Why Email Sign-Offs Matter for E-Commerce Stores
Email sign-offs are the closing phrases you use before your name in emails—expressions like “Thanks,” “Best regards,” or “Sincerely.” For e-commerce store owners, these small details create a massive impact.
Email productivity company Boomerang analyzed over 3,50,000 email threads to find which sign-offs drive the highest response rates. The results surprised everyone: emails with thankful closings saw a 62% response rate compared to just 46% for emails without proper sign-offs.
This matters because email marketing generates an average of $42 for every $1 spent. When you’re sending hundreds of customer emails weekly—cart recovery, order confirmations, review requests—a 36% boost in response rates translates directly to increased sales.
Email Sign-Off Response Rate Data
Here’s what the research reveals about which email closings actually work:
| Sign-Off Type | Response Rate | Performance |
| Thankful closings (Thanks, Thank you, Thanks in advance) | 62% | Highest – 36% above baseline |
| Emails without thankful closings | 46% | Baseline |
| “Best” alone | Lowest among popular options | Worst performer |
Specific Response Rates by Sign-Off:
- “Thanks in advance” – 65.7% response rate
- “Thanks” – 63% response rate
- “Thank you” – 57.9% response rate
A 2010 study in the Journal of Personality and Social Psychology found recipients were more than twice as likely to help when emails included “thank you.” Gratitude triggers psychological reciprocity—when someone thanks you, you naturally want to respond positively.
The 30 Best Email Sign-Offs for E-Commerce Stores
Based on response rate data and email marketing best practices, here are the most effective closings organized by situation.
Cart Recovery Email Sign-Offs (5 Options)
Abandoned cart emails have upto 45% open rate, and 21% of those who open click through, with 50% of click-throughs resulting in purchases. Use these closings to maximize conversions:
| Sign-Off | When to Use | Why It Works |
| Happy shopping | With discount incentive | Positive, encouraging tone |
| Thanks for browsing | Standard cart recovery | Acknowledges interest without pressure |
| See you soon | For repeat customers | Implies relationship continuity |
| Questions? Just ask | Complex/expensive items | Removes purchase barriers |
| We’re here to help | First-time browsers | Builds trust and support |
Customer Service Email Sign-Offs (5 Options)
| Sign-Off | When to Use | Why It Works |
| Thanks for your patience | Delayed orders/issues | Shows appreciation during problems |
| Here to help | Product questions | Emphasizes support availability |
| Thank you for choosing [Brand] | Order confirmations | Reinforces purchase decision |
| Please let me know if you need anything else | After resolving issue | Keeps door open for follow-up |
| Appreciate you | Loyal customer interactions | Personal, warm acknowledgment |
Professional/Business Email Sign-Offs (5 Options)
For communicating with suppliers, wholesale buyers, or business partners:
| Sign-Off | When to Use | Response Rate |
| Thanks in advance | Asking for action | 65.7% (highest) |
| Thank you | Making requests | 57.9% |
| Best regards | First-time contacts | Safe, professional standard |
| Kind regards | Established relationships | Warmer than “regards” alone |
| Looking forward to connecting | Partnership inquiries | Shows genuine interest |
Professional email etiquette experts at Indeed recommend matching your sign-off formality to your relationship with the recipient for best results.
Marketing & Promotional Email Sign-Offs (5 Options)
Welcome emails achieve an 83.63% open rate and 16.60% click-through rate—the highest of any email type. Make your closing count.
