Email remains one of the most popular and effective methods of communicating and engaging with your customers between visits. With one study reporting a potential ROI yield of 4300% for email marketing, it’s clear that this is an area worth investing in. In this three-part series, we’ll take you through the stages for starting, refining and evaluating your email campaigns. Be sure to check back each Tuesday for the latest insights.

Continue reading the series: Part Two: The Ultimate Email Checklist and Part Three: Evaluating and Optimizing Your Email Campaigns.

Local Advertising Email MarketingFor the first post in our series, we’re exploring ways to write the perfect thank you email. By taking the time to send targeted, personal thank yous to your customers and clients, you remind them that you value their patronage, keep your business top of mind and ultimately increase the likelihood of driving repeat business.

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In all these instances, be sure to include the following:

  • Remember to say “Thank You”
  • Personalize to their experience, interests or buying patterns
  • Stay clear, consistent and concise
  • Include an exclusive promotion (Optional)

Signpost streamlines this process by sending automated messages and offering business owners the flexibility to create custom campaigns. However, if you’re handling this manually, below are sample templates that will help you drive results.

1. Subscribing to Our Email List:

Hi Max,

Thanks for subscribing to our email list! Each week we’ll deliver all the latest news, promotions, sales and recommendations, tailored to your style, directly to your inbox.

As a thank you for joining our community, here’s a coupon for 10% off your next purchase!

Thanks again,

Engaging with customers and driving new and repeat business all starts with growing your subscriber lists. For this reason, it never hurts to incentivize by offering an exclusive discount or promotion. In the example above, the first “reward” is sent with the welcome email, but could also be offered in store, at point of purchase, or wherever you find customers are more likely to opt-in. Regardless of whether or not you choose to add an incentive, you should ensure a streamlined and frictionless process. Try to make it as seamless as possible, as every extra step could result in them abandoning the sign up.

It’s also important to set clear expectations about the number of emails and type of content that your subscribers will be receiving. The template above tells readers to expect an email once a week that will include store news, discounts and promotions, any current sales, and even personalized recommendations. With personalized emails generating an average of 6x more revenue, the extra bit of work required has the potential to yield significant returns. Consistency is an important pillar to effective email marketing, so be sure to set goals that you’ll be able to meet. This thank you/welcome email will set the tone for your ongoing relationship and communications with your subscribers. If you’re worried about taking time out from your busy day to send out email newsletters, consider using automated tools to create them ahead of time, and scheduling their sending.

2. Reviews:

Hi Max,

Thanks for the recent visit and for taking the time to review us on Signpost. I’m happy to hear we were able to help you find the perfect gift for your mother-in-law’s birthday. This week all snowglobes are 20% off, and with the holidays just around the corner, please let us know if we can help with anyone else on your list!

Thanks again,

Receiving a rave review from a customer or client is invaluable to your business’s success. And with 88% of consumers reporting that they trust online reviews as much as personal recommendations, these can be powerful drivers of new business. By reaching out to thank these happy customers, you can further maximize their already-positive associations with your business, and secure them as ambassadors who will continue to generate word of mouth buzz on your behalf.

Best practices dictate that you should always respond to as many reviews as possible (both negative AND positive), but spending a few minutes to personally express your gratitude can go a long way. For these emails, it is best to keep it simple; no need to add any images or design, as a plain-text email adds an element of sincerity that recipients will be much more responsive to. Keeping it short and to the point shows that you respect their time, without needing to tell them that you do, and speaking to their specific need or preference as well as giving them a head’s up on a current promotion they might be able to utilize continues to build your relationship.

3. Referrals:

Hi Max,

Thanks for your recent visit; we’re thrilled that your new hairstyle helped you get that new job! We always love hearing about great experiences our clients have, and appreciate you sharing these with your friends and family.

As a thank you for your recent referral, we’d like to offer you $10 off your next visit! And, the next time you refer a friend, you’ll both get a $5 credit!


The New York Times found that 65% of new business comes from referrals. Even as online review sites continue to gain in popularity and authority, recommendations from family and friends remain a major driver of new business. Taking the time to thank customers for this integral service can encourage them to keep the cycle going, and continue to sing your business’s praises to other friends and family members.

Some of the best referral campaigns offer an incentive for both the referrer and referent. With added motivation for both parties, this has seen an increase in both success and popularity in recent years. The template above touches on all the vital elements, including personalizing and in this funny example even celebrating in their success, emphasizing the impact something so simple has on your business, thanking them both literally and through a thank you gift (the $10 credit), while also encouraging them to come back for another visit and opening up the door to future referral opportunities.