25 customer service email templates and sample responses

Own email communication with free templates for common customer support and business instances.


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Conveying a message through writing requires a lot of effort. You need to zero down on a structure, find the right words, and check for errors. This only gets more complex when writing business emails. What is it about email writing that makes it more complicated than other modes of communication? 

When you talk to someone in person, you witness their reaction first hand. This helps you form your response accordingly, leaving little room for misinterpretation or miscommunication. In case of a phone call, the voice and tone of your customer tells you most of what you need to know, in order to respond to them in the right manner. You lose out on these advantages while communicating via email. Unless the customer’s email is in ‘ALL CAPS’, or some other obvious form of expressing emotion, it’s difficult to gauge the customer’s reaction and respond accordingly. Besides, with text abbreviations and emojis being used extensively in emails nowadays, communication can get confusing. 

To help you write the best customer service emails, we’ve put together plenty of tips along with examples and templates for popular business cases that will help you perfect the art of email writing. 

Customer service email illustration

First, the basics: Customer service email writing best practices

Here are five tips for writing the perfect customer support email or response.

#1 Sense the tone

When a customer writes to you, how do you gauge the inherent emotion behind their mail? Are they happy, sad, frustrated, disappointed, or feeling something else entirely? Remember the example of the mail sent to British Airways? Once you read the first sentence, it appears to be a positive statement. But, as you read the next line, it is evident that the customer has lashed out and was not satisfied with the service received. 

What if the brand stopped reading after the first line and mistook it to be positive feedback? The customer would have gotten further annoyed, lashed out harshly, and the brand would have not only lost business but may have been publicly called out by the angry customer. 

Here’s an example - Thanks for asking me to pay for fast shipping and then not delivering my order on time.🙂

The first half of the message seems to be a positive note, and the emoji at the end only adds to it. However, the next half of the sentence reveals that the customer was being sarcastic.

This is why you need to sense the tone of the customer’s message before hitting the reply button. The next time a customer writes to you, make sure you have clarity on what the customer is trying to convey. The only way to do that is to make sure you thoroughly read the message from start to finish.

#2 Appreciate their efforts

Acknowledge the effort a customer takes to contact you. Even when customers reach out to complain or find a solution for an issue they are facing, appreciate the initiative taken to get in touch with you. 
Sometimes, it can be quite difficult to handle your emotions when a customer lashes out at you. During such situations, remind yourself that they are not frustrated with you but with the product/service. Just remember that it’s nothing personal. To them, you are the face of the brand or the brand itself. They are not writing to you but to your brand. Step back and respond with a neutral tone.

#3 Empathize with the customer

There’s more to empathy than the popular belief of stepping into someone else’s shoes and understanding their perspective. According to Justin Bariso, the author of EQ Applied: The Real-World Guide to Emotional Intelligence, there are three ways you can empathize with other people.

Cognitive empathy: You understand how a person feels and what they might be thinking. 

Emotional empathy: You share another person’s feelings and try to build an emotional connection with them.

Compassionate empathy: You go beyond understanding the other person and actively take action to help them however you can.

The emotions that your customers experience are unique to them. 'I understand how you feel' is cognitive empathy. No, you don't understand how they feel, because you didn't wake up to a crashed website or an undelivered Christmas present.

Empathy illustration

When it comes to communicating with a customer, especially with an angry one, you need to go beyond cognitive and emotional empathy. Simply understanding their feelings or building an emotional connection isn’t going to solve the customer’s problem. 

You need to give the customer an actionable solution which is what compassionate empathy is all about. Before you jump to resolving the customer’s issue, understand the frustration that led to them writing the email. Once you’ve calmed them down, go ahead and then offer the solution. This way, you’re showing your customer that you really want to help them, rather than just saying ‘I know how you feel’, which doesn’t help the customer at all.

#4 Address all questions

Some customers who write to you might have more than one question in their email, and you may not be able to resolve everything at once. Especially when they have feature requests or when they’re reporting bugs. Yet, you cannot skip their issues, or help them selectively. That will only lead to more back and forth communication, which in turn gives way to frustration and dissatisfaction. 

Even if you don’t have an answer right away, give the customer an estimate of how long the resolution might take. 

#5 Double-check your responses

How many times have you spotted a typo or grammar mistake only after sending the reply? How come you didn’t notice something which was right in front of your eyes? Psychologist Tom Stafford, who studies typos at the University of Sheffield4 explains, “The reason typos get through isn’t because we’re stupid or careless, it’s because what we’re doing is actually very smart. Our brain focuses on the more complex tasks rather than the smaller ones like writing or reading.”

