I Got My First Paying Customer Today, So I Sent Them This Email

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Getting your first paying customer feels surreal. It’s the moment your side project goes from “little experiment” to “something humans will actually pay for.” Right after the dopamine rush fades, though, reality hits: now what?

You need to acknowledge them (duh), but you also want to set the tone for how you’ll treat customers going forward. So, instead of firing off some generic “thanks,” here’s how to write an email worth sending — and an example pulled from an actual r/sideproject post.

Why This Email Matters #

This isn’t just manners. It’s your first impression as a business, and done right, it builds trust. In the thread that inspired this piece, u/maplepancakepro (great name, btw) shared that they “kept it simple but personal.” That’s the sweet spot: honest, direct, and tailored to the fact that you’re still figuring things out.

One reply nailed it: “The person paying you is taking a risk. Acknowledge that.” Exactly. Your first customers are betting on you, not just the product.

The Email Template #

Here’s the framework one commenter suggested — and honestly, it works:

Acknowledge the milestone: Let them know they’re special.
Set expectations: What’s next? What should they expect from you or the product?
Invite feedback: This isn’t just polite; it’s free R&D.

Here’s an example email, tailored for a SaaS product:

Subject: [You’re one of our first customers 🎉] #

Hey [Their Name],

Just wanted to say THANK YOU — you’re officially one of our first paying customers at [Your Product Name]. This means the world to us. Seriously.

Here’s what happens next:

[Clear next step: login details, upcoming features, or support info].
I’ll be personally checking in with all early users, so expect an email in a few weeks asking how things are going.

If you have any questions, feedback, or run into problems, reply directly to this email. I’m all ears.

Thanks again — you’re helping us turn an idea into reality. 🙏

Cheers,
[Your Name]
Founder, [Product or Company Name]

Why This Works #

1. Subject Line Sets the Mood #

A little 🎉 won’t hurt, as long as it matches your vibe. (If you’re building a B2B tax compliance app, maybe skip it. But for most side projects? Go for it.)

2. Short Paragraphs = Readable #

This isn’t the time to flex your Hemingway chops. People skim emails, especially transactional ones. You can’t assume they’ll process anything longer than three lines.

3. Invite Feedback Early #

One commenter in the thread shared how a customer flagged a bug before the founder noticed it themselves. Early users are basically your QA team, so enable that feedback loop early.

What NOT to Do #

A few anti-patterns popped up in the thread, and they’re worth calling out:

Oversharing: It’s tempting to explain all the challenges you’ve faced building the product. Resist. This email is about them, not your “I coded this in 3 weeks” origin story.
Being too transactional: Yes, this is a business. But don’t jump straight to “refer your friends” or upselling. Build the relationship first.

Miscellaneous FAQs #

Should I include a coupon or discount? #

Probably not for your first paying customer. They’ve already paid full price, and offering a discount post-purchase feels awkward. Some commenters suggested a small freebie instead (like extending their trial by a week).

What if I never hear back? #

That’s normal. Not everyone engages with these kinds of emails, and that’s fine. Keep improving your product, and the replies will come.

How do I scale this approach later? #

Create templates and maybe even automation. But in the early days, do this manually. One commenter swore by keeping a Notion doc of early customer interactions and referring back to it when scaling.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "Should I include a coupon or discount?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Probably not for your first paying customer. They’ve already paid full price, and offering a discount post-purchase feels awkward. Some commenters suggested a small freebie instead (like extending their trial by a week)."
    }
  },{
    "@type": "Question",
    "name": "What if I never hear back?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "That’s normal. Not everyone engages with these kinds of emails, and that’s fine. Keep improving your product, and the replies will come."
    }
  },{
    "@type": "Question",
    "name": "How do I scale this approach later?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Create templates and maybe even automation. But in the early days, do this manually. One commenter swore by keeping a Notion doc of early customer interactions and referring back to it when scaling."
    }
  }]
}