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“Dear Valued Customer” – 12 Steps to Writing a Great Customer Letter

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❶It's good business that can redeem your company's good name and turn an unhappy customer into a happy one again.

How to Respond to a Customer Complaint

Why Customer Complaints Are Retention Gold
Focus on Customer Needs

Sign the letter by hand. If at all possible, use your own signature to close the letter. Bigger businesses often struggle with the idea of how to make a form letter seem personal.

Even a computer drafted signature is often better than a typed name, in that it makes the letter appear to have been sent personally. Resist the temptation to pitch your business again. You're writing the letter to thank your customer for doing business with you, so it's no longer necessary to subject the person to advertising. Assume good rapport at this point. Make the customer feel like an insider. Don't say something you wouldn't say to an acquaintance. Don't include a product pitch, a mention of an upcoming sale, or anything else that could be construed as an ad.

Mail the letter with a real postage stamp. Even if you're mailing dozens of letters, it's better not to use a postage machine. That's a giveaway that this thank-you note is one of many, and it will make the customer feel less special. In fact, it may mean your thank-you note will end up in the junk mail pile.

Address the letter by hand if possible. Again, the more personalized you make the thank-you note, the better it will be received. If you don't have time to address envelopes, have someone else do it. Even if you're not the person actually writing out the address, the customer will be impressed to see handwriting.

Provide your contact information and be open to communication. Make sure your phone number and address are included in the correspondence, and give the customer warm encouragement to get in touch for any reason.

If your customer does contact you, be ready to meet his or her needs promptly. Write the letter by hand. Printing out a standard form letter is akin to sending your customer an advertisement flyer. Instead of making your customer feel special and appreciated, it might have the opposite effect and cause annoyance. Plan to write out thank-you notes individually in your own handwriting. If you have too many thank-you notes to write to be able to write each one out by hand yourself, ask another employee to help you out.

It really will be worth the time it takes to write out letters individually. If it's impossible to write the notes by hand, you'll need to find a different way to personalize them. At the very least, the customer's name and your true signature should be included in each thank you letter. In some cases it might be appropriate to write a thank-you email, rather than sending a handwritten note. This can be appropriate when you have an established personal relationship with the customer.

The key is to make sure it's personalized and sincere. If there's any chance your email could be mistaken for an advertisement, send a handwritten note instead. Choose stationery for your thank-you letter. Both thank-you cards and company stationery are appropriate for a business thank-you letter. If you have just a few notes to write, an elegant thank-you card, such as the kind you buy in a stationery shop, will make your customers feel that they are a top priority.

Otherwise, use heavy-weight paper printed with your company's letterhead. Avoid using regular printer paper for a thank-you letter. Choose thank-you cards that would be appropriate to send in any business setting. If your business is quirky and fun, it's fine to use colorful cards that represent your company the way you want it to be represented.

Avoid using cards with inappropriate or overly personal images or messages. Consider sending a gift. If you want to go even further to express your appreciation, you can send a small gift along with your note.

This is not at all necessary, but for special customers it might be just the right thing. Ask yourself what would happen if you left that item out. The more different thoughts you ask the reader to consider, the less any one point will stand out. Pare down your list to only those items that will entice your customers to speak with you again. Tell them what you can do for them. Let them know you understand their business needs and goals. Explain how you can help them and what your qualifications are.

Always consider why your customer is reading the letter: Why he would be interested in you? Even when you list your qualifications or experience, it should only be because it helps your client to know that information.

When you write a customer introduction letter, limit it to one page. Tell what, but not why, leaving details for your follow-up phone calls or face-to-face meetings. For example, you might tell a customer you can reduce his costs with a new shipping program you have. Do not fully explain the shipping program. Save the specifics for your follow-up. A letter crammed with type from the top of the page to the bottom will overwhelm a customer when he first opens it.

With customer focus and brevity in mind, start your letter with a one-sentence paragraph giving your name, title and relationship to the customer.


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What not to write in a valued customer letter. This sample shows templates for what not to write in a customer service letter to a valuable client.

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For an example of a great customer service letter, read our article: How to Write a Good Customer Service Letter – Example. Three Bonus Tips. Here are three more tips, provided by Neil Martin of The First Word, on how to write a better customer service letter. These three points can also be applied to other written contact centre channels like .

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Respond initially to your unhappy customer by using a medium that facilitates speed, such as a phone call or email. Use a formal letter for follow-up correspondence to emphasize the matter’s significance. How to Write a Good Response to a Client/Customer Complaint. this is a superb example of a customer response letter from the Yahoo! Search Marketing team. SitePoint Pty. Ltd.

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A well-written introduction letter to customers can create a positive impression for your business, but making a few common errors will get your letter tossed before your client finishes reading it. Using a simple organizational method to write your introduction letters will make a better first.