In this case, you give so much importance to conveying the right message that your basic grammar and spell checks take a backseat. But typos create an unprofessional image of your brand.

This is why it is necessary to distance yourself from your response before you give it a final read. Look away from your screen, take a sip of water, or walk around a bit. Come back and go through the message to ensure nothing is missing, and that there are no errors. Here’s a small checklist to help ensure nothing’s missing.

– Have I responded to/addressed the customer's frustration?
– Have I answered all the questions?
– Did I check the email for spelling and grammar errors?

Customer email samples + templates for 25 support and business instances 

For a business, every day is filled with different situations that call for different emails. Be it an apology for messing up or a thank-you note, every email that you and your team send out demands curation. While sticking to the usual appears to be an easy way out, your emails need to leave a long-lasting impression on your customers. This resource covers all such instances, along with examples of brands that got their messaging right and a free template for each instance.  

Find your email template

Confirmation email

When a customer creates a new account or subscribes for a newsletter, it’s natural to check their inbox for a confirmation email. But, that doesn’t mean you have to go with the same boring template. A confirmation email is where you can test a new approach.

Don’t go overboard with messaging: The minute a customer gets a confirmation email, their instinct is to click that verification link. So, it’s best to maintain a friendly tone and keep it brief.

Ditch that plain text email: While plain text emails save a lot of time and require minimum effort, they don’t create a great first impression. Here’s where involving a bit of design in the email helps bring out your company’s theme. 

Include your support info: Along with your brand details and FAQs, add your support info so that they can contact you when they need help. The FAQs also come in handy when a customer is unable to verify the email.

Here’s an example of Transwire, getting their welcome message right.

Email confirmation
Email confirmation

Email template to welcome new customers

Hello <customer name>,

We just want to confirm that this is the right email address to <reason for signing up - contact you, send you blogs and resources, log in to your new account, etc.>.

If you need help with anything, you can head over to our help center <link> where we document useful information and FAQs.

<Company name>

PS: If this is reaching you out of the blue, then please let us know and we’ll get to the bottom of it.

Asking the customer if they need help

More than just resolving the customer issues, support is about clearing even the trivial doubts that your customers are hesitant to ask. This is especially important when the customer has just started trying out your product/service. They may hesitate to contact the support team unless it’s a major issue, which is why you need to break the ice. 

Be proactive: Don’t wait for the customer to reach out to you. Take the first step and let them know they can contact you over any issue. This gesture will create a good impression of both the brand and the customer support.

Make them feel welcomed: Before you ask the customer if they have questions, make it a habit to include them as a part of your brand. They have just begun using your product/service. Make them feel at  home so that they don’t think twice before reaching out to you.

Here’s how GrowHack asks their customers if they need help right within their welcome email.

Asking customers if they need help
Email sample asking customers if they need help

Support template for asking customers if they need help

Hey <customer name>,

Hope everything has been going well for you so far with <brand name>. I just wanted to drop by and ask if you need any help with anything? 

You can reply to this email with your questions or reach my team on live chat. Our team of experts is around to help from <timing>. 

Alternatively, you can also find solutions and quick fixes should something go wrong in our help center <link>.

<Agent name>
<Company name>

Acknowledgment email

Letting the customer know that the support team has received their query saves a lot of frustration. While autoresponders can be used to acknowledge customer requests, it is important to ensure that you don’t sound robotic.

Keep the message short and crisp: Keep your acknowledgement mail as short as possible. customers don’t want to read a long email, only to find that there’s no solution yet. 

Don’t make it sound automated:  A message sounding like it came straight out of a machine is bound to put people off. Make sure you add a human touch to your auto-reply. Start the response with a warm greeting. Thank your customer for reaching out to you, or apologize if there was a delay from your end.

What sets apart Heap’s email from the rest, is their unique use case and the way they automated it. Whenever their customer sync took more than an hour, their auto-reply acknowledged that there was a delay. This answered the customer’s issue even before they enquired, thus bringing down the number of such queries.

Asking customers if they need help
Acknowledgement email sample

Email template for acknowledging a new customer service request

Hi <customer name>,

We just received your query. You should be hearing from an expert soon/ by <time frame>. 

While you wait, you could browse through our knowledge base <link> or share further information about your issue or doubt, so we can jump right into the solution.

<Company name> support

When your team is not available

Nothing can frustrate a customer more than the unavailability of the customer support team. At the same time, it wouldn’t be fair to ask your support team to work round the clock. Here’s where your out-of-office reply can make the experience less disappointing for your customer.

Inform them about when they can expect to hear from you: In addition to stating that your team is out of office, specify your work timings. This will give them some clarity on when to reach out to you next time. 

