How To Write a Customer Appreciation Letter (With Tips and Examples)

By Indeed Editorial Team

December 22, 2020

A letter of appreciation can help maintain longtime loyalty from customers. It can also increase the likelihood of customer referrals and be a great way to grow your business. Writing an effective customer appreciation letter takes only minutes and can have a powerful impact on your relationships with customers. In this article, we discuss what a customer appreciation letter is and why it’s important, share the basic steps you can use to write one and offer a sample you can use to help write your own.

Related: How to Write a Business Thank You Letter

What is a customer appreciation letter?

A customer appreciation letter is a type of business communication designed to show gratitude and maintain long-term professional relationships. There are a number of reasons you might want to write a letter of appreciation, such as thanking them for being a first-time or longtime loyal customer. A letter expressing your gratitude allows you to build and maintain positive rapport, helping you keep the customers you have and possibly generate new business through referrals.

Why is a customer appreciation letter important?

There are a number of reasons why it’s beneficial for your company to send customer appreciation letters, including that it:

  • Makes customers happy

  • Increases the likelihood of customer referrals

  • Builds a positive brand online

How to write a customer appreciation letter

Here are the basic steps you can use to write an appreciation letter that will show customers just how much you value their business:

  1. Address the customer by name

  2. Share your reason for appreciation

  3. Mention future interactions

  4. Use a personal sign-off

1. Address the customer by name

Begin your letter by addressing the customer directly and by name. If you want the letter to be more formal, start with “Dear [name] or for a less formal letter, you can start it with “Hi [name].

2. Share your reason for appreciation

Be specific about why you are writing them and how it is positive for your business. Thank them genuinely for their support and business. If they have been a customer for a long time, let them know you appreciate their loyalty. If they are new, express appreciation for their willingness to try your business.

3. Mention future interactions

Let them know that you look forward to serving their future needs. You could also include a coupon to encourage them to use on their next purchase, as another way to encourage future interactions.

4. Use a personal sign-off

Use a personal sign-off, such as “Warm regards” or “All the best” and sign your name and title. 

Related: How to End a Letter

Tips for writing a customer appreciation letter

Here are a few tips to keep in mind as you write your letter of appreciation:

  • Write it as soon as possible. If you are writing the letter in regards to a specific event, such as an in-person meeting or a first-time customer purchase, send the appreciation letter as soon as possible. If it’s because of a first-time purchase, you could even put it in the box with the order, along with a coupon to encourage a future visit.

  • Hand-write the letter. A handwritten letter will set you apart from other businesses. However, even if you’re unable to write the letter by hand, take the time to sign your name at the bottom of the letter each time.

  • Be sincere. Express your gratitude briefly but sincerely. Let them know how much you value their help.

  • Convey warmth. Part of what makes a customer appreciation letter so effective is the amount of warmth that it conveys. It humanizes your company. Being warm is about being compassionate and approachable. Using words that convey empathy and spread kindness can go a long way towards helping you achieve that goal.

  • Use personal pronouns. Write in active voice and use personal pronouns like “I”, “you” and “we.”

  • Proofread thoroughly. To ensure your letter appears professional and polished, proofread it thoroughly before sending it. 

    Related: Guide to Thank You Notes

Customer appreciation letter sample

Here are a few samples of customer appreciation letters to help you as you write your own:

"Thank you for your loyalty."

Dear Jessica,

I noticed that you’ve been our customer for over three years now! Thank you so much for continually trusting us with your family’s footwear needs.

In order to show you how much we appreciate your continued support, I’ve enclosed a 20% off coupon that you can use on any future purchase on our website. 

We look forward to serving you again.

With gratitude,
Customer Support Specialist at Blue Shoes

"Thank you for your purchase."

Hi Aaron,

Thank you so much for purchasing our 8-person tent. We love it when new customers give us a chance and your purchase means the world to us. If there’s anything we can do in the future, please let us know.

As a show of appreciation, I’m including a coupon for 10% off your next order.

With regards,
Suzanne M.
Camping Plus Inc.

Generic thank you

Hi Isabella,

I just wanted to thank you for being a great customer and let you know that we value your business.

If there’s anything we can do to make your experience with Highlander Fitness a better one, don’t hesitate to reach out to me directly.

We look forward to continuing to serve you in the future.

You rock!

CEO at Highlander Fitness

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