Your content management system should support every aspect of your business — whether it’s streamlining your workflows, hosting your site content, or providing the backbone of a unique and seamless customer experience.

Truthfully, there’s not much I dislike more than updating my website design. While creating and rebranding my website is exciting (think of the possibilities!), I am not a trained web designer. Although I find design challenging, that’s not a reason for me to launch a poorly designed website. It’s why I’ve found it important to understand web design challenges and research workarounds before beginning work on revamping a website.

Good B2B customer experience (CX) is no longer negotiable. As we speak, CX is fast becoming the biggest differentiator for attracting and retaining customers. Yep, even more than price or product quality.

As for exceptional B2B CX? That’ll drive revenue and brand loyalty while helping you differentiate your company even in a crowded market. But don’t just take my word for it: There’s a ton of data to support those bold statements.

In this post, I’ll cover what the data reveals about B2B customer experiences, the leading best practices, and examples to keep in mind when establishing your organization’s experience.

Table of Contents

• B2B Customer Experience Best Practices
• What is the B2B Customer Experience?
• Why is B2B CX Important?
• B2B Customer Experience vs. B2C Customer Experience
• B2B Customer Experience Examples

What is the B2B Customer Experience?

B2B customer experience is how a customer experiences and, therefore, perceives your brand at every stage of the buyer’s journey.

Whether interacting with a blog post during research or your customer success manager as they transition from the sales to support phase, it all forms their overall experience. Because of this, your marketing, sales, and service teams play a critical role in creating positive experiences throughout the customer lifecycle.

Why is B2B CX Important?

• B2B CX positively impacts revenue. Data from Gartner finds that around 50% of organizations surveyed claim “they can track the financial benefits of customer experience (CX) projects.”

• B2B CX drives brand loyalty. According to the Zendesk CX Trends Report, “60 percent of consumers have purchased something from one brand over another based on the service they expect to receive.”
• B2B CX keeps you competitive. The Gartner data above finds that “over 80% of organizations expect to compete mainly based on CX.”

B2B Customer Experience vs. B2C Customer Experience

Like B2C customer experience, B2B customer experience encompasses every interaction a customer has with your brand throughout the customer lifecycle. Unlike B2C, however, B2B is more complex.

For example, the B2B customer experience typically involves multiple stakeholders and sign-offs at each stage. That’s opposed to B2C, where your target customer is usually an individual rather than a group.

B2B Customer Experience Examples

HubSpot

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During the research phase, B2B customers can access plenty of educational content via the HubSpot blog and self-service chatbots. This approach facilitates independent research (more on the importance of that later!)

IBM

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IBM assigns its B2B customers a designated team of specialists to help them set up the IBM cloud storage suite. This is a great way to build trust immediately, fostering long-term brand loyalty.

Tetra Pak

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Tetra Pak proactively collects customer feedback during multiple stages of the buyer’s journey. The feedback allows them to improve CX throughout the customer lifecycle. It’s also an excellent opportunity to identify issues before a customer churns.

Now we’re clear on the foundations of B2B customer experience, I’ll share 14 B2B customer experience best practices to help you drive revenue, increase brand loyalty, and stay competitive.

Expect to find data insights from HubSpot’s B2B Buyer Survey, a 2024 HubSpot Blog Survey of 422 U.S.-based B2B professionals who buy or scout new purchases for their teams. I also share data from HubSpot’s 2024 State of Customer Service Report.

1. Know your customers.

Before you can create a quality customer experience, you need to know who you’re working with. The sad reality is that in a B2B environment, it‘s likely people aren’t that excited to do business with you.

B2B buyers are also under a lot of pressure. They’re responsible for spending their company‘s money wisely and choosing a product to increase efficiency and revenue. That’s a tall order, and they face a lot of noise as they search for the best option.

They experience anxiety as they research and make a purchase, and that anxiety lingers after the purchase has been made. With that in mind, creating a customer experience that helps ease customers’ fears and makes their jobs easier is essential.

See This Tip in Action

Understanding the unique needs and pressures of each B2B buyer is critical. You should also take advantage of the wealth of data available to know what industry the customer works in, their geographic focus, where they are in the customer journey, and their growth goals for the future. With these foundations of understanding, you can better deliver a successful customer experience.

Pro tip: HubSpot’s 2024 B2B buyer survey finds that 81% of B2B professionals are more likely to buy a B2B product from vendors that offer self-service tools. Based on this knowledge, you can facilitate better customer experiences by providing self-service tools. (More on that later!)

2. Have a customer-centric vision.

Customer experience is built from every interaction a customer has with your company. Everything from phone calls to billboards or web ads contributes to their perception and overall experience. Creating a customer-centric vision that permeates the entire company is key. Every interaction the customer has should be positive and make them feel genuinely valued.

See This Tip in Action

A good customer experience must be intentional. It takes effort from everyone in the company to know the role they play in building trust with customers and meeting their needs. Customers can tell when a company is focused on them or just focused on making sales and earning money.

Set the tone within your organization to put customers first. Empower your employees to take action to meet customer needs and do what they think is best to solve problems and build relationships. Customer experience isn’t successful unless it comes from everyone in the company.

Pro tip: If your goal is to become a customer-centric organization, Ben Johnson, the Growth Product Marketing Manager at Square, recommends making it a core value. “By including a customer-focused core value, you’ll have a vision that the whole team can get behind,” says Johnson. “Literally putting your value up on the wall and your website commits the concept to your leadership, your entire team, and your customers.”

3. Offer personalized experiences.

Just like a B2C customer walking into a retail store doesn‘t want to be sold the same pair of shoes as everyone else, B2B buyers don’t want to be pushed a one-size-fits-all solution. With increased competition, B2B companies run the risk of simply becoming commodities. The best way to fight against this is to add value with personalized service.

Personalization needs to happen at every point in the customer journey. Why? 74% of customers say personalized information tailored to their specific needs/goals is critical to making a B2B purchase decision. Further, 78% are more likely to buy from vendors that offer personalized information tailored to their specific needs/goals than those who don’t.

See This Tip in Action

From getting to know the customer to establishing strong communication to offering the best product recommendations, personalization is at the center of it all. Customers need to know they are valued and appreciated, and that comes from taking the time to know them and creating offers that actually meet their needs.

B2B buyers are often pulled in multiple directions and appreciate when companies can simplify their offerings to what matters most. The best customer environment is simple, intuitive, and flexible. B2B buyers will appreciate a company that can wade through all the material and options and provide them with something that matters to them personally.

4. Use customer service technology.

Customers already use new technology and find information on the internet, so B2B companies need to match that with their own use of technology. Taking advantage of things like automation, AI, and machine learning helps create a more seamless customer experience and provides a competitive advantage.

There’s a lot of hype around AI, but when I say ‘competitive advantage,’ it’s not just some pie-in-the-sky notion. Around 67% of customers expect you to resolve tickets within three hours (State of Customer Service Report.) How can you keep up? Given over 90% of CRM leaders say AI has improved their customer service response times, AI might be the solution.

See This Tip in Action

Use customer data to automate as many small tasks as possible. Chatbots can help you connect with customers any time they want. Create an algorithm to predict when customers will need follow-up equipment. Build a digital system that streamlines communication. Use a database to generate tailored product recommendations.

The possibilities for new technology usage are endless and can be adapted to the needs of each company and customer. Keep a pulse on new technology developments to stay ahead of the curve.

