While pondering this question for the packaging of your direct response product may not be as philosophical as Shakespeare’s question of “To Be or Not to Be,” your philosophy must be considered when deciding what is right for you and your direct response product .  

Of course, sometimes the choice is made for you--your product is too fragile, too bulky or it comes pre-packaged for shipping.  But if that’s not the case you’ve got a choice; bag or box?  So if you have a choice, the first consideration is how you want your product presented.  A high-end product can be perceived better if it is nicely presented in suitable box.  If you want to make it easy for your customers to return or exchange their purchase, a box makes that easier for your customers.

On the other hand, if presentation isn’t so important for your product and you don’t need to ship your product in a box, consider using one of a variety of shipping envelopes.  These are lighter and therefore can reduce shipping costs. They are typically not reusable for returning products so it has the effect of discouraging consumers from resealing and returning the goods at the spur of the moment. This step alone has driven down return rates several points, which goes right to your bottom line.

Also important for any packaging decision is weight.  If your product weighs under one pound, every ounce matters and adds to shipping cost.  Don’t make a decision about packaging without knowing how much the packaging adds to the overall weight.  

Still yet another consideration is whether or not recycled packaging is important to you and your customers.  There are a lot of options available for eco friendly packaging products.  Although it may cost a little more, these products are readily available.    

The shipping options discussed above are very basic in nature and are the first steps in considering your packaging options. Your direct response fulfillment partner should be able to help you choose the best options for your product based on what your product is, your company and/or personal philosophy, and direct response program goals.