Using Gratitude to Boost Customer Loyalty: How Thankful Messaging Nurtures Loyalty

The holiday season isn’t just a sales peak — it’s the most opportune moment to inspire loyalty and fuel mobile app retention long after the leaves change color. This month, your mobile users are primed for interaction. They are seeking deals but also experiences that solve their problems and make them feel valued.

One of the best ways to nurture this relationship is through thankful messaging. Approaching holiday campaigns with gratitude, rather than urgency alone, fosters a sense of loyalty that extends well beyond a single sale.

Below, we’ll dive into why gratitude boosts loyalty, how it enhances the mobile messaging experience, and a few actionable strategies for using thankful messaging across your Black Friday and Cyber Monday campaigns.

• For more Black Friday guidance on push notifications, check out this guide to Push Notifications That Drive Black Friday Conversions
• For those interested in optmizing email campaigns, explore this guide to Crafting High-Converting Black Friday Email Campaigns

Why Thankful Messaging Works: The Psychology of Gratitude

Thankful messaging works because it makes users feel valued. When customers feel appreciated, they are more likely to stay loyal and support your brand long-term. Here’s why:

It Drives Positive Emotions

A study published in the International Journal of Retail & Distribution Management found that programs emphasizing gratitude are more likely to increase consumer loyalty towards the brand. When brands make a genuine effort to thank their customers, it creates a positive emotional response, significantly increasing the likelihood of repeat interactions.

It Reduces Post-Purchase Dissonance

A little gratitude after a purchase reassures users that they made the right decision. This can be a key factor in reducing buyer’s remorse and encouraging future engagement.

When gratitude is infused into your messaging, it turns fleeting transactions into meaningful interactions. And there’s no better time to build that bridge than during high-stakes holiday sales events, like Black Friday and Cyber Monday.

It Humanizes Your Brand

Expressing gratitude makes your brand feel more approachable and make your users feel like part of a community.

Consider two brands offering the same Black Friday deal on a popular item. Brand A sends a straightforward push notification: “Get 20% off now!” It’s functional, but it’s purely transactional.

Brand B, however, takes a different approach: “We’re grateful to have you in our community! Here’s a special 20% off, just for our loyal customers.”

Brand B’s message instantly feels more inviting, transforming the interaction into something that feels personal and exclusive. Customers aren’t just purchasing a product; they’re being acknowledged and appreciated. By proactively acknowledging users’ investment in the community, Brand B leverages the psychological principle of reciprocity. They volunteer gratitude and increase the likelihood of users “returning the favor” with ongoing loyalty.

How to Set a Thankful Tone Across Your Channels

Your mobile app’s user experience extends beyond any single messaging channel. This includes push notifications, in-app messages (IAM), SMS, and emails. Here’s how to start weaving gratitude into each of them:

Push Notifications

Short, sweet, and highly effective, push notifications are perfect for delivering quick messages of appreciation. Even a simple "Thanks for being part of our community!" before a sale announcement can create a warm entry point.

Schedule this brief, personalized message to go out during non-peak hours (e.g., mid-morning) so it’s less likely to get lost among promotional notifications. Then, set a follow-up message a few hours later with a soft sale intro, such as, “A little thank-you gift: tap here for exclusive early access!”

This approach ensures that your appreciation message stands out and warmly and memorably primes users for the upcoming promotion.

In-App Messages (IAM)

As users browse your app, well-placed in-app messages can subtly remind them that they’re valued. For instance, an in-app popup saying, “Just a quick thank-you for being here! We hope you love these exclusive deals” can make users feel special and connected.

To increase the likelihood of conversion, follow up the gratitude message with a clear, enticing CTA that guides users toward your sale. For example, after displaying your “Quick Thank You” in-app message, add a button like “Unlock Your Special Offers” that leads users directly to featured deals or a personalized discount page.

This seamless transition from appreciation to action helps turn positive feelings into purchases, making it easy for users to take advantage of the offers while they’re feeling engaged.

SMS

SMS, with its high open rates and immediacy, is ideal for sending critical or time-sensitive messages. But that doesn’t mean you can’t show appreciation in a way that also feels urgent and exclusive.

Mobile marketers can craft messages that thank users while creating a sense of priority, such as after a service disruption:

“Hi [User's Name], we wanted to thank you for being a valued customer. As a heads-up, our system will undergo maintenance tomorrow, so access may be temporarily limited. We appreciate your patience and are here to support you—let us know if you have any questions!”

In this example, the SMS alert conveys necessary information about a service interruption while expressing gratitude and reinforcing customer appreciation. It’s a small touch but it shifts the focus from pure functionality to a more considerate, community-focused approach. In a digital world that’s becoming increasingly populated by AI-generated content and “helpful” customer service chatbots, adding a human touch to these campaigns carries more and more weight.

Emails

Emails provide more space to communicate your message. Try a “Thank You” email that goes out at the start of your campaign, explaining how much your customers mean to you and giving them a preview of your best deals.

Because emails allow recipients to engage on their own time, they’re more likely to open and explore content that feels thoughtful and personalized. A well-timed “Thank You” email not only taps into their anticipation for holiday savings but also builds goodwill, increasing the likelihood that they’ll prioritize your deals over the flood of other promotions in their inbox.

