Great customer service email

I love a great customer service email. I always find it surprising when companies mess this up. In today’s day and age, it is so easy to create a beautifully customized email.

We recently purchased ceramic knives from a small vendor on Amazon called Oliver & Kline. Their initial email and follow up notes have been outstanding. So, I thought I’d deconstruct that today.


Hi Rohan, (Use the customer’s name.. duh. “Dear Customer” just shows an incredible lack of thoughtfulness given most of us know mail merge exists.)

Thanks a lot for picking up the Oliver & Kline Ceramic Knife Set!

Your order is being processed by Amazon. Before your product arrives, I wanted to let you know:

Have you ever used a ceramic knife before? If not, you’re in for a treat. These things effortlessly slice through anything in a way that traditional knives do not.

In addition, they hold an edge longer than any other type of knife you may have used previously – we’re looking at you stainless steel! (Always lovely to have a bit of humor. I could rationalize it by saying it makes me feel this is more human. But, that’s just because everything else is great..) Plus ceramic knives never rust and are easier to clean. This knife set looks great, cuts great, comes in a fabulous gift box, and are just plain fun to use!

To help you get the best results using our creamic (I would pick on this typo but the positive energy from the rest of the email makes me ignore it.) knife set, I have attached a short Users Guide (Combining the onboarding with the training manual – nicely done.). You are strongly advised to give it a quick read to prolong the life of your knives!

I predict that the high quality (and easy of use) will blow you away! (Love the positivity, cheer and can sense the pride in the product.)

I’ll email you as soon as it’s been shipped. (They did do this – albeit a bit late as Amazon shipped it ahead of time.)

Thanks again Rohan, we really appreciate your order! (Ah – the use of my name twice. I know it is just a merge field but it feels personal. And, this just isn’t done right usually. Well played.)
Sincerely,
Oliver & Kline
(My only gripe with this email would be that I’d suggest signing off with a human name. Always nice to be interacting with a human being.)

P.S. IMPORTANT, PLEASE READ: We’re 100% committed to providing you with a top-notch customer experience. If there’s anything that didn’t go right with your order, please hit REPLY to this email and let us know immediately before leaving a review on Amazon. I’ll look into it for you personally! (I love the – “I’ll look into it for you personally.” I think it might even be more powerful to just leave a phone number. But, this works pretty well.)

Remember – we’re in this together, and success stories from awesome customers like you is what brings a glowing smile to our face, so thank you for being a part of this movement!


The beauty about this email was that I was rooting for these knives before they even showed up. Sure, there isn’t a thing as a universally great customer service email. But, there are certain small things – personalization, positivity, humor and thoughtfulness – that easily make an average email into a very good one.

And, just to show it wasn’t a flash in the pan, here is their response when I thanked them for it.

Oliver&Kline email

Small things. Big impact. Nice job, Oliver & Kline.

PS: The knives are great.

8 thoughts on “Great customer service email

  1. Nice note. I was also impressed with all the notes I received from “carry a country” backback. Due to high demand, I received regular similar to your emails. https://www.carryacountry.com/

    I wonder if this is by “newer” companies run by people who grew up with the comodity economy.

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