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Just as important as handling a furious customer over the phone is sending an email to calm an upset customer. Using the right customer service email template can amp up the resolution process and improve customer satisfaction.

Customer service email templates are ready-to-use examples that help teams respond quickly and consistently to common customer scenarios — like refunds, complaints, technical issues, and feedback requests. Using templates saves time, ensures professionalism, and makes it easier to personalize responses at scale. The most effective approach is to organize templates by scenario, offer customization tips, and follow best practices for tone and response time.

In this guide, discover a list of best practices for writing customer service emails, tips to respond to angry messages, and a collection of the best customer service email templates for various scenarios.

Table of Contents

• How to Respond to an Angry Customer Email
• Best Customer Service Email Templates for Every Scenario
• Best Practices for Writing Customer Service Emails
• Importance of Sending Customer Service Email Responses
• Best Sample Email for Responding to an Angry Customer
• Sample Email Reply to Customer Complaint
• Frequently Asked Questions About Customer Service Emails

Best Customer Service Email Templates for Every Scenario

Great customer service emails balance efficiency with personalization. Using email templates improves response consistency by 40%. Templates, like customer service scripts, act as a starting point. Support agents can then customize based on a customer’s specific situation and emotional state.

Bookmark these customer service email templates for your service team. Teams can also download our full library of or try HubSpot’s to automate and optimize customer support emails.

50 Free Customer Service Email Templates

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Feedback Requests Email Templates

1. Questionnaire Email Template

There are several kinds of questionnaires to send customers. Each questionnaire offers valuable data to a company, from customer satisfaction surveys to demographics to Customer Effort Score (CES).

Conducting a survey can help get into the minds of customers and make effective changes to the customer service experience.

But it’s easy for customers to see a link to a questionnaire and immediately close the tab. So, entice them into taking the questionnaire by mentioning its briefness or perhaps offering an incentive.

Pro tip: Consider using one of HubSpot’s “thank you in advance” alternatives for a more polite approach.

When to use: Send after a purchase, onboarding, or service interaction when structured customer feedback is needed.

Hey [Customer],

Thanks for your recent purchase with us! I hope you’re enjoying your [product/service].

I‘d love to hear more about your experience working with our team. So please fill out the following survey and give us your honest feedback. I promise it’s short, and it‘ll help improve customers’ experiences in the future.

I know your time is valuable, and I appreciate your attention.

Thanks,

[Your name]

<< Attach questionnaire >>

2. Feedback Appreciation Email Template

If a customer takes the time to respond to the questionnaire, send a thank-you email. A quick thank-you email can make them happy and foster stronger customer relationships.

When to use: Send after a customer completes a survey or provides feedback.

Hi [Customer Name],

Thank you so much for taking the time to fill out our questionnaire. We’re always looking to improve the quality of our offerings, and we’re happy that you’re a part of that.

Thanks again,

[Your Brand/Service]

3. Customer Review Request Email Template

Reviews help increase ratings on review sites, which are among the ways prospects research companies or products before making a purchase. To increase reviews across platforms, email current users to ask for their support.

Timing-wise, it might make sense to send this email within a chain already started with the customer, especially if it’s about good results or a successful collaboration. Here’s a template for a customer feedback email.

When to use: Send when a customer has achieved success with a product, and you want a public review.

Hi [Customer],

I hope you're having a great week so far! I saw you’ve started [details about how they’re using your product] — it looks like you’ve achieved some impressive [details of the results they’ve achieved]. How are you enjoying working with the tool?

If you have any feedback or questions, don’t hesitate to give me a call or send me an email, and I’ll help you out!

If you’d like to share your experience using [Your company’s tool], here are our pages on [review site] and [review site], where you can give us a rating and share your feedback to help other customers like you.

Thanks for your time, and give me a call if you have any questions!

[Your name]

Complaint Response Templates

4. Angry Customer Response Email Template

An angry customer happens for a range of reasons. They might even be mad about external factors that are not necessarily even related.

It’s okay to take some time to cool down before typing a response. But, don’t take their email to heart. Sometimes, a customer is so upset that there isn’t much damage control that can be done. The best move is to wave the white flag and move forward.

Pro tip: This template is best used when the customer has indicated that they’re taking their business elsewhere. If the customer is complaining but will remain with your business, use template #5.

When to use: Send when a customer expresses frustration and indicates they may leave your business.

[Customer],

I am so sorry to hear that you have had such a poor experience that you no longer want to work with us.

Customer satisfaction is always a number one priority for us. I’m deeply sorry that that wasn’t clearly demonstrated to you.

As much as I hate to see you go, I completely understand how upset you must feel. I apologize again for any trouble we may have caused you. Good luck with your business, and I wish you all the best.

Let me know if you have any more questions, comments, or concerns.

Best,

[Your name]

5. Customer Complaint Response Email Template

Like an angry customer, a complaining customer isn’t exactly a ray of sunshine. Sometimes they can be almost worse than an angry customer.

Anger can often be displaced or without reason, while a complaint is typically well-crafted and based on truth. Incidentally, there’s usually a more significant opportunity of turning a complaining customer into a satisfied one.

Just as they have probably put a reasonable amount of time into writing their email, service reps should do the same. It’s essential to remain eloquent and polite.

Pro tip: Remember, the complaint is not a personal attack. Try to stay detached and remain professional while being empathetic to the customer’s situation.

When to use: Send when a customer submits a complaint but is not threatening to churn.

[Customer],

I am so sorry to hear that [provide a summary of their bad experience]. That should never have happened, and I completely understand how frustrating this must be for you. I will relay this message to the appropriate department.

We are prioritizing resolving [the issue they faced with your product, company, or service]. Our team is jumping on that problem right away, and I will let you know as soon as it’s fixed.

I appreciate you letting me know about your negative experience. We strive to ensure every customer is satisfied with our business, and I apologize for any way we may have inconvenienced you.

Let me know if you have any more questions, comments, or concerns.

Best,

[Your name]

6. Customer Apology Email Template

In some cases, a customer service team won’t be able to provide any type of refund or discount. This can lead to an awkward or stressful situation with the customer, especially if they feel like the business is in the wrong.

While you should personalize every apology, this message can be a baseline to work from when you need to take responsibility for your company’s mistakes.