| Sign-Off | When to Use | Why It Works |
| Enjoy | Discount codes, gifts | Emphasizes benefit |
| Cheers | Newsletter, casual brands | Friendly, approachable |
| Thanks for being part of our community | Loyalty emails | Strengthens belonging |
| Talk soon | After webinar/event signup | Conversational continuity |
| Have a great weekend | Friday sends | Timely, personal touch |
Review Request Email Sign-Offs (5 Options)
| Sign-Off | When to Use | Why It Works |
| Thanks in advance | Review requests | Highest response rate (65.7%) |
| Grateful for your time | Survey requests | Shows you value their effort |
| Appreciate your feedback | Post-purchase check-in | Acknowledges their contribution |
| Your input helps us improve | Customer feedback | Makes them feel heard |
| Many thanks | After exceptional help | Extra appreciation |
Crisis/Complaint Email Sign-Offs (5 Options)
| Sign-Off | When to Use | Why It Works |
| Sincerely | Formal apologies | Shows seriousness |
| With apologies | Service failures | Direct accountability |
| Thank you for your understanding | Delays, issues | Appreciates patience |
| We’re making this right | Refund/replacement | Action-oriented reassurance |
| Warmly | After resolving complaint | Rebuilds warmth |
Email Sign-Offs to Avoid (They Kill Response Rates)
Not all sign-offs are created equal. These perform poorly and can damage your professional image:
| Avoid This | Why It Fails | Use Instead |
| Best | Lowest response among popular closings | Best regards, Thanks |
| Thx/Thnx | Unprofessional abbreviation | Thanks, Thank you |
| Sent from my iPhone | Looks lazy and rushed | Remove entirely |
| No sign-off at all | Abrupt, incomplete | Any professional option |
| XOXO | Too personal for business | Cheers, Take care |
| Warmly (to strangers) | Overly familiar | Best regards |
The 3-Part Email Ending Formula That Works
Every professional email closing needs these three elements working together:
Part 1: Closing Line (What Happens Next)
Tell recipients exactly what action to take or what to expect next.
✅ Good Closing Lines:
- “Your order ships tomorrow with tracking.”
- “Reply with your preferred delivery date.”
- “Let me know if you have questions.”
❌ Bad Closing Lines:
- “Hope this helps.” (too vague)
- “Looking forward to hearing from you.” (no specific ask)
- No closing line at all (incomplete)
Part 2: Sign-Off Phrase (Choose From Your 30 Options)
Pick based on context and relationship formality.
Formatting Rules:
- Capitalize only the first word: “Best regards,” not “Best Regards,”
- Always add a comma after: “Thanks,”
- Never use all caps: “THANKS,”
Part 3: Email Signature (Make It Mobile-Friendly)
More than 50% of emails are opened on mobile devices, so keep signatures short and scannable.
What to Include vs Skip:
| Include ✅ | Skip ❌ |
| Full name | Inspirational quotes |
| Job title | Large images/logos |
| Company name | Multiple colors |
| Email & phone | Social media icons |
| Website link | Marketing banners |
Quick Decision Guide: Which Sign-Off to Use When
Match your closing to your goal and situation:
| Your Goal | Best Sign-Off | Closing Line Example |
| Get abandoned cart sale | Happy shopping | “Complete order for free shipping today!” |
| Answer product question | Here to help | “Let me know if you need other details.” |
| Confirm order | Thank you for choosing us | “Your order ships in 24 hours.” |
| Request review | Thanks in advance | “Your feedback helps other shoppers.” |
| Resolve complaint | Sincerely | “Your refund processes in 3-5 days.” |
| First contact with supplier | Best regards | “Looking forward to your response.” |
| Follow up with partner | Thanks | “Can we schedule that call for Tuesday?” |
| Send newsletter | Cheers | “See you next week with more tips!” |
Common Email Closing Mistakes E-Commerce Owners Make
Mistake #1: No Clear Next Step
Problem: “Hope to hear from you soon.” (too vague)
Solution: “Please send your shipping address by Friday.” (specific action with deadline)
Mistake #2: Overly Long Signatures
55% of emails open on mobile. Long signatures get cut off and look unprofessional.
Problem: 6+ lines with quotes, multiple images, social media icons
Solution: 3-4 lines maximum with essential contact info only
Mistake #3: Mismatched Formality
Problem: “Hey! Thanks a million! 🎉” to first-time corporate buyer
Solution: Pick one sign-off and stick with it throughout the entire thread
How to Match Formality to Your Customer Type
| Customer Type | Formality Level | Best Sign-Offs |
| First-time buyer | Professional | Thank you, Best regards |
| Repeat customer | Friendly-Professional | Thanks, Appreciate you |
| VIP/Loyal customer | Casual-Warm | Cheers, Thanks, Talk soon |
| Complaint/angry customer | Formal-Respectful | Sincerely, With apologies |
| Corporate buyer (B2B) | Professional | Best regards, Thank you |
How to Test Your Email Closings (Simple A/B Test)
Want to know what works best for YOUR specific customers? Run a simple test.
