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Marketing Materials Every E-Commerce Shipment Should Include

Adding personalized marketing materials to the packages you send is an easy way to showcase your brand’s personality and connect with customers on a deeper level.

In fact, connecting with customers in an authentic way is a powerful differentiator and massive competitive advantage:

  • Nine out of 10 consumers say it’s important for a brand to be authentic.
  • 77% of respondents say they are more likely to spend money on a brand they perceive as authentic over one they don’t.
  • 80% of all respondents, and 85% of millennials and Gen Z say authenticity is important or very important for brands, suggesting this trend is likely to reshape the brand-consumer relationship for generations.

But don’t worry – adding authentic marketing materials to your e-commerce shipments is easy with GLF. As your e-commerce fulfillment partner, our marketing fulfillment division can print and add marketing collateral that showcases your brand, and keeps customers coming back for more.

Here are 14 marketing materials that you can easily add to shipments to build your brand and authentically connect with customers.

14 Types of Marketing Materials Customers Love

Whether you want to educate your customers on the products they purchased or encourage repeat business, a thoughtful marketing insert can help you meet your goals.

And speaking of goals, make sure you have one. Just like any marketing campaign, creating a concrete, measurable goal that you can track will ensure your e-commerce business reaps the benefits.

1. Thank You Note

There’s so much power in a simple thank you. It says, “We notice and appreciate you.” A short note, such as “thank you for supporting our family-run business!” can easily be included as a postcard.

2. Product Catalog

Adding a product catalog to each shipment is a great way to remind customers of your other offerings. Tailor the catalog with holiday gift idea suggestions, or by highlighting best-sellers, limited-time seasonal items or products relevant to their purchase.

3. Samples

Show off new or complementary products by including samples with each order. For example, if someone orders a new lipstick, include a lip gloss or lip treatment sample to showcase your other offerings.

4. Postcard with Coupon Code

This classic insert has been around for a long time, and for good reason: it works. You could even combine your thank you note with a coupon code that customers can use towards their next purchase.

Just be strategic about how often you use coupons. You may recall that when JC Penney tried to break customers of their coupon habit in 2012, sales dropped by 23%.

5. Sneak Peek at New Products

Provide a sneak peek at something new to keep customers feeling connected and “in the know.” Depending on the product or number of products that are coming soon, create a postcard, small brochure or sample.

6. Free Gift

Not to be confused with a product sample, a free gift is a full-size product that you include as a thank you. Feel free to include a product that isn’t moving or has been discontinued – as long as it is high quality and relevant to your customer.

7. Instructions, Tips and Inspiration

Don’t assume that your customers know how – or the best ways to – use your product. A postcard or one-pager with instructions, tips or inspiration is incredibly helpful, especially for beauty products and subscription boxes.

8. Recipes

You don’t have to sell food products to include recipes! If you sell any products related to cooking or dining (housewares, linens, nutraceuticals, etc.), share a favorite family recipe. Bonus points if it’s seasonal and includes a story about why this recipe is so special.

9. Ingredients and Information

If you sell anything that goes into a body, either by absorption (like makeup and skincare) or ingestion (nutraceuticals and supplements), include a list of ingredients and possible side effects. Don’t assume that customers have the same level of knowledge around ideal product uses that you do.

10. Brand Story

People love to work with and buy from people and brands they know and like. Tell the story of why you started your e-commerce business and the joy you derive from helping your customers live a better life. It doesn’t have to be long-winded, just heartfelt.

11. Upsell or Cross-Sell

You know your products inside and out, but your customers might not. Let them know what products are complementary or what new products are perfect for them. Have a higher-end version of the product? Suggest why they might like it.

12. Branded Stickers or Coloring Books

Add a collection of branded stickers to each package for customers to add to their water bottle or laptop. Branded coloring books are great for kids, too and will keep your brand top of mind.

13. Social Engagement

Include a note or postcard that encourages customers to follow and engage with you on social media. One easy way to do this is by asking them to post a photo with (or of) the product and tagging your company. Up the ante by entering each customer submission into a monthly drawing for a gift card.

14. Reviews and Feedback

93% of customers read online reviews before buying a product. By regularly asking customers to submit an online review, you are supporting future sales growth. And don’t forget to ask for feedback too, so you can improve products and the customer experience.

Provide Your Customers with an Outstanding Experience with GLF

With 20 years of experience in e-commerce fulfillment, GLF takes pride in offering transparent pricing, unmatched reliability and personalized services. Our team takes the time upfront to learn your business and work with you as a proactive partner to create personalized solutions that sync with your processes. Let us create the perfect marketing materials for your shipments by contacting us today.

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