When to use: Send when the company has made an error and cannot offer compensation.

Hi [Customer],

Thank you for providing us with this feedback.

We sincerely apologize for the inconvenience this has caused, and we appreciate your understanding in the matter. We know that [problem] has prevented you from achieving [customer’s goal] and that we have fallen short of your expectations.

I have relayed this feedback to the rest of my team and can assure you that this mistake won‘t happen in the future. That said, if there’s anything else that I can help you with at the moment, please feel welcome to reach out, and I would be more than happy to help.

Thanks again,

[Your name]

Follow-Up Email Templates

7. Customer Service Follow-up Email Template

When a customer reaches out for support, that shouldn’t be the beginning and end of the interaction. A customer might not be expecting a follow-up, but that’s what will make them appreciate it even more, helping to foster positive customer relationships, not just sales.

HubSpot natively integrates with HubSpot CRM, so service teams can keep track of a customer’s history all in one place.

Pro tip: Be sincere, not pushy, in follow-up emails so customers feel genuinely cared for.

When to use: Send a few days after resolving an issue to check in or confirm satisfaction.

Hey [Customer],

I hope you’re enjoying your new product. I remember you were torn between two versions, but I firmly believe you went with the perfect choice for you.

If you’re interested, I’d love to hear more about how you’re liking the product. Let me know some pros and cons, and if there’s any way I can be of assistance to guide you through this process. I’m here for whatever you need, and I look forward to hearing from you soon.

Cheers,

[Your name]

8. Keep in Touch Email Template

It’s sad to see a customer go — especially one who has been loyal to a company for a while. Once a relationship has been established, the last thing a business owner wants to do is break off ties as soon as they decide to take a different path.

When to use: Send when a long-term customer has ended their relationship, and you want to leave the door open.

Hey [Customer],

I’m sorry to see you go. Doing business with you in the past [number of years they’ve been with you] has been great. I’ve learned so much from you and have made several updates to our products based on your thorough, thoughtful feedback. I appreciate everything you’ve done to make our company the best it can be.

As you set out on a new path, don’t forget about us! I’d love to hear about your successes in the future and the exciting growth your company will inevitably have.

Please keep in touch. Good luck with everything!

Cheers,

[Your name]

9. Thank You Email Template

Once in a while, it’s nice to send customers a little thank you. After all, a company would be nowhere without the loyalty of customers.

Send this email right after they make a purchase, when it’s their anniversary with your company, or when they refer another customer.

Pro tip: You should never try to sell them something in a thank-you email. It’s simply an opportunity to show your appreciation.

When to use: Send after a referral, milestone, or customer action you want to acknowledge.

Hi [Customer],

Thank you so much for referring your friend [Friend’s name] to us. I’ve enjoyed getting to know them and doing business with them. I’m glad that you’ve stuck around with us for this long and brought your friend to share the experience with you.

We’re lucky to have you. Thanks again for being such a fantastic customer! As a token of our appreciation, here’s a [coupon/discount] for you to enjoy.

Cheers,

[Your name]

Loyalty and Customer Care Email Templates

10. Customer Loyalty Program Email Template

Every time an email is sent to a customer, it’s a chance to build customer trust. Customer loyalty emails take the relationship one step further by sharing the benefits of a brand’s loyalty program.

Use this email to explain how the program works, the rewards they can earn, and any exclusive perks or discounts available. This email can boost repeat business and deepen customer relationships with a brand.

Pro tip: If a company doesn’t have one already, discover ways to build a customer loyalty program here.

When to use: Send when announcing or promoting a loyalty or rewards program.

Hi [Customer],

Thank you.

We mean it. Thank you!

When reflecting on the past year, we just wanted to take a moment to let you know how much your business truly means to us. To thank you for your continued loyalty, we wanted to let you know about an exciting opportunity.

Introducing our exclusive [Rewards Club] — a program designed to reward customers like you who have been with us every step of the way. As a member of our [Rewards Club], you’ll enjoy a range of benefits, including:

• [List key benefits and perks of the loyalty program]

To show our appreciation, we would like to invite you to join the [Rewards Club] as a VIP member. As a VIP member, you’ll receive extra benefits such as [special offers, early access to new products, etc.].

To join, just click on the link below and follow the easy registration process. It only takes a minute!

[Include a link/button to join the loyalty program]

We would not be half the company we are today without your trust and support. If you have any questions or need assistance, please don’t hesitate to contact us. We’re here to help!

Here’s to another great year,

[Your name]

11. Customer Birthday Email Template

Another great way to create a positive connection with customers is to celebrate their birthdays. Personalized birthday wishes, offers, or discounts are a powerful show of appreciation. It can also encourage repeat purchases during their birthday month.

When to use: Send on or near a customer’s birthday as a gesture of appreciation.

Hi [Customer],

The team at [Company Name] wants to wish you the happiest of birthdays. We hope your day is filled with joy, laughter, and bright memories.

To add something special to your day, we’d like to treat you to a [discount/gift].

[Include details of the offer or gift, along with any redemption instructions.]

Again, happy birthday! We’re grateful to have you as a customer. And if there’s anything we can do to make your day even better, don’t hesitate to let us know.

Cheers,

[Your name]

12. Customer Referral Email Template

Now that a solid relationship with a customer has been established, it’s about time to ask them (nicely) for a referral. If they’ve had a very positive experience with a brand, it’s natural that they’ll want the same for their family, friends, and colleagues in similar fields.

Pro tip: For more information on this, check out HubSpot’s post on how to ask for referrals.

When to use: Send after a positive experience when you want to request a referral.

Hi [Customer],

I’m so happy to hear you’re having a great experience with [product/service/company department]. Helping our customers help their customers has always been our goal.

Since I’ve loved getting to work with you these past few months, I was wondering if there was anyone you know who might benefit in a similar way? It would be a pleasure to help them achieve their goals.

I’m looking forward to it!

Thanks,

[Your name]

Technical Problem Email Templates

13. Technical Support Email Template

While it’s more common for customer support engineers to provide technical support over live chat, phone, or another quicker form of communication, they’ll sometimes handle support inquiries over email.

Since email is not meant to be an immediate channel for communication, customers may use this method when addressing an issue that isn’t urgent.