5. Educate and advise customers.

One of the biggest complaints from B2B buyers is that sales reps are too pushy and not useful. In many cases, buyers do much of the research on their own to avoid the sales rep as long as possible. In fact, 75% of B2B buyers prefer to gather information through self-service tools over communicating with sales reps. B2B companies should focus on proactively filling an advisory role to change this stigma.

Further, around 1 in 5 B2B software buyers expect 1:1 personalization in their communications with sales teams. So, showing that you understand buyer needs and challenges through hyper-personalization can help. Both sales and marketing teams should be mindful of this.

See This Tip in Action

Instead of just selling to customers, marketers should focus on educating and advising them. The most successful B2B marketers are the ones who ask questions about their customers’ needs and take the time to educate them on the best options. This can come in several formats, such as establishing yourself as an industry expert with valuable content or providing one-on-one service to make key product recommendations.

Providing advice can ease customers’ purchase fear and anxiety and create a long-term, trusting relationship. Customers who know they can come to a sales rep for honest advice instead of just a sales pitch want to keep returning to the company.

6. Offer post-purchase support.

The customer experience doesn’t end when the purchase has been made. In B2B, customers want to have companies they can turn to instead of having to find a new supplier every time they need something new.

One of the keys to building those long-term relationships is through post-purchase support. Service means more than just making sure customers are happy with their purchases, although that is part of it. It also means helping customers find ways to work more efficiently with their new products and to constantly meet their needs.

See This Tip in Action

Post-purchase service includes staying in touch with customers and knowing their changing needs as their company grows and evolves. It also means providing troubleshooting assistance and continued education to use the products to their full potential. Providing trusted post-purchase service ensures the relationship will continue.

7. Connect with clients in real time.

Speed is an important factor to consider in any customer service case. But, it’s even more important when working in a B2B environment as your clients will have higher expectations than if you were selling consumer goods.

See This Tip in Action

Live chat is an excellent channel for real-time communication. When people visit your website, live chat gives them a direct way to contact your team, whether to ask a question or close a sale.

You should also monitor your social media accounts for customer inquiries. Platforms like Twitter and Facebook Messenger are great for connecting with clients and providing a speedy response.

8. Adopt customer self-service.

You can further improve response times by adopting customer self-service. Worried this is too hands-off? Don’t be. HubSpot’s 2024 State of Customer Service Report finds that 78% of service leaders believe their customers aren’t afraid to resolve problems themselves.

Resources like knowledge bases, chatbots, and community forums help customers find solutions to problems without the help of your customer service team. This reduces your total incoming case volume, making it easier to respond to all customer inquiries.

See This Tip in Action

Knowledge bases are one of the most common forms of customer self-service. They‘re a section of your website dedicated to support documentation that customers use to find answers to common problems. This resource saves your clients valuable time and enhances their experience with your business. They don’t have to call your support team whenever they have a question, making your product seem more user-friendly and easy to troubleshoot.

9. Provide proactive customer service.

Proactive customer service solves problems before customers even know they are there. It is typically the customer success team’s job to monitor customer health scores and where clients are in the customer journey. By looking ahead and preparing for potential roadblocks, customer success can help clients navigate away from incoming pain points and keep buyers satisfied with their customer experience.

See This Tip in Action

Scoring the health of your customer accounts is one way to get started with proactive customer service. This metric will help you identify your most loyal customers so you can continue to provide an exceptional experience. It will also help you identify your most unhappy customers, allowing you to flag their accounts for potential churn. Rather than waiting for these customers to reach out to you, your customer success team should set a benchmark and contact any clients who surpass that score.

Pro tip: According to former HubSpot Customer Support Team Lead Clint Fontanella, aside from preventing churn, “customer health scores also help you pinpoint your biggest promoters.” He adds, “You can leverage your high scorers to share reviews about your products and services and champion your business to prospective customers.”

10. Optimize your website’s accessibility and usability.

If you‘re going to go online, it’s important to do it right. Web accessibility ensures everyone can use and navigate your website regardless if they have a disability or limitation. This makes it crucial to follow web accessibility guidelines and create a web experience that includes everyone.

See This Tip in Action

Ensuring that all customers can easily navigate the website, consider features such as alt text for images, providing captioning for videos, using clear and concise website content, and ensuring easy keyboard navigation.

11. Collect customer feedback.

Since every B2B company is a little different, the ideal customer experience will depend on the specific needs of your customer base and the competing businesses operating in your industry. While you can compare what you‘re offering against your competitors, it’s harder to tell what your customers think of your business.

See this tip in action:

To find out, you’ll need a customer feedback loop to collect, analyze, and distribute feedback. That way, you’ll know firsthand what problems your customers are experiencing and how you can help them overcome those obstacles.

Customer experience is crucial in the B2B space, and clearly, there are many facets involved. Staying on top of customer needs can help companies continue to refine the customer experience to stand out from the competition and create loyal, satisfied customers.

Pro tip: Consider using customer feedback to improve your customer journey map. Save time with our free customer journey map template.

12. Facilitate independent customer research.

According to 50% of B2B software buyers, the B2B buying experience is outdated (HubSpot’s 2024 B2B Buyer Survey.) More specifically, B2B prospects increasingly prefer to research products independently.

Looking at the data, 57% of folks surveyed purchased a tool in the last year without a single meeting with the vendor’s sales team. And 65% of B2B buyers say they prefer to do most or all of their research completely independently. Meanwhile, 24% do it all independently.

See This Tip in Action

For 75% of B2B buyers, independent research means gathering information through self-service tools rather than communicating with sales reps. While providing self-service tools for your B2B prospects to research independently is essential, don’t forget their limitations.

In my article covering the pros and cons of AI in service, I spoke to Badger Chat Co-founder Mark Woodward. He warns that:

“It‘s easy to forget that ChatGPT doesn’t actually understand humans or social norms or even language. It‘s merely reciting patterns in text it’s seen before and told are good. There are situations that need to be handled with a sensitivity that comes from an understanding that we gain from life experience and social conditioning.” And that level of nuance isn’t always “possible to infer from text.”

Pro tip: Aside from self-service tools, blog posts from third parties, industry-specific data, case studies/customer stories, and product demos sway the biggest influence over B2B buyer decision-making.

13. Tailor your web content to target ‘AI search.’

I’ve already established how vital independent research is to the buying stage of the B2B customer journey. Here’s how AI fits into that process, according to HubSpot’s 2024 B2B Buyer Survey.

Nearly half of B2B buyers use AI tools specifically for their product research. Meanwhile, 98% of folks using AI for research find it impactful in researching software solutions. Buyers find AI saves them time in the research/evaluation phase because it helps them quickly gather information and compare choices.

You can cover yourself in this respect internally with self-service tools like chatbots. But what about third-party AIs like ChatGPT, Google AI Overview, and Google Gemini? How can you increase your chances of appearing in relevant user searches on these external AI platforms?

See This Tip in Action

According to Ed Sussman, CEO of Citate.ai, an AI analytics and AI optimization tools company, AI is a new category in marketing.

“Looking forward even a few months, it’s very likely that organic search links are going to become less important and AI presence much more important. If you can afford to stay ahead of the curve, it will pay off,” says Sussman. This means monitoring “all the major AI platforms to see what’s being said about you” and turning “your most important keywords into questions a user might ask a chatbot.”

Further, Sussman recommends checking the topics the different AIs discuss in their responses. He adds: “You’re going to need content that focuses very carefully on the same topics … No one response is going to be representative, so you’ll need a few different user accounts to check for more than one AI response.” Regarding your website content, it “should be suitable to contribute usefully to the dialogue taking place on the AI chatbots for the queries you care about.”

