An inbox essential: the "thank you" email

McKenzie Gregory

5 golden opportunities to thank your email subscribers

This time of year is all about showing gratitude to the ones you love... but have you considered doing the same for your email subscribers?

It’s a simple marketing strategy, but you’d be surprised how few thank you messages we actually see in the wild. And since they aren't super common, the companies who do send them tend to see really awesome results – in fact, thank you emails generate a staggering 42% open rate on average (Remarkety).



Tell your subscribers how grateful you are for their support with a thoughtful, timely thank you email. If you’re in need of inspiration, here are five golden opportunities to give thanks in the inbox.


1. Thanks for signing up 

When someone signs up for your email list, let them know you appreciate their interest by sending them an automated thank you email. Along with some kind words and a simple expression of gratitude, you can introduce them to your brand, ask for their email preferences, and even offer them a new subscriber discount. 


This thank you email from Uber does a fabulous job introducing new subscribers to their app. 

It’s also a great time to create multiple touch points with your subscribers: Include links to your social profiles, blog, online store, and any apps you might have so you can connect with them through as many channels as possible. 


2. Thanks for your purchase, donation, etc. 

This one’s a no-brainer: If someone buys something from your store or makes a donation to your organization, you should probably thank them for it.

A great place to do that is within the receipt, shipping notification, or confirmation email you send them afterward. Transactional emails have 8x more opens and clicks than any other type of email  (Experian), so your recipients will be much more likely to get the message. 

For nonprofits like charity: water, the thank you email is a fantastic place to inform your donors exactly what their money will be funding. 


This email from charity: water breaks down how their donors' money is used to fund clean water projects. 


3. Thanks for your loyalty

While they're often overlooked by marketers, nurturing your current customers is absolutely  critical for the success of your brand. In fact, repeat customers have a 60% - 70% chance of converting (Marketing Metrics), and your loyal top 10% spend 3x more per order than the lower 90% (RJ Metrics).

A video featuring founder Debbie Sterling helps show GoldieBlox customers they're truly appreciated.


So be sure to thank your VIPs for their support. And sweeten the message with a special offer or discount; they’ll likely reward you with larger purchases and a happy, committed relationship for years to come. 


Even if you don't sell something, you probably have an audience of advocates that's helped contribute to building your brand. Like TheSkimm, be sure to thank them!


4. Thanks for attending

After you host an event (whether it’s physical or online), be sure to always nurture your attendees afterward – starting with a thank you email. It’s a great place to recap the event, share photos, thank your sponsors, and include some relevant content to maintain attendees’ interest in what you're doing.


Excuse us while we toot our own horns – this example is from our own Marketing United conference! 


5. Thanks... just because!

Here's one of the best parts about thank you emails: You don't need a specific reason to send them.


Here, REI offers their email subscribers a special discount just because. 


Every once in a while, fire off a quick "thanks" just to let your subscribers know you're thinking about them. They'll be surprised and delighted, because let's face it: Who doesn't love to feel appreciated?

This email from Paravel simply thanks those who tagged them in Instagram posts over the summer. 


Have you seen or sent any fantastic thank you emails recently? Tell us about them in the comments!


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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