Communication plays a crucial role when it comes to customer engagement, loyalty, and sales boost. Newsletters, reliable customer support, promotional emails and messages… Whatever else you can come up with, everything adds up to the end result – a happy customer.

Business "thank you" notes are not an exception here, although many companies forget to add this small but very important detail to their post-purchase communication.

Continue reading to learn why are “thank you” notes important, discover the best practices of how to thank a client for their business, and draw inspiration from a few of the best “thank you” notes examples.

The benefits of sending a “thank you” note to customers

If we were to choose only the key reasons why business “thank you” notes matter, it would be the following three:

  • It shows that you care.
  • It improves customer experience.
  • It builds stronger connections.

If you shop online frequently, you have probably noticed that receiving a “thank you” note is not something that just comes naturally. Therefore, when you receive one, it’s usually unexpected and nice. And that’s the biggest reason why “thank you” notes are so important.

A “thank you” note shows that you took time out of your busy schedule to appreciate someone’s trust in your business. By expressing gratitude, you show that you care, value this relationship, and want it to last.

Therefore, showing appreciation and respect, even in such a simple way, can significantly improve the customer experience. This can nurture the ongoing relationship, strengthen business-customer connection, and result in better customer loyalty. And loyal customers not only come back – they tend to tell their friends and family about their successful experiences.

What are the different ways you can thank your customers?

There are many different ways you can send a “thank you” note to clients and forms that note can take. Here are a few ideas to get you started:

  • Send an email. One of the easiest and most common ways to thank a customer is to send an email. You can either combine it with delivery confirmation or spend some time crafting a separate one (maybe adding an incentive to shop again?).
  • Send an SMS. Similarly, you can send a simple text to your customers after their order is completed. SMS is an intimate channel that can make the impression stronger.
  • Send a “thank you” card. Design a “thank you” card that you can add to every order. Make sure it’s on brand and sincere.
  • Send a handwritten note. Nothing is more personal than a handwritten, personalized note. If you have the opportunity to write a business “thank you” note to customers by hand – that’s the way to go.
  • Add a packaging tag. Packaging tags are easy, and they’re still a great way to connect with customers and spread your message.

Business “thank you” messages to customers: best practices

1. Choose the right timing

The timing you choose to write a “thank you” note for customers is very important since it can determine how they will perceive it. So how do you know when is the best time to send it?

It depends on the situation. If you want to thank customers for their business after they purchase something from you, the best time to send a “thank you” note is as soon as possible. Ideally, right after delivery, as it’s the moment your customers are likely the most delighted with their order.

If you’re sending a “thank you” note to customers on a special occasion, e.g., a birthday or customer appreciation day, it’s all more flexible.

The key thing to remember here is to avoid sending “thank you” notes (or any other message, actually) during odd hours, like 3 in the morning. This might not be well received and won’t do you any good.

2. Keep it simple yet memorable

Don’t go overboard when writing your “thank you” notes. Likely, no one will be willing to read a two-page long story on the importance of their purchase, but a couple of sincere sentences should do the job.

This might also be tricky because a simple “Thank you for your business!” can appear lazy.

Try to find that sweet spot in the middle. Come up with something more creative to leave an impression, express your gratitude, but be specific. Make sure to mention why you are writing so that the reader would better understand the idea behind it and the value they generate.

3. Personalize

Personalization is a crucial part of any customer-business relationship and can do wonders when used right. A “thank you” note is yet another place where you can make personalization work for your benefit.

There are two important things to keep in mind – greet clients by their name and clearly state why you’re sending the note; for instance, include a specific item they've bought. This will indicate that this isn't just another generic "thank you" card you've just thrown in the box with their order.

You can also include more details, if possible, like why you’ve enjoyed the experience with this particular customer. Put simply, personalization is key, and you should use it as much as possible.

4. Do not try to sell

A “thank you” note should be just that – a way to thank your customers for their trust in your company.

If you want to sell more, you can try many other options, including promotional emails, flash sales, or special discounts to new/loyal customers.  

Trying to sell in your “thank you” can destroy the whole idea of why you're doing it and appear insincere. This won't bring you the outcome you were looking for (just to show that you care about your customers), and the chances are that this will be perceived just like another way to make more money, thus not leading to a sale anyway.

5. Use handwriting, if possible

Sending handwritten “thank you” notes can take time, but if you have the resources for it, you should definitely do it.

It shows that you took time from your day and really dedicated yourself to writing the card, showing your gratitude, even if it’s just a couple of sentences. When you can see and feel the touch of a real person on the “thank you” card, it creates this feeling of exclusivity and “being the only customer,” which is a good one to start nurturing the future relationship.

What to say in a business “thank you” note

If you’re not sure where to start, you can follow this simple “template” for crafting your “thank you” notes:

  • Greet a customer by their name. This is the first step that you shouldn’t skip.
  • Express your gratitude. After addressing your customer, say thank you. No need for lengthy introductions, just go right to the point and clearly state why they're reading that note.
  • Include specific details to make it more personal. For instance, “We are glad that you’ve chosen our top-selling product!” or “It was a pleasure to talk to you over email!”, “Great choice on the dress – you’ve got some very good taste!”
  • Wish the best in using your product. Depending on what you sell, express your hope for your customer to have the best experience (e.g., We hope you’ll enjoy your new sneakers!”).
  • Close with a sign-off. Don't forget to sign off with your own name and write the name of the brand. You can also express your hope for seeing them again in the future.

Bonus: “thank you” card example from Chewy for inspiration

Thank you card from Chewy
Source: Chronicle of Woos

Chewy, the pet products company, is famous for its handwritten notes that often raise questions about whether or not those are really written by hand. Because they’re that good – highly personal, fun, and perfectly timed.

This question even got asked by someone on Twitter, and Chewy didn’t bother to reply:

Twitter conversation about handwritten notes

It’s a perfect example of how writing a business “thank you” note affects your clients, not to mention a handwritten one, and in Chewy’s case, everyone just loves them. Therefore, it becomes a truly effective way to strengthen the relationship with customers and also works as good word-of-mouth – since people get so excited, they don’t mind sharing it with everyone.

Handwritten thank you card received from Chewy

Add “thank you” notes for customers to your to-do list

Saying “thank you for your business” is not that hard, but it can really add up to your overall customer experience.

Evaluate your resources, get to know your audience better, and choose the best medium or channel to show your gratitude, whether it’s an email, SMS message, or a handwritten “thank you” card. You’ll quickly notice the returns that this brings.

Not sure where to start? Follow the best practices mentioned in this post, or simply… follow your heart. Be sincere and personal – your customers will appreciate it.