11 appreciative thank you for your purchase emails + 5 templates

14 min

At face value, automated thank you messages do two things: confirm the checkout process is complete and express gratitude. But thank you emails can do a lot more than that.

With the help of ecommerce marketing tools, your marketing team can use these emails to engage loyal customers, cross-sell products, collect customer feedback, and more.   

In this article, we’ll look at 11 examples of great thank-you emails and tell you why they work. We will also share five templates to get you started on your customer appreciation campaign.

The importance of thank you for your purchase email

Showing gratitude to customers isn’t just a polite thing to do. It is also the smart thing to do. You can’t always compete on price or efficiency, but you can differentiate yourself with meaningful customer experiences.

According to this McKinsey & Company report, customers expect personalized experiences. Adding a thank you message can go a long way in building customer loyalty and driving repeat sales.

Personalization directly influences buying behavior across the customer lifecycle – chart from McKinsey & Company report.
Likelihood to purchase, recommend, and repurchase depending on personalization. Source: McKinsey & Company

The above graph shows that customers who experience personalization are more likely to recommend, purchase, and repurchase products from a brand that treated them individually.

But why email? Surely, there are other ways to thank customers.

Even though it is one of the oldest digital marketing tools, email has an incredible ROI of 3800% compared to trendier counterparts like social media. In these uncertain times, using a trusted and efficient channel like email is the smart business decision.

Transactional emails like order confirmations or shipping notifications are routine in ecommerce email marketing. Since most buyers expect to receive them, they have higher open rates than other marketing emails.

As a result, they present marketers with a golden opportunity to promote products to existing customers while showing gratitude for the continued support of the online business.

What should you include in your thank you emails

Creating thank-you messages isn’t hard, but that doesn’t mean you should slap one together. They need to be well-written and formatted. The primary components of a post-purchase thank you email include the following:

  • Subject line: This is the first element of the thank you email that customers see. While most customers expect (and even look for) post-purchase emails, subject lines should be catchy and relevant to stand out in crowded inboxes. You’ll find more tips on writing effective email subject lines in our guide.
  • Email copy: Here is where you express your heartfelt appreciation. It’s also a great place to highlight your brand personality. Include a summary of the order for the customer’s reference. 
  • Picture of the product: This goes hand in hand with the purchase summary or order receipt. It’s easier for customers to confirm the correct items with images than with written descriptions alone.
  • Call to action (CTA):  If you’re using thank you emails for marketing purposes, you need a visible CTA button. Whether you want customers to follow your online store on social media, complete a survey, or take advantage of offers, the call to action guides customers to take the next step.

There are also other elements you may include in the post-purchase thank you email. They are product recommendations, customer reviews, testimonials, and links to brand content like videos and blog posts.

👉 Learn how to boost your ecommerce sales with recommendations with our expert guide.

Where possible, add a personal touch to the customer experience by including a physical thank you note or surprise gift in the order package.

A thank you note card included in an order package.
A thank you note card included in an order package.

This card doesn’t only thank customers for their purchase. It engages them with a hashtag they can use to share pictures of them using the product (sunglasses) on social media. 

Later in this article, we will share thank you email templates you can copy and use right away.

11 thank you for your purchase email examples

There are various ways you can send thank you emails – as order confirmations, with shipping notifications, or as a followup after customers have received their packages. Below are 11 examples of post-purchase thank-you emails and a brief explanation about why they work.

1. J. Crew

Honest and sincere thank you email from J. Crew.
Ecommerce thank you for your purchase email from J. Crew. Source: Pinterest

This J. Crew email is an example of a simple and cute thank you email. While the puppy may be irrelevant to the brand, the stacked pile of clothes definitely refers to what this ecommerce brand does. There is no attempt to drive sales or solicit feedback, so customer appreciation comes across as genuine and sincere.

For more impact, pair it with a subject line like this: “We just want to say thank you.”

2. Crate & Barrel

Crate and Barrel ecommerce thank you for purchase email.
Thank you email from Barrel & Company. Source: Pinterest

This Crate & Barrel follow-up email was designed to drive sales. It thanks the customer for a recent purchase and provides customer service options in case there’s something wrong.

After the main message, it suggests other products the customer may like. Using personalized product recommendations in this scenario is really powerful, as it can further increase customer satisfaction and drive more sales from cross-sell offers from people who’ve just committed to your brand.

3. MOO

MOO order confirmation email.

This email from MOO combines the components of an order confirmation template with a “thanks for your order” message.

It provides details on the purchase, along with practical links to track or manage the order. It also shows the customer where they can go if they have a customer service query.

What’s also worth noting is the humorous copy used throughout this message. It’s subtle and fun and helps establish the tone for the relationship between the brand and the consumer. Definitely, an approach other online stores may want to copy.

