Package insert guide / Reviewed August 2, 2026

What to put in an ecommerce package insert

Plan an ecommerce package insert by choosing one job, essential copy, a Front and Back role, and one clear next step.

An ecommerce package insert should do one job for person opening order: thank them, help them use or care for product, direct them to support, or make an appropriate reorder easier. Put short brand-led message on Front. Put only detail or one action needed to complete it on Back. Start with recipient’s next need, then remove copy that competes with it. This MARKFOLDS planning framework helps organize card content; it does not replace printer requirements, product-specific instructions, marketplace rules, or guarantee a sale, scan, review, or repeat purchase.

Framework and limits: This is a MARKFOLDS planning method, not a performance promise or a substitute for product-specific and printer requirements.

Create a card brief

One primary job

Choose one job before choosing a template

Start with the recipient's next need. These five jobs are a planning framework, not a claim that one message will perform better than another.

Thank: Acknowledge the purchase with one concise, brand-led message.
Care: Give the product-specific use, maintenance, storage, or help information the recipient needs next.
Reorder: Make an appropriate repeat purchase easier when that next step fits the product.
Support: Direct the recipient to one current support route.
Neutral feedback: Invite honest feedback without promising or steering an outcome.

Two-sided structure

What belongs on Front and Back

Front: Recognition, a brand cue, and the primary message.
Back: One useful continuation: necessary detail or one clear action.
Together: One hierarchy with no competing calls to action.

Use the Front and Back package insert design guide to plan the two roles without duplicating the same copy.

Reusable brief template

Write a seven-line brief

Recipient: Who opens the order and what they may need next.
Job: Thank, care, reorder, support, neutral feedback, or another single purpose.
Front: The primary message.
Back: The detail or action that completes the Front.
Required details: Only verified names, URLs, contact information, instructions, or codes.
Brand cues: Current palette, typography, motif, and tone.
Avoid: Unsupported claims, unsuitable imagery, clutter, and competing actions.

Source check

Only include facts you can verify

Confirm the brand or product name exactly as it should print.
Open every URL and QR destination before approving the proof.
Confirm contact details and product-specific instructions with their owner.
Ask the selected printer to confirm final size, bleed, safe area, material, color, and file requirements.

Check current MARKFOLDS capabilities and file limits before choosing a delivery path.

Supporting decisions

Choose the next supporting guide

Make the package insert size decision with the selected printer.
Choose a message-led template after defining the job.
Adapt order thank-you card examples to the brand's own voice.
Use the QR code on a package insert checklist before printing.

Pre-production check

Before printing

One primary job and one next step are obvious.
Front and Back have distinct roles and remain readable at final physical size.
Names, URLs, QR destinations, contact details, and product instructions are verified.
The final printed proof is checked, including any QR code.
The selected printer confirms its own size, bleed, safe area, material, color, and file requirements.

FAQ

Package insert questions

What should I put in a package insert?

Give it one primary job, minimum information for that job, and one clear next step.

What is the difference between a thank-you card and a care card?

Thank-you reinforces purchase relationship; care gives product-specific use, maintenance, storage, or help information supplied by merchant.

Does every package insert need a discount code?

No. Add an offer only when it fits card’s primary job and current terms are verified before print.

What goes on Front and Back?

Front carries recognition and primary message; Back carries useful continuation or one action.

Can I put a QR code on a package insert?

Yes. Label destination, send to one relevant current page, and test final printed proof; see QR guide for detailed checklist.

Build the brief

Turn one job into a coordinated Front and Back

Start with the seven-line brief, then confirm the current product and delivery limits before production.

Start a card brief Read current product facts