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How to Write Compelling Support Emails: A Style Guide

Apr 28, 2021
  |  
Customer Service
  |  
7 min read
support-emails-style-guide

Sloppy writing, bad formatting, haphazard information, long and incomprehensible paragraphs – these are some of the many reasons why customer support emails fail to make an impression. While they may help solve the customer’s problem, they don’t necessarily add to their experience. On the contrary, they often end up confusing and frustrating customers.

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support-emails-style-guide

But, when used well, emails can be highly effective in building customer trust and loyalty. Good email etiquette can help you ensure that the value of your brand soars. Once your team has the right customer service mindset, you’d want to train them to communicate information in an effective manner.

Table of Contents

How to write compelling support emails

In customer support, clear communication helps you solve problems quickly. Poor and unclear communication results in a lot of back and forth with the customer, eventually leading to unhappy customers, and a demotivated support team.

Make your support emails clearer and friendlier; read on below:

Be more human

A Genesys survey asked 9000 consumers about what mattered the most when doing business with companies — 40% of them said better human service.  

Dale Carnegie, the author of ‘How to win friends and influence people’, once said: “a person’s name is to that person, the sweetest, most important sound in any language.”

It’s ironic how everyone keeps talking about personalization in support emails but still end up sending robotic replies. 

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support-emails-style-guide

I’m talking about emails from ‘the support team’ which start by addressing you “dear valued customer” or just a “Hi!”

support-emails-style-guide
An example of a bad customer service email

In support emails, you want to sound friendly, natural, and personal. Use your customer’s name — they will like you more. Use your name — the interaction becomes more personal.

Feel free to use emojis in support emails. They make you look expressive. They make you look far less formal. They put the customers at ease.

Besides that, go a step ahead and put your picture in the signature. It is a great way to establish trust with your users. It makes them feel they are talking to a human and not a customer support bot. 

Write positively

In customer support, it is a must that you use positive language. It comes across as constructive, as opposed to abrasive or confrontational.

Here’s an example of a bad response: “You can’t generate a report unless you’re an admin.”

You want to say the same thing in a more positive tone: “You can generate a report only when you’re an admin.”

The first response says what cannot be done. It comes across as a subtle blame. It sounds bureaucratic.

The second response communicates what can be done. It sounds helpful and encouraging.

Avoid negative phrases such as:

  • You claim that..
  • You say that..
  • We cannot see how..
  • You should..
  • You must..

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support-emails-style-guide

Positive phrases will put the customer at ease:

  • If you can send us (the screenshot), we’ll be glad to finish it for you
  • Might we suggest that (the idea)
  • One option open to you is (whatever)
  • We can help you do (the task) if you send us (the information)

Even when you’re conveying something you cannot do for a customer, the impact can be softened by using positive language.

Break the complexity

Most email replies from customer support teams look like instructions manuals put together by a careless teenager.

When you send a bunch of unorganized information to your customer, you’re only making their life difficult.

Take a minute and think how will the customer use the information you’re sending their way.

Is there a sequence of steps they’re supposed to follow? If yes, write the advice in that order.

Is there something they absolutely have to do before they can start solving the problem? Make sure that is the first thing you tell them.

Here’s a great support email:

support-emails-style-guide
A great support email that breaks down complex information into simple action points

Interesting fact: P.S. is the most consistently read part of every email. Over 90 percent of your customers read P.S. before the message. It is the first paragraph, not the last.

It is a good idea to also keep the complexity of the steps in mind. If there are multiple ways to start solving a problem, always tell them the sequence that involves the easier steps first.

Make the start easy and there is a good chance the customer will follow your advice.

Make reading easy

Most customer emails you receive will have more than one question. When you send a paragraph answering all their questions, you’re not painting a very clear picture in their heads.

It is a good idea to segment your responses into parts. Break the replies by using bold sentences (based on the questions they’ve asked), and organize your responses under them.

Bold statements act like subheadings and make reading easy for the customer.  

You can also use italics to place light emphasis on the points of interest. Italics work great when you’re referring to an in-app feature. Italics can be used to place emphasis on exactly what they are looking for.

But do not force your customer to read an entire paragraph in italics. It is not easy to read.

support-emails-style-guide
An example of a well-structured email

The email looks structured and you’ve italicized the parts you want to emphasize. Reading and absorbing information is easier that way.

Solution first, resources later

I’m sure you’ve created explainer videos, written an entire library of help articles, and want customers to solve problems on their own. But, pointing a customer to a resource when they’re looking for an answer is rude, for example:

“You can set up automations to assign emails to your team based on rules you set up. Read more to know what you can do with the feature.”

I would not want to receive this reply from a company. This is poor customer support.

When a customer has come to you with a question, the first thing you want to do is answer them and not direct them to resources — something like:

support-emails-style-guide
Great support emails always offer customers the answer to their problems before sharing resources

You answer their question, tell them a little about the feature, and point them to the next step — which is described in the link you’ve pointed them to. This is a useful link, not an arrogant one!

Keep upselling for the end

The book Marketing Metrics says that the probability of selling to a new prospect is 5 to 20 percent while it is 60 to 70 percent for an existing customer. You obviously don’t want to lose the opportunity to nudge customers in support emails, but you have to draw a clear line between problem solving and upselling.

If you insert a link to a product video a few words into your email, you are not helping them — you are distracting them from the problem-solving workflow.

In customer support, it is important to keep the customer involved in the problem-solving process. Once you’ve listed down everything they need to do, it is a good time to insert links to your marketing videos.

The thumb rule is to never replace support with upsells; if you can solve the problem without upsells, nothing like it.

P.S. Never try upselling to an angry customer. That is not going to work well for you.


These simple yet effective and actionable tips will help your support team craft memorable email responses. Compelling emails will make your current and prospective customers pay close attention to your brand, and ensure you forge strong relationships with them.

support-emails-style-guide

Resources you’ll love:

  • The MailChimp style guide for grammar and mechanics
  • Hubspot’s post on phrases to avoid in support emails
  • Voice and writing style guide from Uni of North Carolina
  • ICMI’s list of great support email templates
  • Provide Support’s infographic about positive support phrases
Hiver HQ
Harsh is the content lead at Hiver. He's jocular, loves dogs, and is always up for a road trip. He also reads - when Netflix gets boring.
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