand.
8. Include a Free Sample
A sample lets the customer experience another product instead of simply reading about it.
Depending on your business, that might be:
- Beauty sample
- Tea bag
- Coffee sample
- Small food sample
- Fabric swatch
- Fragrance sample
- Product tester
Pair it with a small printed card explaining:
What it is
Why they might like it
Where to buy it
For example:
A LITTLE SOMETHING EXTRA
We included a sample of our new Lavender Hand Cream.
Like it?
Scan to shop the full size.
If samples aren’t practical for your business, you can apply the same principle with a promotional card introducing a complementary product.
9. Promote Your Loyalty Program
A customer who has already purchased from you is a natural audience for a loyalty program.
Use the package insert to explain:
- How to join
- How rewards are earned
- What rewards are available
- Where to sign up
For example:
GET REWARDED FOR COMING BACK
Earn 1 point for every $1 spent.
Reach 100 points and get a $10 reward.
Scan to join.
Keep the explanation simple.
If someone can’t understand the program from the insert, they’re less likely to join.
For more ideas, see our guide to customer loyalty program ideas for small businesses.
10. Turn the Insert Into a Loyalty Card
The insert itself can also become something customers keep.
For businesses with simple loyalty programs, use a wallet-sized card for:
- Punches
- Stamps
- Visits
- Purchase milestones
- Membership information
For example:
BUY 5, GET YOUR 6TH FREE
□ □ □ □ □ → FREE
A business card format can work well for a compact loyalty card because customers can easily keep it in a wallet.
That gives the packaging insert a purpose beyond the initial unboxing.
11. Ask for Customer Feedback
Want to know what customers think?
Ask them.
A feedback insert could say:
HOW DID WE DO?
We’d love to hear about your experience.
Scan to share your feedback.
You could link to:
- Customer survey
- Feedback form
- Product feedback page
- Customer service page
Keep the process short.
A customer is much more likely to complete a two-minute survey than a 20-minute questionnaire.
Also be careful about incentivizing public reviews. Review platforms can have specific policies about incentives, so check the rules of the platform you’re using before offering rewards.
If your goal is simply to learn, asking for private customer feedback can be a straightforward alternative.
12. Share Your Brand Story
Customers may know your product without knowing much about the business behind it.
A packaging insert gives you room to tell a small part of that story.
The key word is small.
Don’t try to fit your entire About Us page onto a card.
Instead, choose one meaningful detail.
For example:
MADE BY A SMALL TEAM IN PORTLAND
We started making our products in 2021 because we couldn’t find the simple, fragrance-free option we wanted for ourselves.
Today, every order is still packed by our team here in Oregon.
Thanks for being part of it.
A short, specific story can feel more personal than a list of generic brand values.
13. Add a Social Media Prompt
If social content is important to your business, the package insert can encourage customers to share what they received.
Instead of simply writing:
FOLLOW US ON INSTAGRAM
give them a reason.
For example:
SHOW US HOW YOU STYLE IT
Tag @YourBrand and use #YourBrandStyle so we can see your look.
Or:
WE WANT TO SEE YOUR UNBOXING
Share it with #YourBrandUnboxed.
You can also use the insert to direct customers toward:
- Tutorials
- Product inspiration
- New releases
- Behind-the-scenes content
- Customer photos
Keep the social CTA secondary if the insert already has a more important goal.
14. Include a Gift Card for Someone Else
Here’s a variation on the traditional discount insert:
Give the customer an offer that they can’t use themselves.
For example:
PASS THIS ALONG
Give this card to a friend.
They’ll get $10 off their first order.
This turns the insert into something designed to leave the original package.
A business card or small postcard can work well because the customer can physically hand it to someone else.
Add a unique code if you want to track whether the cards generate purchases.
15. Add a Useful Mini Guide
The best insert might be something customers want to keep because it’s useful.
Think about information closely related to your product.
A coffee company could include:
Coffee-to-water brewing ratios
A plant shop:
Watering guide
A clothing brand:
Fabric care symbols
A candle company:
Candle care guide
A skincare company:
Morning vs. evening routine
A food company:
Recipe card
A craft business:
Quick project idea
A useful insert doesn’t have to ask for an immediate purchase.
It can keep your brand around longer simply because the customer has a reason not to throw it away.