Offer an alternative solution:  If you have a knowledge base or help center in place, point your customers to it. Who knows, the answer to your customer’s question might be breathing in an article or FAQ. This way, customers don’t have to wait for you, and also have the chance to find a solution on their own. 

Here’s WooCommerce’s clear cut auto-reply when their team is not around. 

Customer service team unavailable
Out of office email sample

Auto-responder template for your OOO message

Hi <customer name>,

We’re sorry you’re facing an issue and that our team is not around to help you right away — we work from <business hours>.

You might find a temporary solution to this problem in our <help center/resources>. 

Please feel free to share further developments by replying to this email so we can offer the best solution when we’re back.

Thank you for your patience. We’ll be in touch with you as soon as possible.

<Company name> support

Order confirmation

Getting a new customer is great. But unless you create a seamless purchase journey, your customer might not return to do business with you. An order confirmation email is a great way to show how much you care about your customers. 

Get your design team ready: Order confirmation emails have a high open rate, which is why it’s important to show off your design efforts there. Take the help of your design team and come up with a customized template. And yes, don’t forget that you have to present great content as  it sets the tone.

Information is wealth: Every customer would want to know complete details of his/her order, especially when it’s being shipped. Be it the item name, price, tracking code, support info, or customer address, don’t leave out any detail in the email. This will help the customer notify you in advance if there’s an error.

Be strategic: Order confirmation emails can turn out to be a powerful upselling opportunity if utilized properly. This is where you can make customers check out your other products through suggestions. 

Take a look at how Fitbit strategically placed their store icon in this email to nudge customers to explore their product.

Order confirmation
Order confirmation email

Order confirmation template

Hey <customer name>,

Your order of <item/list> is on the way to landing at your doorstep at <address>. You should receive it on <date>.

You can use this link to track your order:

Thank you for trusting <brand> with <product space>. 
<Company name> support

Requesting feedback from customers

Although metrics like resolution rate and service level agreement (SLA) compliance help you check your team’s performance, knowing whether the customer is satisfied with the support is crucial. Request for feedback at the end of every customer conversation. This will let you determine if any changes are required in your current support strategy. 

Address the customer by name: Make it a point to include their name during feedback requests. This gives the email a personalized touch and nudges the customer to provide feedback.

No extras: Feedback doesn’t mean you can go around asking your customer to fill a lengthy survey. A simple thumbs-up, thumbs down, or something similar would do. Make things easy for your customer.

Reminder, please: Not all customers check out your feedback email as and when you send it. So by the time they open it, chances are they might have forgotten the issue. You can tackle this situation by sending them a reminder of how their problem was fixed. 

Take a look at how Mailchimp requests for feedback.

Requesting customer feedback
Requesting customer feedback sample email

Template for requesting feedback from the customer

Hey <customer name>,

We’re always looking to improve your experience with <brand name>. We’d love to know more about your recent customer service experience. Please let us know by answering the question below. 


Here’s the problem we fixed together:
<snapshot of the customer issue>

<Agent name>
<Company name>

Asking a customer to fill a survey

Customer feedback is invaluable to companies — it helps you understand your brand’s strengths and weaknesses, and also influences the product roadmap. Drafting a survey is an easy task to do, if you’re clear about the objective of collecting the feedback. Getting customers to fill the survey is the challenge. To help you increase the number of customers filling the survey, we’ve listed two points that you can include in the email: 

State the objective: A customer is more likely to fill in a survey when they know that their response will be put to some productive use. You might be collecting feedback to improve the customer experience or the product, but don’t forget to mention the objective for collecting feedback. This can go a long way in getting your customers to respond.  

Explain the importance: By spelling out the value your customers' words hold to your brand, you’re sure to get more responses to your survey.

Here’s how CLEAR drafted their message. 

Asking a customer to fill a survey
Asking customer to fill a survey sample email

Template for asking customers to fill a survey

Hello <customer name>,

We’re looking to <objective of the survey>. 

Your feedback is going to go a long way in helping us. Please fill out the survey given below - it will approximately take you <time> minutes to complete it.


Can't wait to hear your thoughts. 
<Company name>

Releasing a major feature/upgrade

It’s not every day you roll out a product update. You are all excited expecting your customers to adopt it, but you get a poor response. Well, they are not to be blamed if you don’t inform them of the upgrade. Simply sending a formal email after the release won’t be enough. You need to start building expectations even before the release date. 

Send emails at each stage of the launch: Before you go on about the new upgrade and how cool it is, pique the customer’s curiosity. Keep the upgrade in suspense while letting the customers know there’s something coming up. This will make the customers click the release email that comes next. 

