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Overhaul Your Thank You Email Design with This Guide

Take your thank you email design from bland to grand with these 10 thank you email templates, 40 subject lines, and 10 email design examples.

Téa Liarokapi
By Téa Liarokapi
Natalie Stenge
Edited by Natalie Stenge

Updated January 14, 2024.

Overhaul Your Thank You Email Design with This Guide main image

You've seen at least a handful of trends come and go. Tamagotchi was massive in the late 90s and early 2000s. Neon colors came and went about three times since the 80s. And drinking orange juice in the morning used to be the it health thing before chia seeds and kale leaves took over.

And yet, some things will never go out of fashion. For instance, in email marketing, thank you follow-up emails are among them. If you run a business, thank you emails foster positive relationships with the people in your email list. They improve your click-through rate, boost customer satisfaction, increase customer loyalty and retention, and set the ground for successful email campaigns. Yes, a simple "thank you" can really go that far.

Data's here to prove it too: according to Hubspot, thank you emails have an open rate of 42% and a click-through rate of 14% -- considerably higher than many other types of emails. Even simple messages of gratitude can go a long way -- especially when you use email marketing tools to time them right and automate them with actions your customers take (such as making a purchase, for example.)

How to create thank you email design and copy that makes your brand more memorable?

Keep reading and find out more.

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What is an automated thank you email?

An automated thank you email is a message businesses send to customers, based on specific triggers. They usually send it when a new sign-up occurswhen someone completes a purchase, or when they refer a friend Once the trigger happens, the system automatically sends a personalized pre-made thank you email.

Customers expect appreciation emails - along with order, shipping, and delivery confirmation emails - because they're automated and triggered at the perfect points along the customer journey to establish a good relationship with your actual or potential customer.


Triggered emails such as thank you emails and automation can also streamline your functions and allow you to send a valuable message right at the moment when the user expects it. This is why email automation is one of the main functions of modern and robust email marketing platforms.

Why should you send a thank you email?

Think of the thank you email as your second interview. The customer or lead may have converted or signed up for your email list, so they liked the first impression. And now is your chance to really wow them.

Opens a conversation

A thank you email opens a conversation with your customer, regardless of where they are in the customer journey. Whether they just subscribed or made a purchase, it's an opportunity to show gratitude and start building a relationship.

Builds trust and credibility

Sending a thank you email shows that you value your customers and appreciate their support. It builds trust and makes them feel like they made the right decision by choosing your brand.

why consumers trust brands

Encourages repeat purchases

Thank you emails can also serve as a gentle reminder for customers to make another purchase. By including upsell or cross-sell suggestions, you can subtly encourage them to come back and buy more from your brand.

Reinforces your brand value

People like buying things on discount, for sure. But they also like being part of bigger stories -- which is precisely where branding value lies. A thank you email with your brand story or mission statement can help customers feel more connected to your brand and its values.

You can incentivize customers

A thank you email is not an opportunity to pitch more products. Even if you have an upsell or cross-sell suggestion, make sure it's not just a sales pitch. You can also offer a discount or special promotion code to incentivize customers to make another purchase.

…Or invite them to other channels

Lastly, thank you emails can also serve as a way to invite customers to connect with your brand on other channels. You can invite them to follow your social media accounts, subscribe to your blog, or join a loyalty/ rewards program, for example. This fosters a deeper and more long-term connection with your customers.

Types of thank you emails you should consider

Saying "thank you" doesn't need a special occasion -- you can send these emails at any point in your customer's journey to show your appreciation. But here are some specific types of thank you messages you should consider sending to enhance the effectiveness of this campaign:

Welcome/onboarding thank you email

Sending a grateful onboarding or welcome email is a great way to make a good first impression. It's an opportunity to introduce your brand and what you have to offer to new subscribers or customers. This type of thank you email can also include a small discount or special offer as an incentive for the customer.

Purchase thank you email

Thanking your customers after they make a purchase is not only polite, but it also shows that you value their business. Post-purchase emails allow you to include upsell or cross-sell suggestions, as well as a discount code for their next purchase.

Referral thank you email

If a customer refers a friend to your business, sending them a thank you email is a great way to show your appreciation. You can also offer them a referral bonus or discount as an incentive for future referrals.

most popular referral methods

Event thank you email

If your business hosts events, whether online or in-person, sending a thank you email to attendees is a great way to show your appreciation for their support. You can also include special promotions or discounts for future events to encourage them to attend again.

End-of-the-year thank you

At the end of the year, you can send a thank you email to all your customers thanking them for their support throughout the year. This is also an opportunity to offer a special end-of-year promotion or early access to sales for loyal customers.

Anniversary thank you

On your customer's one-year anniversary with your business, sending them a thank you email is a nice gesture to show your appreciation for their loyalty. You can also include an exclusive discount or freebie as a thank you gift.