Pro tip: Email also allows you to get a lot more information about the situation because customers can take their time to write out thorough responses to your questions. Take advantage of this and ask several in-depth questions in a single email to find a solution as quickly as possible.

When to use: Send when a customer reports a technical issue, and you need more information.

Hey [Customer],

Thanks for reaching out! I’d be more than happy to help you.

Before we dive in, can you give me a little more context on the situation? When did this issue begin happening? Has it been occurring consistently, or does it happen on and off? Have you tried any solutions on your own?

These questions will help me find a more personalized solution to your problem.

Thanks,

[Your name]

14. Service Disruption Notification Email Template

Service issues happen. But unexpected interruptions can impact customer trust, so it’s important to reach out and let customers know the team is working to fix it.

This template makes it simple to promptly notify customers about any issues affecting their experience. This offers transparency and shows a brand is working to resolve the problem. It also offers a chance to apologize for the inconvenience and offer updates or potential solutions.

When to use: Send when customers are affected by a service outage or disruption.

Hi [Customer],

We hope this email finds you well. We wanted to let you know about a temporary service disruption that’s impacted the seamless experience you’re used to.

We sincerely apologize for any inconvenience. We understand the importance of reliable and uninterrupted service, and our team is working to resolve the issue as soon as possible.

We value your patience and understanding during this time. Our team will share updates on service as they become available.

In the meantime, please contact us with any questions or concerns. Our support team is on standby to assist you.

Thank you again for your continued trust and support,

[Your Name]

15. Broken Product or Service Email Template

If a product or service is broken, the least a brand can do is keep concerned or angry customers in the loop.

Resolving issues related to broken products can sharpen a team’s customer service skills and help build a better relationship with customers.

When to use: Send when a customer has been affected by a system issue, and you need to confirm resolution.

Hi [Customer Name],

Earlier today, we noticed an issue that affected our service and users’ accounts. We are so sorry that you were affected.

We have rectified the issue, and you should be able to access your account now. Be reassured that no data was lost during the downtime.

We will be implementing measures to ensure that this doesn’t happen again.

If you have any questions, please reach out to us.

Thanks,

[Brand/Service]

Handoff Template Email Templates

16. Account Manager Introduction Email Template

It can be tricky to send out that first email as an account manager. New clients have probably been speaking with one or more other employees. And it’s likely they have gotten relatively acquainted with them.

Since the account manager will be working directly with them from now on, it’s essential to develop an even stronger relationship with them that will continue into the foreseeable future.

Make it clear who is the direct contact from now on. Then, take on a friendly, more comfortable tone. The goal is for them to know that they can trust the new manager.

When to use: Send when you become the new account manager for a customer.

Hey [Customer],

I’m [Your name], and I’m very excited to be your new Account Manager at [Your company]! I’ve heard great things about you from my teammates, and I’m hoping they’ve said some good things about me, too.

My role will be to guide you through anything you need. If you ever have questions, run into problems, consider an upgrade, or anything at all, I’m the one for the job. We will be working closely together, and I’ll be helping you navigate your new product.

I’m looking forward to meeting you. Do you have a few minutes this week to chat?

Cheers,

[Your name]

17. Account Manager Transition Email Template

Sometimes, team members get to a point where it’s time to move on. It can be challenging to relay a transition to the team, but it is even harder to tell loyal customers.

Since the account manager has been an integral part of their professional lives, he or she needs to notify their clients of the change. Doing so will help them prepare for the shift, as this change will affect them, too.

When to use: Send when you are leaving your role and handing a customer off to a new manager.

Dear [Customer],

After eight incredible years at [Your company], I’m excited to inform you that I have just accepted an offer to move on to [New company]. This new role will be an essential player in advancing my career, and I couldn’t feel more grateful for the opportunity.

However, that means that I will no longer be your Account Manager here. I have enjoyed watching you grow and cheering on your successes. Working with you has taught me so much, and I will carry this knowledge on to this next chapter in my life.

Luckily, I have an incredible replacement for you. [Replacement’s name] is an outstanding Account Manager and a dear friend of mine. [She/he/they] has been working here for [number of years] and has a lot to show for it. I genuinely believe you two will get along well and that [she/he/they] will be a huge support for you.

They will be emailing you in the next couple of days with a warm greeting and plans for you to meet. I’m looking forward to hearing all about it.

Thank you again for being a great client for [number of years]. I wish you all the best!

Thanks,

[Your name]

Product Announcement Email Templates

18. Product Update Announcement Email Template

Sharing important information about new products, updates, and features is exciting for a business. This template helps communicate the latest developments and improvements to customers. These emails can build trust and boost engagement with a brand’s products.

Pro tip: This is a great strategy for upselling or cross-selling to current customers.

When to use: Send when you have launched a new feature, update, or enhancement.

Dear [Customer],

We hope this email finds you well! We’re writing to share some exciting news with you — we’ve just launched a new update for [Product Name].

This update includes enhancements and exciting features that we know you’ll love, like [highlighted feature]. We’ve listened to your feedback and worked hard to make [Product Name] even better.

To learn more about how to make the most of this update, we’ve created [this comprehensive guide].

Thank you for joining us on this journey. We’re excited to bring you more updates in the future. Until then, if you have any questions or need support, don’t hesitate to get in touch with our customer success team.

Best,

[Your name]

19. New Feature Preview Email Template

Sometimes it’s necessary to build anticipation before a new feature drops. A quick preview email helps customers feel included and gives them time to prepare for upcoming changes. Use this template when the team is close to launch and wants to share early details without overwhelming customers.

When to use: Send this before a feature launch to give customers early visibility and generate excitement without overwhelming them with full documentation.

Hi [Customer],

We’re excited to share that a new feature is coming soon to [Product Name], and you’re among the first to know.

We’ve been listening closely to customer feedback, and this update was designed to make your experience faster, easier, and more intuitive. Here’s a quick look at what’s on the way:

• [Feature 1 Benefit]
• [Feature 2 Benefit]
• [Feature 3 Benefit]

We’ll send a full walkthrough once the feature goes live, but if you’d like an early peek, you can check out our preview guide here: [Link]

Thank you for being part of our community. If you have questions or want help preparing for this update, just reply to this message — we’re here to help.

