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Campaign Types

Customer Success Email

Proactive emails from customer success teams designed to drive adoption, satisfaction, and expansion.

Definition

Customer success emails are proactive communications from CS teams designed to help customers achieve their goals with your product. Unlike support (reactive) or marketing (promotional), customer success emails focus on driving adoption, preventing churn, and identifying expansion opportunities. They often combine automated triggers with personalized outreach.

Why It Matters

Proactive customer success dramatically improves retention and expansion. Waiting for customers to have problems means waiting too long. CS emails that help customers succeed before they struggle create stronger relationships, higher NPS, and more expansion opportunities.

How It Works

Identify moments when CS outreach adds value: onboarding milestones, declining engagement, upcoming renewals, and expansion signals. Create email templates and triggers for these moments. Blend automated sequences with personal touches from CSMs. Track outcomes to optimize timing and messaging.

Best Practices

  • 1Be proactive, not reactive with CS outreach
  • 2Focus on helping customers achieve their goals
  • 3Personalize based on customer context and usage
  • 4Use automation for triggers but add human touches
  • 5Coordinate CS emails with marketing to avoid overlap
  • 6Track CS email impact on retention and expansion
  • 7Share feedback from CS conversations with product teams

CS Team Integration

Build automated CS sequences that trigger based on customer health signals. Tag subscribers for personal follow-up from assigned CSMs.

Learn More

Frequently Asked Questions

Marketing emails drive awareness, engagement, and conversion at scale. CS emails focus on helping individual customers succeed. Marketing optimizes for metrics. CS optimizes for customer outcomes. Both are important but serve different purposes.

Both. Use automation for triggers and initial outreach. Add personalization from assigned CSMs for high-value accounts. The blend depends on customer segment and relationship depth.

Email works for check-ins, resource sharing, and lower-touch accounts. Calls are better for complex discussions, at-risk situations, and strategic accounts. Use email to set up calls rather than replacing them for important conversations.