Your Ultimate Guide to Customer Appreciation Emails


Expressing gratitude is a great way to make people feel valued and appreciated. It is common practice in any industry to show appreciation to clients and customers by shaking their hand or flashing them a smile. However, expressing gratitude to people can be a bit challenging for online businesses.

When you have an online business, there is a physical barrier between you and your customer. So how do you make them feel valued and thank them for their purchase? One of the best ways to regard them is through appreciation email campaigns. Here’s the ultimate guide to customer appreciation emails, what is it, why you need it, and how to write one:

What is a customer appreciation email?

Customer appreciation emails are a form of reward to your customers and a great way to engage and strengthen your relationship with them. Some businesses opt to send appreciation campaigns at the end of a year. However, it is best to send appreciation emails regularly to make your customers feel appreciated and remembered.

Why should I send appreciation emails to my customers?

A common practice in shops, whether or not a customer purchased anything, is for the clerk or server to always say “thank you” before the customer leaves. This is also typical in corporate settings. After every meeting, an agent will express gratitude to their client by shaking their hand.

However, in an online setting, your customer can’t interact with anyone but your eCommerce website, so it is best to send an appreciation email to acknowledge their purchase and the time they spent browsing your website. This gesture is a form of human interaction, only done online.

How do I write a customer appreciation email?

There are several ways to say thank you to a customer through emails. However, depending on what you are thankful for, whether it be purchasing an item, signing up for a newsletter, or dropping an inquiry, you need to choose the perfect gratitude phrase.

When writing an appreciation email, remember to include the following:

  • Have a catchy and straight-to-the-point email subject
  • Write your email in a friendly tone
  • Give some specifics
  • Include a reward, such as a discount voucher
  • Let them know their feedback matters by asking for a review
  • Be positive and genuinely thank your customer

When should I send appreciation emails?

Many digital marketing agencies and marketing software have features that can automate an appreciation email to customers immediately after they’ve done a particular action on your website. This makes it easier for you to regularly send emails to customers without having to worry about it slipping your mind.

Usually, it is best to send appreciation emails after your customers purchased, posted their feedback, subscribed for updates, attended an event, or even during their birthdays. Another essential factor you need to remember is to always show appreciation to high-valued and loyal customers. These people are usually the ones who refer your brand to other people and help you gain new clients.


Being an online business isn’t an excuse to forget to show gratitude to your customers. It’s always a good idea to break physical barriers and make an effort to make your customers feel appreciated and valued. Appreciation email campaigns are a great way to engage and interact with your customers, ultimately strengthening your bond with your clients.

Are you thinking of improving your customer relationships online? Optamark Digital is a digital marketing agency specializing in digital services such as marketing, email marketing, content creation, website development, and more. If you’re ready to improve your customers’ online experience, get a free audit from us today!

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