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Thank you emails

What are customer appreciation emails and why send them?

Customer appreciation emails are used strategically by businesses to strengthen personal customer relationships and humanize their brand. A well-structured, personalized appreciation email (follow up email) sent at the right moment has almost the same impact as thanking a customer personally. This can truly go a long way in creating a positive customer experience and brand perception.

When to send customer appreciation email?

There is definitely no bad time to thank customers and show your appreciation. But certain times and occasions would naturally appear more appropriate. Thank you emails should not necessarily be sent only when customers buy something. If you are using an email marketing automation platform, appreciation emails can be triggered based on various user actions.

This follow up email can be sent:

  • during seasonal holidays such as; Christmas, Valentine’s Day or Thanksgiving Day
  • on customers’ birthdays
  • on a customer’s anniversary
  • to loyal customers on reaching company milestones
  • following a first purchase or re-purchase
  • following feedback, review, or testimonial
  • when thanking customers for referrals
  • when prospects sign up/join/become a member
  • to newsletter subscribers
  • to an event or webinar attendees

How to write a thank you email: 10 steps to follow

When writing a thank you email consider the following 10 steps to make it relevant and efficient. These steps can be generally used for a follow up email too.

1. Think of the best subject line

Subject lines are considered important as they can often influence whether a recipient will actually open an email message. A report by Retention Science found that subject lines with 6 to 10 words deliver the highest open rate. While keeping a reasonable length, make sure that the subject is catchy and creative rather than a plain ‘Thank you’.

2. Start with the correct greeting

The right greeting sets the tone of the entire message. If you know the recipient, you can start a message with “Hi …” or “Dear …”. If the message is rather informal, refer to the recipient by their first name. Otherwise, address the recipient as “Mr.” or “Ms.,” followed by their last name.

3. Express appreciation and give specifics

Get straight to the point and be specific about what exactly you are thanking them for. The message should be all about appreciating the customer. Avoid pitching your business, unless you are providing educational content, a special offer, or something else valuable.

4. Humanize the message

Make the message sound as human as possible. Consider addressing the email from a real person at your company instead of the generic and all too common “No reply” address. Another way to humanize the message is by using emojis, if appropriate.

5. Add some personalization

Personalized emails have higher engagement rates. In fact, studies have shown emails with personalized subject lines are 26% more likely to be opened than those without. You can also personalize the message by including more specifics of what you are thankful for.

6. Maintain a friendly but professional tone

Depending on your audience, while it might be quite acceptable to write in a slightly informal manner and use some humor, it’s still essential to maintain an overall professional tone, meaning no slang and colloquialisms.

7. Look toward the future

Prevent the message from being one-sided by giving customers a chance to continue the conversation and letting them know that your support is just a few clicks away:

8. Say thank you again

After you’re done with the main message, it might make sense to close an email with a final line by thanking the customer once more: 

9. Use the appropriate closing

When choosing the right closing phrase, the degree of formality will depend on the recipient. Some of the most common business-appropriate closings can include: “Respectfully …”, “Sincerely …”, “All the best …”, “Regards/ Best regards …”, “Gratefully”, “Have a wonderful day/weekend …”.

10. Proofread before sending

Before hitting ‘Send’, proofread the entire message to ensure it reads smoothly, conveys your precise meaning of expressing appreciation and gratitude, and there are no typos or embarrassing grammar mistakes that can ruin the impression.

Thank you email examples

Thanking a customer for the purchase

Thanking a customer for the referral

Thanking a customer for their feedback

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