Writing Customer Thank You Letters

Sending a handwritten thank you letter to your customers is a great way to increase referrals and repeat business.

Here, we will cover some strategies for how your business can utilize thank you notes to increase customer engagement with your business. Also, below we’ll provide some sample customer thank you letters that you can use as templates to begin your campaign of gratitude.

Should You Personalize Your Thank You Notes?

This depends on the type of business you run, and how many customers you need to thank. In general, a more personalized note will have a bigger impact. But, in some industries a customer will be thrilled to receive any acknowledgment at all.

For example, if you’re a realtor you might only need to write 20 - 40 thank you notes in any given year. If one of these notes leads to a referral, the ROI on the thank you note is huge. So, personalizing each note is probably a worth while time investment.

However, if you are a large company that needs to thank 500 vendors, a templated note is going to make more sense.

Handwritten or E-Mailed?

Handwriting is the way to go.

Don’t let your thank you letter get lost in a sea of e-mail. As snail mail becomes rarer, your handwritten, mailed thank you notes will stand out that much more, giving your brand a huge boost.

When To Send Them

There is no bad time to send a thank you note, but certain times can make more sense than others.

After a Promotion

If your business has recently run a promotion that resulted in an increase of new customers, sending a thank you note can help turn one time buyers into brand loyalists. (Think Groupon...)

At The End of The Year

The end of the year is a common time to thank vendors and valued customers. However, there are a few reasons to avoid the holiday thank you card. Would it make more sense to send them at a time of year when receiving cards isn’t as common, and folks are less busy with family?

Directly After a Sale

For larger sales (real estate, cars, etc...), its a good idea to send a thank you note soon after the deal goes through. This way the customer will associate the positive feelings of receiving your note, with the experience of buying from you.

Include a Special Offer?

A great way to say thanks to an existing customer is to include a special offer or discount with your thank you letter.

Just don’t be too sales-y. This letter is for saying “thank you” first and foremost. You don’t want your clients to think you’re just fishing for more business.

Customer Thank You Letter Samples

Annual Thank You to a Vendor

Dear Somerville Espresso,

As the year winds down, we want to take the opportunity to thank you for carrying our coffee for the past year. Having exceptional coffee houses such as yours representing our company is what makes us successful.

I can’t thank you enough for carrying our beans, and I look forward to working with you all in the coming years.

Yours In Espresso,
David Simmons

Founder of Ace Coffee Roasters

Template for Customers Retention

Dear Lucy,

Thank you so much for trying out Bonsai Salon last month. We absolutely love when new customers give us a shot. I hope that you’re enjoying your new haircut, and we look forward to seeing you again soon.

Susan T.

Bonsai Salon

Note to Encourage Referrals

Dear John and Sarah,

It has been a couple months since we closed on your property at Seaside Hills, and I just wanted to take a second to thank you for choosing me to represent you during your house hunt.

I truly enjoyed showing you two all of the beautiful -- and not so beautiful ;) -- homes in the Bedford area. I’m so pleased that we eventually found the perfect place for you guys. Knowing how much you love your new home puts a smile on my face, and inspires me to work that much harder to find great properties for my current clients.

If you or someone you know is ever in need of a realtor around these parts, I hope you’ll think of me. Thanks again for the wonderful experience.

Adam Singer

Bedford Realty

Generic Template for Corporations


[City, State, Zip Code]

Dear [Customer],

We are truly grateful to you for choosing us as your best [xyz] service provider/product dealer. You are our on of our most highly valued customers and it has been a sincere pleasure serving you this year.

Speaking on behalf of the company, we hope that you have enjoyed the enhanced quality of our products/services. We will continue our efforts to meet your requirements and expectations in the future as well. Meanwhile, your unwavering support and patronage is what gets us out of bed in the morning.

Your honest suggestions and feedback have helped us shape our business to best fit your standards. As a token of our appreciation, we are soon to introduce al discount offer for our regular customers like you. Also, if you make more purchases and referrals in order to be eligible for bigger discounts with our upcoming offer.

Again, thanks so much for choosing [company name]. Let us know if there is anything we can ever do to assist you further.

We look forward to serving you for many years to come.

[Your Name]

Template With Personalization


[City, State, Zip Code]

Dear [Customer],

Thank you so much for your recent business with [Company Name]. It is customers like you that help keep our lights on, and we couldn't be more grateful.

{personalized}I know it took us a little time to figure out the optimal order size for your busiest locations, but I’m so happy we’ve been able to keep your stores appropriately stocked since that first little rough patch.{/personalized}

I hope you’ve been as delighted to work with us, as we have been to work with you and your exceptional team. As our way of saying thanks, please enjoy a complimentary 20% discount on your next order (code: 20dpor).

Thanks again for your business. We truly appreciate it. Please let me know, personally, if there is anything we can do to help make your business thrive.

[Your Name}

As you can see, there is no reason you need to personalize the entire letter. The example above reads like an individually tailored letter, although all but one sentence could be used for multiple customers.

Here is another example that is a little more generic and could be used to send to out to a broader customer base.

Return to All Thank You Letter Samples