Packaging Insert Ideas by Business Type
Different businesses can use inserts differently.
| Business | Packaging Insert Idea |
| Clothing brand | Care card + next-order offer |
| Jewelry business | Jewelry care instructions |
| Candle business | Candle care card |
| Coffee brand | Brewing guide |
| Beauty brand | Product routine + sample |
| Food business | Recipe card |
| Handmade shop | Thank-you card + brand story |
| Subscription box | Product guide |
| Pet business | Care tips + related product |
| Home goods | Care instructions |
| Ecommerce retailer | Next-purchase discount |
| Gift shop | Referral card |
| Small maker | Thank-you + social prompt |
The insert should solve a real communication need rather than exist just because other brands use them.
What Should You Put on a Packaging Insert?
Start with the goal.
If the insert’s purpose is retention, include:
- Next-purchase reward
- Loyalty program
- Related product
- QR code
- Clear CTA
If its purpose is customer experience, include:
- Thank-you message
- Care instructions
- Setup instructions
- Useful tips
- Customer support information
If its purpose is referrals, include:
- Referral reward
- Referral code
- Instructions
- QR code or URL
If its purpose is branding, include:
- Brand story
- Thank-you message
- Social information
- Visual branding
You don’t need every element.
The strongest inserts usually have one main job.
What Size Should a Packaging Insert Be?
The right size depends on the package and how much information you need to communicate.
A compact card can work for:
- Thank-you notes
- Discount codes
- Referral programs
- Loyalty cards
- QR codes
A larger postcard format gives you more room for:
- Product instructions
- Care guides
- Brand stories
- Multiple steps
- Product recommendations
Before choosing a size, physically test it with your packaging.
Ask:
Does it fit comfortably?
Will customers notice it?
Is the text readable?
Does it add unnecessary bulk?
Can it move around without damaging the product?
If you need more room, use a larger card instead of shrinking the typography until it’s difficult to read.
Postcard vs. Business Card for Packaging Inserts
Both formats can work, but they serve different purposes.
| Business Card Insert | Postcard Insert |
| Compact | More space |
| Easy to keep | Better for detailed messages |
| Good for referral cards | Good for care instructions |
| Good for loyalty cards | Good for thank-you messages |
| Good for QR codes | Good for promotions |
| Good for simple offers | Good for product education |
Choose based on the amount of information rather than automatically choosing the smallest or cheapest format.
A business card is useful when the message is extremely simple.
A postcard gives the message more breathing room.
How to Design a Packaging Insert
Once you know what the insert needs to say, make sure the design helps customers understand it.
Lead With the Main Message
Someone should understand the purpose almost immediately.
For example:
THANK YOU
15% OFF YOUR NEXT ORDER
HOW TO CARE FOR YOUR NEW CANDLE
GIVE $10, GET $10
Those are clearer than a generic headline such as:
A SPECIAL MESSAGE FOR YOU
Create Visual Hierarchy
Don’t make every sentence the same size.
The eye should naturally move from:
Headline → supporting information → CTA
If you’re struggling with hierarchy, our guide to what people read first on flyers explains many of the same visual principles that apply to small printed inserts.
Keep the Copy Short
A packaging insert is not a landing page.
Remove anything customers don’t need to complete the intended action.
Use Readable Typography
Don’t sacrifice readability to squeeze in more information.
If you’re deciding between font styles, see our guide to serif vs. sans serif fonts for print.
Keep It Consistent With Your Brand
Use recognizable:
- Logo
- Colors
- Typography
- Photography
- Illustration style
- Tone of voice
The insert should feel like part of the order, not something from another company.
Make the CTA Obvious
If you want customers to do something, tell them.
Scan to join.
Use code THANKYOU15.
Give this card to a friend.
Visit example.com/care.
Save this card for your next visit.
Don’t make customers guess.
Should You Use a QR Code on a Packaging Insert?
A QR code can be useful when the destination provides something valuable that doesn’t fit on the printed card.
Good destinations include:
- Product tutorials
- Care instructions
- Loyalty sign-up
- Referral pages
- Product registration
- Reorder pages
- Recipes
- Videos
- Customer support
But don’t add a QR code simply because you have space.
“Scan me” isn’t much of a reason to take out a phone.
Tell the customer what they’ll get.
Better:
Scan for the 2-minute setup video.
Scan to claim your next-order reward.
Scan for complete care instructions.
Before printing, test the QR code with multiple phones and make sure the destination page works well on mobile.
How to Measure Whether Packaging Inserts Work
If the insert has a marketing goal, make it measurable.
