The 2023 Annual Report is out now! 🎉

Visualize your 2023 in emails.

Get my free report →
Tips & Insights

9 Customer Success Email Templates To Save You Time

You’ve won your clients over, and they’ve purchased your product. But the journey does not end there! Building and maintaining strong customer relationships is vital to the success of your customers, and therefore your company. 

This is why effective Customer Success is essential for ensuring customer satisfaction and loyalty. And often the most powerful tool in a customer success manager's arsenal is a well-crafted customer success email. These emails serve as a bridge between your company and its customers, providing valuable information, support, and personalized engagement.

In this post we’d live to share 10 customer success email templates to help you out when you’re stuck. Whether you're onboarding new customers, proactively engaging with existing ones, addressing support and troubleshooting issues, or even exploring renewal and upselling opportunities, these templates provide a solid foundation for effective communication.

I. Onboarding Emails

Set the stage for a positive customer experience with our onboarding email templates. Welcome new customers, provide clear instructions, and invite them to product demos. These emails lay the foundation for successful onboarding and long-term customer satisfaction.

1. Welcome Email

The welcome email is the first point of contact with your new customers. Use this opportunity to create a positive first impression and express gratitude for choosing your product or service. Personalize the email by addressing the customer by their name and briefly introduce yourself or your team. Provide a brief overview of what they can expect from your company, including any resources or support available to them. Additionally, consider including a friendly call-to-action, such as inviting them to explore a specific feature or schedule an onboarding call.

Welcome Email Template:

Subject: Welcome to [Your Company] - Let's Get Started!

Dear [Customer's Name],
Welcome to [Your Company]! We are thrilled to have you on board. We’d like to introduce ourselves and set you on your way to getting the most out of [product/service name].
Here are a few key points to get you started [Edit the example below to match what they should do to get started with your specific product or service]:
Account Setup: To begin, please follow this link [provide link] to set up your account. It will guide you through the process and help you customize your experience.
Key Features: We offer a range of powerful features designed to [address customer pain points]. We encourage you to explore our feature guide [provide link] to familiarize yourself with what our platform can do for you.
Support and Resources: Should you need any assistance during your onboarding journey, our dedicated support team is here to help. You can reach us at [support email/phone number]. We also have an extensive knowledge base [provide link] that contains helpful articles and tutorials to answer common questions.
If you need anything, just reply to this email.
Once again, welcome aboard!
[Your Name]
[Your Position]
[Your Company]

2. Product Demo Invitation

To ensure your customers fully understand the value and capabilities of your product or service, invite them to a product demo or training session. The whole point of this email is to get them into the demo, so try to be concise and convincing. Provide a compelling reason for them to attend the demo, such as highlighting how it can solve specific pain points or improve their workflows. Include the date, time, and instructions on how to join the session, along with any additional resources they might find helpful. By offering personalized guidance early on, you can set a strong foundation for their success with your product or service.

Product Demo Invitation Email Template:

Subject: Join us for an Exclusive [Your Company] Product Demo!

Dear [Customer's Name],
To ensure you're fully equipped to leverage the full potential of [product/service], we'd like to invite you to an exclusive product demo session.
During this live session, our team of experts will guide you through the core features and functionalities of [product/service] and demonstrate how it can help you [specific pain point]. You'll also have the opportunity to ask questions and interact with our team.
Here are the details for the product demo:
Date: [Date]
Time: [Time]
Duration: [Duration]
Location: [Online platform or physical venue]
RSVP: [Provide RSVP instructions]
To secure your spot, please RSVP by [deadline]. We highly recommend attending this session to gain a comprehensive understanding of how [product/service] can benefit your business.
In the meantime, if you have any immediate questions or require further assistance, please don't hesitate to reach out to us by replying to this email.
[Your Name]
[Your Position]
[Your Company]

3. Feature Highlight Email:

One effective way to engage your customers and keep them informed is by sending feature highlight emails. Showcase a specific feature and clearly explain how it works and the value it brings. Use screenshots or videos. This email serves as a proactive way to educate customers about valuable features they may not be aware of.

Feature Highlight Email Template:

Subject: Did you know about [Feature]?