Best,

[Your Name]

Account Management Email Templates

20. Customer Onboarding Email Template

As this email sets the tone for your interaction with the customer, it’s best to make it enthusiastic. It should reassure the customer that they’ve made the right choice with your brand.

Pro tip: Check out these free customer service email templates from HubSpot for .

When to use: Send immediately after a customer signs up or purchases your product.

Hi [Customer],

Welcome to [Your brand/service]!

Thanks so much for choosing us. Our goal is to ensure you have a great experience and get the most out of our [product/service/company].

As a first step, please follow these instructions [link] to customize your profile. Also, we’ve provided some resources [link] that can help you enjoy the best experience.

Check out our Blog and the FAQ section for advice and other information.

You can also contact us if you have any questions.

Cheers!

[Your Name]

21. Free Trial Email Template

If a prospect seems interested in a product but fails to make a purchase, don’t sweep them under the rug. This is a perfect opportunity to mention a free trial.

Prospects might be curious to learn more, but nervous to show their cards when they haven‘t gotten a chance to interact with a brand thoroughly. By offering a free trial, trust increases. Additionally, once a customer gets acquainted with a product during a free trial, it’s harder to turn it down.

When to use: Send when a prospect shows interest but hasn’t converted, and a trial may help.

Hi [Prospect],

I noticed that you seemed interested in [product name] on our website. If you have any questions, please feel free to reach out. I’d be happy to guide you through the different options.

If you’re interested, I want to extend an offer for a free trial, as it can be tough to commit to a product from a mere description. Our free trial lasts 30 days and lets you navigate all premium features. It’s a great chance to see which product is right for you and how much it can benefit you and your clients.

If you’re interested, email me back or give me a call. I can talk you through all the details and get you set up.

Cheers,

[Your name]

22. Service Upgrade Notification Email Template

Use this template to announce improvements or upgrades to services. An upgrade might offer an enhanced experience for current customers. Or it could be a chance to change plans and add value.

Either way, it’s smart to connect with customers with a quick email. This template can help build anticipation, create awareness for upcoming changes, and feature benefits of the upgrade.

When to use: Send when you’ve improved a service or added features customers should know about.

Dear [Customer],

We’re thrilled to announce an exciting upgrade to our [Service Name]. As a valued customer, we wanted to be the first to let you know!

This upgrade includes enhancements inspired by feedback from customers like you. [Service Name] will now offer an even more streamlined and efficient experience for you with [list of upgrade details].

This upgrade is free for [plan name], and users on [other plans] can take advantage of these features with the [plan name] add-on.

To learn more, check out this detailed [Service Name] guide or contact our customer service team.

Thank you for your continued trust and support.

Warm regards,

[Your Name]

23. Renewal Reminder Email Template

So, a customer purchased an annual subscription to a product? Great. But it’s hitting 350 days, and they haven’t mentioned any interest in renewing their subscription. Yikes.

That’s the perfect opportunity to send a renewal reminder email. There’s a high possibility they simply forgot. Or, it could be that they’re on the fence about it. Either way, a gentle reminder could steer them in the right direction.

When to use: Send before a customer’s subscription or contract is about to expire.

Hey [Customer],

I hope everything is going well with you and that you’ve had a great year navigating [your product].

I noticed that your annual subscription is expiring on [date of expiration]. Are you interested in renewing your subscription? If you’re weighing your options, I’d love to chat further with you to help you come to a decision. If you’d like to upgrade to a new product, we can discuss that, as well.

I look forward to hearing from you.

Cheers,

[Your name]

24. Account Termination Email Template

Breaking up is hard to do and, whether an account closure starts with your business or the customer, it’s a sensitive situation. Personalization is essential for this email to a customer, but the template below can help.

It gives space to offer clear reasons for the termination and the next steps customers may need to take. It also includes contact information for further assistance. This will help keep any account closure communication empathetic, professional, and respectful.

When to use: Send when an account is being closed — initiated by either the business or the customer.

Dear [Customer],

Thank you for your email. We hope this email finds you well. We are writing to confirm that your account with us will be terminated effective [Termination Date].

Your respect and trust are our first priority, and we want to thank you for your past support.

You can find a list of commonly asked questions at [link to FAQ page]. If you have any questions or need help with any next steps, please don’t hesitate to contact our customer support team.

We appreciate your understanding and cooperation and wish you the best in your future endeavors.

Thank you,

[Your company/name]

Customer Data Usage Email Template

25. Customer Data Privacy Notification Email Template

Use this template when telling customers about updates or changes to privacy policies. It explains how a business collects, uses, and protects customer data.

This reassures customers about their privacy rights and helps maintain data regulation compliance. This email can help build trust by offering transparency into how your business handles customer data.

When to use: Send when updating privacy policy or data-handling practices.

Dear [Customer],

[Business name] is committed to the privacy and security of your personal data. We’re writing to inform you about an important update to our privacy policy and data protection practices.

We value your trust and want to give you a clear understanding of how we handle and protect your information. We encourage you to review our updated privacy policy, which outlines:

• How we collect and use your data
• How we store and secure your data
• Your rights and options regarding your personal information

You can find the updated privacy policy at [link to privacy policy page].

If you have any questions or concerns about your privacy or data protection, don’t hesitate to contact our customer support team.

Warm regards,

[Your name]

26. Data Access Request Email Template

Customers may ask to review, download, or verify the data a company stores about them. Transparency builds trust, and having a clear process makes these requests easier to fulfill. This template helps a brand acknowledge the request and outline next steps with confidence and clarity.

When to use: Use this when a customer submits a data access, data review, or data transparency request under your privacy policy or regional regulations.

Hi [Customer],

Thanks for reaching out to request information about your personal data. Your privacy is important to us, and we’re committed to being transparent about how your information is stored and used.

Here’s what happens next:

• We’ve received your request and have opened a case to review it.
• Our team will compile a full report of the data associated with your account.
• You can expect a secure download link within [number] business days.

If you have specific questions about the type of data you’d like to review — or if you’d like to update or delete any information — just let us know, and we’ll be happy to help.

Warm regards,

[Your Name]

Billing Issue Email Template

27. Return of Overpayment Email Template

Depending on the business model, customers may have to pay for a product or service upfront and are reimbursed later if they paid more than they needed to. This either requires a team to send them a check or wire the money with a direct deposit.

