Presence Optimization Kit: Email Response Template

October 25, 2021

Onboarding email to new customers

This email should be enthusiastic so as to set the tone of your collaboration with the customer. You’ll also want to reassure the customer that they’ve made the right choice and help them get up to speed quickly.

Here are some subject line ideas to draw from:

Example 1: Hi [Customer name]! Get jumpstarted with [Your company]

Example 2: Welcome to [Your company/product/service], [Customer name]! See your first steps

TEMPLATE:

Hi [Customer name],

It’s great to have you here, and we appreciate you for choosing us! I’ll be handling some of your concerns during this onboarding period. As we learn more about one another, my goal is to make sure you have a positive experience and that you get to maximize our [product/service].

Here’s a [slide deck, PDF, brochure, chart] showing you the procedures of your onboarding. As a first step, please {follow these instructions} to customize your account. Also, here are some resources you might find useful:

Product Webinar: We’re hosting a live webinar for our customers on [Date]. Our agenda includes a quick overview of useful features and a Q&A by our [VP of Customer Success]. Register {here}!

Resources: Visit our {Blog and Help Center} for detailed information, tutorials, and advice.

Feel free to reach out to me or my colleagues if you have any questions.

Have a wonderful day ahead!

[Your name]

Providing the answer to a customer issue/query

Email Response Template

The tone of this email should be positive – you’re able to provide good news, after all. Make sure you clarify any details and ask the customer if they need anything more.

Hi [Customer name],

Thank you for reaching out! I have just the answer to your question regarding [topic].

[Detail your answer, providing helpful insight into why an issue happened or background on company info].

Should you have additional questions or concerns, do let me know, and I’ll be happy to help.

Have a wonderful day!

[Your name]

Following up with a customer email

It’s important to follow up whenever possible. You don’t need more than a couple of lines to show customers that you care about their experience with your product or service.

TEMPLATE:

Hi [Customer name],

Hope you’re having a wonderful day!

I just wanted to check in with you regarding the concern you had the other day. Has it been resolved? Do you need more help with anything? I’d be happy to assist you in any case!

Looking forward to hearing from you.

[Your name]

Informing a customer about a renewal opportunity

This email can be sent by an account manager or other employee responsible for renewals. It serves as a reminder but can also help the customer decide to renew if they’ve been on the fence. If there’s any way to create a sense of urgency, go for it.

Here are some subject line ideas to draw from:

Example 1: [Customer name], want to keep using [Your service]?

Example 2: Your [contract/subscription] is expiring soon

TEMPLATE:

Hi [Customer name],

We’d like to express our gratitude to you for using our product for the past [year]. We hope we’ve made a difference for you. We’re always looking forward to helping you hit your milestones in [boosting sales, creating greater efficiencies] for your team.

Just a heads up. It appears that your contract is expiring in [two weeks] and I wanted to check in with you about next steps. If you’re considering renewing or upgrading your contract with us, I’d be happy to walk you through some of the details. [If you renew before the end of this week, you can benefit from our one-time discount for existing customers].

Depending on your current needs, we can also schedule a short demo, so you can see for yourself the recent improvements we’ve made and how they can be useful to you.

Please feel free to schedule a call with me by clicking on {this link} or replying to this email.

Looking forward to hearing back from you.

Warm regards,

[Your name]

Informing a customer about their contract having expired

This email should be mostly informative, but also make sure the customer knows they can renew their contract.

The subject line could be similar to the renewal opportunity template:

Example 1: [Customer name], want to renew [Your service]?

Example 2: Your [contract/subscription] has expired. Here’s what to do

TEMPLATE:

Hi [Customer name],

We truly appreciate you for using our product for the past [year].

It appears that your contract expired on [Date], and you no longer have access to your account.

If you’d like to renew or upgrade your contract, feel free to let me know. We can complete the renewal process in [two business days], restore your access and get you up and running again.

Feel free to book a call with me by clicking on {this link}.

Thank you, and I look forward to your response!

[Your name]

Checking in with a new customer

This email could be part of your account management efforts. Your goal will be to make sure the customer knows how to use the product, is aware of any improvements or new features, and feels that you’re there to answer any questions.

Here are some subject line ideas to draw from:

Example 1: [Customer name], how do you find [Your service] so far?

Example 2: [Customer name], can we help you with anything?

TEMPLATE:

Hi [Customer name],

We hope you’re doing great!

I’m just checking in to see if you have any concerns or if you need any help with our product.

There have been a few added features lately and I know it might be difficult to keep track of all our releases. I’d be more than happy to show you the ropes and address any questions you may have.