Top design tips to include in your thank you email design

Your thank you emails should look nice -- it draws more attention, makes the email more memorable, and helps you build your brand image. Here are some top design tips to consider including in your thank you email:

Minimalistic approach

You don't need to go over the top with flashy designs and graphics in your thank you email. A simple, clean design with a clear message will do the trick.

Super unique designs work well in many other contexts (like a Mother's or Father's Day email or a Black Friday promo, for example). But when you send thank you emails, what matters most is the message and how you show your gratitude.

Use your brand colors

Incorporate your brand's color scheme in your thank you email to reinforce your brand identity and make it more visually appealing. The more you re-iterate your brand elements and associate them with valuable content and powerful messages, the more your audience will connect your business with good things -- and the more customer loyalty you will build.

best practices for email design

Include images

Including relevant images in your thank you email can grab the reader's attention and make the email more engaging. Just make sure the images are high-quality and not too large in file size to avoid slow loading times.

Make it mobile-friendly

With more and more people checking their emails on their phones, it's important to ensure your thank you email is optimized for mobile devices. This includes using a responsive design that adjusts to different screen sizes and making sure buttons and links are easy to click on a mobile device.

Go for one column

When it comes to thank you emails, simplicity is the name of the game. Instead of using a multi-column layout, stick to a single column design. This allows for easier reading and makes the email less cluttered.

Use a clear call-to-action

If you want your customers to take action after reading your thank you email, make sure to include a clear call-to-action (CTA). This can be in the form of a button or link that directs them to your website or a specific product page. Make sure the CTA stands out and is easily clickable.

call to action button best practices

Relevant to the message

Remember your thank you email design should complement the main message: the fact that you're grateful for something your customer did -- whether that's signing up, spending money in your store, or sharing their feedback with you.

What should a Thank You email include?

If you're not very sure where to start with your thank you email, think of the three "basic W's":

  • Who is sending the email and to whom? Make sure you include the name of your company and the name of the recipient, if possible.
  • Why are you sending this email? Why is this important? This could be thanking a customer for their purchase, subscription, or referral.
  • What are you grateful for? This is the main message of your email -- what are you thanking your customer for specifically?

Best practices to follow for your thank you emails

Here is a list of some of the top best practices to follow.

Use responsive email templates

Your users should be able to view your emails on any device -- and with 1.7 billion email users checking their emails on their smartphones, mobile friendliness is increasingly important.

Use personalized and dynamic content

Personalize the email subject line and body for each user, based on their user behavior and preferences, for that personal touch. Going through all the email subscribers in your list can be a daunting task, but it will pay off multiple times over: it will help you build more relatable email messages and it can inform your email strategy and content strategy.

data to use for personalizing emails

Brand your emails

Use branded content, colors, and design elements that make sense for your brand to boost the authority and the user's trust in your brand voice. The key here is making sure the message stands out more than the brand, but the brand should still be visible enough to make an impact.

Always A/B test everything

What works well in a blog post may not work in an email. So make sure you test different subject lines and body copy so that your content makes sense to your audience and converts well.

Showcase your brand & company culture

It makes your business feel more human and trustworthy -- and it eliminates the coldness of an online transaction too. You don't have to go over the top with this, but showing customers bits and pieces of how your business is run tends to foster transparency and loyalty.

Automate your thank you email

Use an eCommerce email tool that integrates with your store and displays the exact product the customer purchased. This makes for a more personalized and relevant thank-you message. It also allows you to send a more extensive email flow with follow-up messages and offers.

Don't make it too salesy

Remember, this is about being grateful, not trying to upsell your products. Keep the focus on thanking your customers and building a relationship with them.

Keep it short and sweet

No need for long paragraphs or multiple calls-to-action. Keep your thank you email concise and to the point -- you don't want to take too much of your audience's time, you just want to show them their engagement matters a lot to you.

Don't forget to proofread!

Make sure there are no typos or grammatical errors in your email before hitting send. It would be terribly awkward to find out you've been thanking someone for being a, say, loyal "cutsomer."

10 thank you email templates to inspire you

Not sure where to start? Here are 10 thank you email templates you can use as a starting point:

After a purchase

Subject: Thank you for your purchase

Dear [Customer's Name],

We want to extend our heartfelt thanks for choosing [Company Name] for your recent purchase. We appreciate your business and trust in our products/services. If you have any questions or need further assistance, please don't hesitate to reach out.

Best regards, [Your Name]

Customer feedback

Subject: Thank you for your feedback

Dear [Customer's Name],Thank you for taking the time to provide feedback on your recent experience with [Company Name]. We value your input, and it helps us improve our services. Your satisfaction is our top priority, and we look forward to serving you again.

