A package insert program (PIP) is space sold by e-commerce and catalog brands inside the boxes they ship to customers. Your printed insert rides along with their orders, so it reaches proven online buyers at the moment they open a package they've been waiting for. The best programs are the ones whose customers look like yours.
How a package insert program works
your insert
ship it in orders
the box
your code or QR
Brands that ship products to customers, like online retailers, subscription boxes, and catalogs, sell space in their packages. You supply printed inserts, they're delivered to the partner's fulfillment center, and they're added to outgoing orders over an agreed period. Some programs place your insert on its own. Others combine several non-competing offers into one pack.
Why brands use package inserts
- Every recipient is a proven buyer. They just ordered something, so you know they shop online or by mail.
- It arrives at a good moment. A package is something people want to open, so your insert gets real attention.
- You borrow trust. Your offer comes in a box from a brand the customer already chose.
- It's easy to target by audience. The brand doing the shipping tells you a lot about who's opening the box.
How to choose the right programs
There's no single best package insert program. The best one is the one whose customers match yours. When we evaluate programs, we look at:
- Who the customers are. Age, income, family stage, and interests, compared with your best customers.
- What they buy. Pet supplies, home goods, apparel, food, and gifts all point to different audiences.
- Where they live. Many programs can filter by geography, so you only reach households near where you do business.
- Volume and timing. How many packages ship in your window, and whether that lines up with your season.
- Exclusivity. Whether you'll share the box with a competitor, or can be the only brand in your category.
What makes a strong insert
- One clear offer made for a new customer, like a first-order discount or free trial.
- A code or QR code unique to each program, so you know which partners drive response.
- A simple next step, like a short web address or a landing page built for the offer.
- A design that stands out from the packing slip and other inserts in the box.
We provide specs and best practices for every program, and can connect you with trusted creative partners.
Test, measure, and rotate
The smartest way to start is to test several programs at once and let the results decide where the budget goes.
- Pick a group of programs whose audiences match yours.
- Give each program its own code or link so response can be compared side by side.
- Match your new customers back to the households that received the insert, to catch people who never used the code.
- Put more volume behind the winners and rotate underperformers out for new programs to test.
Plan on about three months from kickoff to the first packages shipping, and run at least three months to judge results. See our tracking best practices.
Common questions
What are the best package insert programs?
The best programs are the ones whose customers match your audience. A program that works for a pet brand may do nothing for a financial services company. We match programs to your customer profile, test several, and scale the ones that perform.
Who receives package inserts?
Recent customers of the brands in the program. Because every recipient just made a purchase, package inserts reach active online and mail-order buyers.
How much do package insert programs cost?
Package inserts usually cost more per household than shared mail, because every recipient is a proven buyer. Pricing varies by program, audience, and volume, and we provide estimates for each program when we build a plan.
Can I combine package inserts with other print?
Yes. Package inserts pair well with shared mail. Shared mail covers the neighborhoods around your locations, and package inserts add proven online buyers in those same areas.