Regardless of how it’s transferred, customers will want to know where this money is coming from. While they’ll be happy to accept the return, they’ll be dubious of its origin without notification ahead of time. Service teams will want to take credit for this refund, as it shows their intention to provide an honest transaction.

When to use: Send when a customer has overpaid, and you’re issuing a refund or credit.

Hi [Customer],

Thank you for your recent payment of [payment amount].

Upon review of your transaction, we’ve determined that the amount you have paid is more than what was required for [ product or service]. The actual amount that was due was [payment amount], thus leaving you with a credit of [credit amount]. Please find a [check amount or notice of deposit] enclosed in this letter.

We strongly believe in providing an honest experience for our customers and can assure you that we are working constantly to prevent potential fraud. We hope this message resolves any concerns you may have about this transaction and are more than happy to answer any additional questions.

Thanks again,

[Your name]

28. Invoice Correction Email Template

Billing mistakes happen, and when they do, customers appreciate a quick, clear correction. Use this template to acknowledge the error, explain what changed, and provide the updated invoice — all while maintaining a professional, reassuring tone.

When to use: Send this when a customer reports an incorrect charge, invoice discrepancy, or billing miscalculation and you need to provide a corrected invoice.

Hi [Customer],

Thanks for letting us know about the issue with your recent invoice. We’ve reviewed your billing details and identified the discrepancy — thank you for bringing it to our attention.

Here’s what we’ve updated:

• [Corrected line item or amount]
• [Explanation of the adjustment]
• [Any next steps the customer should expect]

An updated invoice has been generated and is attached to this email. If anything still looks unclear or you need help reviewing past statements, feel free to reply directly — we’re happy to walk through it with you.

Thanks again for your patience,

[Your Name]

Pro tip: Need to ask for payment? Check out these payment email templates.

Customer Refund Email Templates

Here are a few helpful customer service email templates that teams can use for refunds.

29. Refund to Customer Email Template

Sadly, some customers are going to return products. It’s not that they are upset or frustrated but simply couldn’t find a good use for the product.

For instances like this, it’s good to respond to a refund with an email expressing that there are no hard feelings.

When to use: Send when a customer has returned a product, and you’ve processed their refund.

Hi [Customer],

I’ve processed your refund, and you should expect to see the amount appear in your bank account in the next couple of business days.

I’m sorry to hear that you didn’t love your new product. I completely understand that it isn’t for everyone.

If you’re still searching for the right choice for you, let me know. I’d be happy to talk you through some of our other options and see if any of them feel like a good fit. Thank you for your time and for giving us a try.

I hope to connect with you again soon.

Best,

[Your name]

30. Product Exchange Email Template

Fortunately, not every unhappy customer will ask for a refund. Some may regularly purchase a product, so they know that one poor experience doesn’t represent the brand.

However, since they know what to expect, they’ll likely be upset when some products don’t meet their standard. They won’t be angry enough to churn, but they will expect the company to make things right. This is where this customer service email template comes in handy.

When to use: Send when a customer reports a faulty item, and you’re providing a replacement.

Hi [Customer],

Thanks for letting us know about this faulty product. We’ll do our best to assess the problem and determine exactly what went wrong with your [product name].

In the meantime, please accept this replacement product [link] that I’ve personally assessed for performance.

We’d like to offer our sincerest apologies for any inconvenience this may have caused. We hope you continue to enjoy using our product, and we are happy to answer any questions or concerns you may have.

Please feel welcome to contact our support team at [phone number] or reply to this message, and we’d be more than happy to help.

Thanks,

[Your name]

31. Product Discount Email Template

When it comes to refunds, not every company has the same policy. For example, some may not offer product exchanges or full compensation for specific products or services. Others may require proof of purchase to issue a refund and can only provide store credit without it.

For these cases, a business may offer a small promotion so the customer will have a discount the next time they shop at your store. It’s not the refund the customer is looking for, but it’s better than leaving them empty-handed.

When to use: Send when a refund isn’t possible, but you can offer a discount for future purchases.

Hi [Customer],

Thanks for reaching out.

Unfortunately, we can’t offer a refund at this time. According to our policy, [policy description + explanation of why the policy is in place].

I’ve checked with my manager to confirm this policy, and while we can’t offer a full refund, we can offer you a discount of [discount amount] for the next time you shop in our stores.

We sincerely appreciate your understanding in this matter. Please feel welcome to reach out to me with any questions you may have, and I would be more than happy to help.

Thanks again,

[Your name]

32. Refund Notification Email Template

Sometimes, customers are eligible for a refund but just don’t know it. While you shouldn’t be eager for them to return products, it’d be dishonest not to notify customers when they qualify to do so.

This type of proactive customer service builds trust with the customer base and creates a delightful support experience.

When to use: Send when a customer qualifies for a refund they may not know about.

Hi [Customer],

We hope this message finds you well.

We are reaching out because you qualify for a refund for your purchase of [product name]. This refund is eligible for [period of time] and can be initiated by calling or messaging our customer service team.

Please feel welcome to reply to this email with any questions you may have, and I would be more than happy to help.

Thanks,

[Your name]

33. Refund Status Email Template

To avoid any hiccups in the refund process, it’s helpful to let a customer know the status of their refund once it’s en route to their account.

When to use: Send when a customer asks about the status of a refund that should be in progress.

Pro tip: If a brand prefers to refer to their company in the plural form, simply swap the “I” for “We.”

Hi [Customer],

I’m reaching out about the refund you initiated on [date].

Your refund has been deposited into your card ending in [last four digits of card]. You should see the amount credited to your account in about 3 to 5 business days.

If you don’t see the refund in your account, respond to this email, and I’ll look into it for you. In the meantime, please let me know if I can answer any additional questions — I’d be happy to help!

Thanks,

[Your name]

34. Refund Not Received Email Template

Suppose a customer hasn’t received a refund and reached out about it. In that case, a brand should act as if they’re responding to a customer complaint: with empathy, sincerity, and clear intentions to resolve the problem.

Most of the time, the delay is on the bank’s end. In this instance, gently remind the customer that a few more business days may pass before processing the refund.

When to use: Send when a customer reports not receiving a refund that has already been issued.

Hi [Customer],

I’m so sorry to hear that a refund hasn’t been deposited into your card ending in [last four digits of card].

