3 Thank You Emails that Win Over New Leads… And How to Write Them

by Caitlin Haines  Everyone knows, a little gratitude goes a long way. That’s why virtually every company knows the importance of se...

by Caitlin Haines 

Everyone knows, a little gratitude goes a long way. That’s why virtually every company knows the importance of sending out a thank you email when customers buy a product or service or subscribe to their email marketing distribution list. But if you think a thank you email is just about being nice, think again. These little emails actually pack a huge punch when it comes to nurturing new leads and converting more sales.

3 Thank You Emails that Win Over New Leads

“Thank you for your purchase!”

This one’s kind of a no-brainer, but if someone buys something, you should always be ready with an immediate and genuine word of thanks. A great place to do this is in a transaction receipt. Here are a few we love…

The Dollar Shave Club welcomes new buyers in their first email receipt and even gives them a call to action. If new users tell their friends, they might be able to get free stuff! How great is that?



Home Depot sends a thank you and offers up some friendly suggestions about what a user might like to purchase next!

“Thank you for subscribing!”

Oh, the ever elusive email distribution list. You work so hard to build it, we know! We also know you’re trusting that it’s the best way to turn interested individuals into loyal customers. And if adding people to your subscriber list is your first step of cultivation, the email welcoming those people to it is the first step of that first step! While most thank you emails for new subscribers are automated, services like Sendlane help you make sure each email is personal, eye-catching and a great introduction to your brand.

Check out this thank you email from Saxx Underwear. Bold colors, a catchy image, and the simple language all make for a great email, but it’s those website links at the top of the email that really make us swoon!
Everyone loves Michaels and the arts and crafts retail chain plays up that love in their thank you email. We’re big fans of their call-to-action asking readers to choose their email preferences on the outset – that way, subscribers can decide how often they get emails, rather than being bombarded by too many and just unsubscribing.
Not only that, but they’ve added a 20% discount coupon to make sure that new subscribers really feel the love and turn into new customers.





One more we love (we can’t help it!) is from English skateboarding and clothing retailer, Flatspot. The thank you portion of the email is right there at the top with an eye-grabbing image and clear text, but it’s the bottom portion of the email that really stands out. With bright colors and engrossing imagery, Flatspot draws in new subscribers in such a way that they can’t help but click to shop their latest collection or follow them on Instagram.

“Thanks for your loyalty!”

Not every thank you email needs to come in response to user action. In fact, some of the most effective lead nurturing emails are thank you notes that are unexpected – they remind your customers that you’re still out there, pique their interest as to what you’re up to, and instill a little extra goodwill for the future.

In the nonprofit world, charity:water stands out, not just for their efforts to bring clean water to the developing world, but for their impeccable marketing and communications. With its clean design and personalized picture, we were huge fans of this email right from the get-go, but it wasn’t until we saw in in action that we totally fell in love. What a fun way to show appreciation to loyal customers (or in their case, donors)!


We’re also big fans (email is what we do so of course we’re email fans!) of Xbox Live’s approach of thanking longtime users by showing them they they are a part of something big and impressive. Of course, they strike a personal tone right from the beginning by using their customer’s first name (or in this case, their gamer name), and then they carry that through the entire email, showing one specific user how their involvement has been part of an international network. It’s a great way to thank customers while giving them confidence in your band as a credible product used by many.

… And How to Write Them.

Now that you’ve seen some of Sendlane’s favorite thank you emails, it’s time to create your own! But before you do, here are a few quick tips to help you knock them out of the park and win over new leads.

1. Keep your subject line short.

Don’t be afraid to use words like “thank you” and “welcome,” and by all means, if you’ve got an offer or discount in your thank you email, make sure people know it before even clicking open! ie: “A Little Something to Say Thank You!”

2. Keep it Simple, Stupid!

The old grammar adage better known as “KISS” certainly rings true here. Thank you emails should be clear, concise and to the point!

3. Make it personal.

Whenever possible, personalize your thank you emails with your recipient’s name. Because let’s face it – we all know “hello friend” is a mass email.

4. Spell out the benefits.

Remind your recipient of the benefits they’re getting just for being part of your network. Make sure they know what they’ll be receiving and when (scroll back to Flatspot’s email as an example).

5. And deliver what you promise!

If you’re going to make sure people know what they’re signing up for, you better be ready to deliver it. If you tell them you’ll send one email a month, SEND ONE EMAIL A MONTH! Just because you have their email address, doesn’t mean you can email them everyday. They’ll unsubscribe to your list just as fast as they delete those cat memes their mom sends them.

6. Spread the word.

We talked about including your social links in thank you emails – ask people to use them to talk about you on their own accounts. Offer referral benefits like Dollar Shave Club did in their email above and watch happy customers recruit even more happy customers for you.

7. Keep people engaged.

Just because your thank you emails may be automated, that doesn’t give you the excuse to click send and forget about the person on the other end of the inbox. You’ve started a conversation with your thank you email – keep it going by seeing what your recipient does next and responding in person.

Ready to Roll?

At Sendlane, we’re always ready to help you automate your thank you emails that win over new leads and ensure that personal touch never ever gets lost. Contact us today to start a free trial and be on your way to writing thank you emails that actually win over new leads!


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