Please, Say Thank You

The first time I heard that thank-you emails generate more revenue than other popular flows, I was skeptical. But then I saw the data: open rates more than double the average, five times as many clicks, and, yes, increased revenue. Let’s just say I’m a believer now.

Thank-you emails tap into something deeper: the psychology of gratitude. Research published in the September 2018 issue of Psychological Science found that expressing gratitude has a strong positive effect on both the sender and the receiver. In the study, 334 people wrote thank-you letters to someone who had done something kind for them. Writers worried their notes might feel awkward or unnecessary, but recipients felt positive, happier, and more connected.

Positive emotions don’t just make people feel good; they help create lasting memories. Studies published in Frontiers in Psychology and the British Journal of Psychiatry show that emotional experiences, especially positive ones, improve memory retention. When a customer feels appreciated, your brand stays top of mind long after their purchase.

For brands, this is especially important during Black Friday. With merchants spending more on ads and driving higher traffic than ever, a thoughtful thank-you email can turn a one-time shopper into a recurring one. By showing appreciation, you’re creating happy customers who stick around longer and improve one of the metrics that matters most: Average Lifetime Value.

A good thank-you email is personal and meaningful. For first-time customers, share your story: “You didn’t just buy a pair of shoes; you supported a Venezuelan designer combining artisanal craftsmanship with timeless designs.” Include a note from the founder with their signature to make the message feel even more special. Follow up with tips to help them enjoy their purchase, like “How to care for your Andrea Gomez shoes to make them last,” and give them a reason to return, such as an exclusive preview of an upcoming collection or a discount for future purchases.

For loyal customers, focus on recognition. Highlight their impact: “You’ve placed four orders with us this year—you definitely have a good sense of scent.” Tailor messages to their shopping behavior by offering upsells or introducing them to subscription options. For example: “We’re excited to offer you early access to our new subscription service—it’s the easiest way to ensure you never run out of your favorite Doctor Aromas scent.”

The data doesn’t lie, and neither does the science: thank-you emails work. They make your customers feel good, they make you memorable, and yes, they drive revenue. Want to get started? Here are some Klaviyo tips for creating a solid thank-you flow.

You can thank me later.