Be choosy: We know it’s quite hard to resist adding every single detail in one email. But, remember, brevity is the soul of wit. A big list of advantages only reduces the impact. Choose only the best aspects that’ll catch every customer’s attention.

Releasing a new feature or product

Make it special: How your customers receive the new upgrade depends on the way you broadcast it. The release email should stand out in everything including design, content, and outlook. This differentiation will make customers notice the magnitude of the upgrade. 

Take a look at how Freshdesk got it all covered.

Sample feature upgrade email

Template for new feature or upgrade email announcements

Hey <customer name>,

<feature name> the feature/product that we’ve all been waiting for just dropped. 

With this, you’re going to: 
<benefits bulleted>

Here’s a step-by-step guide on how to enable this feature in your account. 

If you’re having any trouble setting it up, write to <email address>, and we’ll be right there to help you out. 

<Company name> support

When a customer suggests an improvement

It’s not every day you bump into a customer who wants to make your product better. So, if you see a customer suggesting an innovative improvement, never forget to appreciate the effort. 

Don’t take forever to reply: A quick reply from your side would mean a lot to the customer and make them feel that they have contributed meaningfully. It will also encourage them to suggest more improvements in the future.

Thank them: Go beyond the formal ‘thank you’. Tell them how good their idea is, and talk of the positive impact it will have on the product/service. Also add that you are grateful to them for taking the time to contribute a great idea.

Give something in return (optional): If you feel that an email apology won’t suffice, give something in return as a token of appreciation. In fact, it need not even be a voucher or a gift card. A simple, yet creative reward would work wonders.

When a customer suggested that Buffer could notify users whenever they were mentioned online, this is what Buffer had to say.

When the customer suggests an improvement

Template you can use when a customer suggests an improvement


Hello <customer name>,

Thank you for suggesting this -- this sounds like a great idea.

I’ll be passing this onto our internal teams and see how we can develop this further.

To extend our thanks, I’d like to share some <offer/item>. Please continue to share your thoughts with us, we love them. 

Thank you
<Agent name>
<Company name>

When a customer has a feature request

While most customers might be happy with your product/ service the way it is, there are a few customers who’d like a few new features. It’s important to respond to write back to your customers with a happy message. Here’s how you can go about it:

Give an estimate: Customers request a new feature or suggest feature enhancements because they face a roadblock with the existing solution. They’d be waiting to know when their feature request will be built so that they can iron out their workflows. Rather than leaving your customers hanging, give them an expected time of arrival. In case you aren’t able to give them an estimate right away, tell your customer that you’ll get back to them as soon as you have an update.

Suggest a workaround:  If you aren’t going to be working on the feature request or even if you are already on it, suggest a workaround till the feature is ready. At this point, your customers will be grateful even for a makeshift solution to their problem.

Appreciate the initiative: The feature requests that come in might turn out to be the key differentiator between your business and the rest in the industry. So thank your customers for taking the initiative of sharing their ideas with you.  

Take a look at how Freshdesk does it.

Customer requesting a feature
Feature request email sample

Template to respond to a feature request

Hello <customer name>,

Thank you for sharing your suggestion. 

I’ll share this request with the product team and update whether this is something that can be incorporated on the road map or not by <date>. 

Meanwhile, you could try <work-around>. Let me know if this works for you. 

<Agent name>
<Company name>

When a customer has a feature request that you cannot build

While your customer’s brain might be an amazing source for feature enhancements, sometimes, customers have demands that can’t be met. There might be many reasons backing your decision of not acting on the request, however, letting your customers know that is hard. We’ve listed a few points below that you can use to write your response:  

Be direct, but not rude: Rather than beating around the bush, tell your customers that you do not plan on picking up their feature right away. If there’s a solid reason why, state it. It could be because your developers don’t have enough bandwidth, or your roadmap has already been fixed.Whatever be it, let your customers know. If there’s a possibility that you might pick it up later, or an affordable workaround, add that too. 

Try to understand their needs better: If you are getting repeat requests for a particular feature, try to hear the customers' reasoning behind it. It might change your perspective about the feature request. Moreover, with a clear understanding of where the customer is coming from, you should be able to suggest appropriate workarounds. 

For example, here’s an agent from the Freshdesk support team responding to a customer who wanted the Freshdesk mobile app to have multiple accounts logged in at once. 

Customer has feature you can't build
Saying no to a feature request sample email

Template to respond to a feature request that you cannot build

Hey <customer name>,

Thank you for bringing forward this request. Unfortunately, <reason why you can’t pick it up>. 

I have pitched your idea to the product team, and if we get more requests around this, we will definitely consider picking this up. 