14. Focus on internal alignment.

According to HubSpot’s 2024 State of Customer Service Report: “Only 24% of service leaders had full-funnel visibility of their customer’s experience, with more than 75% of leaders facing gaps in their data. Those gaps are the direct result of internal misalignment, but they’re also symptoms of ineffective CRM software.”

When your sales, marketing, and service teams aren’t on the same page due to data gaps, the misalignment can negatively impact a customer’s experience. Want to get aligned? Adopt relevant KPIs. Internally aligned teams focus on KPIs like personalization, retention, and operational efficiency — all of which require full-funnel visibility, ideally through one tool. This visibility helps:

• Service agents offer personalized responses to customers.
• Customers feel more valued at every stage of the customer experience journey, reducing churn.
• Service reps spend less time switching between disparate tools.

See This Tip in Action

HubSpot’s 2024 Service Report finds that tool sprawl is a widespread blocker to teams achieving internal alignment. In fact, “74% of service leaders shared that tool switching negatively impacted their teams’ efficiency and slowed down ticket resolutions.”

To achieve alignment and avoid tool sprawl, consider integrating a single source of truth, such as HubSpot’s CRM, to unify sales, marketing, and service teams. Aside from that, internal alignment could be as simple as instituting a weekly stand-up for all teams.

Editor’s Note: This post was originally published in February 2022 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.

Your onboarding email could be the difference between your customer becoming a loyal repeat buyer or doing business elsewhere. In my experience, some companies do a really good job with their onboarding, but most have plenty of room for improvement.

So what is the onboarding email? It’s the first point of contact after purchasing or signing up for the product or service, so you’ll want to carefully craft these emails to ensure the customer remains with you for the long term and continues using your product.

I generally explain onboarding emails as an opportunity to lay the groundwork for expectations about process, communications, and next steps. In my business, I use onboarding email as an opportunity to reduce friction, manage expectations, and set the stage for a successful working relationship.

In this post, I’m sharing examples of effective onboarding emails from different brands plus some helpful templates so you can streamline onboarding and create a delightful customer experience.

Table of Contents

• Why Are Onboarding Emails Important?
• Benefits of Email Onboarding
• How to Write an Onboarding Email for Your Customers
• Onboarding Email Templates You Can Use Today
• 14 Email Onboarding Examples for Inspo
• Creating an Email Onboarding Sequence
• 8 Best Practices for the Perfect Email Onboarding Sequence

Why Are Onboarding Emails Important?

Converting visitors into customers is a long process, so you’ll need engaging content and a well-executed sign-up form to get them to bite. Then, you can nurture subscribers until they convert.

That can be a lot of work, and I can confidently say that you don‘t want all that work to go to waste with a poor onboarding process. To keep first-time customers, you’ll have to provide more value.

You need to show that your business is worth their time and money, and in my opinion, you can achieve this by showing them they are worth your time. An effective email onboarding process can help you exceed their expectations and show them you care about keeping them engaged.

I’ve found that onboarding emails receive some of the highest levels of engagement from customers. GetResponse reports that welcome emails have an average open rate of 83.63%. While normal open rates vary by industry, it’s more than double most companies’ expectations for the average email.

The increased engagement presents a unique opportunity to open up communication channels and build trust right from the start.

Remember: Onboarding emails do more than create a positive first impression. They serve a higher purpose. Below are the benefits you’ll enjoy by sending your customer a solid email onboarding letter.

There are a number of platforms out there that are great for setting up onboarding automations, and gathering data, but if you don’t know where to start, I recommend HubSpot’s Service Hub to assist with customer service and retention.

Benefits of Email Onboarding

Businesses are always working to convert leads into customers. Engaging email sequences can be one secret weapon to long-term success.

Not convinced? Here are two ways I’ve seen email onboarding provide value to businesses.

1. Email onboarding engages new subscribers.

Email is an extremely popular communication channel. Research shows that 4.73 billion people will use it by 2026 — more than half of the world’s population. One study found that the average email open rate is 35.63%. Further, email marketing ROI currently stands at $36 for every $1 spent.

Email offers customers promotional content from their favorite brands, a way to reach out for support, and notifications that keep them up-to-date on product- and service-related news. I use email on a daily basis in my business and in my personal life, and can say with confidence that how brands email can have a massive impact on how I make decisions.

An onboarding sequence boosts email engagement and helps nurture relationships with your subscribers. Email can act as a noninvasive, proactive conversation starter, opening the door for valuable interactions that foster customer success like product and customer experience feedback.

2. Email onboarding increases lifetime customers.

If you want your business to succeed, you’ll need loyal customers. These buyers minimize your churn rate. Plus, customer retention is less expensive than acquisition.

Greeting subscribers is one of the first steps to turning them into loyal customers. A well-designed onboarding sequence can make a great first impression on new customers. Kali Bennett, owner of The Waterworks Spa. Sauna. Swim. states, “We‘re always looking for ways to improve our onboarding. In addition to helping our new clients get to know our company, it’s an opportunity to make them feel extra special and help them understand what comes next.”

Failing to greet new customers gives the impression that you only wanted them to fill out your form. Your initial onboarding emails show you’re dedicated to building a long-term relationship.

1. Write a catchy subject line and preview text.

If your email onboarding letter isn‘t eye-catching, you’ve already lost the battle.

The secret to increasing your open email rates lies in the subject line. A catchy, actionable subject line draws customers in. As someone who scans hundreds of emails a day in my inbox, I’m always drawn to compelling subject lines first.

Let’s look at the screenshots below. Notice how the subject lines from Copy.ai, Adalo, and the Freelancers Union stand out?

Your subject line should provide enough information to pique the reader’s interest. You can use the preview space to add a little more context, but be concise — space may be limited by device and email software.

2. Restate your value proposition.

I’m a big fan of clearly communicating your value proposition, and doing so in your onboarding email is no exception. Your value proposition tells the customer what you can do for them and how you stand out from your competition, so it’s important your onboarding emails reinforce this.

Remember — you’re in your business every day, but your customers aren’t. I always recommend using onboarding emails as an opportunity to continue building the relationship and the brand.

Once a customer establishes a relationship with you, emails should recommend ancillary services. This can help you solve their unique problems with complex solutions.

3. Show the next onboarding steps.

Now that you’ve reminded your customers why they signed up, help them start using your product or service. Usually, there are steps that users must take after signing up to get the most out of the platform. Some examples include:

• Completing their profile information.
• Setting preferences.
• Uploading necessary information (e.g., contacts into a CRM, profile picture for a social media profile, etc.).
• Upgrading their account or completing an order.

Here’s what Kimberly Navarro, marketing manager and senior copywriter at International Academy of Sleep, had to say about creating a ‘next-steps’ onboarding email.

“At IAOS, we offer learning programs for dentists pivoting to dental sleep medicine, and in their ‘next steps’ email we include where to find their lessons, how to create a log-in, and additional resources. This email makes it easy for them to know what to do after they join a program.”

4. Generate the “A-ha” moment.

Former Facebook head of growth Chamath Palihapitiya discovered the importance of initial engagement. If you can get a user to acquire seven friends in ten days, they are more likely to become active, returning users.

The goal is to get the user to an “aha” moment quickly to make your product memorable and useful, which ultimately helps your business grow.

Pro tip: To get started, identify your core values and the prerequisites customers need to receive this value. Then, you can use your onboarding email to guide new customers through these tasks.

