Thank you emails

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. You can also save appreciation email templates that can be personalized for each occasion.

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
An email sent from the same ticket - follow up-sent - LiveAgent

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

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

r “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:

“If you have any questions about using our product/ service in the future, please don’t hesitate to contact me via live chat or email.”

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: 

“Thanks again for your feedback/for your support/for the purchase/for being a loyal customer for years.”

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.

This can be an automated email, however, be careful to follow the steps like adding personalization and proofreading. You don’t want your message to come across as half-baked.

Thank you email examples

Thanking a customer for the purchase

Dear ****,

Thank you for your order! We’d like to inform you that your payment has been confirmed and your order No. ******** has been successfully processed.

Once your items have been packed, they will be shipped to you immediately. Meanwhile you can check the current status of your order at any time by clicking this link.

If you have any queries regarding your order, please do not hesitate to contact us.

Thanks again for your purchase. Hope you enjoy shopping with us!

Thanking a customer for the referral

Hi John,

**** installed Dropbox after getting your invite. To thank you, we’ve awarded you 500 MB of bonus space. You now have 12,75 GB on Dropbox!


– The Dropbox Team

P.S. To get even more space, invite your friends or upgrade your Dropbox!

Thanking a customer for their feedback

Dear ****,

Thank you for your feedback! I’m delighted to hear that you had a great experience interacting with our customer support team. I completely understand how rewarding it can feel when your problem is solved within minutes, and I’m glad to hear that our support team was able to do just that.

Feedback like yours helps us deliver better customer experiences by knowing what we are doing right and where we can improve. So, I really appreciate you taking the time to send us your response.

If you have any more questions, comments, or concerns, don’t hesitate to reach out!


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Frequently asked questions

Why should you use customer appreciation emails?

Customer appreciation emails are used strategically by businesses to strengthen personal customer relationships and humanize their brand.

How do you write a professional thank you email?

When writing a thank you email start with the proper subject line and correct greeting. After that express appreciation and give specifics. Make sure the message is personal, friendly but at the same time professional. Follow-up with a thank you again and use appropriate closing. Lastly, do not forget to proofread before sending it.

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. For instance, customer birthdays, during seasonal holidays, or to newsletter subscribers.

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