Handled with care

5 impactful ways to show care for your customers

Here are five ways to show your customers how much you care, all with one secret ingredient that’s sure to make an impression. (Spoiler alert: it's paper.)
This story explores meaningful ways to show care for your customers using a variety of marketing methods. Subscribe to Pop from Sappi today to receive an email when we post other inspiration and insights throughout the year

Marketers have a million things to think about. Wondering if their customers know they’re appreciated shouldn’t be one of them. As marketers ourselves, we understand. We want our customers to know without a doubt that we care about them, so we thought up five ways to do so that will actually stick.

1. Send it through the (actual) mail.

There’s something undeniably exciting about opening your mailbox to find an elegant, colorful envelope with your name on it. Digital communication can feel detached and superficial, so direct mail and personalized packages are the perfect way to connect with your customers anywhere in the world. In a culture that seems to move further away from human connection each year, paper is a deeply personal medium—no matter what you want to say.

2. Think outside the box. And inside the box.

One dynamic way to show care is by creating an unboxing experience rather than just having customers open a box. With all the print techniques and special effects that can be used on the coated surfaces of a box, bag, or any packaging material, there are ample opportunities to surprise and delight recipients. The act of unboxing can be a thoughtful gift within itself, because even when the contents of a package are wonderful, the entire experience loses impact if they arrive in a plain cardboard box.

3. A little gesture can create a big impact

It’s often the little details that matter the most. That’s why a handwritten note from a dear friend automatically creates a greater impact on the receiver—sometimes moving them to keep a card much longer than any store-bought item. The same goes for brands. A thoughtful moment of customization can add serious sentimental value to a branded experience and make a customer come back for more.

4. Give a gift that keeps on giving

Rather than creating an experience with a one-time use, take this moment of appreciation to make something that can be used over and over again. Our theory is that if you’re already using a box as a vehicle to deliver a gift, why not make the box worthy of reusing? Recyclable, high-quality gift boxes can be repurposed as more wrapping materials, charming storage, wall decor, or even gifts themselves. Because the only thing we love as much as caring for people is caring for the planet.

5. Chase tradition rather than trends

Don’t get us wrong, there is true value in acknowledging and following trends—but sometimes it seems like the world might need to slow down a little. People notice when more time and effort is put into making sure family, friends, and even strangers feel cared for. A brand that pauses on hot trends and embraces a tradition may be the most relevant of all in a competitive, crowded landscape.

Unboxing Sappi’s 2019 Holiday Kit

These five ways to care inspired the theme of our favorite annual project: the Holiday Kit. But this year, it’s more than just a kit—it’s a care package. One that’s full of delight, cheer, wonder, and (of course) care. To see how we built this year’s kit to reflect these five care-full sentiments, click through below.


The right paper makes it possible to care, fully.