I’ve contacted our accounting department to look into this issue for you. A refund has been issued, but it may take a few days for your bank to process the funds.

While we work on the delay, I’ve created a ticket in our system to keep you updated on your refund status. We’ll try to resolve the problem as soon as possible.

I sincerely apologize for the inconvenience this may have caused. In the meantime, feel free to reply to this email with any questions or concerns, and I’d be happy to help.

Thanks,

[Your name]

35. Out-of-Policy Refund Email Template

Sometimes, customers ask for a refund when they’re past the date of eligibility. In this case, a brand has the option of offering store credit or giving them personalized support for getting the most out of their new product.

When to use: Send when a customer requests a refund after the eligible window has passed.

Hi [Customer],

Thanks so much for reaching out about order #[number]. I’m so sorry the product hasn’t worked out for you.

Because more than [number of days] days have passed since the date of purchase, you’re no longer eligible for a refund.

However, I can give you store credit for your purchase. Alternatively, I can set up a meeting with our customer success department so that you can get the most out of your product.

Let me know which option you’d prefer. Also, if you have any questions or concerns, I’d be happy to help.

Thanks,

[Your name]

Pssst. Looking for campaign inspiration? Check out these 30 brilliant email campaign examples.

Best Practices for Writing Customer Service Emails

Customer service email templates help teams respond quickly and consistently to customer inquiries. Though using a customer service email template will make a rep’s job much easier, it’s still imperative to follow a few best practices.

The following tips apply especially when service agents use a pre-written email. Personalized email responses increase customer satisfaction by 25%. By personalizing these templates, support reps can strengthen their company’s customer retention strategy.

1. Use the customer’s name.

Starting emails with the customer’s name is the first step in creating a genuine customer interaction with a personal touch. This tip is a no-brainer, but that doesn’t mean reps can forget about it! Don’t make the mistake of leaving the top of the email as:

“Hi [Customer Name],”

Double-check each email to ensure it starts off on the right foot by addressing the customer by name.

2. Have the customer’s conversation history handy.

Knowing as much of a customer’s history as possible is vital when corresponding via email.

• Have they had this same issue in the past?
• Or have they only been a customer for a short time?

This information can help identify the most appropriate tone for the email — whether profusely apologetic or cheery and helpful.

Additionally, if a rep has access to the customer’s conversation history, be sure to personalize any template by including background information and context. Customers appreciate when they can tell the service time has done their homework to understand their past issues and customer support history.

This is where a dedicated customer service tool comes in particularly useful. A tool like HubSpot connects to the and helps check each customer’s conversation history, previous support tickets, and whether there was any feedback from past interactions — details that let reps determine the right approach for each specific customer.

3. Brush up on key facts about their business or buyer persona.

Similarly, it’s helpful to understand the customer’s business, what they do, and their needs. , customer relationship manager at IBISWorld, shared some insight on the importance of doing the homework to understand customers and gain their trust.

“Let the client know you researched them with a detailed email, and you’ll differentiate yourself from 75% of their vendors,” he says.

Here are some things to consider when brushing up on customer details:

• Are they users of the product?
• Or are they top-level stakeholders in their organization?
• Do you know why they chose to do business with your company?

Even a cursory understanding of a customer’s organization makes them feel well taken care of and more than just a number.

It’s best to collect all this customer information using a .

4. Try to understand their problem inside and out.

When reading over the customer email, try to understand the problem the customer is encountering before crafting a response. Then, if a rep still needs clarity, their response would be the place to ask questions.

In my experience as a customer service rep, I always had the most tremendous success when coming from a place of empathy and understanding — especially when dealing with an angry or difficult customer.

Empathy is the key to pleasing frustrated customers and decreasing the chances they’ll leave for a competitor.

5. Use a customer service tool with built-in templates.

A tool with built-in email templates, like HubSpot , can simplify the customer service email process and make it more effective. HubSpot Service Hub provides automation and personalization tools for customer service emails.

With pre-designed and pre-approved templates, brands can make sure their customer service emails are clear, consistent, and professional.

Built-in templates save a lot of time and effort. Using built-in templates, teams don’t have to search for the right template or copy and paste an outdated template saved in a Drafts folder somewhere.

Templates offer a framework for common scenarios and feature customizable fields for personalization, making it easy to tailor each message to each customer’s needs.

6. Offer specific solutions or steps to resolve the issue.

With a personalized response, service reps should be specific about their understanding of the customer problem.

Then, they should offer clear instructions. Break down complex processes into simple and actionable steps so that the customer can follow along easily.

Pro tip: Use bullet points and numbered lists to outline the sequence of actions required. This makes it easier for a frustrated customer to understand and try the solution.

7. Anticipate extra questions or concerns.

When working with customers, always try to stay one step ahead. Reps should use what they know about their customers’ pain points and history to anticipate any questions they may have after reading the email.

8. Bring up additional contact details.

Occasionally, people reach out via email because they’re simply unaware of other contact methods. Since great service is all about providing tailored experiences to each customer, make sure the company gives customers the option to move the conversion elsewhere if they wish.

After a couple of years as a service rep for HubSpot, I noticed that not all customers want to continue the conversation over email — some would prefer talking over the phone, others through SMS, and some even on social media.

Plugging in a brand’s other contact details, like phone number or social links, in a customized email signature is the best place to let customers know about it. It doesn’t distract from the body copy, but the signature and contact icons are still visible enough to attract attention.

Add responses to those potential follow-up questions to the email. This will improve the customer experience because they won’t have to reach out again. It will also show them that the business is committed to their satisfaction.

9. Use AI and automation tools for faster responses.

When managing a high volume of customer emails, speed matters. Using AI and automation tools dramatically reduces first-response times. In fact, 84% of sales pros agree AI automation helps speed up their processes — and keeps customers from feeling ignored.

Tools like can help service teams draft personalized responses based on ticket context. Automated email acknowledgments let customers know the team is on it, and AI-powered chatbots can deflect simple inquiries so the team can focus on more complex issues.

However, a word of caution: say it’s important that they know they’re interacting with an AI agent. To maintain trust, instruct the reply assistant to disclose this at the start of every customer interaction.

When done properly, adding these tools to an existing workflow makes responses faster, more consistent, and more accurate — all of which customers appreciate.