Key Strategies for Infusing Gratitude into Your Black Friday/Cyber Monday Campaigns

Now that we’ve covered the basics, let’s look at specific strategies for creating thankful messaging that builds loyalty during Black Friday and Cyber Monday:

1. Kick-Off with a “Thank You” Announcement

Start your campaign on a high note by thanking your customers for their loyalty. Create an email or push notification that communicates genuine gratitude for their support and sets the tone for the sale.

Example:

"Thank you for being with us! As a loyal customer, we’re excited to offer you an early Black Friday preview. Tap below to see exclusive deals made just for you!"

This approach makes users feel valued right from the start, and it builds anticipation for the upcoming sale in a way that feels special, not sales-y.

2. Create Exclusive “Thank-You Deals” for Returning Customers

Segment your audience to target loyal customers with exclusive “thank-you” offers. This could mean offering VIP early access to Black Friday deals, special discounts, or bonus perks for returning customers.

Example:

“Just for you! Thanks for being a loyal customer—enjoy 25% off your purchase all weekend.”

Giving a personalized reward adds a layer of exclusivity and appreciation that resonates, especially with long-time users. It reminds them of the perks of loyalty, encouraging repeat visits.

3. Add Gratitude to Your Cart Abandonment Messaging

Cart abandonment rates can skyrocket during Black Friday and Cyber Monday. Acknowledging customers’ interest can add a much-needed touch of gratitude to your abandonment reminders.

Example:

"Hey there! We noticed you were interested in these items. We’re so grateful to have you here, and we’d love to help you complete your order. Enjoy an extra 10% off as a thank-you from us!"

This humanizes the reminder and turns a simple nudge into a thank-you moment, which can be more persuasive than just a reminder.

4. Post-Purchase Thanks to Build Long-Term Loyalty

Once customers make a purchase, continue the positive momentum with a sincere thank-you message. Reinforce that their choice matters to your brand and offer them incentives for staying engaged.

Example:

"Thank you for shopping with us this Black Friday! We appreciate you. As a token of gratitude, here’s a 10% off coupon for your next purchase."

Expressing gratitude post-purchase reinforces a positive experience, reducing buyer’s remorse and making customers more likely to return.

5. Use “Thank You” Messages to Encourage Social Sharing

Encourage your loyal customers to share their purchases on social media. A well-crafted message of gratitude can inspire customers to spread the word.

Example:

“Thank you for being part of our Black Friday celebration! We’d love to see your finds—tag us and share the love!”

Social sharing amplifies your reach and encourages a sense of community. By focusing on gratitude, you motivate customers to share your brand with others, creating organic growth.

6. Plan a “Thanks-Giving” Message After the Sales Frenzy

Send a follow-up message after Black Friday/Cyber Monday to let your customers know how much you value their support. A thank-you note paired with a gentle nudge to stay engaged can work wonders.

Example:

“We’re grateful for a fantastic Black Friday, thanks to customers like you. To show our appreciation, here’s a little something for you to enjoy. We can’t wait to make the rest of the season special for you!”

Following up post-sale keeps your brand top of mind and continues building the relationship. Customers are more likely to feel that their support is genuinely appreciated, fostering long-term loyalty.

Making It Personal: Quick Tips to Optimize Your Thankful Messaging

Personalization is key to maximizing the impact of thankful messaging. Personalized gratitude goes beyond the one-size-fits-all approach, creating experiences that resonate on a deeper level and increasing the likelihood of conversions and loyalty.

The official OneSignal Personalization Companion showcases mobile messaging examples, across multiple app categories, to help inspire your personalization strategy.

When done right, these personalized touches can strengthen retention rates, increase sales, and create a lasting positive brand reputation. Here are a few quick tips to optimize your thankful messaging for the best results.

• Segment Your Audience: Tailoring your gratitude messages based on user behavior or purchase history can make them feel more personal. For example, send exclusive “thank you” deals to your most active users or a special appreciation message to those who’ve recently joined.
• Time It Right: Timing matters. Schedule your messages at optimal moments to capture attention, like during browsing sessions, post-purchase, or immediately after an abandoned cart.
• Be Authentic: Customers can spot generic messaging from a mile away. Write in a natural, conversational tone that aligns with your brand’s voice. Use their name, mention their purchase, or offer something specifically tailored to them.
• Stay Consistent Across Channels: Keep your gratitude messages consistent, whether you’re using push, SMS, email, or in-app messages. This cohesive approach helps reinforce the message of appreciation across every touchpoint.

The Power of a Simple “Thank You”

Delivering thoughtful, gratitude-centered messaging across channels doesn’t have to be complex. With OneSignal’s Journeys, you can create cohesive, multi-channel campaigns that make every message count. Whether you’re crafting a warm thank-you push notification, a time-sensitive SMS alert, or a personalized email, OneSignal’s intuitive messaging builder lets you design and automate campaigns that feel natural and personal to your audience.

Journeys empowers you to set up targeted messaging flows that adapt to user behavior—so you can reach customers with the right message, at the right time, on the right channel. This means you can easily create a seamless Black Friday or Cyber Monday experience that nurtures loyalty, maximizes engagement, and drives conversions. Ready to make your holiday messaging stand out?