Ecommerce Packaging Inserts: What Should You Include? Order Insert Card, QR Code and Customer Retention Guide

A strong ecommerce packaging insert should have one primary job. Decide whether the insert is meant to thank the customer, explain product care, encourage a reorder, request feedback, introduce a referral program or provide another useful next step, then design the card around that action instead of trying to fit every marketing message into the box.

An ecommerce order is more than a shipping transaction. When the customer opens the package, the business has another opportunity to communicate with someone who has already chosen to buy.

A printed packaging insert can use that moment to provide useful information, reinforce the brand or guide the customer toward an appropriate next step.

These pieces are commonly called ecommerce package inserts, order insert cards, box inserts, packaging cards, package insert cards, product inserts, shipment inserts or order thank-you inserts.

The physical format can be as small as a business card or as large as a flyer depending on the amount of information and the package itself. The most important decision is not the size. It is the purpose.

A thank-you insert has a different objective from a care card. A care card is different from a review request. A referral card is different from a discount card. Trying to combine all of those goals onto one small piece usually creates weak hierarchy and too many calls to action.

A well-designed packaging insert gives the customer one clear reason to keep, read, scan or act on the piece.

Pryntco does not currently list Ecommerce Packaging Inserts as a dedicated online product. However, existing flat-print formats can support many insert applications. Pryntco’s Postcard artwork currently supports 4" × 6" and 5" × 7" formats, while smaller business-card-style pieces or larger flyer-style inserts may suit different package sizes and information requirements.

1. What Is an Ecommerce Packaging Insert?

An ecommerce packaging insert is a printed piece placed inside a customer order before shipping or handoff.

It can be used to communicate:

• Thank-you messages
• Product care instructions
• Reorder information
• Referral programs
• Loyalty programs
• Review requests
• QR-code links
• Customer support information
• Product registration

The insert should support the customer experience rather than simply add another advertisement to the box.

2. Why Put Printed Inserts Inside Ecommerce Orders?

The customer receiving the package has already completed a purchase, which makes the context different from cold advertising.

A package insert can:

• Thank the customer.
• Explain something important about the product.
• Help the customer use the product correctly.
• Provide a convenient support link.
• Encourage an appropriate repeat action.
• Reinforce the business identity.

The insert reaches the customer at the exact moment the physical product and brand experience come together.

3. What Is the Difference Between a Packaging Insert and a Thank-You Card?

A thank-you card is one specific type of package insert.

A packaging insert can have many other purposes, including:

• Care instructions
• Reorder information
• Product registration
• Referral program
• Warranty support
• Review request

The term packaging insert describes where the printed piece is used. The term thank-you card describes what the piece is trying to communicate.

4. What Is the Difference Between a Package Insert and a Flyer?

A flyer is a general print format that can be distributed in many ways. A packaging insert is defined by its role inside an order.

A flyer-style sheet may still function as an ecommerce insert when the business needs more room.

For example, a larger package insert may contain:

• Setup instructions
• Product information
• Several care steps
• Return directions

The format should match the content rather than forcing every insert into a business-card size.

5. What Types of Package Inserts Can Ecommerce Businesses Use?

Common package insert categories include:

• Thank-you cards
• Care cards
• Instruction cards
• Discount or reorder cards
• Referral cards
• Loyalty cards
• Review request cards
• Warranty cards
• Product registration cards
• Cross-sell cards

Most orders do not need all of them.

Choose the insert that solves the most important post-purchase need.

6. How Many Inserts Should Go in One Package?

Usually, fewer is better.

One well-designed insert with one clear purpose can be easier to understand than four separate promotional cards.

Several inserts may make sense when each serves a genuinely different function, such as:

• One required instruction card
• One customer thank-you card

Avoid filling every package with unnecessary paper simply because several card designs are available.

7. Should Every Order Receive the Same Insert?

Not necessarily.

Different products or customer groups may need different information.

