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How to Say Thank You To Your Customers [+14 Free Templates]

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How to Say Thank You To Your Customers [+14 Free Templates]

Jul 18, 2024
14 min read

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When you get caught up in the hustle of running a business, it’s easy to overlook the little things. Yet, one of the most powerful phrases, a simple “thank you,” can make a world of difference. 

When you thank your customers you’re not just acknowledging their purchase; you’re recognizing their choice to trust your brand among a sea of options. This small gesture of gratitude goes a long way in building lasting relationships, fostering brand loyalty, and ensuring repeat business.

As we dive deeper into this topic, we’ll uncover the immense value and impact of these two words in the realm of business and how they can transform customer-brand relationships.

Key Takeaways:

  • Power of Gratitude: A simple “thank you” can significantly impact customer relationships, fostering loyalty and repeat business.
  • ROI of Appreciating Customers: Expressing gratitude can lead to increased repeat purchases, elevated brand perception, higher referral rates, and enhanced brand reputation.
  • Effective Ways to Express Thanks: Use various mediums like emails, handwritten notes, and social media shout-outs to thank customers, ensuring the method aligns with the customer’s preferences.
  • Personalization and Tone: Tailoring thank-you messages and maintaining the right tone (formal or casual) based on the brand’s voice and customer’s interaction enhances the effectiveness of the message.
  • Avoiding Common Mistakes: Avoid overdoing gratitude gestures, using generic messages, delaying expressions of gratitude, overlooking small interactions, and not respecting customer preferences.
  • Global Perspective: Acknowledge cultural nuances in expressing gratitude, and use tools like Hiver for personalizing messages based on customer information.

Table of Contents

The ROI of Appreciating Customers

Gratitude holds immense power, especially when you are serving customers. Even the smallest actions can set a brand apart. While it’s easy to dismiss a simple “thank you” as just good manners, its impact in the business domain is profound. Let’s explore the multifaceted returns on investment (ROI) that businesses reap when they take a moment to say “thank you” to their customers.

  • Repeat Purchases: When businesses consistently express their appreciation, customers often feel recognized and valued, leading to an increased likelihood of them making another purchase.
  • Elevating Brand Perception: Consumers today are more conscious of brand values and stances. So, expressing gratitude showcases a brand’s humility and authenticity. Brands that say thank you to their customers are often perceived as more genuine, customer-centric, and socially conscious.
  • Referral Rates: A satisfied and acknowledged customer can be the best brand ambassador. By sending a genuine thank you after a purchase or service experience, businesses often see a spike in their referral rates. Consider, for example, an e-commerce platform that initiated a thank-you reward system. They send a personalized thank you note along with a referral code to every customer. Every time an existing customer referred someone new, both received exclusive discounts, leading to a marked increase in user referrals.
  • Brand Loyalty: Customers tend to gravitate towards businesses that make them feel special and appreciated. Consistent thank-you gestures, be it in the form of emails, notes, or loyalty points, nurture and solidify brand loyalty.
  • Word-of-Mouth Marketing: Customers who feel valued and appreciated are more likely to share their positive experiences with peers, leading to invaluable word-of-mouth marketing. For instance, let’s say a certain local cafe started giving thank-you cards with discount codes for your next visit. This way, patrons are more likely to share their experiences and the unique gesture on social media, bringing in more first-time visitors.
  • Enhanced Brand Reputation: Consistently expressing gratitude not only keeps customers happy but also strengthens the brand’s reputation in the broader market. Think of a clothing brand that sends personalized thank-you notes with every order. Over time, they’re very likely to be recognized in various online forums and review sites for their stellar customer service and personal touch.

