What to Include on Packaging Inserts for Handmade Products
The note in the box is the most-read piece of paper you'll ever print. Use it to deepen the connection and drive repeat orders.
The packaging insert—the note that lands on top of your product when someone opens the box—is the highest-read piece of paper you will ever send out. It sits in the moment of delight, before the product gets used, when the buyer is most receptive and most likely to remember who made it. This is where you move a one-time purchase toward a habit of repeat orders.
An effective insert does three things at once: it thanks the person for buying, it gives them what they need to use the product well, and it makes them want to come back. You do not need all six elements below—pick the ones that fit your product and your voice—but the insert itself should be in every box.
What to include on a packaging insert
Thank-you message. Start here. This is not a sales pitch. "Thank you for supporting small-batch makers" or "We're grateful you chose us" is enough. A person who just spent money on your product wants to know it mattered.
Care or use instructions. If your product needs it, say so plainly. Soap: "Use within 12 months of purchase; store in a dry place between uses." Candle: "Trim wick to 1/4 inch before each burn; do not burn longer than 4 hours." This protects both the product and your reputation.
Ingredient highlights. Not a full ingredient list—that lives on the label—but a sentence or two about what makes this batch special. "Made with cold-pressed jojoba oil and no synthetic fragrance" or "Hand-poured soy wax, wood-wick, scented with essential oils." This reminds the buyer why they chose you.
Your maker story. One or two sentences. Where you are, how long you've been making, what drew you to it. "We've been making soap in our kitchen in Portland since 2019, using recipes passed down from my grandmother." People buy from people, and this is where you become one.
Social media handles or website. Make it easy to follow you. "Find us on Instagram @yourhandle" or "Visit us at yoursite.com." A person who loves your product will look for you; do not make them search.
Invitation to leave a review. "If you loved this, we'd be grateful for a review on Etsy" or "Tag us on Instagram—we love seeing how you use our products." This is not pushy; it is a direct ask from someone who just made them happy.
A personal note. Optional, but powerful. If you have a habit of including a note in every order, write one line by hand on the insert itself. "Made with lavender from our garden this month" or "This batch smells like summer." It takes 10 seconds and it is the thing people remember.
Two complete packaging insert examples
Example 1: Cold-process soap maker
Thank you for choosing Soap & Suds.
We make every batch by hand in small quantities, using olive oil, coconut oil, and essential oils—nothing synthetic, nothing we wouldn't put on our own skin.
How to use: Cure your soap in a dry place between uses. A soap dish with drainage will make a bar last longer. Use within 12 months of purchase.
This month's batch: Oat and honey, made with raw honey from a local apiary and colloidal oatmeal for gentle exfoliation.
Find us: Instagram @soapandsuds | www.soapandsuds.com
We'd love to hear from you. If this soap made your skin happy, a review on Etsy means everything to us.
—Made with care in Portland, Maine
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Example 2: Hand-poured candle maker
Thank you for bringing our candle into your home.
Every candle is poured by hand using soy wax and cotton wicks. We've been making them since 2021, and we still get excited about the moment the wax sets.
How to burn: Trim the wick to 1/4 inch before each lighting. Do not burn longer than 4 hours at a time. Keep the candle away from drafts and flammable objects.
What's in this candle: Soy wax, cotton wick, scented with a blend of cedarwood and bergamot essential oils. No fragrance oils, no dyes.
Follow along: Instagram @candlesbyjess | www.candlesbyjess.com
Tag us in a photo of your candle burning—we repost our favorites. And if you'd leave a review, we're grateful.
—Poured with intention in Brooklyn
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Why packaging inserts work
An insert does something a label cannot: it speaks to the person, not to a retailer or a regulator. A label tells them what is in the product and how much it weighs. An insert tells them who made it and why they should come back.
The unboxing moment is when a buyer is most likely to follow you, leave a review, or place a reorder. They have just spent money and received something tangible. They are in a good mood. An insert that thanks them, educates them, and invites them to stay connected turns that moment into a relationship.
A habit of including a note in every order also protects you. If a customer has a question about how to use the product, the insert answers it before they reach out. If they love the product, the insert makes it easy for them to tell others. If they forget where they bought it, the insert reminds them.
Keep the insert simple. One side of cardstock, printed clearly, is enough. The goal is not to impress; it is to be remembered.
Print packaging inserts that feel handmade
We print your insert in a handwriting-style script and ship them to you, ready to tuck into every box.
Design LabelsFrequently Asked Questions
Do I need to include a packaging insert with every order?
No, but you should. An insert is the highest-read piece of paper you send out. It costs very little and moves buyers toward repeat orders. If you are selling online, a habit of including a note in every order is one of the highest-return things you can do.
What if my product has legal labeling requirements—does the insert replace the label?
No. The insert is separate from your product label. Your label must include the statement of identity, net quantity, ingredients, allergens, and maker information as required by the FDA or your state. The insert is additional—it thanks the buyer and gives care instructions or your story. Both go in the box.
Can I handwrite the insert myself?
Yes, if you have the time and your handwriting is legible. Many makers do. If you are sending dozens of orders a month, printing them saves time and looks consistent. If you are sending a few orders a month, handwriting them adds a personal touch that printing cannot match.
Should I include my return policy or shipping information on the insert?
No. The insert is for connection, not logistics. Return policy and shipping info belong in a separate packing slip or email. Keep the insert focused on the product, your story, and an invitation to stay connected.