Customer Experience
17 Customer Success Email Templates for Every Use Case

17 Customer Success Email Templates for Every Use Case

Apr 25, 2024
22 min read

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While multi-channel support is a norm today, 77% of customer teams still use email to build and nurture customer relationships. Sending contextual and relevant emails at the right touchpoints in the customer’s journey improves customer retention.

But sending emails with the appropriate intent at the right time can be time-consuming. 

In such cases, it is quite helpful to have a few customer success email templates ready to be used.

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We’ve listed 17 amazing customer success email templates to help you improve your customer experience. But, before we jump into it, let’s first understand the importance of customer success emails.

Table of Contents

Why are Customer Success Emails Important?

An important aspect of building lasting customer relationships is engaging your customers in meaningful conversations. And effective, well-timed customer success emails are an integral part of these conversations. Emails can be used to educate and update your customers, improve product adoption, upsell, and even prevent churn. All of which, ultimately impact the revenue.

Also Include a professional email signature template in your email to establish a positive association between yourself and the company you represent

9 Benefits of Customer Success Email Templates

Customer success email templates are a powerful tool that brings consistency, efficiency, and personalization to your customer communications while saving time and ensuring a seamless customer experience. Here’s what they can help you achieve:

  1. Consistency: Customer success email templates ensure a consistent and uniform communication approach, allowing for a streamlined customer experience across the team.
  2. Time-saving: Templates save time by providing pre-written content that can be easily customized, reducing the effort required to draft individual emails from scratch.
  3. Efficiency: With templates, customer success teams can respond quickly to customer inquiries, onboard new clients, and address common issues, leading to improved efficiency and faster resolution times.
  4. Personalization: While templates provide a standardized structure, they can still be personalized to address individual customer needs, ensuring a tailored and meaningful interaction using high-quality email copy.
  5. Brand alignment: Templates help maintain brand consistency by incorporating the company’s tone, language, and key messaging, reinforcing a cohesive brand identity in customer communications.
  6. Scalability: As businesses grow, customer success email templates allow for scalability by providing a framework that can be easily replicated and adapted to accommodate a larger customer base.
  7. Knowledge sharing: Templates serve as a knowledge-sharing resource, enabling customer success teams to share best practices, successful approaches, and valuable insights with each other.
  8. Professionalism: Well-designed templates enhance professionalism and ensure that all customer communications reflect the company’s standards and values, fostering trust and credibility.
  9. Error reduction: Templates reduce the risk of errors and omissions by providing a structured format that includes essential information, preventing overlooked details and improving accuracy.

17 Customer Success Email Templates + Examples to Engage with Customers

Now, let’s get down to business!

If you don’t have the professional to work on email designs, that’s absolutely fine. You can start with the simple, clear and concise customer success email templates shared below to drive meaningful conversations with your customers.

1. Onboarding email template

Successful onboarding is a crucial part of the customer experience. In fact, a well-planned customer onboarding strategy helps customers realize the value of your product, thereby improving customer retention.

Here’s a customer success onboarding email template you could use.

When drafting a customer onboarding email, you need to ensure that you are hitting three important components:

  1. A clear value proposition that reminds people why they chose your product over the competition
  2. Positive affirmations to deepen engagement and motivate them to take the next steps to get more value
  3. Behavior-based/context triggers that relate to a user’s specific progress and avoid repeating information they already know.

Gmail’s onboarding email does an excellent job at checking off the above pointers.

Example of Google Workspace onboarding email
Google Workspace onboarding email | Google

Here is why it works:

  • Reminds customers Gmail’s free trial will help them create, connect, and collaborate more effectively
  • Has well-placed and clear CTAs
  • Clearly illustrates the next steps to begin using Google Workspace
  • Reassures them of a smooth customer onboarding experience by promising to stay in touch
  • Includes properly labeled and helpful links towards the end

2. Welcome/Introduction email template

The welcome email is your first contact with customers after they sign up for your product. Naturally, you want to keep your email information light at this stage and use friendly language to establish quick rapport without distractions.

