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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]

Sep 25, 2023
14 min read
Hiver HQ

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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.

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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.
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

Subject: Thanks for Your Purchase, [Customer Name]!

Dear [Customer Name],

We’re thrilled you chose [Company Name] for your recent purchase! We noticed you picked up [specific product/item], a favorite among many of our customers.

Your trust in our brand means the world to us. Every item at [Company Name] is crafted with care, and we hope your new [specific product/item] brings you joy and satisfaction you need.

Just a heads up: to help you make the most of your purchase, [add a specific tip or suggestion related to the product]

Thank you once again, [Customer Name], for supporting our business. We’re excited to serve you again in the future. Meanwhile, if you have any questions or feedback, we’re just a message away!

Warm regards,
[Your Name
Company Name]

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

2. Thank You Message For First-time Purchasers

Subject: 🌟 Welcome to the [Company Name] Family, [Customer Name]!

Hello [Customer Name],

A warm welcome and a heartfelt thank you for making your first purchase with [Company Name]. Your choice to explore our [specific product/item] is a decision we deeply appreciate.

As a first-time purchaser, here’s a little insight: every [product/item] at [Company Name] is [specific detail about the product]. We’re thrilled you’ve chosen to trust us with your [specific need].

Remember, [Customer Name], our relationship has just begun! Whether you have questions, need recommendations, or just wish to share your experience, our team is always eager to assist.

And as a special token of our appreciation, here’s a [specific discount or perk.] Use [Coupon code] for your next purchase. We can’t wait to serve you again!

Best wishes,
[Your Name
Company Name]

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

3. Thank You Message For Bulk or Large Orders

Subject: 📦 A Big Thank You for Your Generous Order, [Customer Name]!

Dear [Customer Name],

We were elated to see your recent order come through and want to extend our deepest gratitude for choosing [Company Name] for such a significant purchase. Handling bulk or large orders is always a testament to the trust customers place in our products, and we’re honored you’ve selected us for your [specific purpose].

To ensure everything runs smoothly, we’ve assigned a dedicated representative, [Representative Name], to oversee the processing and delivery of your items. They’ll be your point of contact should you have any questions or need updates on the order status.

Given the volume of your purchase, we want to make sure every [specific product/item] reaches you in impeccable condition. Rest assured, we’re giving special attention to the packing and shipping of your order.

Thank you, [Customer Name], for thinking big with [Company Name]. We’re committed to ensuring your experience is as seamless and delightful as possible. Looking forward to more collaborations in the future!

Kind regards,
[Your Name
Company Name]

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

4. Appreciation Message For Customers Reaching a Milestone

Subject: Celebrating Your Milestone with [Company Name], [Customer Name]!

Dear [Customer Name],

You’ve reached [specific milestone]; we wanted to take a moment to acknowledge and thank you for this incredible journey together.

Your consistent trust and preference for [Company Name] over the [x years/months] have not only made us proud but also motivated us to keep enhancing our offerings and services. Your journey with us is a testament to the community and bond we aim to build with our valued customers.

To mark this significant milestone and show our gratitude, we’re thrilled to offer you [specific reward or gesture]. Simply use the code [MilestoneCode] during your next interaction.

[Customer Name], it’s customers like you that make [Company Name]’s journey worthwhile. Here’s to many more milestones and memorable moments together!

[Your Name
Company Name]

This message celebrates the time period of the customer relationship.

5. Thank You Message For Frequent Purchasers

Subject: 🌟 Your Loyalty Shines Bright, [Customer Name]!

Hello [Customer Name],

We recently took a moment to reflect on our most valued customers, and your name stood out brilliantly. Your repeated trust and preference for [Company Name] have not gone unnoticed. We truly appreciate your continuous support and the trust you’ve placed in us with each purchase.

It always brings a smile to our faces when we process an order, knowing it’s headed to a customer who has become more like family.

