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.
| Email Design Element | Best Practices |
|---|---|
| Send Time | Test your send and consider when the best time to reach your audience. |
| Sender | Use a familiar, personal email address If possible, use an employee with a personal relationship with the recipient. |
| Subject Line | Be short, to the point, and on brand. |
| Preview Text | Use as a continuation of the subject line to encourage the recipient to open the email. |
| Body Content | A 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. |
| Personalization | Use the recipient's name. Use dynamic content to display personalized information based on the recipient's behaviour or preferences. |
| Branding | Use the brand logo in recommended resolution; use brand fonts and colour scheme. |
| Footer | Standard 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
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
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*
*on average for Enterprise customers
Customer Appreciation email FAQ
A customer appreciation email is a message sent to a customer that expresses gratitude and appreciation for supporting their organization.
Customer appreciation emails can help strengthen the relationship between an organization and its customers. By expressing gratitude and appreciation, organizations can show customers that they value their organization and care about their satisfaction.
A customer appreciation email should express gratitude and appreciation, and may also include details about the customer's most recent purchase or interaction with the organization. It may also include a call to action or offer for future purchases.
The best time to send a customer appreciation email is shortly after a customer has made a purchase or interacted with the organization. This allows the organization to express gratitude and appreciation while the experience is still fresh in the customer's mind.
The frequency of customer appreciation emails may vary depending on the organization and its customer base. Some organizations may send these emails after every purchase, while others may send them on a less frequent basis.
Personalizing customer appreciation emails can help make them more effective. Organizations may personalize emails by including the customer's name, referencing their purchase or interaction, and tailoring the message to their interests or needs.
Some best practices for writing customer appreciation emails include keeping the message concise and focused, using a friendly and conversational tone, and including a clear call to action or offer for future purchases. It may also be helpful to segment customers and tailor messages accordingly.
Effective customer appreciation emails may include thank-you messages, exclusive offers for future purchases, or invitations to provide feedback or participate in surveys. Organizations may also use these emails to showcase new products or services or to highlight customer success stories.
To write an effective customer appreciation email, you should express genuine gratitude, be specific, personalize, offer something of value, and invite feedback.
Begin by sincerely thanking the customer for their loyalty and support, calling upon specific, personalized scenarios from their customer journey. Next, offer a token of appreciation and encourage them to share their thoughts and suggestions.
Want to learn more?
There are even more email example categories to explore.