Did you know:

Businesses that send personalized ‘Thank You’ messages to their customers can experience up to a 30% increase in customer loyalty and repeat business

Create gratitude templates and personalize them on the goSee how

How to Thank Your Customers

Saying “thank you” isn’t just about the words. It’s also about how you say them, where you say them, and ensuring they resonate with the recipient. Here are a few pointers that can help you show gratitude to your customers the right way:

1. Choosing the Right Medium

Different platforms evoke different responses and reach customers in varied contexts. Here’s a breakdown:

  • Emails: An easy and scalable way to thank customers. Suitable for businesses with large customer bases or for those looking to automate the process. For instance, an online store can automate thank-you emails after a customer makes a purchase, ensuring promptness and consistency. Do not forget to personalize the emails before sending them.
  • Handwritten Notes: These bring a personal touch like no other. Ideal for businesses that cater to a niche audience or offer premium services. Imagine purchasing a luxury item and finding a carefully penned thank you note inside the packaging. The gesture elevates the entire unboxing experience, making it memorable.
  • Social Media Shout-outs: Perfect for brands aiming to build a community. By thanking customers publicly (with their permission, of course),businesses not only show appreciation but also showcase real, satisfied customers to a wider audience. For example, a restaurant can share a photo of a group celebrating a birthday, thanking them for choosing their venue for the special occasion.
  • SMS and Phone Calls: This method is direct and personal. These can be effective for service-based industries. Think of a salon sending a text to a client after their first visit, or a consultant calling to thank a client after a successful project collaboration.

2. Tone and Personalization

A thank you message should resonate with the recipient. It’s not just about the words but the emotion they carry.

  • Right Tone: Depending on your brand’s voice and the context, the tone can range from formal to casual. 

A financial institution may prefer a formal tone: “We sincerely appreciate your trust in our services,” whereas a trendy fashion outlet might opt for a more casual tone: “Hey there! Thanks for rocking our latest collection!”

  • Personalization: Today’s customers crave personal connections. Generic thank you messages can fall flat. Instead, use customer data smartly (without infringing on privacy) to tailor your message. 

An online bookstore, for example, can say, “Thank you for purchasing [Book Title]! We think you’ll love it as much as we do.”

This not only acknowledges the purchase but also shows that the brand pays attention to individual preferences.

  • Authenticity: Customers can sense when a message is genuine or just another marketing tactic. Ensure that your gratitude comes from a place of genuine appreciation. For instance, after a particularly busy sale season, a store could send out a heartfelt note expressing genuine gratitude for the overwhelming support, without pushing for more sales or promotions.

You may also like: 7 Tips to Inspire Lifelong Customer Loyalty

Free Templates to Thank Your Customers

Expressing gratitude is an art, and sometimes, even with the best intentions, we may struggle to find the right words. 

Here’s a compilation of versatile “thank you” message/email templates for various customer interactions, ensuring that businesses can convey appreciation aptly and authentically.

1. Simple “Thank You” Message After Purchase

This straightforward gratitude message is suitable for any purchase, ensuring the customer feels valued.

2. Thank You Message For First-time Purchasers

This message acknowledges and celebrates the customer’s first interaction, making them feel special.

3. Thank You Message For Bulk or Large Orders

This message recognizes and appreciates the magnitude of the customer’s order.

4. Appreciation Message For Customers Reaching a Milestone

This message celebrates the time period of the customer relationship.

5. Thank You Message For Frequent Purchasers

This message appreciates regular interactions, making repeat customers feel significant.

6. Appreciation Message for Loyalty Program Members

This message expresses gratitude specifically tailored for members of your loyalty program.

You may also like: ​​How to Create a Successful Customer Loyalty Program

7. Thank You Message For a Customer Leaving Positive Feedback

This message shows direct acknowledgment of positive feedback.

8. Thank You Message For a Customer Giving Constructive Feedback

This message appreciates the feedback while assuring the customer of necessary improvements

9. Appreciation Message For A Customer Who Participated In A Survey

This message acknowledges the customer’s effort in a survey, encouraging further participation.

10. Thank You Message For Referring New Customers

This message celebrates referrals, motivating customers to introduce more peers.

11. Thank you Message For Social Media Shares

This message recognizes and appreciates public endorsements, fostering community spirit.

12. Thank You Message When Customers Face Issues

This message shows that your brand owns up to a mistake and, at the same time, thanks the customer for bringing up the issue. 