Sincerely, [Your Name]

Meeting follow-up

Subject: Thank you for the meeting

Dear [Customer's Name],

I just wanted to send a follow-up email and tell you I appreciate the opportunity to meet with you and discuss how [Company Name] can meet your business needs. Your insights during our meeting were invaluable. If you have any further questions or need more information, please let me know.

Best regards, [Your Name]

New customer welcome

Subject: Welcome to [Company Name]

Dear [Customer's Name],We are excited to welcome you as our valued customer. Thank you for choosing [Company Name]. We are committed to providing you with the best possible experience. If you have any questions or need assistance, please feel free to contact us.

Warm regards, [Your Name]

Subscription renewal

Subject: Thank you for renewing your subscription

Dear [Customer's Name],

We want to express our gratitude for renewing your subscription with [Company Name]. Your continued support is greatly appreciated. If there's anything we can do to enhance your experience, please let us know.

Sincerely, [Your Name]

subscription renewal thank you email example

Notice they don't have an unsubscribe button, just a link to the email preferences.

Referral thank you

Subject: Thank you for referring [New Customer's Name]

Dear [Customer's Name],We would like to thank you for referring [New Customer's Name] to us. Your trust in our services means a lot. We look forward to providing excellent service to your referral, and we're grateful for your support.

Best regards, [Your Name]

Post-event thank you

Subject: Thank you for joining us

Dear [Customer's Name],

We would like to extend our sincere appreciation for your participation in our recent virtual event at [Event Title]. Your presence made the event a resounding success. We hope you found it valuable, and we look forward to having you at our upcoming events.

Warm regards, [Your Name]

Anniversary thank you

Subject: Celebrating [Number] years with you

Dear [Customer's Name],

We are excited to celebrate [Number] years of partnership with you. Thank you for your continued trust and loyalty to [Company Name]. We look forward to many more years of working together to achieve success.

Sincerely, [Your Name]

Holiday greetings and thanks

Subject: Happy holidays and thanks for your support

Dear [Customer's Name],

As the holiday season approaches, we wanted to take a moment to express our gratitude for your continued support throughout the year. We wish you a joyous holiday season and look forward to serving you in the coming year.

Warmest wishes, [Your Name]

End-of-year thank you

Subject: A year of thanks

Dear [Customer's Name],

As we approach the end of the year, we wanted to take this opportunity to express our sincere thanks for your business and partnership throughout the year. Your support has been instrumental in our success. We look forward to an even brighter future in the upcoming year.

Best regards, [Your Name]

end of the year thank you email example

40 thank you email subject lines to light up your creative spark

Need even more inspiration? Here are some subject line ideas you can start with:


  1. "Gratitude from the heart: thank you for your support."
  2. "Your kindness touched us deeply."
  3. "With heartfelt thanks for your loyalty."
  4. "A sincere thank you for being part of our journey."
  5. "Your generosity warms our hearts."
  6. "In appreciation of your unwavering support."
  7. "Thank you for making a difference."
  8. "A heartfelt message of thanks."
  9. "Your kindness means the world to us."
  10. "With gratitude and warmth, thank you."


  1. "Thank you, [Customer's Name], for being a valued part of our community."
  2. "Your feedback, [Customer's Name], is invaluable to us."
  3. "A personal thank you for your recent purchase, [Customer's Name]."
  4. "It's all about you, [Customer's Name] - our loyal supporter."
  5. "Celebrating [Customer's Name]'s [Number] years with us!"
  6. "Thanks, [Customer's Name], for your referrals and trust."
  7. "Special thanks to [Customer's Name] for [Specific Action]."
  8. "For [Customer's Name]: a heartfelt thank you message."
  9. "To [Customer's Name]: your loyalty is truly appreciated."
  10. "[Customer's Name], you make our business shine. Thank you!"


  1. "You're awesome, and we're not just saying that!"
  2. "Thanks a million (figuratively, of course)!"
  3. "A virtual high-five for your support!"
  4. "We'd send a hug, but this email will have to do."
  5. "You're the peanut butter to our jelly!"
  6. "You're a star in our customer constellation."
  7. "Our customers rock, and that's you!"
  8. "Thanks for being cooler than a penguin on an iceberg."
  9. "You're as rare as a unicorn. Thanks for your support!"
  10. "No emojis can express our gratitude! 😄🙌"

For Specific Events:

  1. "Cheers to [Number] years together!"
  2. "Happy anniversary of being our customer!"
  3. "Thank you for choosing us for your recent purchase."
  4. "Congratulations on your [Specific Achievement]!"
  5. "Milestone moment: celebrating [Number] years with us."
  6. "Thank you for attending [Event Name]."
  7. "A special thank you for your [Specific Action]."
  8. "Your support made our product launch a success!"
  9. "Let's celebrate your [Specific Milestone] with a thank you."
  10. "Thanks for making [Event Name] unforgettable!"