To celebrate your loyalty and to say a big THANK YOU, we’ve created an exclusive offer just for you. Please use the special code [LoyalCustomerCode] at checkout.

Remember, [Customer Name], your feedback, suggestions, and, most importantly, your loyalty fuel our passion and drive to deliver only the best. Here’s to many more shared moments, and of course, to the great choices you make with [Company Name]!

[Your Name
Company Name]

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

6. Appreciation Message for Loyalty Program Members

Subject line: 🌟 Celebrating You: Our Esteemed Loyalty Member!

Dear [Customer Name],

Greetings from [Company Name]! As we take a moment to reflect upon the pillars of our brand’s success, our loyal customers like you undoubtedly stand tall. Being a part of our Loyalty Program isn’t just about points and rewards—it’s a testament to the wonderful bond we’ve built over time.

Your continued engagement with our program, frequent interactions, and trust in our offerings truly make you a star member. Whether you’re redeeming points, exploring exclusive previews, or enjoying member-only sales, it’s always a joy to serve you.

To show our heartfelt appreciation for your dedication and loyalty, we’ve credited [bonus points] to your account. Plus, keep an eye out for our upcoming exclusive Loyalty Member event; we’ve got some exciting surprises in store just for you!

Thank you, [Customer Name], for being an integral part of the [Company Name] family. Here’s to more cherished moments and exclusive benefits in our shared journey ahead!

[Your Name
Company Name]

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

Dear [Customer Name],

We recently came across your wonderful feedback regarding [specific product/service], and we felt an overwhelming sense of gratitude.

At [Company Name], we pour our hearts into everything we do, and when customers like you take a moment to share positive insights, it genuinely boosts our spirits and motivates our entire team.

Thank you, [Customer Name], for your positivity and for being such a cherished part of our [Company Name] community. We eagerly look forward to serving you again and striving to meet, if not exceed, the bar you’ve set with your feedback!

[Your Name
Company Name]

This message shows direct acknowledgment of positive feedback.

8. Thank You Message For a Customer Giving Constructive Feedback

Hello [Customer Name],

I hope this note finds you well. We recently received your feedback regarding [specific topic], and I wanted to personally extend our deepest gratitude for your thoughtful insights.

Feedback, like the points you’ve raised, is a catalyst for our growth and improvement. We truly appreciate customers like you, who take the time and effort to help us see things from a fresh perspective and challenge us to be better.

I want to assure you that we’ve taken your suggestions to heart. Your feedback has been shared with our [specific team], and we are [specific action to take].

Thank you, [Customer Name], for being not just a customer, but a valuable partner in our journey. Your commitment to helping us enhance our offerings is truly commendable.

If you have any more ideas, suggestions, or just want to chat, please don’t hesitate to reach out. We’re always here and eager to listen.

Warm regards,
[Your Name
Company Name]

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

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

Dear [Customer Name],

I hope this message finds you well! Firstly, I’d like to extend our heartfelt thanks for taking the time to participate in our recent [specific survey name].

Your insights are invaluable to [Company Name]. By sharing your feedback, you’re helping us understand where we shine and where we need to polish a bit more. It’s customers like you – engaged, thoughtful, and committed – that truly drive our journey towards excellence.

We were particularly intrigued by [specific feedback or comment, if possible]. Your perspective offers a fresh look at areas we might not have noticed otherwise.

As a token of our appreciation for your time and thoughts, we’re excited to offer you [specific reward or gesture]. Simply use the code [DiscountCode] for your next order.

We’re committed to using this feedback to enhance our products/services and your overall experience with [Company Name]. Stay tuned for some exciting updates based on our survey findings!

Thank you once again, [Customer Name], for being an integral part of our continuous improvement. Here’s to more collaborations in the future!

[Your Name
Company Name]

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

10. Thank You Message For Referring New Customers

Subject line: 🌟 You’re Our Star Ambassador, [Customer Name]!