13. Thank you Message Post Query Resolution

This message thanks the customer post-resolution, ensuring closure and trust maintenance.

14. Thank You Message In Case of Returns and Exchanges

This message acknowledges potential product mismatches, assuring the customer of support.

You may also like: Write Awesome Customer Service Emails: Best Practices + Templates

6 Innovative Ways to Show Customer Appreciation

Innovative gratitude gestures can make a world of difference, ensuring customers not only feel appreciated but also remain loyal. Here’s a closer look at some methods businesses can employ to express their gratitude:

A. Loyalty Programs and Rewards

  1. The Power of Points: One of the most common and effective ways to thank customers is through a points-based loyalty program. For every purchase, customers earn points, which they can later redeem for products or discounts. Not only does this thank customers for every transaction, but it also encourages repeat business.

For example, consider a coffee shop. For every cup purchased, a customer earns 10 points. Once they accumulate 100 points, they receive a free coffee. Over time, the regulars know that their loyalty will grant them a complimentary cup.

2. Tiered Systems: Another variation of the loyalty program is the tiered system. Here, customers progress through levels (like Silver, Gold, and Platinum) based on their purchasing frequency or volume. Each tier offers its own set of perks.

For example, an online fashion store might offer free shipping for its Silver members, 10% off all purchases for Gold members, and early access to new collections for Platinum members.

3. Personalized Rewards: Personalizing rewards based on purchase history can make customers feel truly special. If a business has data analytics capabilities, it can offer items that a customer is most likely to want or need.

For instance, if a customer frequently buys skincare products, offering them an exclusive pre-launch sample of a new moisturizer as a reward can be a delightful surprise.

B. Special Offers and Exclusive Sales

4. Birthday and Anniversary Sales: Recognizing personal milestones such as birthdays or the anniversary of joining a platform can be a genuine gesture of gratitude. Offering special discounts or gifts during these times can make customers feel valued on an individual level.

For example, A bookstore could offer a 20% discount voucher to customers on their birthdays, ensuring they feel celebrated and incentivizing a purchase at the same time.

5. Flash Sales for VIPs: Organizing exclusive sales events for your most loyal customers can be a fantastic way to thank them. This not only provides them with great deals but also makes them feel like part of an elite group.

For example, a home decor website might have an annual sale. However, before the public event starts, loyal customers receive early access to the sale, ensuring they get first dibs on limited-stock items.

6. Bundling and Complementary Offers: As a token of appreciation, businesses can offer complementary products or services based on a customer’s purchase history.

For instance, If a customer buys a set of high-quality paint brushes from an art supplies store, the store might offer them a complimentary canvas or a discount on a set of watercolors on their next visit.

You may also like: How to Improve Your Customer Experience Strategy

Common Mistakes to Avoid While Showing Gratitude

Saying “thank you” to customers is a gesture of appreciation, but even well-intentioned actions can sometimes misfire if not executed thoughtfully. To ensure the authenticity of your gratitude, it’s essential to understand and avoid certain pitfalls.

1. Overdoing It

The Mistake: Inundating customers with thank-you notes, gifts, or tokens of appreciation after every interaction can be counterproductive. Such actions, when overdone, make customers feel like they’re part of a routine marketing effort rather than making them feel genuinely valued.

For example, If a customer buys a product and then receives a thank-you note, a discount voucher, a follow-up call, and multiple thank-you emails within a short span, they might find it overwhelming.


  • Determine appropriate frequencies for gratitude gestures. Not every interaction warrants a thank-you note.
  • Focus on the quality of your gratitude gesture. A well-thought-out thank you can have more impact than numerous generic acknowledgments.

2. Generic Messages

The Mistake: Sending standardized thank-you messages may save time, but it sacrifices personal touch. Customers can easily spot generic messages, which can make them feel undervalued or overlooked.

For example, a customer shares a detailed testimonial, only to receive a plain “Thanks for your feedback” response. Such a response doesn’t acknowledge the specific input or the effort the customer took to provide it.


