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Customer appreciation email templates

Customer appreciation emails — are they a necessity? Considering the fierce competition in today’s marketplace and the fact that as much as 80% of a company’s future revenue will come from 20% of their existing customers – according to the Gartner Group – building long-term relationships with customers and nurturing customer loyalty has never been more critical for businesses. Sending customer appreciation emails as part of your customer appreciation strategy can help you do just that. Well-crafted thank-you emails sent at the right time can increase customer satisfaction, drive more engagement, and improve loyalty, and word-of-mouth.

Other customer appreciation examples that can help build relationships include sending hand-written cards with a few words of appreciation, hosting customer appreciation events, offering gifts, and more.

Why send customer appreciation emails?

The Rockefeller Corporation study revealed that 68% of customers leave a business relationship because of a perceived attitude of indifference from the company that’s serving them. Another survey by ClickFox reported that 62% of consumers don’t believe that the brands they’re most loyal to are doing enough to reward them. An appreciation letter gives customers a sense of reassurance, shows the human face of your brand, and reassures them that you appreciate your customer’s business. These emails can help you build healthier relationships with customers and increase your customers’ lifetime value.

Customer appreciation email subject lines

Eloqua found that emails with ‘Thank You’ in the subject line have a significantly higher open rate (14.29%) and a better click-through rate (1.93%). Below are some tried and tested email subject lines that you can use in your client appreciation email marketing campaigns:

  • Thanks for your order
  • Thank you for making it official
  • Thank you for your payment
  • It’s time to say thanks!
  • Thank you for your recent purchase
  • Thanks for having great taste 
  • Thanks for subscribing to [Brand]
  • Congrats, your sign-up was successful! Here’s a special gift, from us to you 
  • Thanks for your feedback. That means a lot!
  • Thanks! So glad you found us 
  • We’re very happy that you chose us! 🎈
  • This could be the start of something awesome
  • Thank you for being a friend
  • Glad to have you as a customer
  • Thank you from the bottom of our hearts
  • We really appreciate you as a customer 
  • Happy Anniversary [Customer Name]!
  • Thanks – here’s an offer for you 💖
  • Thanks! (Special treat inside)
  • A special surprise to say thank you 
  • This gift is to thank you 
  • Just a thank you note (and a 20% off coupon)
  • We appreciate your support!
  • Thanks, you’re the best!
  • Thank you for this incredible year! 
  • You’re one in a million 
  • Thank you for using [Brand] in 2020!
  • Thank you for 5 great years with [Brand]
  • [Brand] is 10: A thank you note from our founders 
  • Thank you for being a part of our journey 
  • Thanks for being part of our community
  • Fancy a treat on your birthday? 

10 Customer appreciation email templates

A good customer thank you email can go a long way in creating a great customer experience and improving brand perception. There are numerous occasions to say ‘thank you’ to your customers (following a purchase, newsletter subscription, customer feedback, on seasonal holidays, customer birthdays, when reaching important company milestones, etc.) Check out these 10 basic types of customer appreciation emails to inspire your own:

‘Thank you for your purchase’ email

Hi [Name],

We appreciate your most recent purchase and hope you will enjoy your new items.

Your payment has been received and your Order [number] is being processed. Once we carefully pack the items, we’ll ship them to you immediately. You can follow your parcel at any time by clicking this tracking code: [tracking code].


Our customer service team is always on hand to answer any questions you may have via [email address], live chat, or phone [phone number].

Thanks once again for shopping with us,

‘Thank you for signing up’ email

Dear [Name],

Thank you for signing up for [Brand]. We’re happy to have you on board! As a show of our appreciation, we’re giving you 10% OFF of our full range of products. Simply use this discount code at the checkout: [code number].

Start Shopping

If you ever have any questions, concerns, or just want to say ‘hi’, feel free to reach out to our support team any time at [email address], live chat, or phone [phone number].


‘Thank you for subscribing’ email

Ni [Name],

Thank you for subscribing to [Brand’s] weekly newsletter. We’re thrilled to have you aboard! As a subscriber, you’ll be the first to hear about our sales, exclusive deals, new releases, news, and much more.

In the meantime, be sure to check out our website to see what’s new and browse our bestsellers loved by other [Brand] members like you!


Thanks again for joining us. Your first newsletter will be arriving soon!

P.S. To ensure that you are receiving our messages (and they don’t end up in your junk folder), please add [email address] to your address book.

‘Thank you for your feedback’ email

Hello [Name],

[Agent Name] here from the [Company name] support team. I’d like to personally thank you for completing the survey about your experience using [Product]! Your feedback has helps us improve, so I really appreciate you taking the time.

You made a good point about the [feature name]. I’ll make sure to forward this feature request to our development team.

Thanks again for your contribution to making [Company name] better.


‘Thank you for your referral’ email

Congrats, [Name]!

Someone purchased [Product] using your unique referral link. As a result, and considering you are a [Product] member, we will credit you [one free month/ discount].

No additional action is needed on your part, we’ll automatically apply [the credit/ discount] to your next order/ invoice.

Most importantly, thank you so much for your referral! We’re honored to have such loyal customers like you.


Customer birthday email

Hey [Name],

We heard it’s your Birthday! To celebrate your special day, here’s a 20% OFF coupon to buy yourself something nice. Use code [code number] at checkout by [date].


Happy Birthday!

Customer anniversary email

Happy anniversary, [Name]!

Did you know that you’ve been with [Brand] for 1 year? We truly value loyal customers like you. And that’s why we strive to always bring you the best service (and great offers, too).

On behalf of everyone here at [Brand], thank you for staying with us. Here’s a little something extra to commemorate our time together:

Enjoy 20% off your next order with this coupon code: [coupon code].

As always, if there’s anything we can ever do better, please don’t hesitate to let us know!


Company milestone thank you email

Thank you, [Name]!

You’re the reason we made it to 10 years. What an incredible moment to reflect on. We started [Brand] with one mission – to help [people/ businesses achieve their goals]. A decade later and that mission remains the same – but so many other things have changed. Thank you for being a part of our journey. We wouldn’t be here without you!

Ten years is a long time – but it’s just the beginning. We’re so excited for what’s to come and look forward to many more years of bringing you products/ services that help you reach your goals.

Cheers to another decade of [success/ happiness/ health, etc.],

Holiday thank you email

Dear [Name],

The holidays are a great time to give thanks to the people who matter most. For us, it’s our customers like you. Keeping with the holiday spirit, we’d like to do just that.

As a small token of our appreciation, here’s a 15% off coupon code for your next purchase: [CODE NUMBER].

If there’s anything we can ever do better, please don’t hesitate to let us know: [email/ phone number]

Thanks, and happy holidays from [Brand] to you!

‘Thank you for your loyalty’ email

Hi [Name],

I just wanted to take a moment of your time to thank you for consecutively choosing us for over five years now, despite the competition. A recent look at the books also proved that you are one of our most frequent (and loved) repeat customers.

We highly appreciate your loyalty and entrusting us with your [specific] needs. If there is anything you’d like us to do to make your experience with [Brand] a better one, please don’t hesitate to reach out to me directly.


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Frequently asked questions

How do you show customer appreciation?

You can show your customers you appreciate them by sending a thank-you email or note. Moreover, offer your customers virtual gifts as a sign of your appreciation.

What's the ideal length of a customer appreciation email?

The optimal length of a customer appreciation email is 4 sentences or more.

Why should I send customer appreciation emails?

Sending customer appreciation emails helps increase customer satisfaction and improve brand loyalty.

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