Meanwhile, have you tried this workaround - <workaround>

<Agent name>
<Company name>

Responding to positive feedback

When a customer says something nice to you, doesn’t it feel like music to your ears? Whether it’s gratitude or happiness that you’re feeling, put down your thoughts in an email, and send it to the customers. It’s a good gesture to send a thank-you note after receiving feedback. There’s a lot that happens under the bonnet, and when someone recognizes it, tell them how delighted you are that they reached out to you with a short and sweet message. 

Be expressive: Tell customers how much what they said meant to you and your team. Quote a sentence from their feedback that resonated with you the most, or tell them this is what your team strives to achieve.

Give them more room to reach out: Ask your customer if there’s anything they think needs improvement with regards to your team or service or product.

A word of thanks: Thank your customer for their words, time, and effort in reaching out to you. Again, tell them how much they mean to you. 

Take a look at the email below and see how Blue Fish Grill, a restaurant, responded to positive feedback.

Responding to positive feedback
Sample email response to positive feedback

Template for responding to positive feedback

Hello <customer name>,

Thank you so much for your feedback.

We’re delighted to hear that <customer’s statement.>

Those words right there is our north star, and we’re happy that we could deliver on that.

Do get in touch with us if you have any questions or constructive feedback on how we can do better — any and all suggestions are always welcome. 

Once again, thank you for your kind words.
<Company> Support

Responding to negative feedback

When you’ve delivered a poor customer service experience, maneuvering through the predicament can seem challenging. To ensure that your brand does not become infamous for delivering bad customer service, you need to apologize, fix the issue, and make up for it right away.  

Here’s a detailed look at how to go about doing that:

Always acknowledge your mistake: The first and most important step when you’ve delivered an unsatisfactory experience is to acknowledge it. If the situation calls for an apology from your end, then you must apologize right away.

Fix the issue in hand: The next step is to address or fix the customer's issue immediately. We’ve discussed different ways to tackle each example of bad customer service. Work on implementing the right solutions with immediate effect.

Make up for the poor customer experience: To fully redeem your actions, you can take things a step further by offering a discount, sending a gift, or upgrading to a higher plan for free. This can help in making up for the poor customer experience delivered.

Responding to negative feedback

Template for responding to negative feedback

Dear <customer name>

We regret creating a less than ideal experience for you and apologize for <what went wrong>. 

This is a mistake on our end, and we are working towards fixing the issue. <How you’re solving this problem>. We hope this addresses your concerns.

You are a valuable customer, and it is of our utmost interest to make sure that you’re happy. We will do our best to ensure that such an incident does not occur again. 

Please accept <offer/upgrade> as an extension of our apology. 

Kind regards

Communicating a scheduled maintenance

Periodic maintenance of the network, server, database etc., is necessary to ensure smooth functioning of all systems. But with maintenance, there might also be server downtimes. Informing your customers beforehand is a good practice. To make this easy for you and your customers, here are some important things to keep in mind while drafting an email for this situation: 

Start with the why: Cut the chase and bring up the maintenance. Let your customers know why the maintenance was planned. By telling them why it’s important, you’re making it easy for them to come to terms with it, especially if it disrupts their workflow. 

Dive deep into the details: Spell out each and every detail of the maintenance that might concern your customers. For example, the scheduled date and time, the geographical location, the segment of customers that might be affected and so on. The sooner you communicate these details to your customers, the more time they’ll have to figure out workarounds. 

Scheduled maintenance email

Offer assistance: Your customers are sure to come back with some queries and clarifications. Before you end your email, let them know that your team is available to help them. You can also give them a point of contact from your team. Take it one step forward by putting together all the most anticipated questions in a document, and sharing it with your customers. 

Proto.io is a good example of this instance with neat and simple messaging.

Scheduled maintenance sample email

Template for communicating a scheduled maintenance via email

Hey <customer name>,

We‘re scheduling a <product/website> maintenance on the <date, day> from <timeframe>. We’ll be <purpose> during the maintenance. 

Please plan your day accordingly-- we hope this doesn’t cause you too much trouble. 

We’ll be back without any issues. Please let us know if you have any questions.
<Company name>

Apologizing for network outage

Downtime means trouble. While teams are scurrying to get the issue fixed, tickets are already pouring into your team’s inbox. The customers are frustrated and all it takes is just one misplaced word to ruin a sincere justification.

Play no blame games: Think twice before blaming another team in your apology mail. Your customers are waiting for an explanation and broadcasting your inner conflicts only makes it worse. Center the email around the problem.

Explain what went wrong: Most customer-facing teams expect their users to understand the situation but end up keeping them in the dark. That’s why it is important to give them a context of what really caused the network outage. By explaining the what and why of the issue and how it will be fixed, you can regain their trust. Make sure to stick to easy-to-understand language while going over the technical details. 

