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Saying “Thank you” to your customers is crucial for any business, whether that’s a market trader, a luxurious boutique, or an online store. By showing gratitude, we build relationships and strengthen the connection.
In online business, in most cases, merchants use thank-you email templates and set them up to go out automatically. These automated thank-you messages get sent immediately after the purchase is completed.
But we suggest sending more gratitude messages, especially knowing that ones emails triggered by customer behavior get significantly better open rates and overall engagement.
This is the main reason why thank-you emails are some of the best email marketing examples.
In this article, we will explore the best cases to send business thank-you emails, what to say, how to say it, and other best practices. So let’s jump in.
What is an automated thank-you email?
An automated thank-you email is an email message sent to a customer based on some trigger—usually for new signups for a newsletter and newly completed purchases.
However, there are more occasions to say “thank you” to your customers and to use this email for promotional purposes as well.
In this article, you will see that thank-you messages often overlap with other transactional automated messages that businesses send. And that’s fine.
With a short thank-you note, you can tune your systemic transactional emails so they would be meaningful, beautifully designed and create additional value to your brand.
The main benefits of setting up a thank-you email
A thank-you email doesn’t only show that you’re polite. There are more benefits to this kind of message.
- A thank-you email helps you establish two-way communication with your customer. They show interest in your company, and you react to that by showing gratitude.
- It helps establish business credibility and trust. Automated messages are always relevant and are sent when the customer expects them. That’s important.
- Sending a thank-you note is a perfect chance to remind your customers of your beliefs and how much you value their presence.
- Also, you may include coupons and gifts and incentivize your customers to come back for more products next time.
- A thank-you email is a perfect chance to invite your customers to follow you on social media, introduce a loyalty program, or write a review.
6 thank you for your purchase email templates
Although the purpose of the thank-you message is an appreciation for the customer, it’s best to not waste their time with long emails.
Don’t get me wrong, I’m not saying that longer messages are bad, but for electronic formats, they aren’t the best practice. If you’re thinking of sending more extended thank-you notes, consider printing them and adding to the product packaging. This small surprise might work as an added value to customer experience.
Back to emails—the copy should be concise, getting straight to the point as quickly as possible.
You should also consider whether you only say “thank you” in your message or if you’ll add some call-to-action, like “leave a review,” “follow us on social media,” etc.
According to your email content, pick the best email layout and don’t forget to include your logo.
Template #1 – Thank you and social proof
You can send this email to customers on the day their package is delivered.
[branded image or collage of happy customers’ photos featured on social media]
Thank you for choosing us!
We appreciate your trust and want to get to know you better.
As soon as you get your package, tag us in your photos and we’ll highlight them in our stories.
Let’s create some beautiful moments together!
[CTA – big social icons]
Template #2 – Thank you for your order
You can use this email to replace the standard confirmation order or receipt email.
[branded image or typographic image with “Thank you” ]
Dear [Customer name],
Thank you for your order.
We truly value our loyal customers. Thanks for making us who we are!
As a token of our appreciation, here’s a 15% off coupon for your next purchase.
[discount code block with CTA]
Here’s what you ordered this time:
[table with products ordered]
Template #3 – Thank you and review
You can send this email out to customers on the day after their package was delivered.
Dear [Customer name],
Thanks for shopping with us!
Your feedback is important to us. Would you mind writing a short review of your last purchase?
[table of products purchased with CTA to review page]
Thank you once again,
The [brand name] team
Template #4 – Thank you and review
Send this email out to a segment you’ve created of all the customers that have recently bought more than two products.
Hey [Customer name],
You recently purchased some of our products. Thanks a lot!
We’d like to know how you like them. Did you have a chance to try them all?
[CTA to review products]
[table of recently purchased products]
Thanks again, and we look forward to hearing your feedback.
Template #5 – Thank you and simple order confirmation
This order confirmation email should be sent out immediately after the customer has made the purchase.
Hi [customer name],
Thanks for your order!
