Emails for customer support

While customer support as a domain is continuously evolving, the role of emails is still relevant. While some consider emails to be impersonal to deliver the expected levels of customer service, emails support several aspects of the customer support cycle. Let us look at a critical bunch of emails that every customer support team needs.

ideal emails customer support

Welcome email and onboarding email

Your first few interactions with the new customer validates their choice of opting for your product. Congratulate them for choosing to evaluate your product, share your excitement to have them on board and introduce your customer success manager to them.

Here’s a template you can use to welcome them over an email:

Hello <first name>,

As the <job title> of XYZ, I personally wanted to reach out and welcome you. We are absolutely thrilled that you’ve chosen to evaluate XYZ for your <domain/solution area> needs. You've now begun your 30-day trial. We have made some awesome videos <link> which will help you learn about and use XYZ effectively.

While you get started, can you tell me what challenges or problems are you trying to solve with XYZ? Your reply will give me and my team all the context to help you achieve it! I also wanted to introduce ABC, your customer success manager and first point of contact for all aspects of your account. Over the next few days, you will be getting emails on making the best use of XYZ. Once your onboarding process is over, feel free to get in touch with ABC, who will be happy to assist you every step of the way.

Looking forward to a great relationship!


Your name, <Job title>, XYZ

Company name

Then set up a cadence of emails for their trial period, and share useful information about your product and the potential value of what they can achieve using your product.


Handling feature requests for your products

Every customer support agent would come across times when a customer is requesting a feature which your product isn’t currently supporting. Instead of responding to them with the  usual “I’ll make sure that your request reaches our product team”, it’s better to categorize their requests into one of these categories:

And each of these categories need to be dealt with differently. For the first category, here’s a sample email template you can use (with tweaks depending the actual situation)

Hello <first name>,

I apologize for the inconvenience caused. Can I try to understand what would you like to accomplish with the “ABC” feature? Would you mind sharing a specific example of the issue you are running into? Is this happening to a specific user or for everyone? I’ll try my best to help resolve the issue at the earliest.


Your name, <Job title>, XYZ

The important thing to note in the above response is not committing to a specific timeline for resolving the issue, when you are not sure about it. Never over promise and underdeliver. In situations where the customer expectation is to enhance an existing feature or a request for a brand new feature, you need to know whether the feature enhancement is part of the product roadmap. If it’s not, it is best to suggest them workarounds if any, or explain them why the existing feature is designed in the way it is.

Responding to angry customers

Customers can be angry while they are reaching out to you, or may get upset in due course of the interaction. Here are a set of pointers to remember when you are responding to their email.   


Emailing the customer at the end of free trial

This is an important email. Since your customer has already been onboarded to your product as part of their trial usage, it is important to have the right messaging in your email to convert them into a paying customer. Your email needs to:



What next?

Handling difficult customer conversations

Regardless of how much your customers love your organization and products, there will always be a set of customers who are unhappy with you. Though they might be small in number, they are an important component of your customer community. And, your customer service team needs to deal with difficult customers as part of their job.

handling difficult customer conversations