For example:

• Apparel order may receive a care card.
• Technical product may receive registration instructions.
• Repeat customer may receive a loyalty message.
• First-time customer may receive a welcome insert.

Segment inserts only when warehouse and fulfilment teams can manage the process reliably.

8. What Should an Order Insert Card Include?

The answer depends on its purpose, but a typical insert may contain:

• Business logo
• One clear headline
• One short explanation
• One primary call to action
• Website or QR code
• Support information when relevant

The card should not become a complete company brochure.

9. What Should Be the Main Call to Action?

Choose the action most valuable to the customer and business at that stage.

Examples include:

• Scan for care instructions
• Reorder online
• Register your product
• Join the loyalty program
• Share with a friend
• Contact support

A card with five equally prominent calls to action usually has no clear primary action.

10. Should a Packaging Insert Say “Thank You”?

It can, even when the card has another purpose.

A short line such as:

THANK YOU FOR YOUR ORDER

can create a warmer introduction before moving into the functional content.

However, if the card is mainly about product safety, setup or essential instructions, that information should remain more prominent than the thank-you message.

11. Should Package Inserts Include a Discount Code?

They can when a genuine repeat-purchase promotion is part of the business strategy.

If a discount is printed, confirm:

• Code
• Value
• Eligibility
• Expiry date
• Major exclusions

Do not print a large quantity until the business is confident that the offer will remain valid while those inserts are being distributed.

12. Should a Package Insert Encourage a Reorder?

Yes, when the product naturally leads to repeat purchasing.

A reorder insert can work well for:

• Consumable products
• Frequently replaced items
• Subscription-style categories
• Business supplies

A simple message such as READY FOR YOUR NEXT ORDER? followed by a QR code can be more effective than listing the complete catalogue.

13. Should Packaging Inserts Promote Related Products?

They can, but cross-selling should remain relevant to the order.

For example, a related-product insert may show:

• Compatible accessory
• Replacement component
• Complementary product

Avoid promoting unrelated products simply because there is empty space.

The insert should feel helpful rather than random.

14. Should Package Inserts Include a Referral Offer?

Yes, when the business has an established referral program.

The card can invite the customer to:

• Share a referral code
• Give the card to a friend
• Scan a referral QR code

If referrals are the primary goal, a dedicated referral card may provide a stronger message than combining the program with several other package actions.

15. Should Package Inserts Include a Review Request?

They can, provided the request remains neutral and follows the review platform’s applicable policies.

A short message may say:

WE’D VALUE YOUR FEEDBACK

with a QR code to the appropriate review destination.

Do not offer an incentive in exchange for a review or ask specifically for a positive rating.

When review collection is important, a dedicated review card can keep the request clearer.

16. Should Package Inserts Include Product Care Instructions?

Yes, when the customer needs care information after opening the order.

A care insert can explain:

• Cleaning
• Storage
• Washing
• Maintenance
• Where to find complete instructions

If care information is essential, do not reduce it to tiny text just to make room for promotional content.

17. Should Package Inserts Include Warranty Information?

They can direct customers to warranty or product-support information.

Useful elements may include:

• Product model
• Serial number field
• Registration QR code
• Warranty website
• Support contact

The responsible business should approve all warranty wording before printing.

18. Should Package Inserts Include Product Registration?

Yes, when the product has a genuine registration process.

The insert can use a large QR code and a simple headline:

REGISTER YOUR PRODUCT

Then explain the next step in one sentence.

Do not state that registration is mandatory unless that accurately reflects the real product terms and applicable process.

19. Should Packaging Inserts Use QR Codes?

QR codes are particularly useful because they allow a small physical card to connect to much more information online.

Possible destinations include:

• Product instructions
• Care guide
• Reorder page
• Referral program
• Loyalty signup
• Support
• Product registration

Use one primary QR code whenever possible.

20. Where Should the QR Code Go?

Give it a dedicated area with enough clear space around all sides.

