The unboxing is the highest-attention moment in the gifting journey. If it is generic, you lose a warm recipient. If it is personalized and trackable, you gain a new customer.
Think about the two extremes:
- A plain packing slip with no context and no next step.
- A branded insert that explains the gift, adds value (care tips or a recommendation), and gives the recipient a one-tap way to continue.
Moment
A gift recipient is not browsing. They are holding the product and looking for context. That is the perfect time to guide them to a next step.
Manual Fails
Handwritten notes and static inserts do not scale. They add labor, slow fulfillment, and create inconsistent quality. That is the opposite of what you need during peak.
Automation
Automated inserts solve the quality and speed problems while creating a measurable touchpoint.
Templates
Design a branded template once and let it render dynamically per order. This keeps the experience consistent and makes testing easy.
Text Fit
Messages vary in length. Auto-resizing prevents overflow and keeps the design clean without manual intervention.
Video
Video and audio messages add emotion and increase engagement. A QR code can open a branded portal, then trigger a follow-up CTA.
Insert Copy
Keep the insert short and specific. Good options include:
- Care tips or usage guidance.
- A "complete the set" recommendation.
- A first-purchase incentive with a unique code.
- A quick CTA to scan and join a list.
Example copy blocks (adapt the voice to your brand):
- Care tips: "Start here: 3 tips to get the best results. Scan for the full guide."
- Complete the set: "Love this? Pair it with product for the full routine. Scan to see the match."
- Recipient welcome: "This was picked for you. Scan to save your preferences and get recommendations."
- Light incentive: "A small thank you: use WELCOME10 on your first order. Scan to apply it."
If you want deeper insert strategy, see Personalized Package Inserts.
Measure
Track QR scans, opt-ins, and follow-on purchases. Then test variables like offer, layout, and CTA.
To keep ROI reporting clean:
- Separate existing customers from true new recipients when possible.
- Use a consistent attribution window (for example, 14 to 30 days after delivery).
- Treat the insert as the bridge, not the finish line. The landing page and follow-up flow do the conversion work.
If you want a practical testing framework, see A/B Testing Package Inserts. If you want to combine inserts with education, see In-Box Education.
For what to do after the scan, see Turning Gift Recipients into Repeat Customers.