Highlight your product’s value proposition and keep things super simple and straightforward while guiding your user to their first Aha! moment. Use branded color schemes and include images and logo designs showing your product in action. 

You can use this welcome email template to initiate a successful customer journey.

Take a few pointers from Playbuzz:

Example of Welcome email by Playbuzz
Welcome email used by Playbuzz | Really Good Emails

Here’s why it works:

  • Builds momentum and motivates users to take the next steps
  • Uses brand colors and experiments with font styles for a unique look
  • Friendly language creates familiarity and eases anxiety
  • Highlights value proposition to reinforce its leverage over the competition
  • Well-placed CTAs at the beginning and end of the email provides users with the next steps removing any confusion

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3. Pro Tips/Best Practices email template

At this stage, the user has taken their first steps and used your product. But there may be times when they feel lost or overwhelmed with your product features, especially if you have a slightly more complicated product or service.

In such cases, it is a great idea to send users product setup emails to proactively help move them past friction points and provide them with relevant suggestions that help them get more value from your product, increase customer satisfaction, and prevent customer churn.

Here’s a template you could use when you want to offer pro tips on an important feature. It’s assumed here that the said feature will help you create filters, export data and automate tasks. Feel free to tweak it to suit your use-case.

Slido’s product setup email does an excellent job encouraging users to take the next steps and provides subtle help and suggestions.

Example of Slido's pro tips email
Slido‘s product set up email

Here’s why it works:

  • Breaks down email into different sections that cover everything the user needs to know to get full value from Slido
  • Extends a super-short yet warm welcome and explains the next steps in a way that highlights the benefits
  • Hyper-linked texts direct users to specific pages and links
  • A short tips section towards the end helps users avoid common mistakes, ensuring smoother onboarding

4. Upgrade email template

Customer success teams use upgrade emails to drive free trial and premium models. When done right, these emails convince prospects to convert into paying customers—or upgrade from a free plan to a paid one.

To write an effective update email template, you need to:

  • Personalize it by including the customer’s name and other details (how much time is left in their trial period, user activity)
  • Add a clear CTA that links directly to the actual upgrade web page
  • Briefly explain the benefits of upgrading to your paid plans

You can also provide your customer support email address or link for the user in case they have any additional questions about upgrading.

Here’s an email template you can use to convince customers to upgrade to a paid plan.

Take this email from Zapier, for example.

Example of Zapier's upgrade email
Zapier’s upgrade email | Really Good Email

Here’s why it works:

  • Includes a timer to create a sense of urgency
  • Offers users an exclusive discount as a further incentive
  • Explains why upgrading to a Zapier plan makes sense
  • Well-placed, self-explanatory CTA buttons and ‘Contact us’ link provide users clear directions
  • Uses attractive symbols and icons to add more interest to email copy

5. Case study email template

93% of consumers say online reviews influenced their purchase decisions. 

You can leverage this behavior by using case studies to convince potential customers that your company can solve their problems. Think of it as a detailed social proof that showcases how your current customers use your products or services and the results they achieve through them.

How to write a case study email template?

To start, make the case study the entire focus of the email. Write a short copy highlighting the results of using the product or service and what insights the recipient can hope to get after reading it. 

Here’s an case study email you could use:

Niice is one of the few brands that do case study emails really well.

Example of Niice's case study email
Niice’s case study email | Really Good Email

Here’s why it works:

  • Short, succinct email copy
  • Bold graphic image that immediately grabs attention
  • Excellent email copy that creates a sense of mystery
  • Eye-catching CTA button that takes the user directly to the case study

6. Customer feedback email template

Businesses constantly talk about offering personalized customer experiences. One of the facets of offering a personalized experience is to listen to your customers. Customer feedback allows you to capture the VoC (Voice of Customer), identify your customer’s challenges, what they like about your product, what they’d like to improve, and more.

A great way to collect feedback is by sending out well-designed customer feedback emails from time to time.