A card can use:

• Headline above the code
• QR code in the centre or lower section
• Short instruction below

Avoid placing a code over photographs or complicated patterns.

The QR code is a functional element and should not be treated as decoration.

21. How Should Packaging Insert QR Codes Be Tested?

Test them from an actual-size physical proof.

Before the full print run:

• Scan with several phones.
• Test under normal indoor lighting.
• Confirm the correct page opens.
• Check the destination on mobile.
• Confirm the code remains far enough from trim.

Pryntco’s Artwork Preparation Guide recommends testing QR codes and other functional elements before production.

22. What Size Should an Ecommerce Package Insert Be?

The best size depends on the package and amount of information.

The insert should fit comfortably inside the actual shipping box, mailer or retail bag.

23. Is 4×6 a Good Size for a Package Insert?

Yes. A 4" × 6" card provides useful space while remaining compact enough for many ecommerce packages.

It can hold:

• Headline
• Short customer message
• QR code
• Support details
• Simple promotion

Pryntco’s current Postcard artwork supports a 4" × 6" format.

24. When Should You Use a 5×7 Package Insert?

A 5" × 7" format provides more room for photography, instructions or several clearly separated sections.

It can suit:

• Premium orders
• Product information
• Care instructions
• Customer welcome cards

Pryntco’s current Postcard artwork also supports 5" × 7" layouts.

25. When Should You Use a Flyer-Size Insert?

A larger flyer-style insert is useful when the information cannot remain comfortably readable on a small card.

Examples include:

• Multi-step setup instructions
• Detailed care guidance
• Product range overview
• Business onboarding information

Pryntco’s current Bulk Flyer artwork includes a 5.5" × 8.5" format, which can provide additional information space for suitable projects.

26. Should a Package Insert Be Single-Sided or Double-Sided?

Two-sided printing is often useful because it creates a clear hierarchy.

For example:

• Front: main headline and brand message
• Back: QR code, instructions or next step

A single-sided insert can work when the message is extremely simple.

Do not add unnecessary information merely because the second side is available.

27. What Should Go on the Front of an Order Insert?

The front should communicate the primary purpose immediately.

Possible headlines include:

• THANK YOU FOR YOUR ORDER
• HOW TO CARE FOR YOUR PRODUCT
• READY TO REORDER?
• REGISTER YOUR PRODUCT
• SHARE WITH A FRIEND

The headline should identify why the customer should keep reading.

28. What Should Go on the Back?

The back can provide the details needed to complete the action.

This might include:

• QR code
• Short URL
• Program details
• Support contact
• Care instructions
• Offer terms

Organize the information into short sections rather than one dense paragraph.

29. What Paper Is Best for Package Insert Cards?

The best stock depends on how the insert is used.

Consider:

• Whether customers need to write on it
• Whether photography is important
• Whether the card needs to feel substantial
• Package weight and dimensions
• Whether the piece is likely to be kept

If handwriting or stamping is required, a writable uncoated card can be useful.

If strong photography is the priority, another coated flat-print option may better support the artwork.

30. Matte vs Gloss Package Inserts: Which Is Better?

Neither is automatically better.

Matte or uncoated can work well for:

• Information-heavy cards
• Handwriting
• Lower reflection
• Minimal branding

Gloss or coated can work well for:

• Product photography
• Bold colours
• Retail promotions

Pryntco’s Postcard Design Guide explains how matte and gloss surfaces can affect readability, reflection and colour presentation.

31. Should Package Inserts Match the Product Packaging?

Yes. They should feel like part of the same brand experience.

Coordinate:

• Logo
• Brand colours
• Typography
• Photography style
• Illustration style
• Tone of voice

The insert does not need to duplicate the package artwork exactly.

It should simply feel intentional when the customer opens the box.

32. Should Package Inserts Match Other Printed Stationery?

Yes, especially when customers also receive:

• Business cards
• Care cards
• Warranty cards
• Thank-you cards
• Brochures

Pryntco’s Business Stationery Essentials guide explains why consistent branding across smaller customer-facing print pieces improves recognition.