What to Test
Version A: “Thanks for your order,” Version B: “Best regards,”
Send each version to half your email list and measure results.
What to Measure
Track these three metrics:
- Reply rate: % of recipients who respond
- Click-through rate: % who click links in your email
- Conversion rate: % who complete your desired action (purchase, review, etc.)
Sample Size Requirements
You need a minimum 500 recipients per version for statistically reliable results.
With email marketing ROI averaging $42 for every $1 spent, even small improvements compound into significant revenue increases over time.
Action Plan: Improve Your Email Response Rates Today
Here’s your simple 3-step implementation plan:
Step 1: Replace Low-Performing Sign-Offs
Replace “Best” with “Thanks” in your next 10 customer emails starting today.
Action items:
- Update your email templates right now
- Track reply rates for one week
- Compare to your previous baseline average
Step 2: Optimize Your Email Signature
Update your email signature template to be mobile-friendly.
Action items:
- Keep it to 3-4 lines maximum
- Test on your own mobile phone before rolling out
- Make phone number clickable (use tel: link)
- Remove any large images or logos
Tool: Use HubSpot’s email signature generator to make this process easy and professional.
Step 3: Create Sign-Off Templates for Common Scenarios
Save time and maintain consistency with pre-written templates:
- Cart recovery: “Happy shopping,”
- Customer service: “Here to help,”
- Review requests: “Thanks in advance,”
- Professional contacts: “Best regards,”
Creating email templates for common scenarios helps maintain consistency and saves time across your customer communication.
Turn Better Email Closings Into More Revenue
Emails ending with gratitude get 36% more responses than those without. With 93% of people checking email daily and abandoned cart emails achieving up to 45% open rates, your email closings directly impact your bottom line.
Every customer email is an opportunity to increase response rates by over one-third. Start implementing these changes today:
Your immediate action steps:
- Replace “Best” with “Thanks” in all customer service email templates
- Update your email signature to 3-4 lines with essential info only
- Create the 3-part email ending (closing line + sign-off + signature) for your most common email types
- Test different sign-offs with your audience and track results
- Train your team on which sign-offs to use in different situations
The stores that master email communication see higher response rates, more customer engagement, and ultimately more sales. It starts with something as simple as how you end your emails.
Retainful helps e-commerce stores increase revenue through email, SMS, and WhatsApp automation—all in a single flow. Capture visitor contacts, welcome them across all 3 channels, recover abandoned carts automatically, and engage customers with 150+ pre-made beautiful email templates and signup forms. Set up your complete omni-channel strategy in minutes and start recovering more sales automatically.
Frequently Asked Questions About Email Sign-Offs
The most professional email sign-offs are “Best regards,” “Thank you,” and “Sincerely.” For highest response rates, use “Thanks in advance” (65.7%) or “Thank you” (57.9%). Match formality to your relationship with the recipient—formal for first contacts, friendly for established relationships.
No, avoid using “Best” alone. Research shows “Best” has the lowest response rate among popular email closings. Instead, use “Best regards” or “Thanks” for better results. The single word “Best” appears abrupt and less professional than complete phrases.
End request emails with “Thanks in advance” (highest 65.7% response rate) or “Thank you for your consideration.” Include a specific closing line like “Please send the files by Friday” before your sign-off. This combination shows appreciation while clearly stating your need.
Yes, match your sign-off to customer type. Use “Thank you” or “Best regards” for first-time buyers, “Thanks” or “Appreciate you” for repeat customers, and “Cheers” or “Talk soon” for VIP customers. Keep the same sign-off throughout individual email threads for consistency.
