7 Ways to Send Special Customer Appreciation Emails

With Thanksgiving just around the corner, it's the perfect time of year to say "thank you!" with customer appreciation emails. Smart brands thank customers with these emails at least once a year, and the approaching holidays are a popular time to do it. Still, there are plenty of ways, and occasions, to say thank you. Mentions of "thank you," "special," and "gift" are abundant in these subject lines, and most of all, many emails focus on one thing: "you" (the customer). Putting your customers front and center by making them feel special is the key to good customer appreciation emails.

1. Create your own Customer Appreciation Day

There's no official "national customer appreciation day," but plenty of brands invent their own. When you create an event specifically for thanking customers, they will feel special, and your brand is positioned as one that's genuine, appreciative, and thoughtful. One grooming brand doesn't reveal in the email what the gift is; readers must click the CTA to find out. Design tip: make sure your email passes the "squint test" so readers get the message in just a second.

2. Make your "welcome" a "thank you" message

Welcome emails are some of the most-read messages that land in an inbox, so it's no surprise that brands take advantage of the high open rate to incentivize readers to get shopping right away. One way to do this graciously is to start with a "thank you," turning your welcome emails into customer appreciation emails instead. Design tip: organize content in an inverted pyramid, with a large image or header at top, followed by text, leading to a bold CTA button that pops against the background.

3. Use the holidays to say thanks (and motivate shoppers)

It's a no-brainer to show gratitude around the holidays. Lots of brands take the opportunity to thank customers with special emails and promotions, whether that's a discount, a heartfelt note from the CEO, or a surprise gift code. Design tips: keep it simple, with a message that doesn't look like a website and is easy to scan, and for longer emails featuring multiple products, use a single-column, modular layout so each module presents a contained chunk of content.

4. Send a "thanks for stopping by" abandoned cart email

Plenty of cart abandonment emails start with a subject line that reads "Forgot something?" or "Complete your purchase!" But some brands take another approach, with a "Thanks for stopping by!" header image that makes customers feel seen and appreciated, and may even encourage them to complete a purchase. Design tips: show the product the reader viewed on the site as a visual reminder, and include relevant upsell content without being too pushy, ideally as a grid of smaller images.

5. Be thankful when reaching an anniversary or a milestone

If your business had a phenomenal year, you know who to thank: the customers that made the success possible. If you've reached an anniversary or a milestone, let readers know but also thank them, often paired with a special discount or bonus. Design tips: make your CTA button bulletproof so it always shows up, and skip the nav menu for a super clean header showcasing just the brand's logo.

6. Pick a special day that's relevant to your brand

You don't need to wait for the holidays or an anniversary to thank customers. Choosing a lesser-known holiday that's perfect for your brand and celebrating by thanking readers with a coupon can be short and sweet, and effective. Design tip: not every email needs custom art; you can skip the custom photography and design work to send a timely, thoughtful email with spot-on content.

7. Say "thank you"...just because

Sales and promotions also don't need to be centered around a new product, holiday, or a particular event. Instead, brands can position a promotion as just a simple thank you. Design tip: pare down text. All you need are a few key phrases and descriptive, well-written CTAs for the message to register with readers almost immediately.

The takeaway: Say thanks!

There are endless opportunities and ways to thank customers. If you haven't expressed your gratitude yet this year, start planning one or more customer appreciation emails. Take time to let readers know that you value them, and add offers as incentives to shop, click, or buy.