3 Helpful Thank You Page Examples

The thank you page is a great opportunity for your business to make a good impression, set expectations and get subscribers on their way to becoming customers. Here are three businesses that do a great job thanking their potential subscribers while also answering a few questions for their subscribers.

thank you email

Saying “thank you” is something we’re taught to do as children. This important lesson is something that can be carried over to your email marketing campaign as well. And what better time to start than right after someone joins your list?

The thank you page is the page that a potential subscriber will land on after filling out your web form, making it the second point of contact you have with them. It’s an opportunity for your business to make a good impression, set expectations and get subscribers on their way to becoming customers.

Here are 3 businesses that do a great job thanking their potential subscribers while also answering a few questions for their subscribers: what happened, what happens next, and what they need to do now.

Wilmington Travel Helps Prospects Activate Their Email Subscriptions

Perhaps the most important feature of a thank you page is the instructions for what the potential subscriber needs to do next. You want to make the subscriber experience as easy as possible so they can start receiving your messages.

Philip Patete runs the email campaign for Wilmington.net and has a creative solution for making sure instructions are clear:

thank you page instructions

Including an image of what exactly the potential subscriber needs to look for in their inbox and what they will need to click on can make the whole sign up process easier. Notice how features of the image are highlighted so the potential subscriber will be able to see the from address, subject line, and what they will need to click on.

You can do this too by taking a screenshot of your confirmation message, and then use image editing programs such as Skitch or GIMP to highlight certain areas.

It’s also important to set subscriber expectations in the thank you page. If subscribers know what to expect from the start, you will have a more engaged list with less people unsubscribing or complaining. The Wilmington thank you page handles setting expectations by incorporating them with their instructions:

thank you page instructions

The potential subscriber understands what needs to be done next and knows when they can expect to receive the information they requested.While these potential subscribers need to confirm in order to get a guide, you can also set this up to remind them that they need to confirm before they can begin seeing the value of being on their mailing list. Our next example also makes sure to set expectations in the thank you page.

BarnYarns Breaks Down Their Email Content and Sets Frequency Expectations

Iain MacPherson runs the email campaign for Barnyarns.co.uk, and this thank you page does an excellent job with setting expectations.

Part of their thank you page includes a description of what the potential subscriber can look forward to in their newsletters:

thank you page expectations

The potential subscriber already showed interest by signing up to the mailing list, so adding further details about what they’re going to be getting helps build anticipation. They even take it one step further by including how often they send newsletters:

how often to send newsletters

Potential subscribers are aware of what they can expect from these newsletters and how often they can expect to get them. This means there won’t be any surprises for subscribers that could lead to unsubscribing or marking an email as spam. Our next example takes this concept one step further by incorporating the most recent newsletter in the thank you page.

Earnings Beats Gives Out a Sample Newsletter

Chris Hopkins runs the site http://www.earningsbeats.com/, and he sets expectations by allowing potential subscribers to get a sneak peek at what the newsletters look like:

setting expectations in email

Giving subscribers a look at what they can expect to see is a great way to start off on the right foot. They’ll also be able to see the value your messages can have for them, making them more likely to confirm.

You can get a web based version of your message when you check off the “Social Media/Sharing” checkbox at the bottom of the Broadcast edit page.

Of course, in order for your potential subscribers to get these valuable newsletters you need to make sure you’re in their address book, otherwise you may end up in the spam filter. Take a look a look at how Chris handles this:

whitelist email

We’ve talked before about the importance of getting in your subscriber’s address book, and the thank you page is just one of many good places to remind them.

Thank You Page Keys:

  • Make sure you say “Thank you!”
  • Setting expectations always helps
  • Give subscribers directions
  • Make the sign up process as easy as possible

What else do you think a thank you page should say and do?

how to grow your business


  1. Mary L Million

    3/8/2011 10:56 am

    Nice! I knew a few, but not all of these tips. These Blogs are great, always find something I didn’t know. Thanks!!