10. Optimize email routing and workflows.

Customer service emails should be responded to within one hour for urgent issues. But, nothing slows down great service more than emails landing in the wrong inbox or sitting untouched because no one realized they were urgent. Smart routing is a lifesaver here.

Creating automated routing rules ensures that every message lands with the right rep based on:

• Topic
• Urgency
• Customer tier
• Past history

Tools like HubSpot’s workflow automations make this easy by assigning, escalating, or categorizing emails the moment they arrive.

Consider setting up clear priority queues and SLA alerts to receive immediate notification when a message requires faster action. Not only does this prevent delays, but it also reduces duplicate replies and frees your team to focus on solving the problem instead of sorting through an inbox.

11. Integrate your inbox with help desk software.

Providing thoughtful, efficient email support becomes significantly easier when a company’s inbox is connected to the rest of the customer data.

feel stressed when reaching out to customer support. It’s valuable to have a full view of a customer’s history — including past tickets, product usage, CSAT scores, and previous conversations — right at reps’ fingertips.

Integrating with tools like , Zendesk, or Intercom ensures every response is informed, consistent, and contextual.

This also means incoming emails automatically generate tickets, updates sync across teams, and nothing slips through the cracks. As a result, there are faster resolutions and happier customers who feel understood rather than shuffled around.

12. Know your response time benchmarks.

Speed is one of the strongest predictors of customer satisfaction. And while every channel operates at a different pace, the best-performing support teams set clear response targets and work backward to meet them.

According to Freshworks’s , top-tier teams deliver exceptionally fast service across real-time channels:

• Under 20 seconds for first responses on messaging channels.
• Under 2 minutes to resolve most real-time conversations.
• 10-second first response times reported by the fastest performers.
• Nearly 100% resolution rates for complex issues handled through structured ticketing workflows.

While email naturally operates on a longer timeline, the principle still applies: faster is better — and customers notice. Aiming for a first response within one hour keeps satisfaction high, while same-business-day resolution helps maintain trust and momentum.

Setting clear benchmarks ensures the service team stays consistent, no matter the channel. And with AI, automation, and well-structured workflows, hitting those benchmarks becomes far more attainable.

Importance of Sending Customer Service Email Responses

Why go through all the hassle of sending out customer service emails in the first place?

The reasons to send them outweigh the excuses for not — because a company’s value is based upon them. Let’s break it down.

• Resolves customer issues and concerns effectively.

Timely responses to customer inquiries can quickly address and solve problems, minimizing customer frustration. By promptly addressing issues, companies can prevent small problems from escalating into larger complaints.

• Provides important information and updates.

Customers often seek guidance or clarification, and accurate email communication ensures they have the necessary details to make informed decisions. Ongoing updates can keep customers informed about changes in services, policies, or offerings.

• Ensures customer satisfaction and builds trust.

A responsive customer service team helps customers feel valued and heard, which enhances their overall experience. When customers trust that their concerns are being handled well, they are more likely to remain loyal to the brand.

• Enhances customer loyalty and retention.

There’s nothing more admirable than a brand that acknowledges its audience, especially down to an individual level. To share consistently positive interactions through email can increase a customer’s likelihood of returning for future purchases or services.

Additionally, satisfied customers are more inclined to recommend the brand to others, fostering brand loyalty and word-of-mouth marketing.

• Reflects positively on the brand’s reputation.

Professional and courteous email responses contribute to a brand’s image as customer-centric and reliable. Positive customer service experiences can lead to favorable reviews and can differentiate the brand from competitors.

1. Respond as soon as possible.

Everyone appreciates a timely customer service response.

Sometimes, a brand may receive a complicated issue or pointed complaint and want to put it on the back burner while they deal with easier tickets first. But that’s not the right move.

The longer a customer service rep waits to respond to a customer complaint, the more likely the customer will take it to a public platform where other consumers can form opinions about the company.

It’s best to tackle problems within an hour, as this will likely keep the conversation going over email and reduce the chance of a follow-up call.

When I was a HubSpot support rep, even if I encountered a difficult issue I didn’t have a solution for right away, I would immediately let the customer know I was aware of the problem and looking into it. I succeeded greatly in taking an honest, empathetic, and timely customer service approach.

2. Apologize for their negative experience.

The first line in a response should be a genuine apology.

Receiving customer emails that feel hurtful and unfair is no fun. However, the key is approaching the situation from a place of empathy. Recognize that the customer had a negative experience with the company, and reps will be better able to remove ego from the situation and work together to craft a solution.

, a former HubSpotter and current manager of customer success at Coveo, offers some insight on the topic.

“Above all, and all the more so in escalated scenarios, remember there’s another human on the other end. If you use templates, make the words your own, and speak to that other human who is just trying to do what’s best for their company and customers.”

Watling speaks to the humanity at the core of service. We’re all just people trying to do our best, so always keep that in mind and meet customers accordingly.

It‘s also important to acknowledge mistakes. Taking responsibility for something that went wrong, even if it’s not your fault, will go a long way in rebuilding trust with the customer.

When apologizing to a customer, an empathetic, apologetic tone works best. Make it clear to the customer that you are genuinely committed to helping, and they will appreciate it.

3. Explain what may have gone wrong.

Customers care about getting clear explanations and complete solutions for their problems — not just for their own well-being but for other customers as well.

They care about not letting the same issue happen to others. Offering the customer an explanation for the situation can help them understand any unexpected factors in play.

If a rep explains to them that the situation was a one-time event or rare occurrence — like their package getting lost in the mail — it will help ease the tension and potentially get them to empathize with the company.

4. Provide context for what happened.

Customer interactions don’t happen in a vacuum. Consider a customer’s history with the company, including past support tickets, interactions with CS, and more. Understanding a customer’s history with the company allows service reps to anticipate their needs and shows them their commitment to providing excellent service.

Demonstrating understanding of a situation’s context helps strengthen the customer relationship with empathy and understanding. Saying something like, “I see you ran into this issue a few months ago. I’m sorry you’re experiencing this again, but we’ll resolve it immediately” goes a long way in building trust and turning a negative customer experience into a positive one.

5. Reassure the customer that this won’t happen again.

Sometimes, issues happen, and it isn’t even the rep’s fault. But it’s a service representative’s responsibility to own all problems that come their way and assure the customer that they won’t happen again.

