Email Gallery

Customer Appreciation Email

Delight your customers with email experiences that are fun and rewarding.

What is a Customer Appreciation email?

A customer appreciation email is an email organizations send their customers to express appreciation and gratitude. The main theme of the email should be focused on building and nurturing the relationship rather than promoting products or services.

Customer appreciation emails are great opportunities to send personalized messages, gifts or special offers, or simply express gratitude for being a valued customer. Customer appreciation emails strengthen the relationship between your brand and customers.

Who uses Customer Appreciation emails?

Any organization can use customer appreciation emails to foster customer loyalty and retention. A few use cases for customer appreciation emails include:

  • E-commerce brands giving a gift to encourage future repeat purchases
  • SaaS marketers celebrating the anniversary of a client’s sign-up date
  • Holiday messages to express gratitude and well wishes

What to include in a Customer Appreciation email?

There are a lot of factors to consider when building a customer appreciation email. Here are some of the email elements to consider.

What to include in a Customer Appreciation email?
Email Design Element Best Practices
Send TimeTest your send and consider when the best time to reach your audience.
SenderUse a familiar, personal email address If possible, use an employee with a personal relationship with the recipient.
Subject LineBe short, to the point, and on brand.
Preview TextUse as a continuation of the subject line to encourage the recipient to open the email.
Body ContentA brief message that highlights the customer's importance to the company and any recent milestones they may have achieved (such as a recent purchase or referral).
Call-to-action (CTA)Encourage the recipient to engage with the company, such as by leaving a review or referring a friend.
PersonalizationUse the recipient's name. Use dynamic content to display personalized information based on the recipient's behaviour or preferences.
BrandingUse the brand logo in recommended resolution; use brand fonts and colour scheme.
FooterStandard branded footer with email, telephone, and full organization address. Provide clear contact information in case user needs assistance with their interaction.

Anatomy of a Customer Appreciation email

Let’s look at an example from Grammarly.


Why marketing teams love Knak

  • 95%better, faster campaigns = more success

  • 22 minutesto create an email*

  • 5x lessthan the cost of a developer

  • 50x lessthan the cost of an agency**

* On average, for enterprise customers

** Knak base price

Customer Appreciation Email Examples

Nespresso - Customer loyalty gift

Nespresso provides customers with a free surprise gift on the customer’s next order.

What works well:

  • Font style highlights gift
  • Strong branding elements
  • Clear next steps


Animoto demonstrates how simple design can make a big impact in this customer appreciation email. The brand makes a big presence in both colour palette and the tone of voice. And the $100 incentive doesn’t hurt, either.

What works well:

  • Personalized email design
  • Prominent main CTA
  • Bold font highlights key details

Shortcut Software

Shortcut gives us a masterclass on how to build emails for Dark Mode. They also use compelling stats to draw you into the content and remind customers why they’re using the product.

What works well:

  • Year in review format demonstrates growth
  • High contrast with Dark Mode
  • Impactful use of numbers
Shortcut Software

Salesforce - Gratitude and holiday gift

Salesforce’s holiday email expresses gratitude and allows users to choose a gift.

What works well:

  • Short and sweet design
  • Prominent CTA
  • Succinct copy

Knak - Customers can choose a gift or charity donation

Knak’s holiday message highlights customers by providing an option to choose a gift or make a donation.

What works well:

  • Compelling CTA
  • Visual design
  • Clear copy

Nike - Customer Birthday Celebration

Nike wishes their customer a happy birthday by giving them a 25% off coupon.

What works well:

  • Graphic is eye catching and engaging
  • Distinct CTA to redeem offer
  • Provides multiple platform to shop on

TurboTax - Special Customer Offering

TurboTax shows customer appreciation by giving them a unique offer.

What works well:

  • Beautiful branding
  • Offer is clearly highlighted
  • Next step is simple and enticing

Create emails - like this one - in less than 22 minutes*

Watch a Demo

*on average for Enterprise customers


Customer Appreciation email FAQ

Want to learn more?

There are even more email example categories to explore.

Explore our email gallery