While designing a customer feedback email, it is good to keep these pointers in mind.

  • Keep your feedback surveys or emails crisp and short. You don’t want to take too much of your customer’s time
  • Offering incentives such as gift vouchers is a great way to nudge your customers to give their feedback
  • Including visual elements designed with stunning procreate brushes can go a long way

Here’s a simple customer feedback template you could use.

Take this example from Algolia.

Example of Algolia's customer feedback email
Algolia’s customer feedback email | Really Good Emails

Here’s why it works:

  • Starts with customer appreciation. Clever move especially considering that the email was sent on Thanksgiving Day.
  • Feedback request is highlighted so that the reader’s eyes immediately fall on the purpose of the email.
  • Offers Amazon gift cards as an incentive

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7. Renewal Reminder Email Template

A renewal reminder email template is an email sent to customers to remind them that their subscription is about to expire. The goal of this email is to encourage customers to renew their subscription so that they can continue using your product or service.

Here’s a simple renewal reminder email template you could use.

Fathom is an alternative to Google Analytics. Here’s the message they send when it’s time for your renewal.

Here’s why it works:

  • Positive Tone: The email could be more positive and reassuring, emphasizing the value and benefits of the subscription rather than assuming the recipient forgot about it or implying sneakiness on the company’s part.
  • Clear Renewal Information: The email provides the renewal date and amount to be billed, which is important information for the customer to have. However, it could be presented in a more prominent and easy-to-digest format, such as using bold text or bullet points.
  • Option for Account Management: While the email briefly mentions the option to cancel the subscription, it could also include information about managing the subscription, such as upgrading or adjusting the billing cycle, to give customers more control and flexibility.

8. Testimonial Request Email Template

Testimonial request email templates are a great way to gather positive feedback from your customers. These templates can be used to request testimonials from customers who have had a positive experience with your product or service.

When writing a testimonial request email template, it is important to be clear and concise. The email should include the following information:

  • The name of the customer
  • The product or service that the customer used
  • The customer’s experience with the product or service
  • The customer’s contact information

The email should also be personalized to the customer. This means addressing the customer by name and mentioning something specific about their experience with your product or service.

Sure, here is a short testimonial request email template for a customer success team with an incentive:

This email works because it is personalized, specific, and offers an incentive.

9. Customer Milestones Email Template

Customer milestones are an important opportunity for customer success teams to show their appreciation for customers and to celebrate their successes. By sending a personalized email to the customer, customer success teams can highlight the customer’s achievements and show how their product or service has helped them succeed.

Some examples of customer milestones that customer success can celebrate include:

  • Increased revenue
  • Improved customer satisfaction
  • Reduced costs
  • Improved productivity

Here’s a simple template you could use to congratulate your customer for their milestones.

The Spotify Wrapped email campaign is a great example of how to celebrate customer milestones.

The campaign sends personalized emails to users highlighting their listening habits throughout the year. This is a great way to show appreciation for customers and celebrate their successes.

Here’s why this works

  • Hyper-Personalization: The email is tailored to each individual user, based on their listening habits. This makes the email feel more special and appreciated.
  • Engagement: The email includes a variety of data, such as the user’s top artists, songs, and genres. This data is presented in a visually appealing way, making it easy to digest and share.
  • Shareability: The email includes a shareable link that allows users to share their listening habits with friends and followers. This helps to spread the word about the campaign and to encourage others to participate.
  • Timing: The email is sent out at the end of the year, when users are reflecting on their listening habits. This makes the email more relevant and engaging.
  • Anticipation: Spotify builds anticipation for the campaign by teasing it out in the weeks leading up to the release. This creates excitement and makes users more likely to open and engage with the email when it arrives.

10. Subscription Cancellation Email Template

Subscription cancellation email templates are a great way for customer success teams to reach out to customers who have decided to cancel their subscription. These emails can be used to:

  • Thank the customer for their business.
  • Ask the customer for feedback on why they are canceling their subscription.
  • Offer the customer a way to reactivate their subscription.
  • Provide the customer with resources to help them transition to a different product or service.