Dear [Customer's Name],
I hope everything is going well with [Product Name]! I just wanted to check if you’d seen [Feature Name] yet.
[Feature Name] is designed to [briefly explain what the feature does and its benefits]. It can help you [specific use case or problem it solves].
To learn more about [Feature Name], we encourage you to check out our detailed guide [provide link]. It includes step-by-step instructions, along with visual examples, to demonstrate how to make the most of this feature.
I hope that guide is helpful! If you need to ask any specific questions, please reach out to me by replying to this email, and I’ll be happy to help.
[Your Name]
[Your Position]
[Your Company]

II. Proactive Communication Emails:

Go beyond reactive support and proactively engage with your customers. Our email templates help you highlight key features, share industry insights, and offer valuable tips. Strengthen customer relationships and enhance their experience with proactive communication.

1. Industry Insights Email:

Position yourself as a trusted advisor by sending industry insights emails to your customers. Share valuable information, trends, or news related to their industry or market. This could include research findings, reports, case studies, or thought leadership articles. Take a casual tone and let the news themselves do the talking. Striking up a conversation or discussion with them is a great way to nurture a good relationship. If they find something useful or interesting, they’ll probably share it too, and that puts you in good standing in their mind!

There’s going to be more variation with this template depending on what you’re sharing, so make sure you customize it to what suits best for you.

Industry Insights Email Template:

Subject: [Your Name] wants to share something with you.

Dear [Customer's Name],
[Industry] is an ever changing landscape, but I know how hard it can be to even remember to keep up with important news in the industry! So here’s 3 quick things I found interesting which I thought you’d also want to know:
Insight 1: [Briefly describe the industry insight or trend, or link to it]
Insight 2: [Briefly describe the industry insight or trend, or link to it]
Insight 3: [Briefly describe the industry insight or trend, or link to it]
[If you can, add your perspective here, or even better, ask them a question]
Would love to hear what you think!
[Your Name]
[Your Position]
[Your Company]

2. Tips and Best Practices Email:

Help your customers optimize their experience with your product or service by sending them regular tips and best practices emails. These emails can provide guidance on how to use certain features more effectively, shortcuts or time-saving techniques, or strategies to achieve specific goals. Tailor the tips and best practices based on customer segments or use cases to ensure relevancy. By offering practical advice and helping customers unlock the full potential of your product or service, you empower them to succeed while reinforcing your value as a trusted partner.

Tips and Best Practices Email Template:

Subject: Best practices to be a pro at [Product Name]

Dear [Customer's Name],
There’s a lot to discover with [Product Name], so I just wanted to reach out and share my top tips for getting the most out of it:
Tip 1: [Provide a practical tip or technique to improve usage]
Tip 2: [Offer another tip or strategy to enhance effectiveness]
Tip 3: [Share an additional best practice to maximize productivity]
We've created a detailed guide [provide link] that expands on these tips and provides additional insights and examples.
If you have any questions or need further guidance, just reach out and I’ll be happy to help!
[Your Name]
[Your Position]
[Your Company]

IV. Support and Troubleshooting Emails:

Things are never going to be perfect—bugs happen, things get missed, and the experience isn’t going to be 100% for every single customer. By delivering exceptional customer support, you can resolve issues efficiently and maintain a strong customer relation.

1. Follow-up on Support Ticket Email

After a customer submits a support ticket, it's essential to follow up promptly to ensure their issue is resolved to their satisfaction. Send a personalized email acknowledging their support request, expressing empathy for the inconvenience caused, and assuring them that you're actively working on a solution. Provide an estimated timeline for resolution and any interim steps or workarounds they can try in the meantime. Demonstrate that their issue is a top priority and that you're committed to providing excellent support throughout the process.

Follow-up on Support Ticket Email Template

Subject: We’re looking into it!

Hi [Customer's Name],
We’ve received your support request, our team will do their best to resolve it as fast as possible.
First and foremost, I apologize for any inconvenience this issue has caused you. We genuinely appreciate your patience.
We estimate that we'll be able to resolve your issue within [estimated timeline]. However, please note that this timeline is subject to change based on the complexity of the matter.
[If Applicable] In the meantime, I want to offer some interim steps or workarounds that may help alleviate the impact of the issue. [Provide any relevant interim steps or workarounds specific to their situation].
If you have any further questions or additional information to share, please don't hesitate to reach out to us.
Thank you for your understanding and cooperation.
[Your Name]
[Your Position]
[Your Company]

