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Thank you letters

A thank you email or a thank you letter?

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 thank you letters (sent via regular post). Some factors to take into account when selecting between the two are:

  • Timing of delivery: The soonest a traditional letter will arrive is the day after you send it. If timing is not critical, you can send a letter. But when prompt follow-up is needed – such as thanking a customer for purchase – the email will be more convenient.
  • Degree of formality: Since emails are considered less formal than letters in the business world if you prefer to maintain formal communication with customers – opt for letters.
  • The content of the message: Email allows adding graphics, images, videos, links, or attaching files – if you’d like your thank you message to be more creative than a plain printed text, email is a way to go.
  • Budget restrictions: Sending emails is cheaper, sending letters requires additional expenses (paper, printing, postal service fee). For a global business having customers worldwide email might be the only reasonable option.

How to write a customer thank you letter

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 to your customers:

1. Use the appropriate salutation

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 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. Because it 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, ask 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.

Customer thank you letter examples

1. Thanking long-term customers for their loyalty

2. Celebrating a company milestone

3. Showing gratitude at the end of the year

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