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Interact with your customers right when they’re interested, engaged and expecting to hear from you. How can you make the most of this opportunity? Read on to find out.

Thank you emails are a golden opportunity to reach existing customers with a triggered email, which generally achieve a 152% higher open rate. This is because it allows you to send something that feels truly personalized and one-to-one.

Why thank you emails work

Most consumers consumers prefer email to other forms of marketing. And an effective thank you email is so much more than a receipt – it’s a way of humanizing the experience of your brand, and it can play a significant part in your retention strategy. Since transactional emails now make up 29% of the average customer inbox, it’s a brand-building opportunity you shouldn’t miss.

We can see an especially dramatic example in the Barack Obama and Mitt Romney campaigns. When compared to other promotional and informational messages, thank you emails resulted in a 464% lift in read rate for the Obama campaign. For Romney, it was even higher at 832%.

When to send a thank you email?

These emails should arrive straight after the action they relate to. Automation ensures you get that crucial timing right. Some examples to get you started include:

How to use thank you emails

Thank you emails offer multiple ways to engage with your customers. You can show you appreciate their custom, build trust and confidence, and encourage further interaction with your brand.

What to include in a thank you email depends on what you want to communicate, but here are a few ideas:

Tips to consider

 Thank you emails should give customers a personalized experience. Here’s how to make sure it’s a good one:


Examples to inspire you

BRUU thanked competition entrants by rewarding them with a time-limited special offer. A countdown timer urged them to use the offer before it expired.


The Week thanked new users of the iPhone application with a targeted subscription offer.


The London Symphony Orchestra thanked concert attendees and invited them to post a review or download a free program from the night.


The Royal Academy of Arts thanked people for attending an exhibition, encouraging them to discuss it using a dedicated Twitter hashtag and to take up a membership offer.


Celtic Manor Resort thanked guests with an exclusive offer for a return visit. They were also encouraged to engage further by leaving a review or completing a feedback survey.


A personalized thank you provides John Lewis customers with clear details of their order and tempts them back with automatically-generated suggestions for further purchases based on what they already bought.


Key takeaways

  1. Thank you emails are effective because they target your most likely prospects: people who have already engaged with your brand.
  2. Make sure they’re worth opening. Include information, links and offers that are of interest to your customers.
  3. Thank you emails aren’t just about selling. They’re also a chance to build trust and confidence.