Customer Appreciation Letter

Writing a customer appreciation letter may take a little time, but it is well worth the effort to let your customers know how much their continued patronage means to your business. If you do not have sufficient time to write a personal letter to every customer in your database, consider running a report to identify your top 20% of revenue generators and write appreciation letters to the management of those companies.

Format and Content

It is important to address your letter to the owner, CEO or manager of the company with which you do business. You may also want to send a letter to the supervisor or middle manager with whom you work on a regular basis. Your customer appreciation letter format should include the number of years you have worked with the customer, a brief history of your company and a short blurb about new products and services.


Although it is good to mention relevant news about your company, refrain from making the letter a sales pitch. This customer appreciation letter sample is from the owner of a sign company to one of his top customers for whom he has designed logos and provided signs for numerous branches.

Dear Jay,

This year marks the 20th year that you and I started our businesses right down the street from each other. I am so very proud that you were my first customer, and 20 years later, you remain one of my largest customers. I cannot begin to express to you how much I appreciate your continued patronage these last 2 decades. We have survived the nation’s economic woes together and we are coming out on the other side stronger than ever before.

I am honored to have designed the logo that you still use today and glad that you have come to me each time you wanted to tweak that logo for a more modern look. Now that you have 40 branches of your store around the state I feel a great sense of pride every time I pass one of those stores and see a sign I created for you with the logo I designed. I like to think that my colorful and creative sign has just a tiny bit to do with your statewide success.

As we approach a new year, I want to let you know that I am expanding my business to include, not only signs and banners, but brochures as well. Beginning January 2, 2014 we will have a writer and special graphic designer on staff who can put together and print visually attractive and well-written brochures for your business. Next time you head off to one of those exciting hardware tradeshows and order a banner from us, consider ordering a stack of professional brochures as well. We are always here to help you publicize and grow your business.

With Great Appreciation and Respect,

Mark Bradley

Mark A. Bradley