4. Warby Parker

Thanks for stopping by email from Warby Parker.
Thanks for stopping by email from Warby Parker. Source: Pinterest

Warby Parker takes advantage of the high open rate of transactional emails to get customers to complete a survey. The survey CTA button is not intrusive. They also offer survey responders a chance to win a $100 gift card to encourage participation.

Not only does seeking feedback let your customers know you value them, but it also grants marketers more insights into what their customers think and want.

👉 Gather more feedback from your customers with our guide to email surveys.

5. Huckberry

Huckberry thank you emails with trending items.
Huckberry thank you emails with trending items. Source: Really Good Emails

Huckberry uses post-purchase emails to thank customers and turn them into repeat shoppers.

According to the Customer Success Pareto Principle, 80% of profits come from 20% of customers. For ecommerce businesses, this couldn’t be more true. Most customers only make the first purchase and never return to your store. A loyalty program or a personalized set of recommendations are both great ways to increase customer retention and boost revenue from existing customers.

Four Clever Scenarios for Ecommerce Marketing Automation

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Learn how to create automated scenarios for ecommerce! Download premade templates and get your business growing today!

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6. My City Expert

My City Expert Dubai thank you email.

This My City Expert email is a good example of a thank you email that’s very simple but still useful.

You can see that the brand not only confirms the order placement but also provides an easy way to download the purchased tickets, get directions to the event, and even add the tickets to my phone.

For brands selling digital items, like tickets to concerts or shows, it’s important to understand how your audience is going to use your products. As someone traveling to UAE without access to a printer and doing everything from my phone, I found this email very practical.

7. Many Mornings

Many Mornings saying thanks and setting expectations for the parcel shipping time.
Many Mornings saying thanks and setting expectations for the parcel shipping time.

In this email, Many Mornings communicates all the important information – what you’ve ordered, when it’s going to be shipped out, and how to contact them if you need assistance.

What’s also good is that even though it’s just a transactional email, it’s still on-brand. This is something many ecommerce brands forget, especially when using built-in email solutions in their ecommerce platforms.

👉 Learn how to build stunning on-brand order confirmation emails with our quick-transactional emails.

8. Allbirds

Thank you email showing brand's personality.
Thank you email showing brand’s personality. Source: Really Good Emails

It’s always a good idea to incorporate your brand personality in post-purchase messages. It gives customers a consistent brand experience and builds customer loyalty and trust.

Allbirds is an eco-friendly shoe brand that sells footwear made from wool. They weave their brand voice and personality into their email with a witty pun on the word ‘you.’

9. Audible

While this message from Audible doesn’t show much appreciation for the customers (only the subject line says “Thanks, your order is complete”), it’s still a well-designed email.

Above, you can see a helpful summary of your order, a quick link to access your multimedia library, and recommendations for future listens you may like.

All of this is presented in a mobile-optimized format that ensures recipients’ experience is at a good level.

10. La Perle

La Perle thank you email.
La Perle thank you email.

Selling a product that’s a one-time purchase? That doesn’t mean you shouldn’t show appreciation to your customers.

Here’s a good example of a thank you email that offers a complementary discount for other attractions available nearby.

While most business owners don’t own multiple restaurants or bars, you definitely can refer customers to your other brands or brands you partner with. This way, you’re not only adding value for your customers but also increasing their total lifetime value.

For tips on how to offer coupons, check out our guide to ecommerce discounting.

11. Tradesy

Tradesy shipping confirmation email with a referral program offer. Source: Really Good Emails

Tradesy uses the shipping confirmation email template to thank customers for their purchases and promote their ecommerce platform by leveraging referrals. Here, they offer $10 for every referee that uses their welcome offer.

According to a Nielsen report, 92% of customers trust recommendations from friends, family, and colleagues. So, referrals are a powerful and cost-effective word-of-mouth marketing strategy to increase sales.

5 thank you for your purchase email templates

You have probably noticed that the email copy in most of the examples shared above is short. Keeping emails concise is an email marketing best practice. As much as you may want to eulogize their support of your business, you only need a few words. It’s best not to waste customers’ time with long emails.

Below are five free templates you can modify for your thank-you campaigns. They include subject line ideas and CTAs.

💡 Pro tip: Looking for inspiration? Or maybe you’re suffering from writer’s block? With GetResponse, you’ll launch your email campaigns with ease, no matter what. Our free Email Marketing platform comes packed with AI-generation tools, prebuilt email templates, and other handy tools that’ll help you save time creating your campaigns. Try them free today!

Free Email Templates in GetResponse.
Free email templates inside GetResponse.

Thank you for your order template #1

You can use this template for the standard order confirmation emails you send after customers make their purchases.

Subject line: Thank you for choosing [company name]!

Preheader: We are processing your order.

