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featured image How To Write a Thank You Letter That Your Customers Will Appreciate

How to write a thank you letter that your customers will appreciate

Andrej Csizmadia

Andrej Csizmadia

Last modified on February 25, 2021 at 6:25 pm

It’s amazing how far a simple ‘Thank you’ can go. Showing sincere appreciation to your customers is one of the easiest and yet most effective ways to build closer and stronger relationships with them. Remarkably few companies though actually ever take the time and effort to thank customers for their business. In fact, making your clients feel valued and appreciated goes a long way in increasing engagement and building loyalty among them.

It’s been reported that 68% of customers leave because they believe the business is indifferent to them, while according to the recent American Express study, nearly half of consumers say appreciation for them as a customer is very important in providing excellent customer care. Another survey conducted by TD bank found that regardless of how gratitude is expressed, consumers consider that appreciation should be conveyed by saying thanks directly to the individual recipient (60%) and personalized (44%).

Handwritten or emailed?

How to write a thank you letter that your customers will appreciate

Here is a powerful yet simple rule. Always give people more than they expect to get.

Nelson Boswell

Writing handwritten thank you notes that became so rare these days, can truly set your business apart and make you stand out while making your customers feel absolutely special. If you are a small business and can dedicate time and resources to this initiative, go for handwritten letters that will definitely create that WOW factor for your customers. However, since for large businesses and corporations that would be next to impossible, thank you emails can also make a difference and brighten your customers’ day.

7 essential tips on writing customer thank you letters

Sending a simple thank you letter is a great way to let your customers know you are grateful they chose your business among dozens or even hundreds of competitors. Creating one doesn’t have to be complicated, once you know how to do it right. Let’s explore HOW to write a perfect thank you email that will surely delight your customers (the tips can also be applied to handwritten thank you notes).

1. Do it when the time is right

How to write a thank you letter that your customers will appreciate

There is no bad time to send a thank you letter to your customers, but certain times make more sense than others. Whether it’s on a customer’s anniversary, after signing up for your service, following a purchase/ re-purchase, after a customer has left a testimonial, review or feedback – thanking them promptly after an interaction would naturally seem more relevant than doing it a week or two later.

2. Start with a proper greeting

Figuring out how to start a thank you email, especially when you’re writing to someone you don’t know personally, could be challenging. How you begin sets the whole tone of the message – that’s why proper greeting matters. If the letter is rather formal, refer to the recipient by Mr. or Ms. following their last name. If it’s more informal, address the recipient by their first name. Make sure you spell the names correctly! You could also start with “Hi …” or “Dear …”, if you know the recipient.

3. Tell them WHY you are thankful and be specific

How to write a thank you letter that your customers will appreciate

The worst mistake a company can make is to write a short, generic thank you sentence and fill in the remaining space with promotional content (unless it’s a special offer, a discount or something else relevant and valuable to a customer). That is not the main purpose of the message. Instead, be very specific and tell them what exactly you are thankful for. It will make your letter more meaningful and personalized. If, for example, you thank your customer for providing their feedback – you could also say what will be done with that feedback and how it will help you improve your products or services.

4. Keep a line of communication open

Once you’ve thanked your customer for whatever it is, let them know you’re always open to further engagement and communication. Here are some of the examples:

“Please, let me know if there is anything else we can do to help boost your happiness with our products.”

“If you have any additional feedback or suggestions in the future, don’t hesitate to let me know.”

“Whenever you have any questions, I’m just an email away.”

Following that you could also repeat your gratitude by saying something like: “Thanks again for your support/ for choosing us/ for shopping with us …”

How to write a thank you letter that your customers will appreciate

While the last paragraph usually sums up the purpose of the letter, the final closing words tie it up with a hint of formality mixed with a personal touch. That is why many people might feel stuck when choosing the right closing words. The most common business-appropriate closings can include:

“Regards/ Best regards …”

“Sincerely …”

“All the best …”

“Respectfully …”

“Have a wonderful day/weekend …”

On the other hand, some way too informal closings that should better be avoided are:

“Always …”

“Love …”

“Warmly …”

“Hugs …”

“See you …”

6. Maintain a professional tone

While it sometimes does make sense to show emotion or use little humor, when it’s appropriate to your business, maintaining the overall professional tone is essential. Even if your message is supposed to be informal, try not to cross the line between being polite and being ‘too friendly’ or flippant. An inappropriate tone can easily distract your reader and obstruct your message. Look over your email to ensure the tone is right and there is no room for misinterpretation.

7. Proofread before sending

How to write a thank you letter that your customers will appreciate

When it comes to writing business letters, clear and precise communication is essential which is why proofreading is absolutely necessary. The last thing you want is to spoil the whole impression by some embarrassing typos or grammar mistakes, that could signal you lack attention to detail, or even worse, could make you seem less intelligent and trustworthy. Make sure to take a little extra time to proofread your message before sending it out. Double-check the spelling of your customer’s name!


If you give appreciation to people, you win their goodwill.

William James

Good manners never go out of style. No matter what industry you are in, expressing gratitude to your customers or clients helps to foster stronger relationships with them, improve loyalty and increase repeat business. After all, customers love companies who show they care. Though it might not seem like much, thank you letters are an important part of making your customers feel valued and appreciated for choosing to do business with you.

Do you ever thank your customers? If not, it’s about time to start!

Express your gratitude with fast responses

Show your customers you care with not only your words but your actions too! Fast, knowledgeable, and personalized responses are the way to go.

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Andrej Csizmadia

Andrej Csizmadia

Growth Marketer

Andy is Growth Marketer at LiveAgent. Previously, he studied International Relations and Business Diplomacy and was active as a volunteer in the world's largest student run organization, AIESEC. Running, music and reading books are his favourite free-time activities.

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