You could use:
- Unique discount code
- Dedicated landing page
- QR code
- Referral code
- Campaign-specific URL
Then monitor metrics such as:
- Code redemptions
- QR scans
- Repeat purchases
- Referral purchases
- Loyalty sign-ups
- Landing-page visits
- Average order value
For example, instead of using the same SAVE10 code everywhere, create a code specifically for package inserts.
That way, you can tell whether the insert itself is generating purchases.
You can also test different versions.
Insert A: 10% off
Insert B: Free shipping
Insert C: Referral reward
The results can tell you which incentive your customers actually value.
Packaging Insert Mistakes to Avoid
A small insert can become cluttered surprisingly quickly.
Watch for these common mistakes.
Trying to Say Too Much
Thank you.
Follow us.
Leave a review.
Refer a friend.
Join our loyalty program.
Use this coupon.
Buy this product.
Scan this QR code.
That’s too much for one small card.
Choose a primary objective.
Making the Font Too Small
If customers have to struggle to read it, simplify the message or use a larger format.
Using a QR Code Without Context
Tell people where the QR code goes and why they should scan it.
Offering an Irrelevant Product
Cross-selling works better when the recommendation naturally relates to the original purchase.
Forgetting Existing Customers
Avoid an insert that says:
WELCOME! GET 10% OFF YOUR FIRST ORDER
inside an order from someone who has already purchased.
Use the packaging moment to reward the behavior that’s actually happening.
Forgetting to Proofread
Check:
- URLs
- QR codes
- Discount codes
- Expiration dates
- Product instructions
- Contact information
- Spelling
Print materials can’t be edited after they’re inside thousands of packages.
Our guide to common print design mistakes covers additional issues worth checking before sending artwork to print.
Make the Insert Earn Its Place in the Package
The best packaging insert isn’t necessarily the one with the biggest discount or the most elaborate design.
It’s the one that has a reason to be there.
If customers need help using the product, give them instructions.
If you want another purchase, give them a relevant reason to come back.
If referrals matter, make sharing easy.
If the order came from someone who’s supported your small business repeatedly, simply acknowledge them.
Then choose a printed format that matches the message.
A compact business card can become a loyalty or referral card. A postcard gives you more space for instructions, promotions, or a thank-you message. Custom stickers can reinforce branding on the package itself.
Overnight Prints’ guide to custom stickers for small-business packaging has additional ideas if you want to extend the branding beyond the insert.
Whatever format you choose, start with one question:
What would be genuinely useful to this customer when they open their order?
Build the insert around that answer.
Frequently Asked Questions About Packaging Inserts
What is a packaging insert?
A packaging insert is a printed card, informational piece, sample, or other additional item placed inside a customer’s order. Businesses can use inserts for thank-you messages, product instructions, promotions, referrals, loyalty programs, and other customer communications.
What should I put in a package insert?
Include something relevant to what should happen after the purchase. Options include a thank-you message, care instructions, next-order discount, referral offer, loyalty information, product recommendations, QR code, or useful guide.
What are good packaging insert ideas for small businesses?
Good options include thank-you cards, discount cards, referral cards, product care instructions, loyalty rewards, QR code cards, samples, brand stories, social prompts, and educational mini guides.
Do packaging inserts increase sales?
They can support repeat purchases, cross-selling, referrals, and loyalty when the message and offer are relevant. Use unique codes, QR codes, or dedicated landing pages to measure whether an insert contributes to sales rather than assuming it does.
What size should a packaging insert be?
Choose a size based on the package and the amount of information you need to communicate. Business-card-sized inserts work well for short messages, loyalty cards, and referral cards, while postcards provide more room for instructions, offers, and product information.
Can a business card be used as a packaging insert?
Yes. Business cards can work particularly well for compact loyalty cards, referral cards, discount codes, QR codes, or short thank-you messages.
Can postcards be used as package inserts?
Yes. Postcards provide more space than business cards, making them useful for thank-you messages, product instructions, care guides, promotions, and cross-selling.
Should I include a discount in every package?
Not necessarily. An insert can provide value without a discount through product instructions, care information, loyalty rewards, referrals, useful content, or a personal thank-you. Test different approaches to see what works for your customers and margins.
Should I put a QR code on my packaging insert?
Use a QR code when it makes an important next step easier, such as opening a tutorial, joining a loyalty program, registering a product, claiming a reward, or reordering. Tell customers what they’ll get before asking them to scan.
How can I track packaging insert performance?
Use campaign-specific discount codes, QR codes, referral codes, URLs, or landing pages. Track redemptions, scans, repeat purchases, referrals, sign-ups, and revenue associated with the insert.