Body: Hi [customer name], thank you so much for shopping with us. We know you’re excited about your new [product]. And we’re excited for you! Your order will be boxed and ready to ship within the next 24 hours. You will receive a shipping confirmation once it is on its way to you.

[Order number]

[Table of purchased items]

[Estimated delivery date]

Contact us at [phone or email] if you have any questions or concerns. In the event your order is wrong or damaged on its way to you, check out our return policy for returns or exchanges.

CTA: View Order Status

Thank you for your order template #2

You can use this template for first-time buyers.

Subject line: This could be the start of a beautiful relationship.

Preheader: A Toast to your First Order. Cheers!

Body: Thank you for your order, [customer’s name]. We’re glad our [product] has found a new, loving home. Every purchase supports our small business, so it means the world that you choose us. Let’s see more of each other.

Please allow two to three business days to process your order. You will receive another email when your order has shipped.

[Order number]

[Table of purchased items]

[Estimated delivery date]

CTA: View Order Status

Thank you for your order template #3

Use this template for a valued repeat customer.

Subject line: We’re happy to see you back.

Preheader: To thank you, here’s $10 off your next purchase.

Body: Hi! [customer’s name]. We received your order and are over the moon you shopped with us again. You probably know the drill, but just in case you forgot, our products are custom-made. That means five (5) business days for your order to be processed and shipped. You know it’s worth the wait! 😊

[Order number]

[Table of purchased items]

[Estimated delivery date]

We can’t hug you, so we’ll give you $10 off your next purchase of $45 or more instead.

CTA: Show me the money

Thank you for your order template #4

Use this template to upsell products based on the most recent purchase.

Subject line: We’re happy to have you as a customer.

Preheader: Your order is on its way

Body: Thank you for shopping with [brand name]. Your [product] has shipped and should arrive within three (3) business days. 

[Order number]

[Table of purchased items]

[Delivery details – tracking number, location]

While you wait, check out our other sale items from the [product] collection. You are sure to find something to complement your [product].

[Table of recommended items]

CTA: Browse for more sales

Thank you for your order template #5

You can use this template when asking customers for feedback. Be sure to allow enough time to pass after the purchase.

Subject line: Was your [product] everything you hoped?

Preheader: Let us know how much you love it.

Body: Dear [customer’s name], You recently purchased [product] from us. Thank you! We hope you enjoyed shopping with us.

[product image or table of purchased items]

We pride ourselves on the quality of our products and services. We like to think we’re doing well, but we may be biased. Let us know what your experience was like, and receive a chance to win a $50 gift card.

CTA: Start Survey

There you have it! Five email templates that will save you time and increase customer engagement. Be sure to sprinkle in your brand personality.

Our email marketing software segments customers, allowing you to personalize emails as they go through the customer journey. We also have tons of confirmation order templates you can choose from. You can get started today with our free plan.

How to create transactional emails in GetResponse?

Now that you know what to put in your transactional email templates, it’s time we showed you how you can set them up in GetResponse.

There are two main ways you can do this:

To use Quick Transactional Emails, just follow these four quick steps or watch the following video walkthrough:

  1. Integrate your ShopifyMagento, or PrestaShop store.
  2. Make sure that you switch off the transactional email in your ecommerce platform so you don’t send duplicates.
  3. Create order confirmation and abandoned cart transactional emails in GetResponse.
  4. Amaze your customers with beautiful messages!

In conclusion

Transactional emails like order confirmations and shipping notifications are standard practice in ecommerce email marketing. Why not elevate them with two words that can leave a long-lasting positive impression? Automated thank you for your purchase emails can help you boost customer retention and drive new and repeat sales.

Thank you emails not only show loyal customers you value them; they present marketers with explosive email marketing opportunities. Whether you are soliciting feedback, upselling products, or promoting brand content, there’s a higher chance of customers opening thank you emails than other marketing emails. Yet many ecommerce store owners stores don’t take advantage of this simple gesture of appreciation.

After reading this, you won’t be one of them. We showed you 11 great examples of how different brands use thank you for your order emails to delight customers. We also shared five thank you email templates you can copy and use with our predesigned email templates. Every thank you message must include a catchy subject line, an email copy with detailed order information and product pictures, and a CTA that compels customers to act.

And nowadays, you don’t even have to write most of your emails alone – you can use AI in email marketing to achieve the best results!

We hope we convinced you of the impact of a simple thank you message on your business. Use these examples and templates to inspire your next email campaign.

Michal Leszczynski
Michal Leszczynski
Meet Michal Leszczynski, Head of Content Marketing and Partnerships at GetResponse. With 10+ years of experience, Michal is a seasoned expert in all things online marketing. He’s a prolific writer, skilled webinar host, and engaging public speaker. Outside of business hours, Michal shares his wealth of knowledge as an Email Marketing lecturer at Kozminski University in Warsaw. You can reach out and connect with Michal on LinkedIn.