As a reminder, here’s a {link} to our Knowledge Base where you can find more information about our product and company at any time.

Feel free to reach out for any queries and we’d be more than happy to help!

Warm regards,

[Your name]

Thanking a customer for positive feedback

If you have customers who go out of their way to tell you how satisfied they are, you should take notice. Respond to their positive feedback enthusiastically and encourage them to share their review with the outside world. If it’s your company’s policy, you can also give out a gift or discount.

TEMPLATE:

Dear [Customer name],

Thank you so much for your wonderful feedback!

You single handedly put a big smile on our faces!

Our team is continuously working hard to improve our [product/service] and it’s always rewarding to hear kind words. We love that you appreciate us this much 🙂

If it’s not too much to ask, could you possibly share your experiences on social media or write a review? We have a presence on {link to review sites} and we’d really appreciate it if you could support us there.

Thanks again for your kind words! It really means a lot!

[Your name]

Asking for customer feedback on a purchase

This is common in both B2B and ecommerce, as you want to make sure that your customer is satisfied with their purchase – and the experience as a whole. Be friendly and give customers a way to provide feedback.

Here are some subject line ideas to draw from:

Example 1: Regarding your recent [purchase/order]

Example 2: [Customer name], is your [purchase/order] to your liking?

TEMPLATE:

Hi [Customer name],

Thank you for your purchase!

Your order should have arrived by now, and it is our hope everything went well. Do inform us about any delays or problems you might have faced – we want to make sure you’ve had a wonderful experience with us. [You can reply to this email or contact support@yourcompany.com.]

If it’s not too much to ask, we have one small favor: could you fill out {this survey} about your purchasing experience? Feedback makes us better and we welcome any concerns or suggestions. If you’re happy with our service, please tell us, too!

You can also share your opinion of us on {review site}.

Thanks for your time and we hope you have a wonderful day ahead!

[Your name]

Requesting a customer fill out a CSAT

This email is meant for return customers or customers who have long-term contracts or subscriptions. Your customer success team may have different ways of asking customers to fill out these surveys – sending an email is a good option for mass emails or for offering coupons or other gifts for every completed survey.

Here are some subject line ideas to draw from:

Example 1: [Customer name], do you have advice for us?

Example 2: A [5% discount] for your thoughts

TEMPLATE:

Hi [Customer name],

We hope all is well!

We noticed that you’ve been using our [product/service] for the past [four months] and I’d like to ask if you could provide some feedback regarding your experience.

Keeping our customers’ needs in mind is a top priority for us and we always strive to get better at providing our service.

This is why we’d really appreciate it if you could fill out this {survey}. We realize this takes a little time, so we offer a [$10 Amazon coupon/5% discount for the rest of the year/etc.] to all our customers who complete it.

Let me know should you have any questions and I’d be more than happy to answer them!

Thank you for your time!

[Your name]

Refusing a discount request

This is a tough one. When customers ask for discounts, they have high hopes of getting them. Refusing may have an impact on customer satisfaction, so you need to deliver the news with tact and offer another option (approved by the appropriate person), if you can.

TEMPLATE:

Hi [Customer name],

I’m just writing back to you about the discount you mentioned in your last email.

As it turns out, we can’t give out a discount on your current plan, as it’s already our best value package.

[But, if you’d like to upgrade your plan to take advantage of more features and licences, we can give you a 15% discount until the end of the year].

I apologize if I couldn’t be of more help, but please let me know if there’s anything else I can assist you with.

Thanks,

[Your name]

Exploring the possibility of content collaboration

Case studies, interviews with customers, joint webinars or events are good ways to strengthen relationships with existing customers and attract new ones. The emails you’ll send may depend on your level of familiarity with this person. Let’s assume for this template that you’ve never spoken with this person before but you know the topic that they’re experts in.

Here are some subject line ideas to draw from:

Example 1: Question about your insights on [subject matter]

Example 2: Would you be interested in a [joint webinar/content collaboration]?

TEMPLATE:

Hi [Customer name],

I’m [Your name]. I currently work as [Head of Content] in [your company].

I discovered [from Account Manager/Customer success team/by studying your company story] that you have a very interesting insight into [topic]. I truly believe this is a fascinating issue that many people would be fond of reading about.

This gave me the idea of working on an [ebook] where we’ll tackle [topic] and give out advice for other companies. Our team could do the writing based on our research and your insights. This [ebook] would be promoted across both our networks.

What are your thoughts on this one? We can schedule a call sometime this week to discuss and bounce ideas off each other.

Looking forward to collaborating with you!