  • Customize messages based on purchase history, feedback type, and customer engagement level.
  • Add specific details from the customer’s interaction to make your gratitude more genuine.

3. Delayed Gratitude

Mistake: A late thank-you can come off as an afterthought, diminishing its value.

For example, let’s say a customer refers a friend to a business, and then the business sends a thank-you note three months later. This way the customer might feel that the brand hasn’t noticed their efforts adequately.


  • Automate systems where possible to ensure timely thank-you messages are sent out or set reminders for manual follow-ups.
  • Be prompt, but authentic. A swift thank-you is great, but ensure it retains sincerity.

4. Overlooking Small Interactions

Mistake: Prioritizing and valuing customers based solely on the monetary value of their purchases is a common misstep. When businesses focus their gratitude only towards those who make large purchases, they risk alienating a segment of their customer base that may not give a bulk order with a huge monetary value, but consistently supports the business by buying something now and then.

For example, a FnB business sends lavish thank-you packages to a customer who buys 100 coffee packages for a corporate event. But ignores another customer who buys a coffee everyday. The latter customer’s contribution may seem insignificant on a daily basis, but they bring consistent revenue to the business.


  • Recognize and appreciate all customers, regardless of purchase size or frequency.
  • Implement Tiered Gratitude Systems. For instance, a first-time customer might receive a welcome discount, while a long-time patron could get a loyalty card with incremental rewards. This way, every customer feels acknowledged.
  • Businesses can periodically evaluate their gratitude systems to ensure that they cater to all customer segments, ensuring that no one feels left out.

5. Not Respecting Customer Preferences

Mistake: Sending thank-you messages through mediums the customer hasn’t approved or prefers not to use.

For example, a customer who prefers to communicate via email receives a thank-you call during a busy workday. This can backfire. Instead of feeling appreciated, they can feel irritated, leading to a bad customer experience. 


  • Maintain a database of customer communication preferences and adhere to them.
  • Offer Opt-Outs. Always give customers the option to choose the type and frequency of communications.

The Global Perspective: Thanking Customers Across Cultures

Today, businesses often cater to a diverse clientele spanning various cultures and regions. While the sentiment of gratitude is universal, the expression of “thank you” can vary widely based on cultural nuances. 

As businesses expand their reach, it’s imperative to understand and respect these differences. A misstep, however innocent, might be perceived as insensitivity, potentially damaging a business relationship.

One approach to ensure this is to invest in a global help desk software like Hiver. With Hiver, you can personalize gratitude messages for your customers based on their information.

With Hiver’s features like Contacts, you can create a robust customer database keeping all customer information updated. You can personalize appreciation messages based on customer information.  Hiver also allows you to create and share templates with your team, so that everyone is on the same page before sending out any communication. 

And the best part – you can do all this from your Gmail inbox!

Schedule a Free Demo


  • Why is saying “thank you” to customers important?
    • Expressing gratitude builds lasting relationships, fosters loyalty, and encourages repeat business.
  • What impact does customer appreciation have on a brand?
    • Appreciating customers enhances brand perception, increases referral rates, and strengthens brand loyalty.
  • How should businesses thank their customers?
    • Businesses can use emails, handwritten notes, social media shout-outs, and personalized rewards to thank customers effectively.
  • What are common mistakes to avoid in customer appreciation?
    • Overdoing gratitude gestures, sending generic messages, delaying thank-you notes, and not respecting customer preferences are common pitfalls.
  • How do businesses cater to diverse customer bases in showing gratitude?
    • Understanding cultural differences and personalizing messages based on customer information are key to global customer appreciation.
  • What role does personalization play in thanking customers?
    • Personalization makes customers feel uniquely valued and shows that the brand pays attention to individual preferences.
A B2B marketer, Madhuporna is passionate about helping businesses deliver exceptional customer experiences (CX) . Her expertise lies in crafting research-driven content around customer service (CS),CX, IT and HR. When off the clock, you'll find her binge-watching suspense thrillers or planning a weekend getaway.

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