Today’s consumers routinely receive dozens of automated thank you emails from the brands they have relationships with. Most of them either get little notice or appear in trash folders without ever being read. An old-fashioned letter however, has much higher chances to get a customer’s attention and leave a lasting impression. Though thank you letters have become a rare business practice these days, they still remain a powerful marketing and customer retention tactic.
Considering the size and the type of the business you run, as well as the number of customers you want to express gratitude to, you may either go for email or printed letters to be sent via regular post. Some factors to take into account when selecting between the two are:
Any customer appreciation letter should generally be structured in a more formal style than an email, and should always include certain basic thank you letter components. Below are some helpful tips on creating a perfect thank you letter for your customers:
1. Use the appropriate salutation
While choosing the right salutation for appreciation letters depends on your relationship with the customer, it’s still better to use more formal greetings such as “Dear Mr./Ms. Carter,” or “Dear John,”. Informal salutations like “Hello,” “Greetings,” or “Hi There,” should be avoided. Make sure also to double-check the spelling of the recipient’s name, otherwise you risk making a poor impression right from the start.
2. Stick to the purpose of the letter
The sole purpose of a customer thank you letter should be showing appreciation and expressing gratitude to loyal customers. Resist the temptation to pitch your business again – don’t mention any upcoming sales, special offers, new products or anything else that can be considered an ad and might distract the customer from your initial point.
3. Add a few follow-up lines
After thanking a customer for their business, consider adding some follow-up statement showing that you are attentive to customer needs. It could be either mentioning that you are always available if they have any questions or concerns regarding your products or services, or simply asking whether there's anything you can do to increase their satisfaction.
4. Include your brand
To make a letter look professional, make sure to use a letterhead that can include your company name, logo or other branding information. A well-designed letterhead makes a letter look unique, ensures your brand visibility, helps to verify its authenticity to the recipient and creates an overall professional impression.
5. Use the right closing
When closing a thank you letter, it’s important to use an appropriately respectful and professional word or phrase. You may select the most commonly used “Sincerely” or “Regards”, or slightly more personal “Best regards”, “Yours respectfully”, “Best wishes”, “With appreciation” or “Gratefully”. Closings like “Always”, “Cheers”, “Love” or “Take care” are considered too informal for business letters and should be avoided.
6. End with a signature
While making thank you letters seem personal might be challenging for large businesses, adding a signature at the bottom of the letter can help to add at least some level of personalization. Though it may not always be possible to add a handwritten signature, even a printed one will always look better than simply a typed name.
1. Thanking long-term customers for their loyalty
Dear Mr. ****,
We want you to know how much we appreciate your business since you have been our loyal customer for the last three years. We understand that you have many options in the marketplace, and are pleased that you have still made (Company Name) your premier choice.
It is customers like you that help keep our lights on, and we couldn't be more grateful!
Your honest suggestions and feedback is a vital part of our growth. If there is anything we can do to make your experience with us better , please let us know.
2. Celebrating a company milestone
This year (Company Name) is celebrating a 10th anniversary, and we would like to thank you for making this happened! The growth and success we’ve experienced over all these years is because of customers like you, who faithfully support our business.
Speaking on behalf of the company, we hope that you have enjoyed the enhanced quality of our services. We will continue our efforts to meet your requirements and expectations in the future as well.
We truly appreciate your trust, and we’ll do our best to continue to give you the kind of service you deserve.
3. Showing gratitude at the end of the year
Dear Ms. ****,
As the year winds down, we would like to take this chance to say thank you for choosing our business! You are one of our most highly valued customers and it has been a sincere pleasure serving you this year.
We always strive to exceed our customers’ expectations and meet their requirements. Let us know if there is anything we can ever do to assist you further.
From all of us at (Company Name), we wish you and your loved ones a safe and happy New Year!
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