The differentiator: Nearly 3 in 5 online shoppers (57%) are more likely to make repeat purchases from brands that include a handwritten note, personalized mailer, and/or free sample in their shipments, per a new survey commissioned by Outerspace.

However, there are clear differences between the genders in terms of what they’re looking for: Women are 16% more likely than men to buy again from brands that include free gifts with their orders, while men are 29% more likely than women to buy again from brands that use premium packaging or wrapping.

The returns issue: Retailers also can’t afford to ignore the returns experience.