Pro tip: Customers tend to get concerned over whether there has been any data breach. So, make sure you add a status about it in the email.

Here’s how GoDaddy got their apology email right.

Apology email

Network outage apology email template

<Customer name>,

You might have experienced some disruptions with your <activity/product> on <date, and time> — it’s completely on us and we’re really sorry for the inconveniences caused. 

We had an unexpected outage due to <reasons>.

You can be assured that none of your <details> was compromised.

We’re trying to ensure that this doesn’t happen again. Thank you for choosing <brand name> for your <needs>.

We’re sorry once again. Please contact us by replying to this email if you continue to experience any inconsistencies or would like to report something to us. 

<Company name>

Apologizing for a data breach

Every company’s nightmare is having a data breach. Informing your customers that the data you vowed to keep safe was breached is a tough task. While there’s little you can do to reset that situation, proactively apologizing to your customers will help soften the blow. 

Cover important details: The minute customers hear about the data breach, they’ll start fretting about the details that were exposed. Clearly specifying this information will give your customers more clarity. 

Mention steps taken to remedy: Your customers would be eager to know whether your team is working towards fixing the issue. Whether your team is tightening security or reversing the damage, inform your customers about the steps that are being taken to remedy the breach. 

Here's how Slack apologized after data breach. 

Security breach
Data breach sample apology email

Apology template for data breach

Dear <customer name>,

With deep regret we’re writing to inform you about the security breach on <date>. Our <data> was accessed by some unauthorized patry.

We got to the bottom of this, identified the security loophole and developed a plan for course correction. This includes <remedy>.

For us, this is not just a breach of data but also a breach of your trust. We owe you a big apology and hope that in time, we can regain your trust. 

Once again, we’re sorry. Please contact us by replying to this email if you continue to experience any inconsistencies or would like to report something to us. 

<Company name>

When something goes wrong

Your team might face an issue of the wrong deployment – be it with emails or product/ feature releases. While these are one-off cases, when they occur, the support team might see a flurry of tickets reporting the issue. To make up for your ‘oops moment’, the message you craft needs to sound strong and sincere.

Offer antidotes: After communicating the mistake, find ways to remedy it. For example, if a feature was scheduled for release in the future, you can tell your customers that you’re rolling it back to polish the finer details. Also, make sure you give them an estimate on when they can expect the feature.

Give your customers some love: Before you end your email, let your customers know how much they mean to you. Spell out the value they hold to your team and your brand. This is also a good time to reassure your customers that another mistake like this won't occur again. eBags did a neat job tackling this situation. Take a look: 

When something goes wrong
Apology email sample

Customer service apology template for when something goes wrong

Hey <customer name>,

We had a tiny error with our auto-schedule for <feature launch/email>. You might have received an email/notification about this on <date, day, and time>. We’re really sorry for causing this confusion. 

Like all good things, this roll out/update will take some more time to reach you. Once again, we’re sorry for the inconvenience caused.
<Company name>

When the product isn’t up to the mark: Refund/Replacement request

Every company wants to deliver the best version of their product to customers. However, due to certain reasons, there might be times when the product does not meet its expectations. In such cases, recognizing the mistake and apologizing for it, is the best thing you can do. 

In case you overlook this and a customer reports it, fret not, we’ve listed a few points below for you to include in your email to win your customer’s heart: 

Offer more than just an apology: In most businesses, under-delivering is a one-off case. It’s important to communicate this to your customer. Along with an apology, reassure your customers that your team will strive to ensure that the same incident will not occur again. 

Make it up to your customers: When a customer is disappointed because the product they received wasn’t up to the mark, you need to go beyond sending an email. Take it a step further by offering a replacement that’s free of charge or give them a discount on their next purchase or extend their membership and more. Do something to make up for the error and regain your customer’s trust. 

Take a look at Chewy’s response. 

Refund and replacement request
Refund and replacement sample email

Apology template for when the product isn’t up to the mark (refund or replacement request template)

Hey <customer name>,

We’re truly sorry that the <product> didn’t meet your expectations. We want you to have nothing but an ideal experience. So we’re <action taken - processing a refund/ sending you a replacement free of cost/ giving you a coupon>. 

This cannot entirely make up for delivering a bad experience, but we hope you accept this token of apology. Please let us know if you would like to order again. I’ll ensure that you get nothing but the best.

<Agent name>
<Company name>

Notifying a price increase

Price increase can turn even your loyal customers against you. That’s why you need to be extra careful while communicating a price increase. 