Thanks,

[Your name]

Responding to a frustrated customer who churned (apology)

These responses should focus on showing empathy and understanding while remaining respectful and genuine.

TEMPLATE:

Hi [Customer Name],

Thank you for contacting us. Customer satisfaction is extremely important to us, and we apologize if our services did not meet your expectations. I totally respect your decision, and can only apologize for any problems your business experienced.

We’ve gone ahead and arranged for a refund and advised our account management team to handle any necessary paperwork.

Should you in any way change your mind, we’ll be here to help and win you and your business back.

Warm regards,

[Your Name]

Responding to a customer who churned on good terms

If you’re parting on good terms, don’t burn any bridges – after all, customers may return down the line. Be friendly and take steps to keep in touch.

TEMPLATE:

Hi [Customer Name],

In behalf of everyone here at [NAME OF BUSINESS], we’re really sad to see you go. It was wonderful collaborating with you and it’s our hope that you found our services useful.

It’d be great if we could still stay in touch and get the opportunity to work again in the future!

Please feel free to leave suggestions to help us improve.

Best of luck!

[Your Name]

Responding to a frustrated customer who’s asking for a resolution

These emails should reassure the customer and provide adequate help. Focus on getting the issue resolved.

TEMPLATE:

Hi [Customer Name],

I’m truly sorry for the inconvenience you’ve been having with [this-feature]. Me and my team are doing our best to fix this for you. [Include steps you are taking, if applicable.]

In order for me to be able to help you further, I need some information from you. Could you tell me [important information]?

Additionally, here are some steps you can take that may resolve the issue: [state actions like restart, resubmit, etc.]. If any of these don’t work, I’ll get back to you [within one business day] with alternatives.

[Your name]

Responding to a customer complaint

This is often difficult to respond to without getting defensive – but you must resist! Be respectful and understanding and make sure to follow through with the complaint.

TEMPLATE:

Hi [Customer name],

I’m truly sorry to hear that you’ve experienced this. It’s important for us to [address a company value here, e.g. respond quickly to our customers.] [Address the heart of the complaint, e.g. “Having made you wait an hour on hold is unacceptable.”]

I’ve gone ahead and passed this on to my team – we’ll make sure we do better as we grow and learn. [We appreciate your time, and we’ve applied a $5 discount off your next purchase.] We truly appreciate your patience and let me know if I can help in any way.

I sincerely apologize again for any inconvenience.

[Your name]

Onboarding email to new customers

This email should be enthusiastic so as to set the tone of your collaboration with the customer. You’ll also want to reassure the customer that they’ve made the right choice and help them get up to speed quickly.

Here are some subject line ideas to draw from:

Example 1: Hi [Customer name]! Get jumpstarted with [Your company]

Example 2: Welcome to [Your company/product/service], [Customer name]! See your first steps

TEMPLATE:

Hi [Customer name],

It’s great to have you here, and we appreciate you for choosing us! I’ll be handling some of your concerns during this onboarding period. As we learn more about one another, my goal is to make sure you have a positive experience and that you get to maximize our [product/service].

Here’s a [slide deck, PDF, brochure, chart] showing you the procedures of your onboarding. As a first step, please {follow these instructions} to customize your account. Also, here are some resources you might find useful:

Product Webinar: We’re hosting a live webinar for our customers on [Date]. Our agenda includes a quick overview of useful features and a Q&A by our [VP of Customer Success]. Register {here}!

Resources: Visit our {Blog and Help Center} for detailed information, tutorials, and advice.

Feel free to reach out to me or my colleagues if you have any questions.

Have a wonderful day ahead!

[Your name]

Providing the answer to a customer issue/query

The tone of this email should be positive – you’re able to provide good news, after all. Make sure you clarify any details and ask the customer if they need anything more.

Hi [Customer name],

Thank you for reaching out! I have just the answer to your question regarding [topic].

[Detail your answer, providing helpful insight into why an issue happened or background on company info].

Should you have additional questions or concerns, do let me know, and I’ll be happy to help.

Have a wonderful day!

[Your name]

Following up with a customer email

It’s important to follow up whenever possible. You don’t need more than a couple of lines to show customers that you care about their experience with your product or service.

TEMPLATE:

Hi [Customer name],

Hope you’re having a wonderful day!

I just wanted to check in with you regarding the concern you had the other day. Has it been resolved? Do you need more help with anything? I’d be happy to assist you in any case!

Looking forward to hearing from you.

[Your name]

Informing a customer about a renewal opportunity

This email can be sent by an account manager or other employee responsible for renewals. It serves as a reminder but can also help the customer decide to renew if they’ve been on the fence. If there’s any way to create a sense of urgency, go for it.