5 thank you flawless email template examples

Here are some of our favorite thank you email examples.

1. Supergoop! - “Welcome to the Bright Side”


Here’s a great welcome email. It’s inviting, has a nice picture on top, and is addressed by the CEO. The header “Welcome to the Movement” makes it seem that the customer is joining a cause, and not just purchasing a product. Just look at the first line - "help change the way the world feels about sunscreen".

You can see the brand's excitement straight away. This, combined with the discount code at the end, is the perfect example of what to do to keep customers returning to your eCommerce store.

2. ProFlowers


Thanking customers for purchasing serves a double purpose. On the one hand, you showcase that you have received the order and you're about to go through with it. On the other hand, it contains a more personal note. "We'll get started right away" states that there's a dedicated team that is all set and ready to work on what the customer has requested.

It's a nice touch to what could have been a bland attempt at an order confirmation email. And check this out as well:


They add an extra discount at the bottom of the email, which is a great touch.

3. Allergy Buyers Club - product instructions

Here’s a great example of a thank you email that starts out with some instructions on how to set up and use the product.




This is not a typical "Thank You" email that aims to thank the customer for their purchase. The subject line doesn't give away everything, and for a good reason.

This email aims to solve any potential problem that could arise by giving the customer all of the details about setting up the product. They also post their customer service contact info - their phone number and email - to show that they go the extra mile for their customers, and add a nice non-intrusive upsell.


4. Allbirds - “thank ewe”


Allbirds is one of our favorite brands, no surprise there. What we like about this email is how clean it is, the title is super creative and quirky, and there is a gif of a dancing sheep. What else would you want in a thank you email?

5. Mack Weldon - "You Already Started Earning."

Here’s an example of a thank you email for a loyalty program.


Loyalty programs are a great way to improve retention and lower your customer acquisition costs with an influx of referral leads.

Encourage your audience to refer their friends and loved ones through word-of-mouth and turn them into ambassadors, you'll create a better customer experience for your brand. You can also incentivize the process and allow them to boost their earnings or give them a special discount code every time one of their referrals makes a purchase.

6. Huel - "Your bag of strawberry shortcake black edition inside"


Nothing says "thank you" more than strawberry treats, right? Niice knows this -- and they created an entire campaign around it. The beautiful colors, the simple, yet efficient design layout, the inviting, fresh strawberries -- this thank you email hits all the right buttons.

Plus, it's the kind of marketing message that puts your wallet where your mouth is -- so it shows you really care.

7. Niice - "It's Niice's 10th birthday!"

niice thank you email example

This is one niice thank you email! The brand name pun, the copy, and the minimalist, vibrant design all work together so well that it's impossible not to smile while reading this. It makes the brand look effortless, creative, and fun -- something you'd like to be a part of! Plus, the "Join the party" CTA is a 100% guarantee that your audience will click through.

8. Delta - "Your mid-year medallion check-in"

delta thank you email example

This is a prime example of bringing engagement, gratitude, and promotions together. Delta nails the "thank you" part by including personalized information for each customer, which makes the communication feel more exclusive and special.

Plus, they also provide a clear set of accompanying benefits that could potentially upgrade the customer's flight experience. As such, although this email is trying to re-engage email recipients, it makes the entire deal a win-win situation on both ends: that of Delta and that of their customers.

9. Prima - "A message of gratitude from our founders"

prima thank you email example

We're less and less used to longer, more heartfelt thank you messages -- but that doesn't mean they're not valuable. On the contrary, Prima's one-year anniversary email shows how you can pull off genuine gratitude and a promotional discount in the same email. The design is simple, the focus is on the message, and the offer is pretty enticing -- so this thank you email really does get brownie points in pretty much every email marketer's book.

10. MacPaw: "Just a thank you note"

macpaw thank you email example

MacPaw's vibrant design is superb, but it's the copy that steals the show. They're not trying to sell anything; they're just giving a big "thank you" and showing some customer appreciation with a small discount on their entire product line. It's simple, sweet, and definitely leaves an impression -- which is precisely what any successful thank you email should do.

Some things will always resonate, and that's great news

...Thank you emails fall in this category. They are a fantastic way to open a dialogue with your customers. Depending on where they are in the sales cycle, you can thank them for signing up, making a purchase, or taking part in your referral program or survey.

Being thankful that your audience is growing, expanding, and engaging with your brand is something that all brands should do. Combine that with an offer, upsell, or cross-sell, include and helpful valuable information about the product and automate it in a sequence -- your email marketing strategy will be all the richer for it!

Once you do that, you can be everywhere for every customer, meeting them with personalized content and helping them move forward with your marketing funnel.

Want to make sure your email marketing efforts are successful? Hire an email marketing consultant vetted by Mayple. The entire process is quick and efficient -- so much so that you'll be able to start working with