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# The power (and ROI) of telling customers thank you
- URL: https://capitolcommunicator.com/the-power-and-roi-of-telling-customers-thank-you/
- Published: 2024-03-21T16:01:49.000Z
- Updated: 2026-10-08T23:31:52.000Z
- Author: Guest Columnist
- Tags: Agency, Insights, #wp-bottom-left-sponsored, #Import 2026-10-08 18:54

**By Juliana Spadaro,** [**Response Labs**](https://www.responselabs.com/?ref=capitolcommunicator.com)

**Our latest controlled marketing experiment reveals the results of a recent holiday campaign** for one of our restaurant clients. We decided to test the impact of a thank-you email to customers on dining behavior. Our test showed that this simple gesture led to a whopping 24.73% increase in net sales within just 24 hours for those who received the email, double that of the control group who didn’t receive the email.

#### **The Background**

As we mapped out a major winter holiday campaign for a restaurant client, we strategized a single thank-you message to customers for engaging throughout a month-long campaign. Although this client has run many similar campaigns, this was the first time we executed a straightforward thank-you email without a discount or additional promotion, so we seized the opportunity to run a controlled marketing experiment.

#### **The Test**

We were curious as to what impact, if any, this single email would have on dining and purchasing behavior. To measure impact, **we suppressed 10% of the audience (Control Group)** from receiving the thank-you email sent on Jan. 5\. We then compared the **day-over-day (Jan. 4 – Jan. 5) increase in net sales** generated by **90% Test Group** against the 10% Control Group.

This finding was statistically significant with 100% confidence. **Bottom line: the thank-you email did increase net sales for recipients within 24 hours of receiving the email**.

#### **The Result**

The percent increase in attributed net sales day-over-day from Jan. 4 – Jan. 5 was **significantly higher for the Test Group that received the thank-you email,** as compared to the Control Group. Specifically, the Test Group in our controlled marketing experiment saw a 24.73% increase in Net Sales between Jan. 4 – Jan. 5, while the Control Group only saw a 12.57% increase.

#### **The Takeaway**

Building mutually beneficial relationships with your customers — by doing something as simple as saying thank you — can have a tangible business impact.

**Want to see more examples** of the work we’ve done for our clients? Check out [additional case studies](https://www.responselabs.com/experience-2/?ref=capitolcommunicator.com) on our website.

[Response Labs](https://www.responselabs.com/?ref=capitolcommunicator.com) is a Capitol Communicator sponsor.