Here are some subject line ideas to draw from:

Example 1: [Customer name], want to keep using [Your service]?

Example 2: Your [contract/subscription] is expiring soon

TEMPLATE:

Hi [Customer name],

We’d like to express our gratitude to you for using our product for the past [year]. We hope we’ve made a difference for you. We’re always looking forward to helping you hit your milestones in [boosting sales, creating greater efficiencies] for your team.

Just a heads up. It appears that your contract is expiring in [two weeks] and I wanted to check in with you about next steps. If you’re considering renewing or upgrading your contract with us, I’d be happy to walk you through some of the details. [If you renew before the end of this week, you can benefit from our one-time discount for existing customers].

Depending on your current needs, we can also schedule a short demo, so you can see for yourself the recent improvements we’ve made and how they can be useful to you.

Please feel free to schedule a call with me by clicking on {this link} or replying to this email.

Looking forward to hearing back from you.

Warm regards,

[Your name]

Informing a customer about their contract having expired

This email should be mostly informative, but also make sure the customer knows they can renew their contract.

The subject line could be similar to the renewal opportunity template:

Example 1: [Customer name], want to renew [Your service]?

Example 2: Your [contract/subscription] has expired. Here’s what to do

TEMPLATE:

Hi [Customer name],

We truly appreciate you for using our product for the past [year].

It appears that your contract expired on [Date], and you no longer have access to your account.

If you’d like to renew or upgrade your contract, feel free to let me know. We can complete the renewal process in [two business days], restore your access and get you up and running again.

Feel free to book a call with me by clicking on {this link}.

Thank you, and I look forward to your response!

[Your name]

Checking in with a new customer

This email could be part of your account management efforts. Your goal will be to make sure the customer knows how to use the product, is aware of any improvements or new features, and feels that you’re there to answer any questions.

Here are some subject line ideas to draw from:

Example 1: [Customer name], how do you find [Your service] so far?

Example 2: [Customer name], can we help you with anything?

TEMPLATE:

Hi [Customer name],

We hope you’re doing great!

I’m just checking in to see if you have any concerns or if you need any help with our product.

There have been a few added features lately and I know it might be difficult to keep track of all our releases. I’d be more than happy to show you the ropes and address any questions you may have.

As a reminder, here’s a {link} to our Knowledge Base where you can find more information about our product and company at any time.

Feel free to reach out for any queries and we’d be more than happy to help!

Warm regards,

[Your name]

Thanking a customer for positive feedback

If you have customers who go out of their way to tell you how satisfied they are, you should take notice. Respond to their positive feedback enthusiastically and encourage them to share their review with the outside world. If it’s your company’s policy, you can also give out a gift or discount.

TEMPLATE:

Dear [Customer name],

Thank you so much for your wonderful feedback!

You single handedly put a big smile on our faces!

Our team is continuously working hard to improve our [product/service] and it’s always rewarding to hear kind words. We love that you appreciate us this much 🙂

If it’s not too much to ask, could you possibly share your experiences on social media or write a review? We have a presence on {link to review sites} and we’d really appreciate it if you could support us there.

Thanks again for your kind words! It really means a lot!

[Your name]

Asking for customer feedback on a purchase

This is common in both B2B and ecommerce, as you want to make sure that your customer is satisfied with their purchase – and the experience as a whole. Be friendly and give customers a way to provide feedback.

Here are some subject line ideas to draw from:

Example 1: Regarding your recent [purchase/order]

Example 2: [Customer name], is your [purchase/order] to your liking?

TEMPLATE:

Hi [Customer name],

Thank you for your purchase!

Your order should have arrived by now, and it is our hope everything went well. Do inform us about any delays or problems you might have faced – we want to make sure you’ve had a wonderful experience with us. [You can reply to this email or contact support@yourcompany.com.]

If it’s not too much to ask, we have one small favor: could you fill out {this survey} about your purchasing experience? Feedback makes us better and we welcome any concerns or suggestions. If you’re happy with our service, please tell us, too!

You can also share your opinion of us on {review site}.

Thanks for your time and we hope you have a wonderful day ahead!

[Your name]

Requesting a customer fill out a CSAT

This email is meant for return customers or customers who have long-term contracts or subscriptions. Your customer success team may have different ways of asking customers to fill out these surveys – sending an email is a good option for mass emails or for offering coupons or other gifts for every completed survey.

Here are some subject line ideas to draw from:

Example 1: [Customer name], do you have advice for us?

Example 2: A [5% discount] for your thoughts

TEMPLATE:

Hi [Customer name],

We hope all is well!

