Custom Subscription Boxes 101: Everything You Need to Know

Getting a box of great products on your doorstep to unbox never gets old. There’s a reason why custom subscription boxes work so well for eCommerce brands — they’re a win-win for everyone involved. Your business receives a stable stream of monthly revenue, and your customers get a tailored experience every month to look forward to. 

That’s why more and more businesses are creating their own custom subscription experiences. However, there’s a lot that goes into creating a perfect subscription box, from the products you choose to the packaging material and branding. That’s why we’re here to help. This guide will tell you everything you need to know to create a top-notch custom subscription box for your business.

First, Start with the Goal and the Customer

Your first step is to figure out why your customers will subscribe and what you want the box to achieve. Some customers want discovery and curation. Others value convenience or bulk savings. Your goals as a business might be higher lifetime value, faster sell-through on seasonal SKUs, or a launch lane for limited editions.  

When pitching your subscription box to your customer base, you should be able to articulate clearly what the customer will receive. Clear expectations lift retention and cut support tickets. If something changes, say so before the next cycle. Credibility retains subscribers longer than a promotional coupon.

Pick the Products Before You Pick a Box

What type of products does your business sell? Which ones would work best with a subscription model? The types of products you choose will decide the size and structure of the box and how much protection is necessary inside. 

It’s a good idea to decide the product list and the presentation before you create a box. Lay everything out on a table, the way the customer will see it. Group fragile pieces, note pinch points, and decide where any card, insert, or sample would fit.

If the mix changes by season, define the largest and smallest likely assortments now. One size can often cover both with a smart insert. If not, plan two sizes instead of cramming a light kit into a heavy box or padding a heavy kit with loose fill.

Choose the Right Structure: Mailer or Shipper

Most subscription programs use a mailer box. The built-in lid opens cleanly, the dust flaps add strength, and the canvas presents well on camera. If your products are heavy, sharp, or prone to damage, a regular slotted container — the standard shipping box — may be a smarter option. You still can print on the inside or outside of the box to stay on brand.

Corrugated cardboard works in most curbside programs in the United States. Pair it with paper tape, kraft void fill, and corrugated inserts. Sticking to one material makes recycling easy for customers and keeps the unboxing clean.

Size Right to Cut Waste and Shipping Costs

Right-size every box. Measure the packed set, then add only the clearance you need for a die-cut insert or a light wrap. Test two or three close sizes with real products and the final arrangement. Avoid headspace — empty space can crush products, shift contents, and look wasteful.

Moving from an oversized stock box to a custom-sized mailer often cuts void fill, damage, and freight in one step. If you’re early in forecasting or running limited drops, low minimums help. Ordering as few as 100 boxes lets you test size, artwork, and the offer with real customers before larger runs.

Pick a Paper Type and Print Method that Fits Your Brand

The paper type you choose for your cardboard boxes will have an effect on print quality, durability, and recyclability. Kraft paper on both the inside and outside will give a warm and natural vibe and hide scuffs. White paper on the outside means a brighter color and crisp prints. Uncoated stocks take ink well and suit a matte, minimal look. You can print full coverage or keep it simple and invest in interior print for the reveal.

Send vector artwork for logos and line art — AI, EPS, or vector PDF — so edges stay sharp. Your packaging partner will send a dieline, a flat template showing every panel, flap, and glue tab. Place your design on that dieline to confirm orientation and alignment.

It’s important to keep the outside of the box clear and scannable for carriers — place designs where a label or tape won’t cover them. Use your core palette and type so that repeat customers can recognize you at a glance. 

If you want to elevate a limited drop, you can add a specialty liner or a soft-touch feel on the outside. However, make sure the box will still be easy to recycle. Most brands don’t need foil or plastic lamination to look premium.

Design for a Shareable Unboxing

Now you can focus on the inside of your box. While many subscription boxes use packing peanuts or paper box filling, custom-made inserts can be a better way to stop items from colliding and set a tidy reveal. Corrugated inserts can cradle bottles, jars, and fragile pieces. For lighter goods, folded paper wrap or glassine bags can be a good way to separate items while keeping the box plastic-free.

Let branding guide the unboxing, not overwhelm it. Think in moments — what will the experience be like for the customer? What will they see and find, step-by-step? 

You should encourage sharing without being overbearing. You can add a small hashtag or a QR code that points to tips, a routine guide, or a playlist. You could also add a leaflet with a discount coupon for another product or give customers the opportunity to refer a friend. 

Generally, a great interior box design will boost shareability more than a busy outside. You want your customers to open your box and think: “Wow! I have to take a photo of this.”

Take Advantage of Low MOQs to Stay Flexible

Low minimum order quantities give you inventory agility. Order 100 to 250 boxes to test a seasonal design or a new size, then scale the winner. This helps if your SKU plan moves fast or your CPG assortment varies. It also lowers the risk of dead stock if a promotion shifts. A fast-turn partner with low MOQs like Box Genie can help you replenish on a two- to four-week cadence instead of carrying months of box inventory.

Budget the Total Program, Not Just the Box

When budgeting, you should model unit economics, not only the per-box price. Your stack includes product contents, the printed box, any insert or wrap, kitting labor, and outbound shipping. Price your subscription to cover that stack with a healthy margin and clear value.

Compare quotes apples to apples. Check board grade, print method, ink coverage, and freight. A lower unit price can cost more if it requires higher minimums or adds inbound transit. Match orders to your forecast and storage space. 

If you include partner samples, track their effect on retention and average order value. Useful additions often pay for themselves in fewer cancellations. Keep samples relevant and on brand so they feel curated, not cluttered.

FAQs

What packing material works best?

A right-sized corrugated box with a custom insert beats loose fill. If you want a touch of presentation, add a small sheet of recyclable tissue on top.

What if the contents change monthly?

If you want to buy just one box size, you can design a flexible insert and choose a size that fits the widest mix. However, if you choose a box partner with low minimum order quantities, you will be able to order different box sizes as needed, which will help you save on shipping.