5. Add helpful resources.

As I mentioned in the previous step, you want the user to see the value immediately. But customer success doesn’t stop there. Depending on the complexity of your product, customers may need extra help.

For example, customers might need guidance on troubleshooting or using advanced features.

Likely, you‘ve already created helpful content addressing common questions from customers. Whether it’s tutorial videos, an FAQ page, or helpful blog posts, this content is essential to customer success.

Why not include it in your onboarding email?

You can then provide the tools they need upfront. They won’t need to search for information after a problem arises. Namecheap does this with the email below.

6. Provide customer service contact information.

The next step to setting up your customers for success is ensuring they know how to contact you. You can‘t foresee every problem your customers might have. If they hit a roadblock, they’ll need a point of contact.

Adding this information to your welcome email builds trust and shows you care. This drives customer loyalty and reassures you’ll be available if needed.

Avoid sending customers on a treasure hunt when they need to ask you simple questions. I’m a fan of KISS — keep it simple, sweetheart. When it’s easy to get support, your customers have a better experience.

7. Conclude with a call to action.

End your onboarding email with a call to action that entices customers to use the product.

Customers should be eager to start after you have demonstrated your company’s value. Using a button makes the next action easy to spot.

You can see this in action with Trello.

As your business grows, you‘ll want different email onboarding templates for many scenarios. You won’t have the time to write individual emails to each new customer. Take time to write a few thoughtful and intentional customer onboarding templates. You can then create a drip campaign or workflow.

Let’s look at a few email onboarding examples that can be adapted to meet any specific business needs.

Onboarding Email Templates You Can Use Today

Every business will have unique elements in its onboarding emails. However, all onboarding messages should have the following components:

• A welcome note.
• An explanation of how your product or service will help the customer meet their needs.
• A heads-up of what to expect during the onboarding process.

Let’s start by exploring a few starter onboarding email templates below. Or, if you’d like to dive right in, you can download 8 here.

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Formal Onboarding Email Template

Welcome to [COMPANY NAME]

Hi [FIRST NAME],

Thanks for signing up for an account with [COMPANY NAME]. It’s our mission to [COMPANY MISSION/PRODUCT VALUE PROPOSITION].

With your new [COMPANY NAME] account, you’ll get:

• [TOOLS]
• [BENEFITS]
• [CUSTOMER SUPPORT]

If you haven’t already done so, be sure to complete your profile and add your [CUSTOMER PREFERENCES] so we can send you content and resources that will help you get started.

We recommend new customers check out the following resources:

• [BLOG POST]
• [EBOOK]
• [VIDEO]

For customer support, don’t hesitate to reach out to us via phone [NUMBER], email [ADDRESS], or live chat [CLICK-TO-CHAT].

Follow us on [SOCIAL LINKS] to get the latest updates!

Friendly Onboarding Email Template

Welcome, [FIRST NAME]

Hi [FIRST NAME],

Thanks for purchasing [COMPANY NAME]! We’re happy to have you here!

We created [PRODUCT] to help people [COMPANY MISSION/PRODUCT VALUE PROPOSITION], and we‘re glad you’ve chosen us to help you meet your needs.

Over the next few weeks, we’ll be sending you materials that will help you get started with [PRODUCT] to ensure you get the most out of it.

We‘ll also check in with you to see how your progress is going, and please don’t hesitate to reach out with any questions during this time!

We‘re so happy you’re part of this community!

Thanks,

[YOUR NAME]

Personable Onboarding Email Template

Getting Started with [PRODUCT]

Hi [FIRST NAME],

Thanks for signing up with us to use [PRODUCT]. My name is [YOUR NAME], and I‘m your point of contact for getting you up and running using the tool. I wanted to connect to see if you’d tried logging in and getting familiar with [TOOL] and if you had any questions.

New users typically find these resources helpful for getting going:

• [SETUP GUIDE]
• [HOW-TO VIDEOS]
• [COMPANY BLOG]

If you haven’t already done so, be sure to complete your profile and add your [CUSTOMER PREFERENCES] so we can send you other content and resources that will help you get started.

Most customers find success by logging into [PRODUCT] and testing things out. If you’d like, we can schedule an onboarding call for next week using my meetings link, and I can walk you through it.

For customer support, don’t hesitate to reach out to us via phone [NUMBER], email [ADDRESS], or live chat [CLICK-TO-CHAT], or you can connect with me directly using the contact information below.

I look forward to hearing from you soon!

Cheers,

[YOUR NAME]

Subscription-Upgrade Onboarding Email Template

If you operate a subscription-based company, you may have users upgraded from a free version of your product or service to a premium one. While these aren‘t necessarily “new” customers, they still require an email introducing them to their account’s new features.

Welcome to Premium!

Hi [FIRST NAME],

Thanks for your recent purchase, and congratulations on your account upgrade! We’re excited to continue working with you, and we see this as the next step toward our goal of [COMPANY MISSION/PRODUCT VALUE PROPOSITION].

With your new [COMPANY NAME] account, you’ll get:

• [TOOLS]
• [BENEFITS]
• [CUSTOMER SUPPORT]

We know you’re probably familiar with our tools already, but we recommend new customers check out the following resources for the upgrade you just purchased.

• [BLOG POST]
• [EBOOK]
• [VIDEO]

As always, if you have any questions about your shiny new account, please don’t hesitate to reach out to us via phone [NUMBER], email [ADDRESS], or live chat [CLICK-TO-CHAT], as our support team would be more than happy to help!

Cheers,

[YOUR NAME]

14 Email Onboarding Examples for Inspo

1. The Welcome Email

Customers who sign up for your product expect a welcome email. That’s why this type of email has the highest open rate at 50%. A great welcome email strives to create a meaningful relationship rather than sell, which in my experience can lead to higher sales down the road.

Grammarly is a writing tool that helps users create error-free, written copy. It monitors grammar, spelling, tone, and various other customizable markers. Their welcome email lets new customers know what to expect from the service.

What I Love

• The email explains what users can expect from Grammarly‘s free and premium versions. Subscribers don’t have to go to the website to find this information.

• Subscribers learn what they’ll get from the weekly emails. They can then decide whether to unsubscribe or not.
• Two powerful calls to action bring one to start using the product immediately.

Key takeaway: Customer loyalty starts with showing users what they’ll get from a product immediately after they sign up. Making that visible to your customers translates to increased sales and happier customers.

2. Account Setup

Most customers today have a basic understanding of apps. They are confident and comfortable operating web products on their own. The account setup email promotes self-service onboarding.

The result is productive customers capable of resolving their own issues. This frees your team’s valuable time for onboarding customers or doing product demos.

LastPass is an online security tool that helps store passwords and other essential data. Its onboarding email is straightforward, which reduces the likelihood of user error.

You learn what documents you can store in your personal vault, how to set up your account, and how to access the tool on all your devices.

What I Love

• There’s an easy three-step process for customizing an account. It gives the impression that the product is easy to use, increasing the chance of adoption.
• The message is short, concise, and specific about the details.
• There’s a straightforward call to action below the fold.
• There’s clear navigation in the footer.

Key takeaway: You can increase user adoption by encouraging quick and easy self-serve onboarding. A straightforward, three-step email shows that your product is easy to use.

3. Re-Engagement Email

Did you know 21% of your subscribers are likely to abandon your app after the first time using it. No business wants such high churn rates.

