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Write Awesome Customer Service Emails: Rules and Templates

Jan 13, 2022
Customer Service
8 min read

It’s no secret that the quality of your customer service emails affects your customers’ perception of your brand. But does every customer service rep adhere to the right etiquette while sending out emails to customers?

Great customer service is always important. Whether you’re just starting a business or growing an existing business, you can gain a strong competitive advantage if you impress customers with great emails.

Owing to the large number of emails reps send every day, it’s not easy to maintain the quality of each and every email response. However, if you’re trying to foster a customer-centric culture, it’s incredibly important to.

You and your team should remember — that one email might be the only interaction a customer has with your business. You can’t afford to miss this golden opportunity to improve your customer experience.

In this post, I will take you through a few good-to-know rules of writing customer service emails, along with templates you can use.

Table of Contents

Leave out the robotics (be more human)

A few years ago, Genesys ran an interesting survey to see what matters the most to customers when they receive customer service emails — an astonishing 40 percent of them said human customer service.

First things you’d want to do — write like a human being — I know this is redundant advice but we are somehow programmed to make even the simplest of things complex in emails.

For example, you meet an old friend after years and they ask what you do. You tell them that you run a company that makes this product and you’re generally doing good in life. You lay it out for them as simply as you can.

Now, what if the same friend asked you that question via email. You will instantly start bragging about the certifications and awards your company has bagged. I’m sure you will promptly hyperlink everything to a press release or a blog post.

The moment we get to writing emails, our language becomes formal. We make things complex. We start using jargon.

The same applies when we write customer service emails. We somehow end up sending emails that look like they came from robots:


We just received your inquiry. Your reference number is XYZ632. Please quote it for future correspondences.

We will get back to you with more information as soon as possible.


The Support team

In customer service emails, you’d want to sound personal, friendly, and natural — just how you would talk to that person if they were standing right there. Remember, your aim is not just to solve queries, but also to build customer relationships along the way.

You’d also want to empathize first, as opposed to solving problems right away.

Remember: the problem was not supposed to crop up in the first place and you have wasted the customer’s time — apologize and tell them you feel their pain.

A few more things you’d want to keep in mind:

  • Use your customer’s first name — they will like you more.
  • Use your name — they will believe you more.
  • An emoji every now and then makes you look more expressive 🙂

Here’s a better version of the same email:

While communicating with customers over email, try to add elements of personalization

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Problem-solving first, resources later

I agree a lot of customer problems can be solved without human assistance. But what do you do when someone has come to you with a question? Is it a good idea to direct them to your knowledge base or faq section right away? Well, it’s certainly a tricky area.

I am sure you’ve created an explainer video and written a library of help-posts. I know you’d want your customers to help themselves. But they have come to you with a question, right? Are they asking where can they find documentation about the problem they have? I am sure they aren’t.

In customer service, you have to give them what they want, and they’re looking for answers, not pages-that-contain-the-answer.

So basically, pointing a customer to a resource when they’re looking for an answer is rude; for example, saying:

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

Now I wouldn’t like to receive this message from a customer service rep. I am going to get offended. It is rude, borderline arrogant I’d say.

The right way to do this is to answer their question in detail first and then subtly add the resource link at the end of the response. For example:

Respond to customer queries with solutions first – not self-service resources

Do not leave room for confusion

The most common phrase I see in customer service emails is, “I will get back to you as soon as I can.” This is vague, to say the least. The customer is anxious, and you are not helping them at all.

In customer service, every message you send should give your customers a positive experience. And what better way to do this than inspiring confidence! As a matter of fact, customer sentiment tracking in customer service centers is becoming increasingly important. You want the customer to know that they are in safe hands. You want to tell them you do have a solution.

When you say ‘as soon as I can’, the person might start doubting if you have a solution to their problem.

Even if you solve their problem later, those hours of ‘wondering what’ll happen’ will leave your customer with a bad taste.

