Sona Pisova
Author: Sona Pisova  |  

Sona is a copywriter at LiveAgent and Post Affiliate Pro. She holds a degree from Hawaii Pacific University’s AD/PR department. In her spare time, she enjoys cooking and designing.

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If done right, email marketing can be one of the most cost-effective and conversion-rich forms of digital marketing. However, attaining these results isn’t always easy. To get the best results possible, it’s essential to provide engaging and personalized content to your customers. To help you get started, we’ve curated a list of customer service email templates that you can use or get inspired by.

However, before we showcase our customer service email templates, check out these two tips on how to provide the best customer experience on your website with email.

Utilize Customer Service Email Templates

Never underestimate the power of a well-structured email. Even though social media usage is on the rise, emails are still much more likely to be read, when compared to Facebook or Twitter posts. Utilizing well-structured email templates saves you tons of time, gives your emails a clean, uniform look, and ensures that they display properly across all devices.

Personalize Content

Apart from promotion, email marketing is all about fostering customer relationships. The goal is to nurture them over time by being mindful of your customer’s preferences, previous purchases, and personal details such as their geolocation, language, and timezone. Remember that even though you may send thousands of emails a day, the recipients are all different individuals. Aim to personalize every aspect of your email from the subject line to the content inside the email.

With the right type of customer service email template, personalizing your content will be easy.

Customer Service Email Templates That Will Win Your Customers Over

1. Welcome Emails

Welcome emails are a great opportunity to make a good first impression on your customers. They allow you to showcase your brand’s personality through clever subject lines, inviting header copy, and personalized body text.

Generally, there are 3 types of customer service email templates that are utilized in welcome emails: the thank-you, the offer, and the get started email.

The thank-you welcome email basically lets the customer know that you’re grateful to have them on board. Oftentimes, thank-you emails are combined with offer emails.

Here’s how Williams Sonoma does it. Whenever a new customer subscribes to their mailing list, they’re offered a small discount code for future purchases.

Williams Sonoma Welcome email
Source: Williams Sonoma

Welcome emails also provide the opportunity to showcase your products and services. Use interactive elements such as GIFs or animated videos in your email templates to give your customers a tour of your product in an innovative way. Take inspiration from Tinder, which provides recipients with a quick overview of how to build a successful Tinder profile.

Tinder Welcome Email
Source: Tinder

Here’s how we’d do it:

Hi [First name],

We’re so excited to have you on board! We’re sure that [product/service] will help you [key benefits of product].

If you’re ready to get started, check out our video that’ll guide you through setting up your account. If you need any additional assistance don’t hesitate to contact us, we’re here for you 24/7.*


Your friends at [Company name]

2. Incentives or Discount Emails

Everyone loves a good deal. The important thing to remember when sending incentive emails is to segment your audience beforehand. By personalizing the content to your target audience, there’s a higher chance of CTR and actual purchases. Take notes from Sephora. Although the customer service email template doesn’t contain much text, it gets the message across.

Sephora Discount Email
Source: Sephora

Hi [First name],

Because you’re one of our favorite customers, we’ve decided to give you [incentive/perk.] Enjoy [example of perk, such as up to 50% off on all products.] The offer is valid for [#] hours.


Happy hunting,
Your friends at [Company name]

3. Abandoned Cart Emails

Abandoned cart emails are emails that are sent to you after you abandon your shopping cart on a website without checking out. The goal of these email templates is to remind you about the product you intended to purchase and convince you to follow through. As such, companies tend to spice it up by offering customers a limited time discount for completing their purchase.

Check out how Kate Spade does it below:

Kate Spade Abandoned cart email
Source: Kate Spade

As you can see, adding a sense of urgency and a strong call to action to your abandoned cart email template is a great strategy. Here’s how you can do it:

Hi [First name],

We noticed you left something in your cart. Complete your order now and enjoy 15% off your entire order! Hurry, this offer expires in 24 hours.

[Product name, Image, and Price]


4. Questionnaire Emails

When you’re crafting questionnaire emails it’s important to consider that you’re asking the customer a favor. You either have to capture their attention quickly or convince them to complete the questionnaire by offering an incentive.

Check out this customer service email template from Growth Marketing, which offers its customers a 20% discount for completing their survey.

Our suggestion:

Hi [First name],

We need your help. Can you take this super quick survey about your experience with our support team? We’d really appreciate it. Our goal is to find out how we can improve so we can serve you better in the future.

How satisfied were you with the service you received?

[Insert rating scale]

Your friends at [Company Name]

5. Response to an Angry Customer Email

When creating customer service email templates that serve as a response to an angry customer, it’s important to remember a few best practices. It’s essential to convey a genuine apology, assume responsibility, and offer solutions to mitigate the situation.

Here’s how Nicereply does it:

Response to angry customer email

And here’s how you can do it:

Hi [First name],

Thank you for reaching out. I’m so sorry. I completely understand your frustration with [the issue.] I’ve escalated your ticket. Our team is prioritizing your issue and will do everything they can to fix it as soon as possible.

I’ll be in touch with you as soon as I have more information.

Best regards,

6. Customer Follow-up Email

Customer service is an ongoing process that doesn’t end with a purchase. As a customer service representative, you are responsible for making sure that your customers are getting the most out of their products or services. Follow up with your customers every now and then and see if you can assist them in any way. As a rule of thumb, make sure that your customer service follow up email templates are short and sweet.

Here’s how HelpScout does it:

HelpScout Customer Support email

Our example:

Hi [First name],

I just wanted to make sure that you’re enjoying your new [product.] If you’re interested, I’d love to set up a video call where I can explain some of the more advanced features. I look forward to hearing from you.


7. Email Template for Refund Request

When it comes to your customer’s money, it’s best to keep the text informative and to the point. Let your customer know that their refund has been issued, when they can expect it, and where they can contact you with additional questions.

Here’s how Paddle does it:

Paddle Refund request email
Source: Paddle

Here’s how you can do it:

Hi [First Name],

Your refund is on the way! The refund will be issued to your [original method of payment] and should be available within [number of days].

If you have any questions or concerns about this order or this refund, don’t hesitate to contact us.

Button: [CONTACT US]

[Company Name]

8. Renewal Reminder

When it comes to customer email templates about service renewals, it’s important to include the exact date of expiry and a strong call to action. The body text should focus on showing the customer what they’ll be missing if they don’t renew their service.

Here’s a great customer service email template from Sketch:

Sketch Renewal reminder email
Source: Sketch 

Here’s how you can do it:

Hi [First name],

Last call! Your yearly subscription expires in 24 hours.

It’s your last chance to renew your plan and keep using [product]. If you don’t renew your subscriptions within 24 hours, your account and data will be deleted.


Need help?
If you have any questions you can contact us at
[email/phone number]

[Company Name]

9. Technical Support Email Template

Because technical support over email doesn’t happen in real-time, it’s important to ask your customers relevant questions that will help you resolve their issue as soon as possible. Focus on questions that will reveal how long their problem is persisting, and what processes they’ve used to troubleshoot their service so far.

Technical Support email

Here’s how you can do it:

Hi [First name],

Thanks for reaching out! I’d be more than happy to assist you. Before we get started, can you give me a little more information about the situation?

[Question 1]
[Question 2]
[Question 3]


Start Crafting Your Customer Service Email Templates

Now that you know the basics of building customer service email templates, it’s time to start working on your own. We would recommend that you try SendX for a free 14-day trial.

Make sure each email template conveys the message you’re trying to send and that you have a strong call to action. Try to reflect your company’s personality through your text. Keep it short, sweet, and informative -- you can’t go wrong with that.