7 Non-Cringey Ways to Thank Customers and Build Loyalty

Most businesses say thank you to their customers at some point in the relationship — but very few make it memorable. Memorable enough that people tell their friends.

That’s why, in this season of gratitude, I want to talk about seven simple, non-cringey ways to thank your customers in a way that actually creates loyalty and repeat business.

Because a real thank-you doesn’t just make people smile. It makes them stay.

Why Most Businesses Get Thanking Customers Wrong

Here’s the thing: most companies make gratitude transactional. It’s the “thanks for your order” email, the automated coupon, or the branded notecard that screams, marketing department approved this.

That’s not gratitude. That’s good automation.

Take Il Makiage, for example — every time I order my foundation, they throw in a bonus product. It’s small, but it feels generous. It’s the kind of surprise that turns a one-time buyer into a repeat customer.

Or Smith’s (my local grocery store). They send personalized coupons for things I actually buy — Coke Zero, anyone? It’s smart personalization, but it’s not a thank-you. It’s data at work.

A real thank-you is personal. It’s human. It says, I see you — not just your wallet.

1. Add a Surprise Bonus

People love surprises — especially the good kind.

If you’re a coach, maybe that’s a bonus check-in call or a short resource you didn’t mention upfront. If you’re a service provider, it might be an extra deliverable or a small upgrade.

The value isn’t in the size of the gift — it’s in the surprise itself.

2. Bring Back Handwritten Notes

When’s the last time you got an actual handwritten card from a business? Exactly.

That’s why it stands out.

Whether it’s a quick thank-you note or a personalized email (and no, “Hi [First Name]” doesn’t count), take a few minutes to write something from scratch. It’ll say more than any discount code ever could.

3. Feature Your Clients

One of the most generous ways to thank customers — especially in B2B — is to share your platform. Feature a client on your social media, in your email newsletter, or even on your podcast.

You’re saying, I’m proud to work with you, while giving them exposure to new potential customers. That’s gratitude and marketing all in one.

4. Create a Client-Only Perk

Everyone loves feeling like an insider.

Offer early access to a new resource, a behind-the-scenes Q&A, or even a special quarterly email packed with tips just for past clients. It doesn’t have to be complicated — it just needs to make your customers feel like VIPs.

5. Celebrate Milestones

Mark anniversaries.

Send birthday notes.

Acknowledge the “we’ve been working together one year” moments.

It’s a small gesture that shows you’re paying attention — and it reminds your clients how far they’ve come with you by their side.

6. Pay Attention to Preferences

Gratitude gets real when it’s specific.

If your client always mentions their chai latte, send a $5 Starbucks card with a note that says, “Chai’s on me this week — thanks for being amazing.”

That tiny, thoughtful touch will say more than a hundred automated emails ever could.

7. Send a Future Win

Here’s a twist most people never think of: thank customers for what’s coming next.

Send them a resource that helps them reach their next milestone — even if you’re not actively working together. It shows you’re invested in their success long-term, not just in the transaction.

A future-focused thank-you says, I’m still rooting for you.

Gratitude Is Strategy

A good thank-you isn’t fluff — it’s smart business.

Repeat customers spend 67% more than new ones. But most businesses pour 90% of their energy into chasing new leads instead of nurturing the ones they already have.

So pick one simple way to surprise or thank a client this month. It doesn’t have to be big — just intentional. The goal isn’t perfection. It’s connection.

And if you’re ready to see which marketing efforts are actually building those loyal relationships (and which ones aren’t pulling their weight), you’ll love my Marketing Command Center.

It’s a simple, all-in-one tracker that shows you what’s working across every channel — from website and email to social media and sales. No guessing, no overwhelm. Just clarity.

Because when you thank customers well and know what’s working in your marketing, that’s where loyalty — and revenue — really grow.