A re-engagement email sent to inactive users and cart abandoners is one of my go-to strategies for renewing brand interest and extending the customer lifecycle. Don’t worry if you see people unsubscribe. I know firsthand that it can feel like a blow, but it just means you’re passively cleaning your email marketing list.

Skillshare is an online teaching platform hosting thousands of courses for different learners. Learners can access it via their browser and even mobile app. Their re-engagement email below is a role model to follow.

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What I Love

• Skillshare’s headline is informal. The casual tone feels like communicating with a friend or family member.
• Icons illustrate the new features added to the product.
• There’s an enticing discount.
• There’s a clear option to unsubscribe. This is compliant with email-related laws and can help organize your mailing list.

Key takeaway: When creating a re-engagement email, focus on the benefits of your product. You may also offer a discount. This is a great way to attract customers seeking other solutions and turn cold prospects into hot leads. Lastly, never be afraid to ask subscribers to unsubscribe from your product.

4. Community Building

Consumers spend a lot of time on social media — I’m guilty of doomscrolling too. Good news! Building an online community is one way to capitalize on this habit. This is an excellent way to onboard new subscribers and build a solid base of product champions.

You can talk to your customers on a personal level to understand their needs better. Plus, customers can talk with each other to get support, explore new use cases, and share knowledge.

Check out how Adalo, a no-code app builder, invites new subscribers to its community and encourages user adoption in this email.

[alt[ onboarding email example from adalo app company

What I Love

• Plain text, bullets, and paragraphs of different sizes make the email easy to read.
• There‘s information on what you’ll get by joining the academy.
• There’s a simple call to action below the fold.

Key takeaway: We all love communities and feeling like we’re part of something bigger. Offering new subscribers a digital gathering place makes them more likely to purchase your product. Plus, community creates a nice added value.

5. Offers

Another way to onboard customers is to entice them with an irresistible offer. It can be a bonus, free shipping, or giveaways.

Offers are one way to show appreciation and value to your customers. In my experience, these small gifts help build loyalty, offer a quick win or moment of delight, and also make repeat customers happy (and more likely to purchase).

Udacity, an online platform offering Nanodegree programs, does this in the email below. The company allows new subscribers and trial users to explore popular Nanodegree courses for 30 days.

[alt[ onboarding email example from udacity

What I Love

• An element of urgency is created with a short expiry date. This ensures more customers take up the offer.
• Two clear calls-to-action show what you get when you take a course from Udacity.
• It’s personalized.

Key takeaway: Offers and incentives are a great way to entice customers to engage. You can encourage more adoption and help them see the value of the product. Remember to add an element of urgency to encourage quicker action.

6. Social Proof

Social proof is one of the best ways to nudge customers for conversion. I’ve found that people like what other people like.

Studies show 91% of consumers will trust a recommendation from someone they know. Your onboarding message should have social proof to reassure new buyers of your value.

Adobe is a creative cloud-based tool for marketing and document management. Here’s an email with social proof from influencers that aims to attract more premium users.

What I Love

• There’s one paragraph with explicit instructions on what the tutorial is going to be.
• The email uses an influencer @HappyKelli as a guide.
• Bold headlines capture the reader’s attention.

Key takeaway: Social proof is a great way to convince undecided customers. You can use case studies, customer testimonials, or reviews. Then, include social sharing buttons to turn subscribers into brand advocates.

7. How-To Emails

When launching a new product or feature, you must convince your customers of its value. A how-to email is one of the easiest ways to do so.

Offer a tutorial or step-by-step guide to show them the new offering‘s benefits. You’ll both deflate inquiries to your support team and establish yourself as an authority. I find these types of emails especially useful when it comes to products and services that require a little more high-tech know-how.

Airtable is a cloud-based platform for building powerful apps. Here’s a how-to email it sends new subscribers to ensure smooth onboarding.

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What I Love

• The email is easy to read.
• There’s an option to watch the video in the inbox or browser.
• There’s a link to their knowledge base where users can find specific information.

Key takeaway: Make use of videos to connect with your subscribers without leaving the inbox. Don’t be afraid to use media other than text. 83% of people prefer watching video for instructional content rather than text or even audio.

8. Competitor Comparison

Even after purchasing, customers may have lingering buyer’s remorse. They may not trust your product or see its value, which is something I’ve encountered a few times, but I have a fix for that.

A great way to keep them satisfied and squash any regret is to show them why you’re the right brand. You can do this by comparing your product with others or explaining why they made the right choice.

Here is an email onboarding letter from Horween Leather, a leather tannery. The message emphasizes that customers made the right choice.

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What I Love

• There are bold, large text and images.
• The message explains why Horween Leather is better than its competitors.
• A combination of text, images, and navigation above the fold make it look like a website, promoting easy interaction.

Key takeaway: Competitor comparisons can be a great way to convince on-the-fence customers of your benefits. When doing so, show customers a library of your product to encourage more purchases.

9. Product Update

Product update emails are part of re-engagement marketing strategy. These announcements with new features are meant to capture your audience’s attention to take an exclusive look at your product and if possible, try out the new features.

These emails show customers you are listening to their feedback and explain how the new feature works. In my business, I’ve made a few changes to my services after receiving feedback from my customers, and I always made sure to let them know, resulting in increased trust and excitement in my brand.

Here is an excellent example from Ryte, an SEO tool that helps you monitor, analyze, and optimize your website’s pages and keywords to increase search traffic and conversion rates.

What I Love

• The message highlights important features that come with this new update. Customers don’t have to call support or visit the site to learn about them since everything is in their inbox.
• There’s great use of emojis and visuals.
• The sign-off shows where this email comes from, making it more credible.

Key takeaway: Product updates are a great way to push customers to finish registration or upgrade.

10. Invitation Emails

Launching a new product or feature is inspiring. You always want to see how users react to the product.

The best way is to give your users early access by inviting them to try it out. These emails create anticipation, as everybody wants to be the first in line. When I participate in beta launches, it always feels like I’m getting an exclusive or even VIP experience, which is something you should want your customers to feel.

Let’s see how Aero, an air travel company, does this with the email below.

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What I Love

• There are short texts and paragraphs.
• There’s a bold heading with a prominent call to action for new subscribers to book before time elapses.
• Scarcity encourages quick sign-ups.

Key takeaway: Giving your customer first-time access to your product/service shows care. It also makes them more curious and willing to continue using your product. Use invitation emails to better understand your audience.

11. Thank You Emails

Sometimes your customers simply want to be acknowledged and appreciated. Thank you emails allow you to show appreciation and increase the value of new subscribers by guiding them on what to do next. And, speaking from experience, it makes your customer feel happy, which is always a win.

reMarkable is the first company to make a real digital paper tablet. Plus, they know how to write a thank you email.

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What I Love

• What attracted me to this email is the conversational language and storytelling, making the email joyful.
• A combination of text and images makes it visually striking.
• The font used to sign off makes the email look really handwritten.
• The image of people makes the email authentic.

Key takeaway: Sending a thank you email gives customers a sense of satisfaction and gratitude. It allows readers to connect with your brand. This offers an opportunity to increase loyalty and engagement with your product.

12. Rewards

In a competitive market, attracting customers and even building loyalty can be daunting. One trick you can use is to give discounts as a reward. After all, who doesn’t love a little reward popping into their inbox every now and then? I certainly do!

Online investing app Stash has helped millions of Americans invest in their future. Let’s see how it encourages more user adoption with this email.

What I Love

• Perks are clearly defined.
• Great call to action positioned above the fold, promoting easy engagement.
• Instruction on how to claim the offer.