2. Cancellation Request Email

When a customer expresses their desire to cancel, it's an opportunity to understand their concerns and potentially retain their business. You should take the chance to ask 1 very straight-forward question. Adding too many questions here makes it less likely to get a response. Try to write a personalized email if you have the context to do so, but otherwise, this generally is a good approach:

Follow-up on Support Ticket Email Template

Subject: Before you go…

Hi [Customer's Name],
Thanks for getting in touch! I'm sorry to hear that you wish to cancel your subscription.
I'd love to learn more about why [Product Name] is no longer a good fit. Were we able to help you achieve the goal you had in mind when you first purchased our product?
I'm currently processing your cancellation and I'll let you know as soon as it's done.
[Your Name]
[Your Position]
[Your Company]

V. Renewal and Upsell Emails

Maximize customer retention and revenue growth with strategic renewal and upsell emails. In this section, we'll show you effective email techniques to ensure seamless subscription renewals and explore opportunities to upsell and cross-sell. Discover how these emails can strengthen customer loyalty and unlock new avenues for business expansion.

1. Renewal Reminder Email:

Renewals are crucial for maintaining ongoing customer relationships. Send a renewal reminder email to customers whose subscription or contract is approaching its expiration date. Express appreciation for their partnership and highlight the value they have received from your product or service. Provide clear instructions on how they can renew their subscription, including any available renewal options or upgrades. Personalize the email by referencing their specific usage or achievements with your product or service to reinforce the benefits of continuing their partnership with your company.

Renewal Reminder Email Template:

Subject: It's that time again!

Hey [Customer's Name],
Hope you're doing well. We wanted to give you a friendly heads-up that your [subscription/contract] with [Your Company] is nearing its expiration date. We've loved having you as a customer, and we want to make sure we continue our journey together.
It's super easy to renew your subscription:
Head over to our renewal page at [Renewal Page URL].
Choose the renewal option that suits you best.
Simply follow the prompts to complete the renewal process.
Got any questions or need a helping hand? Just reach out and we'll be happy to help!
[Your Name]
[Your Position]
[Your Company]

Upsell/Cross-sell Recommendation Email:

Maximize revenue potential by identifying opportunities to upsell or cross-sell to existing customers. Send targeted emails recommending additional products, services, or upgrades that complement their current purchase. Highlight the specific benefits or features of the upsell/cross-sell offering and explain how it can further enhance their experience or address their evolving needs. Include customer success stories or case studies that showcase the value gained by others who have taken advantage of the upsell/cross-sell options. Encourage customers to take advantage of these opportunities and provide clear next steps to make the process seamless.

Upsell/Cross-sell Recommendation Email:

Subject: I think this could interest you!

Hey [Customer's Name],
I hope you're getting everything you neeed from [Your Product/Company].
Based on your feedback and how you've been using[product/service], we've got a recommendation for you. [Upsell/Cross-sell Offering] is a great complement to what you're already using, and will help you get even more value!
Here's what you'll get with [Upsell/Cross-sell Offering]:
Benefit 1: [Highlight the first benefit and how it aligns with their needs].
Benefit 2: [Emphasize the second benefit and its impact on their experience].
Benefit 3: [Showcase the third benefit and how it solves specific pain points].
But don't just take our word for it! Check out the success stories and case studies of our thrilled customers who have already jumped on board with [Upsell/Cross-sell Offering] on our website [Website URL].
Ready to upgrade? Just [provide clear next steps for them to take, such as clicking a link or contacting your sales team].
We're here to support you all the way. If you've got any questions or need more info, don't hesitate to reach out.
[Your Name]
[Your Position]
[Your Company]

From onboarding emails that set the stage for a positive customer experience, to proactive communication emails that demonstrate your commitment to their success, and support and troubleshooting emails that address their concerns promptly, these templates should help you to deliver exceptional customer support.

Remember, while these email templates serve as a great starting point, it's important to tailor them to your specific business and customer needs. Personalization, empathy, and a customer-centric approach are key elements to creating impactful and effective customer success emails.

Here's to your continued success in delighting your customers and building thriving relationships!

Take your team's management to the next level with email statistics

With Email Meter, companies understand how work happens and keep their teams productive without constant check-ins

Get visibility on your team's productivity
Get a clear picture of how work happens to analyze complex email workflows in an easy-to-use dashboard.
Start a free 14-day trial
Powering email analysis at