Inform in advance: Each customer would have an allocated budget for your product/service. And, a price increase means changing the current arrangement. So, don’t wait till the last minute to inform your customer of the price increase. This would bring down your reputation, leading to customer churn. 

Quote solid reasons: No customer is going to accept the price increase easily and an email with no explanation can only make it worse. As an organization, it is your duty to tell the what, why and how behind the price increase. It’s also important to remind them of the value they are getting from the product/service. This way, the price increase will be received in a better way at least by one portion of your customers.

Here's an example of Amazon's crisp and clear price increase email.

Price increase notification
Price increase email notification

Sample email template for price increase notification

Hey <customer name>,

We’re writing to let you know that our pricing plans are changing in <time period>.

Here’s a snapshot of the changes: 

<table with changes>

And this change is for the better — we’re going to add a lot of upgrades like <latest changes and updates>. 

Do let us know if you have any questions or concerns, we will try our best to resolve them.

<Company> support


Getting your customers to upgrade to higher plans can be quite a task. Adopt a personalized approach in your upsell campaign emails.

Choose the potential customers: Not all of your customers are going to need an upgrade. Do some research on how customers use your product. Based on the data, select the customers who are likely to try an advanced feature or plan.

Make use of data: Creating a necessity to purchase a higher plan is the crux of any upselling campaign. You need to point out how the upgrade is going to help the customer and here’s where data can work wonders. It’ll help convince the customer, thus increasing the chances of him/her upgrading.

Wait for the right occasion: Sending year-round upsell emails with discounts can be too pushy. Instead, make a timely offer during special occasions. This will make more customers take notice.

That’s how Grammarly used new year’s day to give out their limited period upgrade offer.

Upsell campaign
Upsell email sample

Upsell email template

Hey <customer name>,

I noticed you’ve mentioned <theme/problem> in our past interactions. Guess what? We have a better way for you to solve this problem.

Our <name >plan/add-on is the best way to tackle <problem>. Check out the table below to know more details about this:


<Customers> like you have been seeing <the biggest benefit>.

If you’d like to enable this, then click on the link below (or get in touch with us, and we’ll help you set it up).
<CTA button>

<Company> support

Cart abandonment

Nothing is more painful than losing customers by a whisker. With so many products out there, it’s easy for customers to lose their way. Customers might either decide, at the last minute, not to try your product, or might accidentally close the tab before purchasing the product. Such customers who arrive till the checkout stage are those with high potential to turn into a paying customer, and all it takes is just a small push to bring them back on track. Here are the items you need to add to your cart abandonment email
– Cart items along with price
– Direct purchase link
– Limited period discount
– Survey 
– Support information

And a sense of urgency.

Look how Talking Shop has squeezed all these into one email in a compact manner.

Cart abandonment email
Cart abandonment email sample

e-commerce abandoned cart recovery email template

Hey <customer name>,

Here’s an update of what’s in your cart: 

<items + price>

We just wanted to make sure that you aren't facing any issues with viewing pricing/product information or the payment. If that’s the case, please respond to this email with your concerts and we’ll be happy to help you right away.

If you’re taking time to decide, that’s totally fine -- you choose what chooses you. ;)

<Company> support

Engaging with a not-so-frequent user

With too many products and services around, it’s easy for customers to forget you in a jiffy. You need to keep reminding them of your presence and show that you care. Though incessant emails can be suffocating, a timely email lets them know what they are missing. 

Take the initiative: Begin engaging with a customer if it’s been some time since they got in touch with you. Tell them what’s been happening with your brand. This could be anything from an interesting new feature to blog articles. Ensure that you include a clear CTA button. This will nudge the customer to check it out.

Add a line about customer support: When you are checking with your customers, leave no stone unturned. There are chances that the customer might need help with resolving doubts in your product. Mentioning your support email or phone number can break their hesitation and help them come forward.

Take a look at how Eventbrite nailed this.

Reengaging with a customer
How to engage with a not-so-frequent customer

Customer engagement email template

Hey <customer name>,

We haven't been in touch lately, so I just wanted to check if you’re doing well and find out what you’re up to.

Share your thoughts along with any questions or doubts that you might have by replying to this email. 

On our end, we’ve been releasing some new <features/products/resources>. You can read more about this here (link.)

Talk soon,
 <Company name>

Trial expiry

If your business offers a free trial, getting the customer to convert into a paid customer is a crucial task. While there might be many things you’d want to say to your customers, your message needs to hit the right chord as it will make or break a potential paid customer. Here are a few points for you to include in your message:

Provide details: A customer who is trying your product might not actively keep track of the duration of the trial period. As a service representative, it’s on you to keep them informed. Clearly mention the date and time of expiry along with the price of the plan they’re trying out. Also, include any changes that might occur once they do/don’t convert. 