  2. Jerry

    3/8/2011 11:22 am

    Excellent article Crystal, I appreciate the good examples as well…Thanks!

  3. Aaron Schulman

    3/8/2011 11:30 am

    Hi Crystal,

    Thanks for this. I wonder if the third example ever causes people to get distracted and forget to actually confirm in the email.. .

    Would be a neat split test to see. Although it reinforces the brand and value, it might take the reader off target long enough that they forget to confirm. . .

    Additionally- the first example reminds me of a video sales page- where a company (can’t remember – this was about 2 years ago) put a video at the top of their page explaining how to check out with screen shots and a narrator explaining how to go through the process).

    They found out through various feedback that people were not completing sales because a decent portion (10 -14% ) were not internet regulars (some senior citizens i think)

    Anyway- it shows the value of testing and those “aha” moments when feeback shows that it is not the product, value proposition, call to action, benefits, headline or even pricing point –

    it was the fact that a percentage of the non-converting shoppers just got frustrated with the checkout process which was then revamped to make it far less cluttered and easy to do.

    One quick question- do you have some other ideas or publishings as to when it might be good vs. not so good to do an “upsell” in your “thank you message” and how to appropriately do it so it is comes across as tasteful . . .

  4. Vicki Kron

    3/8/2011 11:34 am

    Thanks for sharing those great examples. Being able to actually see an example of good work helps me to make my Thank You page good also.

    Really appreciate this info.

  5. Courtenay Pitcher

    3/8/2011 11:55 am

    Thank you! Great article. I especially like the tip about directing them to a copy of this week’s newsletter. It makes total sense.

  6. sabek bouchaib

    3/8/2011 11:59 am

    Thank you very much for this information, which greatly enlightened, I work mostly with the French language, if you have information in French I would be grateful.

  7. IG

    3/8/2011 12:03 pm

    Nice case study. I had done the same thing with my ebook.

  8. Aaron Decker

    3/8/2011 1:50 pm

    Very good information. I love the tips you guys share with your customers. Thanks again

  9. Marce

    3/8/2011 2:55 pm

    Thanks for this post!
    Very important examples.

  10. Crystal Gouldey

    3/8/2011 3:40 pm

    Great comments!

    Aaron- Thanks for your insight! You bring up something very important- every campaign is different and you want to split test to find out what works best for your demographic. You should set expectations as early as possible, but how detailed you get certainly depends on your audience. Same goes for the upsell; your campaign might do well with an upsell on the thank you page, while others might see better results with using the email campaign for that. Our split testing feature for web forms can help you find out what performs best for you!

    Sabek- Right now we don’t offer any information in French. I’ll pass that on as a suggestion for you, and in the meantime you may find Google Translate helpful:


    Thanks to everyone for your feedback!

  11. Julie Boudreau

    3/8/2011 4:27 pm

    This post arrives just in time! It’s exactly what I’m working on these days.

    Being concise, but giving loads of info and subtly pushing our products. Not that easy!
    Thanks for the reading.

  12. Jenna

    3/8/2011 6:17 pm

    Hi, thank you for this tips. You save me my time 🙂

  13. Harrison

    3/9/2011 11:02 pm

    This is the best thank you page information I’ve seen yet. Will definitely help anyone building a newsletter/ subscription email list. Thank you.

  14. Bravo

    3/10/2011 3:00 am

    Hey Crystal! A wonderful article to read with examples. Thanks for sharing. Nice case study with very good information.

    Once again thanks for this post and sure to look this space for more. Please keep up the good work.

  15. Tim Pond

    3/10/2011 4:52 am

    Hi Crystal, thank you for awesome advice and examples!
    There could be a surprise gift on the thank you page.
    Sometimes you can include a relevant and great upsell offer as
    a PS at the end. It can be your own product or service, or an
    affiliate product.