[Estimated time of delivery]
[Table of items purchased]
The [brand name] team
Template #6 – Thank you and longer order confirmation
Similar to above, this order confirmation email should be sent out immediately after the customer has made the purchase.
Thank you for visiting us!
We hope you love your new [product], which will arrive on [estimated delivery time].
[table of purchased products]
If you have any questions, concerns, or want to share your thoughts, email us at [your email].
Need to make a return? Check out how to do it quickly: [link to return policy]
[Your brand name]
A list of subject line ideas for your thank-you email
A subject line of thank-you email depends on the occasion of that particular email.
However, it should be straight to the point, so the customer would understand the purpose of the email and open it. Let’s see some of the examples:
- Thanks for your order
- Thank you for making it official
- Your subscription is confirmed
- Thank you for your payment
- It’s time to say thanks!
- Happy Anniversary [Customer Name]??
- Thank you for your recent purchase
- Your closet thanks you
- [Your brand name] Order confirmation
- Thank you for being a friend
- Gratitude Letter & 20-40% Sales (Now-Cyber Monday)
For general subject line rules and best practices, check out this article: The Best Email Subject Lines: The Ultimate Guide + 515 Examples
15 examples to inspire your thank-you email template
Let’s look at a few different thank you email examples you can adapt and use for your own business.
“Thank you for subscribing” email templates
This one is also known as a welcome email and is one of the most popular and vital thank-you emails. It should be sent automatically to every new newsletter subscriber, or community member.
Take a look at the examples below:
#1. Avenue 32
Together with a welcome message, Avenue 32 introduces the main benefits of belonging to the community, including the ability to browse curated collections and stay on top of important fashion news.
It also includes images featuring the quality of high fashion you can expect from the brand. This newsletter template works like a confirmation that you’ve made the right decision when subscribing to the newsletter.
This welcome email from the Alastin brand is another example of an excellent “thank you for subscribing” email template. The design is simple, and the copy is written to make you feel like you’ve just been made part of something exclusive.
It then gives you plenty of opportunities to interact with the brand, including visiting a collection of their bestsellers and learning more through their skincare blog.
And here we have a straightforward email sent by CBDfx. Rather than a long welcome email that talks about the benefits of being part of a community, it’s a short thank-you note that focuses on getting conversions right away.
Although it still does explain the benefits of subscribing (being among the first to discover exclusive deals, new products, and exciting events), the highlight of this “thank you for subscribing” email template is the discount code and call-to-action to “Shop Now.”
“Thank you for your order” email templates
This email is also known as an order confirmation email and is sent immediately after the purchase is completed.
Often, ecommerce brands send a receipt and short note that the purchase has been completed. Others include a list of products purchased.
These emails are really fine. However, you can fine-tune it by adding a thank-you note and making it more enthralling.
See these examples of “Thank you for your purchase” emails sent by big brands.
This email by Glossier is a good example of a “thank you for your order” template because it has the recognizable logo and a short note of thanks right at the top. Then, it breaks down what you’ve just purchased.
Using thumbnails instead of just product names makes it easier for customers to recognize the items and determine right away if they got everything right. This will lead to fewer issues later on.
This “thank you for your purchase” note by fashion and footwear brand Zalando is an excellent email template example because it combines the elements of a typical thank-you note with that of a good order confirmation email.
It has all the details that the customer can review immediately and also manages expectations by showing the expected delivery dates. It also lets the customer know that they should expect a delivery confirmation email.
Instead of a “thank you for shopping” email, British fashion retailer Asos focuses on the critical parts of order confirmation. Although it could benefit from adding a thank-you note at the top, the rest of the email template is done very well and is consistent with the branding of their ecommerce site, particularly in how the logo appears in the header.
Something unique about this template is that it includes a simple way to cancel an order. While most retailers won’t encourage that, Asos includes this function to ensure customer satisfaction at every fulfilled order and ultimately improves customer loyalty.