Here’s an email template you could use to let your customers know that their subscription has been canceled.

The Basecamp “Subscription Cancelled” email is an effective way to communicate with customers who have canceled their subscriptions.

Here’s why it works:

  • Subject line: The subject line is clear and concise, and it accurately reflects the content of the email. It also uses the word “sorry” to express empathy, which is a good way to start an email to a customer who has canceled their subscription.
  • Body: The body of the email is brief and to the point. It confirms that the customer’s account has been canceled, and it provides information about refunds and how to contact customer support if there are any questions. The email also asks the customer for feedback on why they canceled, which is a good way to get insights that can be used to improve the product or service.
  • Call to action: The email includes a call to action at the end, which encourages the customer to take a brief, anonymous cancellation survey. This is a good way to get feedback from customers who have canceled their subscriptions, which can be helpful for improving the product or service.

11. Customer Referral Program email template

Customer referral programs or affiliate programs or can prove to be valuable to your customer success strategy.

Offering an affiliate program can incentivize your most loyal customers to continue spreading the word about your SaaS tool, and may even convince skeptical/non-buyers to continue exploring your tool. 

This win-win situation will also ensure that your customers have a longer lifetime value, as they explore different use cases of your tool. People in your affiliate program will also be actively involved in offering feedback and ways to improve your tool, creating a customer feedback cycle that allows you to align customer success with product development. 

Here’s an example you can use to encourage your customers to refer your product to others.

Ranktracker offers a very generous lifetime 20% affiliate commission and this is their email:

Example of Ranktracker's affiliate email
Ranktracker‘s affiliate email

Here’s why it works:

  • Highlights the affiliate commission loyal customers can make
  • CTA link brings the user to a case study of affiliates’ income
  • Includes an overview of features of the tool in case customers were not aware of the full suite of functions

Additional resources you may like:
1. 10 Email Templates for your Customer Support team
2. Write Awesome Customer Service Emails: Best Practices + Templates
3. 7 Gmail Templates to Improve Customer Experience in 2023
4. 10 Live Chat templates for your Customer Support team

12. New feature email template

Users receive tons of emails every day. If you want to get customers excited about your latest feature, you need emails that successfully pique your customers’ interest and get them excited about what you’re offering.

While the general idea is to make the new feature email template a concise reflection of your brand and its offering, here are a few additional pointers to keep in mind:

  • Add product images or videos to catch the recipient’s attention
  • Include links to more information, such as a product demo or blog post
  • Include multiple CTA so that it’s easier for the recipient to take the next step

Here’s a simple email template you could use to promote your new product/service.

This email from Yoto is an excellent example of how to do a product feature launch right.

Example of Yoto's feature release communication email
Yoto’s feature release email | Really Good Emails

Here’s why it works:

  • Adopts a personal, and not promotional, approach 
  • Puts the spotlight on the customers and their needs, making them feel heard and special
  • Displays each new feature with an informative illustration
  • Divides the email into different sections so that it’s easier to follow
  • Prominent CTA towards the end improves email flow

13. Win-back email template

Win-back emails let you re-engage with inactive contacts who have made purchases or signed up for your email list but have stopped opening your emails. They get people to interact with your emails and CTAs again, which, considering it’s five times more costly to get a new customer than to retain a loyal customer, is a significant advantage.

A great win-back email can work on its own, but we recommend building a strategically-timed sequence that includes targeted messages for best results.

Here’s a simple follow-up email template you could use.

Look at how Teespring absolutely nails win-back emails.

Example of Teespring's win-back email
Teespring’s win-back email | Really Good Emails

Here’s why it works:

  • Short, simple email copy that keeps things brisk and to the point
  • Uses customer progress to add a touch of personalization and motivation
  • Includes a low-friction CTA
  • Makes the recipient feel recognized and appreciated

14. Webinar invite template

Sending out thoughtfully-crafted webinar invites will help you maximize attendees while simultaneously promoting your business and image authenticity. This strategy is both helpful for email marketing as well as customer success.