Capture the best of your features: The customer probably knows the worth of your product. However, this is a good chance for you to showcase the highlights of your product. It’s important not to overdo it as it might irk the customer. Squarespace has succinctly captured the best of their features (see image below).

Offer help: Your customers might have questions about the subscription, plans, billing, and more. To make your customers feel more comfortable reaching out to you for questions, mention it in your message. You can also redirect your customers to your self-service portal.

That’s how Grammarly used new year’s day to give out their limited period upgrade offer.

Trial expiry
Trial expiry email sample

Trial expiry email template

Hey <customer name>,

Your free trial is almost coming to an end — you have <time> hours left. We hope you’ve had a good experience so far. 

Our lowest plan starts at <amount>, and you get <top three features>. If you’re ready to get started, then you can upgrade using the link below:


If you’d like to take some more time and have any questions or doubts along the way, then you can reply to this email or head over to our help center. 

Always here to help.
<Company name>

Account/Subscription cancellation

However hard you try, some customers are going to cancel their subscription. While you can’t do much about it, a mere ‘your account has been canceled’ mail wouldn’t be enough. Technically, you still have the chance to prevent them from leaving, provided you use the right words.

Include billing and refund status: In the case of a paying customer, inform them that they won’t be billed thereafter. If there’s a refund policy, don’t make them search for it. Instead, include the related link in the cancellation confirmation email. 

Ask them if there’s been a misunderstanding: At times, a simple solution can bring back a customer, or who knows, a customer might have clicked the unsubscribe button by mistake. So, ask them if they want to contact your support over the issue that’s bothering them.

Don’t forget the survey: Knowing why your customer left is important. It will let you know if there’s a serious issue, and you can quickly work on it before more customers start leaving. At the same time, asking a dissatisfied customer to fill a 10-minute long survey is never a good idea. Keep the survey short and to the point.

Take a look at Basecamp's account cancellation email.

Cancelling a subscription
Subsciption cancellation sample email

Subscription cancellation template 

Hello <customer name>

Your request for account cancellation has been processed and a refund of <amount> should reflect in your account by <number> of days. 

If you’re having second thoughts about leaving then reply to this email. We’ll be in touch with you soon.

<Agent name>
<Company name>

PS: Didn’t raise this request? Let us know by replying to this email, and we'll look into it.

Winning back customers you’ve lost

There are various reasons for a customer to withdraw from a product/service– product usage, budget, change of plans, anything. But, letting go of them doesn’t mean you won’t cross paths again. If there’s something important happening with your product/service, giving your former customers a heads up is a great chance to bring them back.

Don’t be desperate: The customer left you for a reason and an email from your side is just another spam in his/her inbox. Even if they open your email, a pushy tone is the last thing they would want to see. Think from their perspective when structuring such emails. Being desperate is never going to help. Keep the tone subtle and elegant. 

Show them what you have to offer: Things have changed and your product now has additional capabilities. Let your former customers know what your product now has to offer, as the lack of the feature might be the reason the customer discontinued using your product. 

How to win back customers you’ve lost

Make up for the past: Be it your mistake or not, bad experiences leave people disappointed. And it’s none other than you who has to take the first step towards a truce. You could offer a small discount, or a sample of a new product or feature. In case you’re a SaaS-based business, then you can offer a free add-on, or take up the migration or onboarding charges on the house. It’ll help undo the past damage and nudge the customers to give you another chance.

Here’s how Hotstar struck a personal chord with its polite choice of words.

Example of how to win back customers you’ve lost

Email template to win back customers

Hey <customer name>,

I hope you’re doing well. I just wanted to check how things are going. 

We sure have a lot going on on our end -- we’ve launched <new feature/offer>. In case this meets your current needs just hit reply to this email and we’ll be happy to help you set up your account in no time. 

Talk soon,
<Company name>

Special mention

Not all emails have to follow the usual pattern consisting of introduction, body and conclusion. There are instances when you can get creative and stand out from the rest. In fact, this particular example of how Netflix dealt with a legal issue shows that they are winning at email communication.

A couple of guys had opened up a temporary bar (also called pop-up bar) in Chicago based on the ‘Stranger Things’ series. The owners really nailed the details by calling the bar ‘Upside Down’ and naming their cocktails after the characters from the series.

When Netflix found out, they could have easily used a stringent legal tone in their cease-and-desist order, but they didn’t. They sent out a ‘Stranger Things’-themed email which not only let the bar run for the allotted period but also proved to be great entertainment for all the fans out there. 

Special mention