We noticed that you’ve been using our [product/service] for the past [four months] and I’d like to ask if you could provide some feedback regarding your experience.

Keeping our customers’ needs in mind is a top priority for us and we always strive to get better at providing our service.

This is why we’d really appreciate it if you could fill out this {survey}. We realize this takes a little time, so we offer a [$10 Amazon coupon/5% discount for the rest of the year/etc.] to all our customers who complete it.

Let me know should you have any questions and I’d be more than happy to answer them!

Thank you for your time!

[Your name]

Refusing a discount request

This is a tough one. When customers ask for discounts, they have high hopes of getting them. Refusing may have an impact on customer satisfaction, so you need to deliver the news with tact and offer another option (approved by the appropriate person), if you can.

TEMPLATE:

Hi [Customer name],

I’m just writing back to you about the discount you mentioned in your last email.

As it turns out, we can’t give out a discount on your current plan, as it’s already our best value package.

[But, if you’d like to upgrade your plan to take advantage of more features and licences, we can give you a 15% discount until the end of the year].

I apologize if I couldn’t be of more help, but please let me know if there’s anything else I can assist you with.

Thanks,

[Your name]

Exploring the possibility of content collaboration

Case studies, interviews with customers, joint webinars or events are good ways to strengthen relationships with existing customers and attract new ones. The emails you’ll send may depend on your level of familiarity with this person. Let’s assume for this template that you’ve never spoken with this person before but you know the topic that they’re experts in.

Here are some subject line ideas to draw from:

Example 1: Question about your insights on [subject matter]

Example 2: Would you be interested in a [joint webinar/content collaboration]?

TEMPLATE:

Hi [Customer name],

I’m [Your name]. I currently work as [Head of Content] in [your company].

I discovered [from Account Manager/Customer success team/by studying your company story] that you have a very interesting insight into [topic]. I truly believe this is a fascinating issue that many people would be fond of reading about.

This gave me the idea of working on an [ebook] where we’ll tackle [topic] and give out advice for other companies. Our team could do the writing based on our research and your insights. This [ebook] would be promoted across both our networks.

What are your thoughts on this one? We can schedule a call sometime this week to discuss and bounce ideas off each other.

Looking forward to collaborating with you!

Thanks,

[Your name]

Responding to a frustrated customer who churned (apology)

These responses should focus on showing empathy and understanding while remaining respectful and genuine.

TEMPLATE:

Hi [Customer Name],

Thank you for contacting us. Customer satisfaction is extremely important to us, and we apologize if our services did not meet your expectations. I totally respect your decision, and can only apologize for any problems your business experienced.

We’ve gone ahead and arranged for a refund and advised our account management team to handle any necessary paperwork.

Should you in any way change your mind, we’ll be here to help and win you and your business back.

Warm regards,

[Your Name]

Responding to a customer who churned on good terms

If you’re parting on good terms, don’t burn any bridges – after all, customers may return down the line. Be friendly and take steps to keep in touch.

TEMPLATE:

Hi [Customer Name],

In behalf of everyone here at [NAME OF BUSINESS], we’re really sad to see you go. It was wonderful collaborating with you and it’s our hope that you found our services useful.

It’d be great if we could still stay in touch and get the opportunity to work again in the future!

Please feel free to leave suggestions to help us improve.

Best of luck!

[Your Name]

Responding to a frustrated customer who’s asking for a resolution

These emails should reassure the customer and provide adequate help. Focus on getting the issue resolved.

TEMPLATE:

Hi [Customer Name],

I’m truly sorry for the inconvenience you’ve been having with [this-feature]. Me and my team are doing our best to fix this for you. [Include steps you are taking, if applicable.]

In order for me to be able to help you further, I need some information from you. Could you tell me [important information]?

Additionally, here are some steps you can take that may resolve the issue: [state actions like restart, resubmit, etc.]. If any of these don’t work, I’ll get back to you [within one business day] with alternatives.

[Your name]

Responding to a customer complaint

This is often difficult to respond to without getting defensive – but you must resist! Be respectful and understanding and make sure to follow through with the complaint.

TEMPLATE:

Hi [Customer name],

I’m truly sorry to hear that you’ve experienced this. It’s important for us to [address a company value here, e.g. respond quickly to our customers.] [Address the heart of the complaint, e.g. “Having made you wait an hour on hold is unacceptable.”]

I’ve gone ahead and passed this on to my team – we’ll make sure we do better as we grow and learn. [We appreciate your time, and we’ve applied a $5 discount off your next purchase.] We truly appreciate your patience and let me know if I can help in any way.

I sincerely apologize again for any inconvenience.

[Your name]

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