Thank you for being our customer
Not all thank-you notes thank you for purchasing. You should also take the opportunity to show your gratitude towards customers that have supported your brand along the way, even if they haven’t made a recent purchase. Who knows? This message might actually be what prompts them to shop at your retail store again.
Here are a few inspiring examples:
This email example from Nordstrom is different from the rest on this list because it’s an email campaign, not an automated email triggered by customer behavior.
However, this email is an excellent example of how you can include a thank-you note in your holiday email campaign.
Be it Christmas, Thanksgiving Day, International Women’s Day, or an anniversary, a short thank-you message may become a great occasion to interact with your audience and show your attention.
#8 Sports Direct
Rather than a “thank you for your purchase” note, this email from Sports Direct seeks to re-engage inactive customers. It offers a reminder that the recipient is still part of the exclusive “squad” despite not having completed an order recently.
Then, it cleverly shows personalized product recommendations meant to capture their interest and, hopefully, click through to the ecommerce store.
This automated email by Crocs is the ultimate thank-you email template to show appreciation for customer loyalty. It is triggered exactly one year after an individual has subscribed to the company’s newsletter. As a genuine demonstration of gratitude (as well as an incentive to complete a new purchase), Crocs automatically sends out discount codes for anniversaries.
Thank you for your feedback
Whether it’s about your packaging, your website, or your overall service, feedback might sometimes be difficult to hear. However, it is critical to the growth of your company and your ability to provide the best customer experience possible.
After a customer reaches out to your support team, you can send them a follow-up email asking for an NPS score or other kind of feedback.
Here are a few examples to inspire your thank-you note and feedback email template:
This thank-you email template from Airbnb is a simple message that starts with a thank-you note before asking for some feedback regarding the quality of their customer support.
Providing the scale below makes it easy for recipients to respond, which makes the email more effective. The template is straight to the point and doesn’t even require a sender’s signature because the Airbnb logo is instantly recognizable.
Similar to Airbnb, this thank-you email template from Dropbox makes the message and review options even simpler. It’s easy to skim through and even easier to decide on how to answer, given only 5 options.
Nevertheless, it’s equally effective in letting their customers know how much they value their opinions.
Going beyond a typical “thank you for your purchase” email template, this message by music instrument and equipment retailer BAJAAO seeks feedback from recent customers.
The copy is written to show how genuinely the brand values their customer’s experience on their online store and how grateful the company would be to learn more about how they can improve their services.
Thank you for your review
While feedback is critical to improving your service, product reviews are equally important to the overall success of your ecommerce store. Customer reviews enable you as well as other customers to gain more insights into the quality of a product. Start collecting them with automated post-purchase emails. See the example below:
This message from iHerb is a good way to ask for a product review. There is a short thank-you note at the top, which expresses gratitude in advance. Then, featuring the product image right at the center cleverly prompts the reader to think about it.
Having a prominent “Write a Review” button makes the reader more likely to click through and actually leave the feedback they have been thanked for.
This post-purchase note from Casper is exactly what you should expect from a brand that promises better sleep through all their products.
After completing a purchase, it prompts customers to leave a review about the items they bought, specifically whether it helped them sleep better or not. This email also cleverly includes an incentive to refer other customers.
TrdeGecko is a SaaS company, rather than an ecommerce store. Nevertheless, reviews for their app are equally important.
Combined with their uniquely fun personality, this email effectively shows their gratitude for the customer’s loyalty by saying thanks in the email sign-off. And directly asks for reviews that could encourage others like them to try their service.
Showing gratitude is something that we all have been learning from childhood. Saying and receiving “Thank you” is written in our brains and overall perception.
That’s why this two-word combination is so vital to use in our business as well, and why the “thank you for your purchase” email, “thank you for your order” email and “thank you for subscribing” email are must-haves for any online business.
Tweak your brand communication with emails mentioned above (or flat-out use our thank you email templates) and you’ll see improvements in your relationships with your customers.
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