Key takeaway: Giving rewards is a great motivational factor. With the motivational seed planted, the buying process becomes easy for customers.

13. Demo

Not every customer that signs up for your product knows how to use it. In fact, 55% of customers have returned a product because they lacked this knowledge. I’ll be the first to admit I don’t have 100% knowledge of all the products I have in my tech stack, and I lean on demos when I need to do something that’s not intuitive.

Demo emails are a great opportunity to show your product features in action. This also helps reduce call center volume.

June Oven is a home automation company that produces intelligent ovens. This demo email employs a conventional way to educate customers on using the product.

What I Love

• Bold headlines quickly capture attention.
• The layout is simple. There’s a large image above the fold, a paragraph or two about the email, and then an inviting call to action.

Key takeaway: Use demos to connect with your audience and understand them better. Showing customers how to use your product decreases friction in the onboarding process.

14. Customer Support Email

As a brand, you know most problems customers will face when they subscribe to your product. So once a customer has signed up, you can send them an email about how they can solve certain bottlenecks to make onboarding frictionless.

Providing proactive customer support improves customer experience. A great customer experience will encourage customer loyalty, boost sales, and lead to referrals.

I love this example from Zapier, a tool you can use to connect your apps and service to automate workflows.

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What I Love

• The combination of text and images makes it visually interesting.
• It is personalized with an issue the customer may be experiencing.
• It comes from the CEO — a surprise that helps increase trust and credibility in your product.

Key takeaway: As a business, you should anticipate problems that your customers will face when they sign up. Showing customers how to get started with your product or reach you when they encounter a problem helps reduce churn.

Now that you have a few templates and examples, let’s dive into some best practices that you can use to create a full email onboarding sequence.

Creating an Email Onboarding Sequence

Creating an email onboarding sequence isn’t difficult. Making it successful is the real challenge.

If you’re creating an onboarding sequence for the first time, there are some fundamental steps you can take to ensure success.

I recommend starting by personalizing your messages. A warm welcome email addressed directly to your audience is a great way to kick off the onboarding experience.

You should also have a way to monitor inactive users and come up with ways to re-engage. Don’t forget to optimize your emails for mobile, too. 60% of campaign emails are read on a mobile phone

If you find that customers aren‘t engaging as much as you had hoped, don’t fret. All you need to do is continue testing your emails.

A/B test new designs, write different copy, and reconsider the timing of your emails as well. This helps create an unforgettable email onboarding experience.

If you’re looking for a few more tips, read on to the next section where I outline how to design the perfect email onboarding sequence.

8 Best Practices for the Perfect Email Onboarding Sequence

1. Start with a confirmation email.

Start by checking that your subscribers are real people with legitimate email addresses. I’ve had experience with fake subscribers before, and it was a hassle to remove them, so you’ll want to be proactive in screening. The easiest way to find out is to send a short confirmation message to validate the new subscriber’s email — or a double opt-in.

This is a fundamental process that the majority of your subscribers will complete immediately. However, there are always some who will miss or forget the email entirely.

To make sure they complete confirmation, you should send a follow-up email.

Confirmation emails don’t need to be fancy, but they do need to have a clear call to action.

Here’s a real-life example from HubSpot:

HubSpot also adds a touch of personalization to greet its new subscribers. Then, the message gives a clear explanation of what the new user needs to do next.

2. Send an impressive welcome email.

Now that your subscribers have confirmed their email, it’s time to set the onboarding gears in motion.

The welcome email is, undoubtedly, the most important part of your sequence as it will set the tone for your onboarding process. This email is always a part of my onboarding sequences. It should be a powerful impression trigger that convinces new subscribers to open the rest of your emails.

Make your customer feel like you’re rolling out the red carpet and genuinely thrilled to have them as a new customer.

Failure to create a strong impression trigger will result in low open and click-through rates. If you want to create a process that turns subscribers into customers, your company needs to create a high-value welcome message.

Here’s an example from Webflow you can imitate.

Segment your audience based on the actions they take. Then, target them with different emails. For inactive subscribers, highlight your value proposition and offer further information about your services.

3. Create different sequences for engaged and disengaged users.

One challenge you may encounter is having subscribers with different levels of engagement.

Some will rush to your content, others will sign up, but remain inactive. To account for this, you’ll need different sequences for active and inactive users.

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Segment your audience based on the actions they take and target them with different emails. I have a wide range of sequences so no one falls through the gaps or (hopefully) receives communication that may not be relevant to them.

For inactive subscribers, you should highlight your value proposition in a way that attracts their attention and offers further information and assistance for re-engagement.

4. Leverage personalization.

When it comes to email engagement, personalization can drive higher open and click-through rate.

But there‘s a catch. To personalize content, you need data about subscribers. The more data you have, the easier it’ll be to customize experiences.

Consider leveraging both simple and advanced personalization techniques. For example, your onboarding sequence should address customers by their names. I’ve found that most email marketing platforms make it super easy to add a personalization token to your email. If yours doesn’t, it might be time to explore your options!

You can also send your emails from an employee or company email rather than a generic address.

An awesome example of personalization comes from Bonjoro, a company that personalizes its onboarding sequence with a unique video message.

5. Optimize emails for mobile-first users.

With the popularity of mobile devices, more people use tablets and phones to check messages and interact with companies. I regularly check my email on my phone, even if I’ve checked it on my desktop only moments before. Don’t forget that 60% of campaign emails are read on a mobile phone. Neglecting mobile devices will result in low engagement.

Mobile-optimized campaigns aren’t rocket science. But, you need to keep in mind some of the most important mobile-optimization practices.

First, you need a responsive email template that makes your emails look good on all devices. Then, you need to pay attention to your visuals and copy. Use simple images that load quickly.

Then, take note of your subject line. Mobile devices will display a limited number of characters.

For instance, Zapier has a simple and responsive email template that shows mobile users information about the app.

6. Center content around your call to action.

Setting goals for each email onboarding letter will help you achieve greater click-through rates. However, without the right call to action (CTAs), your new subscribers will simply read your emails without navigating to your offers.

CTAs capture your subscribers’ attention and incentivize them to take action. To create the perfect CTA, you need to use the right copy and visuals to boost its performance.

Highlight your offer’s benefits to give your subscribers a taste of what they can gain with their purchase. At the same time, an image will make the message easier to digest and lead them one step closer to clicking on your content. I like using a balanced mix of text and graphic CTAs to make sure my message makes its way to my customer in the way that they best receive information.

This example from Airtable shows how copy and a CTA can work together. Also, the company allows its subscribers to contact them directly.

7. Test your messages.

Testing your messages allows you to deliver more engaging content. Start with A/B testing (a common test that determines which elements lead to higher opens and clicks).

To run an A/B test, you need to create a variation of your initial design (also known as a “control”). Then, send both versions to small groups of subscribers.

I typically conduct my A/B tests with the subject lines since getting the customer to open the email is the first step.

For an effective test, you should create many variations and send them to different segments. When you collect enough data, you can conduct a behavior analysis to optimize your copy, visuals, and CTAs to boost engagement.

8. Show subscribers how to use your product or service.

First-time users have no experience with your products or services. They’ll need extra help getting started. Doing so will boost their confidence and help them troubleshoot problems on their own. In my experience, some of the best tools and platforms out there may not always be the most user-friendly, but they tend to have an extensive catalog of tutorials.

Businesses like WebStarts use their onboarding sequences to deliver short lessons. This helps new users get familiar with the platform and the basics of website building.

