When I received gifts as a child, my mom taught me to write and mail thank you letters the next day. This lesson stuck with me throughout my career because of her reasoning for this simple gesture:
"Even if you thank them in the moment," she explained, "an additional note expressing gratitude shows people how much you care and appreciate their time and generosity."
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When thanking your customers, you want to sound both professional and genuine. While a handwritten thank you card may feel the most thoughtful, sending one to every customer you conduct business with might be logistically impossible.
When choosing the right format for your thank you letter, consider what you're thanking them for.
For instance, an email would be appropriate for routine products purchased online, while new or first-time customers would appreciate more personalized messages.
For example, Chewy has a team of artists that paint new customers' pets and give them handwritten thank-you cards specific to their furry friends' families.
In cases where a handwritten note isn't possible for each customer you want to thank, use a well-trusted customer thank you letter template to show them how grateful you are for their business, feedback, or loyalty.
Thanking a customer should be sincere but on-brand.
That's why we've compiled this collection of thank you letter templates for your team to build a backlog of letters for thanking your customers directly.
Customize each template to fit your needs and send them out for customer delight.
11 templates to help you thank your customers for their business, feedback, and loyalty.
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Thank you letters should be personalized every time you use them. However, some core components should be included regardless of who and what you're thanking them for. Below are the elements required for an excellent thank you letter.
Before writing your thank you letter, consider the best medium for the occasion.
Generally, handwritten letters are considered more sincere than emails or text messages. That's because these notes take time to write.
This demonstrates sincerity and appreciation on your end.
If that isn't an option, gratitude can be shared through a thoughtful email, text, or voicemail.
Your letter should begin with an appropriate greeting.
If you have a prior relationship with the recipient, your greeting should be warm and courteous. Use their first name to create an inviting, friendly tone that reinforces the bond you've developed with them.
If you're less familiar with this person, your greeting should set a professional tone for the conversation. Address the recipient by their appropriate title and use an opening that fits your relationship.
For example, if it's an important stakeholder, your greeting might be, "Dear Mr. Fontanella." Or, if it's a new customer, you could start with, "Hi, Mr. Fontanella."
Picking the right greeting ensures your thank-you message is received with the intended context.
The next section should include a statement that outlines what you're grateful for.
Use specific details to describe what the recipient did to warrant this note.
Including specifics makes your message more sincere because it personalizes the content for the reader. Even as simple as " Your support means so much to me."
Try to include the word "you" or "your" in this section as much as possible. This will make your message customer-centric because you're focusing on what the recipient did for you and your business.
After you give thanks for what they have given or done for you, briefly explain why you value it in more detail. Elaborate on their action's importance to you so they know they've positively impacted you.
For example, if the person gave you a physical gift, say how you intend on using it and get specific. More context will make them feel even better about giving it to you.
If they provided you with an act or service, say how much easier it was to complete your work with their help.
For example, you could say, " Your gift has brought so much joy and brightness to my days. Every time I use it, I'm reminded of your kindness and thoughtfulness."
Following the expression of gratitude, the next section should acknowledge your future relationship with the recipient. This portion will let the customer know you intend to continue working with them over time.
For example, a businessperson could say, "I look forward to our continued collaboration and am excited about the possibilities that lie ahead. Thank you for your support and partnership, and I can't wait to see what we achieve together in the future."
Mentioning the future is important for long-term relationship-building because it sets the expectation for future interactions.
For friendly or familial relationships, use the friendly, informal closing that you're comfortable with, such as:
Finally, your thank you letter should conclude with an appropriate closing statement.
Thank the recipient again, and offer them options for contacting you if needed. Then, conclude the message with your preferred sign-off, followed by your signature.
Next, let's talk through some digital approaches using customer-centric language you can use in customer thank-you emails.
Here are a few best practices for writing a successful customer thank you email, no matter your industry.
If you've decided a thank you email is the best route, ensure your subject line gives your customer a preview of what's awaiting them.
Words like "thank you," "valued customer," "your loyalty," and "appreciated" are all good signals that the customer can expect a positive message from you, but they aren't the only terms to choose from.
Take a look at these examples to get creative in how you open your thank-you message:
A thank you letter should not be used to get your customers to spend more money.
Nothing makes a letter from a company (masquerading as a thank you note) seem more insincere than immediately asking the recipient to buy something else.
There are plenty of opportunities to share offers and new products with your customers — but this is not one of them.
It's perfectly fine to send a customer a thank you letter that's simply that — a thank you note. Other acceptable options include a link to a customer feedback survey, personalized educational content, or information about a loyalty program.
If you're going to enter your customers' email inboxes, make sure the thank you letter is well-crafted, personalized, and sincere.
Our inboxes are already overflowing with automated email templates sent en masse from brands every day.
Make sure your thank you email sounds as human as possible to communicate just how thankful you are for a customer's business and loyalty.
As an added touch, address the email from a real person at your company — ideally in leadership — to further communicate authenticity.
11 templates to help you thank your customers for their business, feedback, and loyalty.