33. Should Businesses Personalize Package Inserts?

They can when the fulfilment workflow supports it.

Possible personalization includes:

• Customer first name
• Product name
• Order type
• Unique referral code
• Reorder code

For smaller operations, handwritten names may be easier than variable-data printing.

Do not introduce personalization that creates packaging errors or slows fulfilment excessively.

34. How Many Package Inserts Should You Print?

Base quantity on actual order volume and how stable the content will remain.

Consider:

• Orders per month
• Number of insert versions
• Seasonal promotions
• Product-specific instructions
• Potential offer changes
• QR-code destination stability

Evergreen inserts can generally remain usable longer than cards containing seasonal dates or short-term promotional codes.

35. How Can You Measure Whether Packaging Inserts Work?

Use a trackable action when measurement matters.

Possible methods include:

• Dedicated QR-code destination
• Unique promo code
• Referral code
• Specific landing page
• Reorder code

Measure the action connected to the card rather than judging success only by how attractive the insert looks.

A beautiful insert that customers do not understand may not be effective.

36. How Should Ecommerce Packaging Insert Artwork Be Prepared?

Start with the final insert size and the package it will go inside.

Then:

• Use vector logos whenever possible.
• Build the artwork at final size.
• Extend full-bleed backgrounds beyond trim where required.
• Keep important text inside safe areas.
• Use high-resolution photographs.
• Keep one primary call to action.
• Maintain clear space around QR codes.
• Test every QR code at actual print size.
• Verify coupon codes, URLs and expiry dates.
• Place a physical proof inside the real package before production.

Pryntco’s Artwork Preparation Guide provides additional guidance for bleed, safe areas, resolution, colour and functional print elements.

37. What Are the Most Common Ecommerce Package Insert Mistakes?

The biggest mistake is trying to make one card perform too many marketing functions.

Other common problems include:

• Using several competing calls to action.
• Adding multiple QR codes.
• Using an insert too large for the package.
• Printing outdated offers.
• Using tiny text to fit excessive information.
• Failing to test QR codes.
• Promoting unrelated products.
• Sending the wrong insert with the wrong product.
• Choosing a difficult writing surface when staff add notes.
• Designing the insert without testing it inside the actual box or mailer.

38. So, What Should You Put in an Ecommerce Package Insert?

Start by deciding what the customer needs most after opening the package.

If the product requires care, make care instructions the priority. If customers commonly reorder, use the insert to make the reorder process easier. If the business wants to strengthen customer appreciation, use a thank-you message. If product registration matters, guide the customer directly to the registration process.

Avoid combining every possible action onto one card. Referral cards, loyalty cards, review cards, warranty cards and thank-you cards each become stronger when their primary purpose remains obvious.

Then choose the physical size according to the information. Very short messages can fit on a business-card-style insert. Pryntco’s current Postcard artwork supports 4" × 6" and 5" × 7" formats for more substantial package cards, while a flyer-style format can provide additional space for detailed information.

Use QR codes strategically. One code can connect the physical package to a care guide, reorder page, registration form, referral program or customer support resource. Clearly label the destination and test it at final printed size.

Match the insert to the packaging. The card, box, labels and other printed materials should use consistent logo treatment, typography and brand colours so the unboxing experience feels coordinated.

Before printing the full quantity, put a physical proof inside the actual package. Make sure it lies flat, does not damage the product, remains visible when the customer opens the box and is easy to remove and read.

Pryntco’s Postcard Design Guide provides additional advice for organizing compact flat printed messages, while Pryntco’s current Postcard artwork supports 4" × 6" and 5" × 7" layouts.

Businesses that need another insert size, specialty paper, variable personalization, unusual finishing or a format not currently listed online can submit the project through Pryntco’s custom quote request.

For additional guidance, browse Pryntco’s Print Resources or contact Pryntco before finalizing the insert format.