  16. Mirza Abbas

    3/10/2011 7:15 am

    Thanx for all of your efforts. You guys are spacial. The tips you give us are very practical and effective. Excellent job and please keep it up. Thank you again.

  17. Codrut Turcanu

    3/14/2011 4:50 am

    Yes, you’re so right! Saying “thank you” is something we’re taught to do as children but forget to conceptualize it in our list building projects. 🙁

  18. Aurelius Tjin

    3/16/2011 1:49 am

    Thank you! 🙂 Thanks for sharing this very informative and helpul tips.

  19. Bobby Jonata

    3/20/2011 1:26 am

    Thanks for sharing those great examples. Good work helps me so much for Thank You page good also.

  20. Danny Johnson

    3/20/2011 4:32 pm

    Great Post. I am just now moving over to aweber and am glad I read this from the get go. I will be sure to incorporate each of these ideas into my thank you pages/emails. Thanks.

  21. Matt Alston

    4/9/2011 5:36 pm

    Crystal your post is well written and timely.

    I expand on your idea by creating all three of the AWeber form output pages inside branded wordpress blog sites.

    The confirmation page has all the instructions to go to their email and click on the confirmation link.

    The previous sign up page lets them know things are working and reminds them how to click the confirm link.

    The welcome page is where they get the real details of having subscribed.

    The idea of giving easy to follow instructions of what to expect or to do next is very good advice and yet I know many sites leave the three responses from the form at the default setting and therefore fail to take advantage of this kind of smooth interface.

    I wrote an extension to wordpress in php to automate the three pages using query strings to display form specific content based on which signup form the customer was coming through.

    The important thing is these pages are all inside the theme and branding of the site so the user experience is all branded the same. The default aweber form pages are as you know not branded to the customer site.

    Thanks for you post it brings up important design information and functionality many small user may not have been aware of.

  22. TonyS

    4/13/2011 2:05 am

    I’m working on something similar right now. I always think it is useful if possible for the Thank You email/text to include or give another reason for the customer to visit again soon. The number of times I’ve subscribed to a site and never returned because “I’ve moved on”. For example, “Check back on Thursday to see”… or “bring this text next week and receive an additional” …

  23. Charlie

    4/23/2011 3:16 pm

    This is really good stuff you guys. Keep the tips coming and thanks.

  24. Matthew Alston

    4/25/2011 1:26 pm

    The Thank you page in Aweber is actually 3 separate pages if you look closely at the way the system works.

    In your list you have a url for where they go after they subscribe.

    In the Form you have a url for where they go when they sign up before they confirm.

    In the Form you also have a url where they go if they are already subscribed and then do it again.

    I created a system that wraps around my WordPress blogs to use all three pages.

    When a person first signs up they land on a page that is a follow on offer similar to the one they just singed up for. BUT at the very top in a header box are the CONFIRM instructions. This way they get right on to more information like what they asked for and a reminder to confirm to receive the particular item they just requested.

    If they submit a second form (after haing confirmed) they get a new version of the page above that offers the follow on but has a different header saying thanks for updating your record.

    Once they confrim they go to the actual Welcome page. This is a variation on the above in that it is also the same follow on page but in the header reminds them that the download link for the item they requested has just been sent to their email.

    So in fact there are three thank you pages each with slightly different instructions.

    In all cases however the customer has landed on a page of relevant information based on what they submitted the form for in the first place.

    I use this logic to create 3 and 4 step Social Media compliant lead qualification funnels.

    I hope you find this strategy useful

  25. Oli Hille

    5/17/2011 9:41 pm

    Thank you. I am just working on improving my thank you page and in fact going to have something for sale on it. Awebers advice is always useful.

  26. Rishi

    9/21/2013 10:26 am

    Great article! Thank You pages are not discussed as much as landing pages but they are definitely so important.

    I did a similar one recently along with a case study that shows the screen shots of three different thank you pages and how that affected the user engagement ( based on Google Analytics data ).