When drafting a webinar invite, ensure it answers the classic Ws and H (Who, What, When, Why, and How). This includes:

  • A brief introduction to your company and attending speakers
  • Webinar topic
  • Date and time of the webinar
  • What recipients will learn by attending the webinar
  • Registration details

Here’s a simple template you could use to invite users and leads to your webinar.

Take some pointers from this webinar invite from Teachable.

Example of Teachable's webinar email
Teachable’s webinar email | Really Good Emails

Here’s why it works:

  • Direct, to-the-point email copy
  • Benefit-focused subject line to grab the recipient’s attention (“Unlock step-by-step guidance to launch online coaching.”)
  • Educational and concise pointers to give the recipient a glimpse of what to expect
  • Covers all the necessary information regarding the webinar
  • ‘Claim your spot’ CTA clearly indicates the next steps

15. Book a Call Email Template

SaaS businesses use these emails with the intention of converting non-paying customers to paying ones. Successful book-a-call templates usually play on high personalization and humanization of the brand. It’s important to have this email written on behalf of a direct representative, for example from your customer success managers or a subject matter expert. 

Of course, you need to also add a clear CTA that links directly to a booking page so that it’s easy for customers to get the support they need.

Here’s a call-scheduling email template that you can use:

Take this email from Shipyard.

Example of Shipyard's book a call email
Shipyard‘s book a call email

Here’s why it works:

  • Real motion video in the email catches attention
  • The customer is compelled to click on the video to watch
  • Speaker is a data scientist (Shipyard’s target market),building trust and establishing a connection with the target audience
  • Personal story helps build credibility and the use of industry jargon (such as ETL/ELT tools) helps establish authority.

16. Promotional email template

Brands have the superpower to create a sense of suspense and intrigue whenever a new product or service is just about to be launched.

You can always announce such launches, run a good advertising campaign for them, and finally, as soon as the intrigue reaches its peak, send out effective emails announcing the come out of the promised product or service.

Here’s a simple email template you could use to promote your new product/service.

This strategy is also perfectly integrated into one of the most popular streaming services – Netflix’s email marketing. A seemingly casual, simple promotional email has an attachment of a poster of the TV series, the second season of which was eagerly awaited by thousands of people.

Example of Netflix's promotional email
Netflix’s promotional email | MailCharts

Here’s why it works:

  • Immediately attracts attention.
  • Evokes a feeling of joy in customers.
  • Allows the reader to understand the main message themselves instead of telling it directly to them.

17. Follow-up email template

Did you know follow-up emails typically get a better response rate than the first email? But this only works when you have a good follow-up email template.

A good rule of thumb is to lead with value. Inform customers how your business can help them and improve their existing routine. Speeding things up, automating processes and tasks, and giving free limited-time access to your product are common value-driven benefits.

Here’s a simple Follow-up email template you could use.

Another approach to customer follow-up is giving users a gentle reminder about what they can do with your product à la Miro.

Example of Miro's follow up email
Miro‘s follow-up email

Here’s why it works:

  • Provides users with ideas to use Miro
  • Succinctly highlights feature benefits and use cases
  • The listicle-style format makes email copy easy to understand
  • Has supporting images to provide greater relevance
  • Includes a survey link to better understand customer requirements

Level up your customer success emails with Hiver

Sending well-timed, thoughtful, and engaging customer success emails is a tried-and-tested way to make customers feel respected and cared for. Not only does it help you win their trust, but it also paves the way for building long-term relationships with your customers that will ultimately improve your business’s bottom line.

Hiver allows you to craft personalized emails and save them as templates with a single click. You can organize different email templates into folders and easily share them with your team. What’s more, you can make your emails visually appealing by embedding relevant images into your email templates. And without having to write a single line of code! Hiver’s email templates are a great way to save repetitive work, improve turnaround time, and elevate your customer success emails.

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