When it comes to operating a business, a main concern is often to recruit new customers. While this is essential, this need to draw in new buyers should not be done at the risk of losing established ones. An important element in retaining a solid customer base is to show them that they are appreciated. A strong way to demonstrate excellent customer service is to write thank you notes to new and regular customers.

Step 1.

Start with a friendly greeting. If the note is to a particular customer, include the name of the customer here. Be sure it is spelled correctly. A simple “Dear Anna” or “Dear Mr. Smith” will work. If you are addressing a larger customer base, avoid a greeting such as this. You could opt instead to jump into the body of the letter with “Thank you so much for your patronage.” Do not say, “To whom it may concern.”

Step 2.

Thank the customer for their purchase or for visiting your store. Write something like, “We wanted to take this opportunity to thank you for being such a loyal friend to our company. It’s customers like you that enable us to offer you the best possible service.” If this note is being directed at one person specifically, be more specific with what you are thanking them for.

Step 3.

Use the note as a chance to inform customers about a sale or opportunity. Make this offer friendly and not too pitch-heavy. This will increase the chances of them coming back to use your product. For example, “This holiday season, we would like to extend a special offer to our returning customers. Bring in this card to receive 10 percent off your next purchase.”

Step 4.

Demonstrate your desire to do business with the customer again. This note should show that while the item might be purchased, the sale is not over. Let them know that you are available to address any questions or concerns. Feeling appreciated and welcomed will give them more incentive to buy from you again.

Step 5.

Send the note with a small gift. This is optional, but it will further show your gratitude. Something as simple as a box of chocolates, a pen with the company logo or a coupon that can be used on a future purchase will drive home your appreciation and encourage your customers to return.