Create the Perfect Email Onboarding Letter

My main takeaway is this: Your onboarding email should aim to set customers up for success. You’ll have to try different tactics to see what works best, but now that I’ve given you several templates to start with, some examples to reference, and some best practices, you’re on the right path.

Crafting good onboarding emails is all about reducing the friction that comes with becoming a new customer, and when your customer has a smooth experience with onboarding, they’ll be more likely to become a repeat customer.

The work doesn’t just stop with the emails getting delivered; be sure to monitor customer success metrics to see how your emails are performing, and constantly iterate on your sequence so it suits your customers.

Editor’s note: This post was originally published in April 2020 and has been updated for comprehensiveness.

Did you know that almost two billion people worldwide need accessibility features such as alt text, captions, contrasting colors, and more to navigate a website? As a business and website owner myself, I don’t want my website to be inaccessible, and I don’t want to miss out on the potential revenue that a bigger audience would bring.

At first glance, copyright law seems pretty straightforward — I created the content, so I own it and get to dictate how and where it’s used, right? But when you start digging into the idea of adding a copyright notice to your website, you’ll quickly discover how complex and nuanced it is.

Website privacy policies may not be glamorous, but they’re critical, especially now that more people are concerned about data privacy.

If you’re a small business, you need a website. There’s just no way around it. I like to think of a website as your online storefront — and if you’re an ecommerce company, it is your storefront.

I’ve always found building a great informational website to be a major challenge. It’s not just about aesthetics — it’s about merging clarity with captivating design to connect with your audience and keep them informed.

Customer feedback is gold, and you should acknowledge that with a “Thank you for your feedback” at the very least. During my two years as a HubSpot support rep, I learned that customer feedback, positive or negative, shows you what you‘re doing right and where you’re falling short. Customer feedback is vital to the health of your business, and recognizing that is essential for building lasting customer relationships.

When customers take the time to share feedback, it‘s worth something. It shows a willingness to support your business, and that’s almost as important as the money they spend. Time is precious, and they gave you theirs, so remember to show them how much you appreciate it!

A thank you letter goes a long way in expressing gratitude for customers‘ invaluable feedback. Below, I’ve put together some tips on how to write thank you letters for both positive and negative customer feedback, as well as some templates to get you started.

Table of Contents

• Tips for Responding to Positive Feedback
• Tips for Responding to Negative Feedback
• Thank You for Your Review Letter Template
• Thank You for Your Feedback Examples

Tips for Responding to Positive Feedback

1. Review the feedback carefully before writing a response.

When you receive positive feedback, it’s tempting to respond immediately with enthusiasm:

“Thank you so much!!”

However, I’ve personally found the key is to take a moment and respond mindfully. You should aim to express gratitude while remaining professional. Don‘t overdo it. Collect your thoughts and craft a reply that illustrates how helpful the customer’s feedback is without seeming overzealous.

Pro tip: Use HubSpot’s Customer Thank You Letter Templates to streamline the process.

Download Thank You Templates Now

2. Address the customer by their first name.

I’ve found that personalization is essential in creating a genuine customer service experience, and sending a “thank you for your feedback” note is no exception. Addressing customers by their first names adds a personal touch and creates a solid, comfortable rapport. This simple detail will make the interaction more genuine and less robotic.

Pro tip: Remember to sign off with your first name as well!

3. Thank the customer twice.

I like to use the “thank you sandwich” approach: start and end your letter with gratitude. Opening with a thank you shows that you value their time and effort to submit feedback. Closing with another reinforces your appreciation. Doubly acknowledging your customers’ contributions will make them feel valued and respected.

Pro tip: Don’t go overboard. A sincere thank you is more effective than an overly effusive one.

4. Include a small gift.

If a customer takes the time to leave you positive feedback, show them how much you appreciate it by offering a small gift. A small discount or a free download is enough to make customers feel good about helping you out and incentivize them to do it again.

I recently submitted a review for a guitar pedal I bought from Walrus Audio. In exchange, they rewarded me with a free merch item up to $12. I got to pick from an assortment of things like pins, patches, a tin of picks, stickers, and more. I ended up going with the pin. It’s a little gift, but it elevated my experience as a Walrus Audio customer, so much so that I’m telling you about it now!

Pro tip: Physical gifts serve as lasting reminders of a positive experience with your business and can also be conversation starters.

5. Mention the specifics.

When responding to positive feedback, I like acknowledging specific details from the customer’s note. Doing so shows you read their feedback and aren’t sending a canned response. You can mention which teams were involved in their positive experience and explain how their feedback will benefit the customer experience going forward.

Why this works: Acknowledging the specifics of feedback and why it’s helpful makes the customer feel like a valued team member, which is a recipe for customer loyalty.

Tips for Responding to Negative Feedback

1. Don’t respond emotionally.

Negative feedback can be difficult to hear, especially if you feel like it wasn’t deserved. Take your time, and don’t respond impulsively. Trust me, it’s easy to immediately go on the defensive if you’re not careful. Take a step back and let any emotions cool off before crafting a constructive and professional response.

Pro tip: Acknowledging the customer’s frustration is the first step in de-escalating tension.

2. Express gratitude.

I know it sounds strange to thank the customer for negative feedback, but showing gratitude is essential in challenging situations. Even if the feedback is difficult to hear, the customer still took time out of their day to speak about their experience with your company. That is valuable information, and you should acknowledge their effort.

You might consider starting your response with something like this:

“I know you had a difficult experience with [describe experience], but I wanted to thank you for bringing this to our attention.”

3. Be timely with your response.

There’s nothing worse than feeling ignored. Regarding negative feedback, the faster you respond, the better. In my experience, a quick response shows the customer you are paying attention to their input and care about meeting their needs in a timely fashion.

Pro tip: Sometimes, it’s appropriate to prioritize responding to negative feedback ahead of other customer inquiries, even if there are other tickets ahead of it in the queue.

4. Avoid upselling and cross-selling.

There’s a time and place for pitching additional products and services, but in the middle of responding to negative feedback is not it. In my experience, customers are understandably sensitive in the aftermath of a negative experience. They might feel undervalued, and the last thing you want is to make them feel like you only care about them for their money.

Pro tip: Focus entirely on addressing their concerns and appreciating their feedback. This will help build trust and show that you value their relationship.

5. Leave room for them to add additional information.

I think inviting customers to share additional details is important, especially when responding to negative feedback. The last thing you want is for the customer to feel like you are brushing them off or rushing to close the case. Instead, keep the door open and make it clear that you are committed to resolving the issue and won’t be closing the case until they are delighted.

Why this works: Seeking clarification and additional information encourages an ongoing relationship and a culture of open communication with the customer.

6. Lead with empathy.

As a support rep, I handled negative feedback from my fair share of frustrated customers. Those experiences taught me that empathy is the key to successful customer interactions.

When responding to negative feedback, I always acknowledge the customer’s concerns and demonstrate that I understand the situation. Then, the most important step, in my opinion, is to show them that you know how the situation made them feel. I’ve noticed that customers are much more open to solutions once they feel understood.

Why this works: Validating the customer’s emotions changes the dynamic from confrontation to collaboration. Often, the emotional impact of a problem is more significant than the problem itself.

7. Give a transparent explanation based on their feedback.

If something goes wrong, it’s important to explain what happened. However, this does not mean you should make excuses. In my experience, customers have an uncanny ability to detect insincerity. If the customer’s feedback illuminates a lasting issue or recurring trend, be transparent about it. Explain what’s happening, why, and the steps you are taking to handle it.