In customer service emails, you’d want to make things crystal clear. Tell the customer exactly how much time you’ll take to get back to them. I’d like to clarify that I’m not talking about autoresponders — where it is okay to say ‘as soon as we can’ — you don’t want to have humans giving out vague timelines.

Tell them exactly what you’re going to do for them. Tell them how they can reach out to you again.

Something like this:

Give customers a clear and honest picture of how soon you’ll get back to them

If you do not have a solution within that time frame, check in with the customer and tell them you are working on it, and when can they expect a resolution.

Avoid the imperatives (get your phrases right)

For the ones who’ve forgotten their grammar lessons, an imperative sentence is one that gives commands such as “do this, finish this, or go there.” 🙂

I have come across many customer service emails that sound like orders like “go to this page and do that.”

Now the problem here is that you come across as a rude person putting the customer down. I am sure nobody does it intentionally but it certainly comes across as preachy and condescending to a lot of people.

When you’re in customer service, sounding friendly is more than just good hygiene — it’s more like a mandate.

A better way to send instructions to customers is to use conditionals such as ‘Could you’ or ‘Would you’.

BAD: “Go to the Dashboard and press the gear icon on the top right.”

GOOD: “Could you please go to the dashboard and press the gear icon on the top right?”

Notice the difference? The second sentence is certainly a more polite and friendly way of saying the same thing.

You can also start the above sentence with “You’d want to” — this again has a very friendly ring to it.

Even the most subtle of shifts in phrasing can have a huge impact on how you make the customer feel.

Oh, and it’s not just the imperatives — here are a few more negative phrases you’d want to avoid in customer service emails:

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

Using any of these can make you come across as patronizing.

Conversely, when you use positive phrases, they make you come across as friendly and 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)

When you start using positive language, customers tend to overlook your flaws and don’t get angry even when you communicate something unpleasant.

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Keep things simple (structure the information)

A lot of customer service emails look like a haphazardly placed set of instructions written by a careless teenager. I’m sure you’ve seen them too. Such emails, rather than helping customers, make their lives more difficult.

Before you go ahead and write an email to a customer, pause for a moment and think about how they’re going to use the information.

Ask yourself a few questions:

  • Is there a certain sequence the customer is supposed to follow? If yes, always write the advice in that order. Use bullets or a sequence of steps. When you send a paragraph answering their question, you’re not painting a very clear picture in their heads.
  •  Is there something they’re supposed to check/do before they can start solving the problem? Make sure you tell them that before diving into the solution/steps. It can be something as trivial as checking if they have the right browser — you’d still want to start with that.

For example,

Before plunging into solution-mode, ensure you go over all the necessary pre-checks with the customer first
  • Does the customer need to perform multiple steps (and their order does not affect the solution)? You’d want to mention the easiest step first. When you make things easy early on, they are more likely to follow your advice right away. On the contrary, if the first thing you want them to do is complicated, there is a good chance they will postpone it for later — that’s never a good experience for a customer.
  • Has the customer asked more than one question? As opposed to a paragraph again, you’d want to segment your response into clear sections. Based on the questions they’ve asked, break your reply by using bold sentences and then organize your response under them. Bold statements play the role of subheadings, making reading easy for the customer.

Check out this really well-structured customer service email:

Well-structured customer service emails are always easier for customers to assimilate

The email is easily comprehensible and you’ve italicized the parts you want to emphasize. Reading and absorbing information becomes effortless.  

Wrapping it up

In customer support, the majority of customer interactions happen over email. The art of writing emails, when perfected, can go a long way in improving your brand’s image, enhancing customer satisfaction, and, thus, turning them into loyal customers. Keeping the above rules and templates in mind, train your customer service team to craft memorable emails and delight customers each day!

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
  • Provide Support’s infographic about positive support phrases
  • How to write compelling support emails: A style guide
  • Email phrases that always get you the desired response
  • Phrases you should never use in emails
  • Email subject lines that get clicked
  • Email etiquette mistakes that will cost you money
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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.