Let’s say a company’s logistics partner lost a customer’s package. Even though the company didn’t physically misplace their package, the rep is the face of the organization at that moment, and it’s up to them to rebuild trust and assure the customer that their organization is doing everything possible to rectify the situation and prevent it from happening again.

In a difficult situation like the one above, clarify to the customer that their negative experience has resulted in company-wide action on their behalf.

This will reassure customers that they won‘t have this experience again and thus make it less likely that they’ll leave for a competitor.

6. Offer an incentive, refund, or discount.

Sometimes, customer issues are so severe that offering a refund, discount, or other incentive is the only option. Of course, this isn’t ideal. However, salvaging a damaged customer relationship is worth the financial pain of the incentive.

When customers are reasonable, understanding, and polite during a difficult interaction, offering them a discount as a show of thanks can be an excellent move.

When I was a customer service agent, if a complaint stemmed from an error on our end, we did everything possible to rectify the situation and offered incentives where appropriate.

In the case of widespread issues that affect many customers, a company may be unable to compensate everyone involved. Instead, , apologize sincerely, and take steps to prevent the problem from happening again.

7. Allow them to respond with further questions, comments, or concerns.

Before ending an email, always ask the customer whether they have any more questions, comments, or concerns. It’s important for agents to show they’re still open to further feedback, and it’s on the customer to end the conversation.

Most of the time, customers don’t offer much follow-up. However, those who do appreciate the openness and eagerness to serve.

The more opportunities a service team gives a customer to interact with them, the higher the chance their temper will subside, and they will come to respect the company again.

8. Follow up with the customer.

No matter the issue, a service representative’s goal should be to reassure the customer that they have finished taking the necessary steps to ensure it won’t happen again. Reps also want to show them appreciation for being a customer and working through a tough situation together.

Customers want to feel understood and heard, not like a number in a spreadsheet. Following up with customers after resolving their issues is an excellent way to show commitment to their success with the company.

During my time in support, I always followed up with customers with a final status update on their issues. I also found that expressing gratitude was always a great option when wrapping up a service interaction, especially if it was difficult. My goal was always to show customers that I cared about them and their problems and not just about closing their tickets.

Best Sample Email for Responding to an Angry Customer

Using the tips above, here is a sample email that is perfect for responding to an angry email from a customer.

Hi [Customer],

I’m so sorry that you had a negative experience with [product, service, or company department]. I’ve looked into the issue, and it seems that [briefly explain the reason for their bad experience, if applicable].

I’ve forwarded this issue to [head of the appropriate department], our [person’s job title]. In the meantime, I’d like to offer a [discount/refund] for the inconvenience and will be checking in with you in a few days to update you on the status of [issue].

Once more, I sincerely apologize for the inconvenience. Please let me know if I can answer any questions, and I’d be happy to help!

Best,

[Your name]

Sample Email Reply to Customer Complaint

Here is a sample email for responding to a customer complaint.

Hi [Customer],

I sincerely apologize for your negative experience with our [product/service/company department]. Here at [your company], customer satisfaction is of the utmost importance, and we genuinely regret falling short of that expectation in [brief description of customer issue].

I understand how frustrating it is to face this problem and how your business is affected. I’ve dug into the issue and discovered that [explanation of the reason behind the customer’s negative experience]. I can assure you that this issue will not happen again. I’ve already alerted [head of the appropriate department], and our team is working to ensure that you and other customers won’t experience this problem in the future.

Thank you for your patience in this matter. As a token of our appreciation, here is an exclusive [discount code or other incentive] you can apply to your next purchase:

[Discount Code or Offer]

Once again, I sincerely apologize for the inconvenience this issue has caused you. I’ll be checking in with you in a few days to update you on the status of [the issue]. If you have further questions, please do not hesitate to reach out. I’m happy to help in any way that I can!

Best,

[Your name]

Frequently Asked Questions About Customer Service Emails

How do you write a customer service email?

A great customer service email is clear, empathetic, and actionable. Start by acknowledging the customer’s message, restate the issue in your own words to confirm understanding, and outline the steps you’re taking to resolve it. Keep your tone friendly and concise, and end with an invitation for additional questions. When possible, include links, screenshots, or step-by-step instructions to make the next steps easy to follow.

What is email etiquette for customer service?

Customer service email etiquette centers on clarity, empathy, and professionalism. Always address the customer by name, avoid jargon, and use a calm, solution-oriented tone. Formatting matters too. Use short paragraphs, scannable bullets, and clear calls-to-action to help prevent confusion. Finally, remember to proofread, double-check any links you’re sending, and include a complete signature with alternative contact options.

How quickly should you respond to customer emails?

Fast response times build trust and reduce customer frustration. Many teams aim for a first reply within one hour, and a same-business-day resolution for most issues. Benchmark data from leading support teams shows that real-time channels can achieve first responses within 10–20 seconds and resolutions under 2 minutes, whereas email typically follows a slower rhythm. The key is consistency: Set clear internal SLAs and use automation to ensure no message slips through the cracks.

Should you use templates for customer service emails?

Yes, customer service email templates are one of the most effective ways to maintain consistency, reduce errors, and speed up response times. The key is using them as a starting point rather than a final draft. Templates should be reviewed regularly to reflect updated policies, product changes, and customer feedback. Most modern help desk tools, like , include built-in templates to keep messaging aligned across teams.

How do you personalize email templates?

Personalization goes beyond inserting a name. Reference the customer’s previous interactions, products they use, or steps they’ve already tried. Summarize their issue in your own words to show you’re listening, and tailor your instructions based on their context — such as device type, account tier, or feature set. AI tools and CRM integrations can surface relevant details automatically, making it easier to personalize templates without slowing down your workflow.

Create a strong customer experience using customer service email templates.

Excellent service is the cornerstone of creating delightful experiences that keep customers coming back. HubSpot makes this with its easy automation, built-in email templates, and personalization tools based on customer data for customer service emails.

Since customer support agents don’t have all the time in the world, HubSpot has compiled 50 customer service email templates that cover any situation an agent might come across. Download them below to save precious time without sacrificing the quality of customer service interactions.

Editor's note: This post was originally published in July 2018 and has been updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure to learn more about how we use AI.