Why this works: Meeting customers with transparency helps to build trust and can turn frustrated customers into allies. Being honest with customers makes them feel respected and included in the problem-solving process.

8. Apologize for any inconvenience.

When responding to negative feedback, it’s important to apologize for the customer’s inconvenience. Whether or not you believe the feedback is fair, you should acknowledge the customer’s frustration and offer a genuine apology.

As a support rep, I encountered a few situations where the customer’s frustration was misplaced, but even so, I made it a point to apologize sincerely. I think it’s important to assure customers that whatever negative experience occurred will never happen again, but only if that’s a promise you can make in good faith.

Pro tip: If something goes wrong, consider offering an incentive in return. However, I’ve learned to reserve such gestures for exceptional circumstances to maintain impact and avoid being taken advantage of.

9. Consider adopting customer service tools.

In my experience as a customer support rep, maintaining positive customer relationships requires more than just good intentions. It necessitates organization, consistency, and the right tools. If you are struggling to meet customer needs and receiving negative feedback regarding the consistency and quality of your service, it’s time to adopt a help desk tool if you haven’t already.

Pro tip: While customer service tools are powerful, they are not set-it-and-forget-it solutions. The right tools will help you keep track of feedback and deliver consistent responses, but they are not a substitute for an empathetic and customer-centric attitude.

Thank You for Your Review Letter Template

Dear [Customer Name],

Thanks for sharing your feedback on your experience with our customer support team. We sincerely appreciate your insight, which helps us improve our customer experience.

If you have any more questions, comments, concerns, or compliments, please feel welcome to reach out; we would be happy to assist.

Best,

[Your Name]

Thank You for Your Feedback Examples

Responses to Positive Feedback

• “Thank you for sharing your thoughts with us! We’re thrilled to hear about your positive experience with [specific aspect] and are grateful for your continued business.”
• “Your feedback is a treasured gift. It reaffirms our commitment to providing only the highest quality service. Thank you.”
• “This made our day! Thank you for letting us know how much you enjoyed your experience with [specific aspect]. We’re here because of customers like you.”
• “We are so glad to hear about your experience. Knowing that we are making your day even a little bit better is everything to us. Thanks for your feedback, and don’t hesitate to reach out again with further insights.”
• “It’s so encouraging to know we are exceeding your expectations. Thank you for taking the time to deliver this feedback. It is truly invaluable to everything we do. As a thank you, I’ve attached a 10% discount code for next time.”
• “It’s always good to hear from you, [Customer Name]. Your continued feedback is a prized asset. It keeps us motivated and disciplined towards only the highest standards.”
• “Your feedback is gold. We’re so pleased we exceeded your expectations with [specific aspect]. We plan to keep it that way. Thank you for your kind words.”
• “We are so grateful you took the time to share your positive experience. Stories like this are what make everything we do worth the effort. Please reach out whenever with future insights. Your feedback drives us forward.”
• “Thanks for the thumbs-up, [Customer Name]. We truly appreciate it. Your support means everything to us, and we look forward to serving you again soon.”
• Thank you for your thoughtful remarks, [Customer Name]. We are honored to receive such praise, and we look forward to satisfying you again in the future. Your feedback helps us do that.”
• “We are happy to know that [specific aspect] was up to your standards. We strive to continue bringing you the highest quality service, and your feedback makes that possible.”
• “Thank you, [Customer Name]. Your words mean a lot. We’ll keep up the good work.”
• “Thank you for your gracious comments. It’s feedback like yours that drives our team towards innovation and maintaining excellence in service. We’re excited to hear your thoughts about [upcoming product release].”
• “Thank you so much for your feedback. Your time is valuable, and we are honored you gave us some of it to share about your experience. Not only is it encouraging to hear such kind words, but it is invaluable information for fueling our continued growth.”
• “Thank you, [Customer Name], for your feedback. It guides us like the stars guide a ship at sea, with unwavering light and direction. We are committed to using your insights as a compass, steering our services towards ever-greater achievements in honor of your support.”

Responses to Negative Feedback

• “We’re very sorry to hear that we missed the mark. I know how frustrating something like this can be, and we aren’t taking it lightly. Thank you for this opportunity to improve our services. We are taking steps to prevent issues like this from happening again.”
• “We’re sorry to hear your experience didn’t meet expectations. Your feedback is invaluable, and we are committed to making the necessary changes to address this matter. Thank you for sharing your experience and giving us the opportunity to improve and better serve you.”
• “We are saddened to hear that your recent experience wasn’t up to the standard we’ve worked so hard for you to expect. Next time, nothing like this will happen, and we will remain focused on making things right for you.”
• “Thanks for helping us get better, [Customer Name]. We appreciate your constructive comments and are investigating your concerns. Specifically, your insight on [specific aspect] is valuable for improving our services in the future.”
• “Your satisfaction is our top priority, and we are regretful to fall short of those expectations. We are taking steps to make sure nothing like this ever happens again. Please don’t hesitate to reach out with any questions, and thank you for taking the time to deliver us your valuable feedback.”
• “Thank you for bringing this issue to my attention. I’m sorry for the inconvenience this has caused you, but I assure you we’ve already taken steps to resolve the concern. We look forward to your continued support and cherish the opportunity to do better next time.”
• “We‘re grateful for your feedback. It’s essential for helping us grow as a company and better meet your needs. Falling short of your satisfaction is not something we take lightly, but your feedback is invaluable for improving your and all our customers’ experience. Our sincerest apologies for the inconvenience this has caused you, and we look forward to better serving you in the future.”
• “Your words, though harsh, are a gift for which we are grateful. We apologize for the issue you experienced, and you have our word that it won’t happen again in the future. Thank you for your honest feedback. It helps us do better.”
• “First of all, I’d like to thank you for your patience in this matter. I know this has been a time-consuming issue. I’m pleased to share that our team has addressed the problem, and you won’t have this experience again. I sincerely apologize for the inconvenience, and on behalf of all of us here at [Company Name], thank you for your continued support.”
• “Your feedback is crucial to our continued improvement. We understand the disappointment of unmet expectations and apologize for the inconvenience this has caused you. Thank you for sharing with us so we can rectify the situation going forward.”
• “Thank you for bringing this issue to our attention. We understand your frustration and apologize for the inconvenience. Our team is taking immediate steps to address the issue. Please don’t hesitate to reach out if you have any questions.”
• “We’re sorry you had a less than stellar experience. Your feedback is crucial for helping us improve, and we appreciate it. Thank you for taking the time to share with us. We look forward to rectifying the situation going forward.”
• “We’re genuinely sorry to hear about this, [Customer Name]. Your experience does not align with our standards, and we are making the necessary changes to ensure it doesn’t happen again. Thank you for your feedback. We appreciate the opportunity to serve you better in the future.”

Showing Customers Your Appreciation

Thanking customers for their feedback is more than just a courtesy. Throughout my brief career as a customer support rep at HubSpot, I discovered that customers will respond to your genuine displays of gratitude with continued support and loyalty. Positive or negative, customer feedback is the wind in your sails for improving your processes and keeping your ship out of the surf and spray.

What surprised me most about thanking customers for their feedback is how deeply they appreciate feeling seen and heard. Customer feedback is vital for your business, and it’s essential to make that clear to customers with your words and actions.

Every piece of feedback is an opportunity to better serve your customers in the future. So, embrace your feedback, thank your customers, and always lead with empathy.

Editor’s note: This post was originally published in August 2018 and has been updated for comprehensiveness.