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7 Ways to Send Special Customer Appreciation Emails

Beefree team
Beefree team
Nov 3, 2016
7 Ways to Send Special Customer Appreciation Emails
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. We combed through our inbox and found inspiringexamples of howbrands have shown appreciation for customersin the past year.But before we review each email, here's a snapshot of some subject lines of customer appreciation emails.Mentions of "thank you," "special,"and "gift" are abundant. Most of all, many emails focus on one thing:"you" (the customer). Putting your customers front and center bymaking them feel special is the key to good customer appreciation emails.

Customer Appreciation Emails subject headlines

Now, let's check out seven ways to send customer appreciation emails by looking to inspiring brands.

1. Create your own Customer Appreciation Day

There's no official "national customer appreciation day," but plenty of brands invent their own. When you createan event specifically forthanking customers, they will feel special. Plus, your brand is positioned as one that's genuine, appreciative, and thoughtful. Here's a sample email from the male grooming siteBirchBox Man, which starts with the subject line "Happy You Day!":

BirchBox customer appreciation emails

Similarly, organic skincare site Juice Beauty creates a one-day customer appreciation event, offering readers 20% off (subject line: "20% Off Today Only! Customer Appreciation Event"):

Juice Beauty customer appreciation emails

Design Tips:

  • Add intrigue to your call-to-action. BirchBox doesn't reveal in the email what the gift is; readers must click the CTA to find out.
  • Design an email that passes the "squint test." Squint your eyes and look at each of these emails. Which one is easier to understand in a quick, blurry glance? BirchBox does a good job of making its message uncluttered and visual so that readers get the memo 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 incentivizereaders to get shopping right away. One way to do this graciously is to start with a "thank you." Show your gratitude that a new customer has signed up for your mailing list—turn your welcome emails into customer appreciation emails instead. Here's one example from Bliss, the spa and retail company (subject line: "Welcome To Bliss! Instant Offer Inside"):

Bliss customer appreciation emails

Likewise, Moo, the business card creation platform, thanks readers with 10% off in its welcome/thank you email (subject: "Welcome to MOO"):

Moo customer appreciation emails

Design Tips:

  • Organize content in an inverted pyramid. Both emails structure content with the trusty inverted pyramid layout. The top of the pyramid is a large image or header, followed by text, leading to the CTA button.
  • Use color to make your call-to-action pop. There should always be a CTA button in a bold color that contrasts against the background. Get a full breakdown on how to choose the best CTA button color for your emails.

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

It's a no-brainer to show gratitude around the holidays. Lots of brands and businesses take the opportunity to thank customers with special emails and promotions. Here's a unique one fromMailChimp—free custom socks!

MailChimp customer appreciation emails

Terrain, which focuses on home and garden products, gives "a treat to say thank you for sharing a very merry season with us" in the form of a 15% off discount.

Terrain customer appreciation emails

Even J.Crew sends letter-syle emails—no promotion, though—that includes a heartfelt note from the CEO:

J.Crew customer appreciation emails

And in mid-December last year, Food52 offeredreaders a surprise gift: a code to enter at checkout for a mysterious discount (which doubles as an incentive to shop!):

Food52 customer appreciation emails

Design Tips:

  • Keep it simple. MailChimp and J.Crew both execute simple, elegant design in their emails. This means the message doesn't look like a website, is easy to scan, and won't get clipped.
  • Use a single-column, modular layout. Terrain and Food52 each send long emails that feature multiple products. A great way to make those emails organized is by using a single-column, modular layout; each module should present a contained chunk of content. Ideally, the email should be mobile-friendly and responsive.

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 CampSaver, the camp supply retailer, takes another approach. To bring readers back to its site, an email is sent with the subject line "Thank you for visiting!", with a "Thanks for stopping by!" header image. This clever approach makes customers feel seen and appreciated—and may even encourage them to complete apurchase.

Campsaver customer appreciation emails

Design Tips:

  • Show the product in question. To encourage click-throughs, CampSaver shows the product the reader viewed on the site (without including the price), to offer a visual reminder. Visual communication like this is ideal for encouraging action.
  • Include relevant upsell content. Relevant products are shown to appeal to customers. It's important to de-emphasize this additional content (don't be too pushy), and it's a wise choice to include 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. Casper, the mattress company, sent this cute email celebrating its second birthday, which also included a special discount for readers:

Casper customer appreciation emails

And to celebrate the milestone of reaching 10 billion shares, the Swarm appsent a straightforward thank you note to users with the promise of bonus coins:

Swarm customer appreciation emails

Design Tips:

  • Make your CTA button bulletproof. Both of the emails above use bulletproof CTA buttons, which are built with HTML code, so they will always show up. This is a design must.
  • Skip the nav menu. Each of the emails also has a super clean header showcasing just the brand's logo. Decluttering your email header—no extra links, ads, or call-outs—improves the overall design and lets readers focus on the main message.

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

Of course, you don't need to wait for the holidays or for an anniversary to thank customers. BarkBox wisely chooses a holiday that's perfect for its brand—National Dog Day—and celebrates by thanking readers (who also want to thank their dogs) with a coupon.

BarkBox customer appreciation emails

Design Tip:

  • Not every email needs custom art. This email is short and sweet—and effective. Remember that you can skip the custom photography and design work in order 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. That's what The New York Times often does. Here's a recent email example (subject line: "We'd Like To Thank You For Being A Times Reader - Enjoy This Special Offer!"):

The New York Times customer appreciation emails

Design Tip:

  • Pare down text. There isn't a single block of text—or even a complete sentence—in this email, yet the message registers with readers almost immediately. All you can need are a few key phrases and descriptive, plus well-written CTAs.

The takeaway for customer appreciation emails: 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 for Thanksgiving. Take time to let readers know that you value them, and add offers as incentives to shop, click, or buy this holiday season. And usethe free BEE editor tool(which doesn't requireregistration) to help you send some thanks.SaveSaveSaveSaveSave

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Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

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Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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