Dear [Customer Name],

A delightful surprise came our way recently. We welcomed a new customer, and to our joy, we learned they discovered [Company Name] through you! There’s no greater compliment than when our cherished customers, like you, vouch for us and introduce friends and family to our brand.

Your trust in [Company Name] and the effort you took to spread the word speaks volumes. It’s heartwarming to know you’ve had such a positive experience with us that you decided to share it with others.

As a token of our gratitude for your incredible support, we’d like to offer you a discount. Use the code [ReferralThanks] during your next purchase with us.

Thank you, [Customer Name], for being not just a customer, but a pivotal part of our growing community. With ambassadors like you, the future looks even brighter for [Company Name]. We can’t wait to continue serving you and those you introduce to our family!

[Your Name
Company Name]

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

11. Thank you Message For Social Media Shares

Dear [Customer Name],

We caught your shout-out on[ social media platform]and we couldn’t be more thrilled! It’s always energizing to see members of our community helping to spread the word.

Your support allows us to reach new audiences and share our message even further. Every share, like, and comment adds up, and yours made a significant impact today.

Thank you, [Customer Name], for being such an active and valued part of our online community. We can’t wait to share more content that you’ll love and enjoy!

[Your Name
Company Name]

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

12. Thank You Message When Customers Face Issues

Dear [Customer Name],

Firstly, I’d like to sincerely apologize for the challenges you experienced with [specific issue]. At [Company Name], we truly value the trust you’ve placed in us, and we deeply regret any inconvenience you’ve faced.

Your feedback is indispensable. Thanks to your vigilance and patience, we can identify areas that need improvement and make the necessary corrections. Your insights provide us with an opportunity to better our services and ensure that our customers have the best experience possible.

We’ve taken the following steps to address the issue:
[Specific action 1]
[Specific action 2]

Once again, thank you for your patience and understanding, [Customer Name]. We’re committed to serving you better, and your feedback plays an integral role in that.

Warm regards,
[Your Name
Company Name]

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

Subject:  Your Query Has Been Resolved, [Customer Name]!

Hello [Customer Name],

I trust this message finds you well. We’re pleased to inform you that the query you raised regarding [specific issue] has been resolved by our customer support team.

We understand that such situations can sometimes be concerning, and we genuinely appreciate your patience and understanding throughout the process. 

We would also like to extend our gratitude for bringing this to our attention. Your proactive communication has been instrumental in this resolution.

Thank you, [Customer Name], for being an essential part of our community. If you have any further questions, feedback, or require any assistance, please don’t hesitate to reach out. We’re here for you!

With appreciation,
[Your Name
Company Name]

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

14. Thank You Message In Case of Returns and Exchanges

Subject line: 🔄 Your Return/Exchange Processed Smoothly, [Customer Name]!

Dear [Customer Name],

Firstly, thank you for giving [Company Name] the opportunity to address your recent purchase experience. We’ve successfully processed your return/exchange request for [specific product/item].

We understand that not every purchase will be perfect, and we genuinely appreciate your patience and understanding as we worked through the process together. Your feedback regarding [specific reason for return, if provided] has been noted and shared with our team. It’s invaluable insights like yours that help us refine our offerings and enhance our customer experience.

As a token of our gratitude for your continued trust, even through this return/exchange process, we’d like to offer you a special discount. Please use the code [ReturnThanks] during your next shopping experience with us.

Thank you, [Customer Name], for your understanding and patience. We’re committed to ensuring you find the perfect product with [Company Name]. If you need any recommendations, have further feedback, or any questions, we’re just a call or message away!

[Your Name
Company Name]

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!

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A B2B marketer, Madhuporna is passionate about breaking down complex concepts into easy-to-digest nuggets with a stroke of her pen (read keyboard). Her expertise lies in crafting research-driven content around customer service customer experience, IT and HR. When off the clock, you'll find her binge-watching suspense thrillers or basking in nature.

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