Make Customers Happy with these 9 Email Templates

Most of our conversations with customers don’t take place in person. Instead, we talk to them over live chat, phone, or the most popular customer service channel: email. According to a 2018 Forester customer experience report, 54% of customers said they used email for customer service in the last year.

But using email for customer success means we don’t get the benefits of a face-to-face conversation. We can’t use facial expressions to show customers when we’re happy, concerned, or sorry. Email eliminates the 93 percent of communication that occurs through tone and body language.

That’s why well-written emails are so important for building strong customer relationships.

Below are some common situations customer success teams encounter. Use these templates as a starting point — they can serve as inspiration, or you can tweak them to fit your team’s unique voice and circumstances.


Customer Success Email Templates:


1. Handing off a new customer from the Sales to Customer Success team

When to use this customer success email:

Transitioning a customer from Sales is a delicate process. Use this email to make sure it goes smoothly.

Hi {{customer first name}},

Congratulations and thank you for choosing {{your company name}}! While I’ve been your go-to person during your trial period, I want to formally introduce you to your official customer success manager, {{CSM name}}.

{{CSM name}}’s customers love working with {him/her} and {he/she} has extensive knowledge of our entire product. You’ll be in great hands.

{{CSM name}} will be reaching out to you about next steps, but I just wanted to say another thanks for working with me and being our customer.


2. Scheduling a Business Review

When to use this customer success email:

Use this email when you’re reaching out to propose an annual or quarterly business review with a customer.

Hi {{first name}},

As the end of the year approaches, we’re beginning to plan for an exciting new year at {{your company name}}! To kick things off, we’d like to schedule a review of your past year. During this conversation, we’d love to get your feedback on how things are going on your end and have you share improvements you’d like us to make in the coming year.

Your feedback is going to be incredibly important as we plan for next year. What day and time would work best for a call next week?


3. Reaching out to an unresponsive customer

When to use this customer success email:

Sometimes, you reach out again and again with no luck. Use this email copy to engage your customers again.

Hi {{first name}},

It’s been a while since we chatted! I’d love to hear how things are going on your end and see how I can help make your experience better. Are you open to sharing some insights with me over email, or scheduling a call so I can share some of the things we’ve been working on for you at {{product}}?


4. CSM introduction

When to use this customer success email:

Got a new customer in your book of accounts? Use this email to say hello.

Hi {{customer first name}},

It’s nice to meet you! As {{AE name}} mentioned, I’ll be your success manager here at {{your company name}}, which is just a fancy way of saying I’ll be your main point of contact moving forward.

Generally, I like to start off with an account kick-off call, but if you feel like you need more time to discover {{your company name}} that’s great too. When you’re ready to chat, please let me know and we can set up some time.


5. Threatened churn

When to use this customer success email:

When your customers aren’t happy, see how you can help with this customer success email.

Hey {{first name}},

I noticed that you haven’t been using {{your company name}} as much lately and wanted to reach out to offer a one-on-one review session with you. If you are interested in scheduling, please let me know by replying to me directly!

I look forward to hearing from you soon! Please don’t hesitate to reach out to me for more assistance.



6. Churn

When to use this customer success email:

Churn happens. Use this email to reach out and get feedback on what worked and what you could improve.

Hi {{customer name}},

I noticed that you recently cancelled your account, and I wanted to reach out to see if there’s anything we could have done to make your experience better.

Would you be open to sharing why you decided to move away from {{your company name}}?



7. Decreasing plan or users

When to use this customer success email:

When your customer downgrades, in their plan, in users, or in usage, send this email to see what’s up and if you can make it better.

Dear {{customer name}},

{{Ratio}} of our customers use {{plan}} and see {{benefits of plan}}. But it seems like it didn’t work out for you. We’d love to get feedback on your experience. Was there something specific you were looking for but weren’t able to find? If you’re interested in giving it another shot, we’d love to give you another week of {{plan}}, on us! Just reply to this email to let us know.


8. Renewal introduction

When to use this customer success email:

Renewal is an important conversation. Send this email to make sure customers are happy and meeting their goals, so they sign on again.

Hi {{first name}},

It’s been {{plan length}} since you started using {{your company name}}! I wanted to reach out to say thanks for being our customer. I’d love to connect and see how you’re liking it, what we can improve, and how we can continue to help you meet your goals. Are you open to scheduling a chat to share these things with us and renew your contract?

9. Self-serve resources

When to use this customer success email:

Sending blog posts, linking to community pages, and attaching other resources in emails over and over is time consuming. Instead, save this email so you can send resources quickly and accurately.

Hey {{firstname}},

I thought these might help with your question. Let me know if you want to talk it out further — I’m happy to hop on a call with you!

Community and Help Center {{link}}

Introduction guide {{link}}

Our 24-hour support line: {{your number here}}


Understanding Ebsta’s Email Template Analytics

With Ebsta, you can easily view open, click and reply rates based on the best performing email templates. You can save these email templates in Ebsta, so if your teammate crafted a great message, everyone can use it, too.


Add Salesforce Email Templates to your inbox by trialing our Ebsta Inbox Solution.


Speak with our experts and see how Ebsta will help improve your sales

New call-to-action
New call-to-action
Logo Icon (White)@2x

Newsletter Signup

Share this article

Related Content

How to Demonstrate ROI of Revenue Operations with Julian Hannabuss, Director of Revenue Operations at Procurify

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Julian Hannabuss, Director of Revenue Operations at Procurify, a leading procurement and purchasing software company that lets teams track, control, and analyze all business spending so they can scale faster. Julian shares his insights on how revenue operations should present their revenue outcomes and can drive organizational value to the board. He also shares his insights on the difference between high and average performers in the sales and revenue teams. Julian shares some tips on how to mitigate churn at your company.

How to Build Your Pipeline Through Social Selling with Tim Hughes, CEO of DLA Ignite

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Timothy Hughes, CEO of DLA Ignite, a strategic advisory and consultancy enterprise that enables organizations to leverage social selling to convert pipeline leads. Tim shares a three-step social selling process to build pipeline leads and highlights how conversations rather than content play a pivotal role in the conversion process. Conversions pivot around educating the prospects on their pain areas and then offering solutions to resolve the issues. The episode is also a gold mine for sales leaders looking for insights that are easy to adopt and implement.

The Four-Step Framework to Reimagine Sales Teams with Ben Stroup, President at Velocity Strategy Solutions

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Ben Stroup, President at Velocity Strategy Solutions, an on-demand strategy and management consulting firm. Ben shares his insights on how Velocity uses people, processes, technology, and data to reimagine sales and revenue teams, and move the needle toward a modern-day revenue operation and management approach. Companies must move from monitoring lagging indicators like revenue to analyzing leading indicators like customer acquisition costs (CAC) and customer lifetime value (LTV). Ben also touches on the importance of aligning internal teams to a common goal.