Playbook Emails: Common Examples – Catalyst Software

Who can use this feature?

All roles with access level "high"
Available on all plans

Email actions allow you to send personalized emails to your customers or members of your internal team. Here are some common use cases with example content for emails.

Customer email examples

Help your team stay on top of customer engagement! Configure emails that Catalyst can send to customers on a CSM's behalf, either automatically or on approval.

Intro / welcome

Greet your customers to their new partnership with you!

Entry conditions Contacts object	AND `Contact Created Date` is within the past 3 days `Role` is any of Executive Sponsor, Champion, Economic Buyer, End User Allow manual entry (Do not allow re-entry)
Send Strategy	-Send Type: Automatic Email -Sender: Customer Success Manager (Account) -To: Playbook
Subject	Excited about our partnership
Body	Hi `Recipient Contact: First Name`, On behalf of everyone here at [COMPANY], we want to extend to you and your team the warmest of welcomes. We are 100% committed to ensuring you receive the utmost value not just from our product, but from our partnership as a whole every step of the way. Again, welcome! We couldn’t be more excited to have the opportunity to partner and grow alongside your incredible team.

As an advanced approach, consider adding branches based on role with custom delays to provide further tips and tricks during the first few weeks. See branching example.

Post-implementation survey

Send a link to a survey for valuable feedback on your implementation process.

Entry conditions Accounts object	AND `Journey Stage` is Activation Allow manual entry (Do not allow re-entry)
Send Strategy	-Send Type: Manual -Sender: Customer Success Manager (Account) or leader; just remember any replies will be sent to this user. -To: Contact Object: Role=Champion \| Main Contact = True
Subject	We want to hear from you!
Body	Hi `Recipient Contact: First Name`, Congratulations on the launch of your [SOFTWARE] instance! 🙌 At every milestone of our customer journey, we’re intentional about making the space for our customers to give feedback. We review this feedback routinely across the business to ensure we’re delivering an exceptional experience. We would very much value you taking 5 minutes to complete [INSERT SURVEY LINK] in relation to your implementation experience. Don’t hold back! Thank you in advance for taking the time. As always, please know you can always reach out to me directly with your feedback. `Sender: Email`

Low seat utilization

For digital motions, send an email to customer champion for engagement. (Part of ➡ Workflow: At-Risk.)

Entry conditions Accounts object	`Seat Utilization` is less than 50% Allow manual entry
Send Strategy	-Send Type: Manual -Sender: CSM -To: Contact Object: Role=Champion
Subject	Low seat utilization: How can I help?
Body	Hi `Recipient Contact: First Name`, I noticed that seat utilization is low. How can we get more team members engaged and using the system? Happy to add this to our next sync; in the meantime, here's a link to our free training resources to send to any new team members you add.

New champion

Letting your customer know that change is hard, and that you're available to help support the transition from one champion to the next helps show the value of not only your product but you as partner.

Entry conditions Accounts object	`Champion Present` is False Allow manual entry
Send Strategy	-Send Type: Manual -Sender: CSM -To: Contact Object: Role=Executive Sponsor
Subject	🔄 Recent changes at `Account: Name`
Body	Hi `Recipient Contact: First Name`, I know change is never easy, but it's one thing we know will never go away. I noticed that there was some turnover recently at `Account: Name`, and I wanted to make sure that the person who takes over managing [SERVICE] has what they need. Here's a link to [RESOURCES].

Schedule EBR

Send an email to the account stakeholders to schedule the EBR. (Part of ➡ Workflow: Executive Business Review.)

Entry conditions Accounts object	AND `Type` is Customer `Next QBR Date` is before today `Next QBR Date` is not within the past 30 days `Next QBR Date` is not within the past 120 days Allow manual entry
Send Strategy	-Send Type: Manual Email -Sender: Customer Success -Manager (Account) -To: Contact Strategy - Contact Role is Program Owner -CC: Contact Strategy - Contact Role is any of Executive Sponsor, Commercials Owner, Technical Stakeholder
Subject	Scheduling our EBR!
Body	Hi `Recipient Contact: First Name`, I'm reaching out to find time to host our next business review with our teams to cover the following: Goal Alignment Value to-date Customer inspiration Joint Roadmap Would you be able to provide your availability for a 90-minute EBR in the coming weeks?

Renewal reminder

Kick off the conversation around renewals at least 120 days prior to your customer's renewal date (Part of ➡ Workflow: Executive Business Review.)

Entry conditions Accounts object	AND `Type` is Customer `Renewal Date` is within next 120 days Allow manual entry
Send Strategy	-Send Type: Manual Email -Sender: Customer Success -Manager (Account) -To: Contact Strategy - Contact Role is Program Owner
Subject	`Account: Name`'s upcoming renewal 📆
Body	Hi `Recipient Contact: First Name`, I hope this message finds you well! I am reaching out to start the conversation around `Account: Name`,'s renewal, which is coming up on `Account: Renewal Date`. We would love to kick this process off by scheduling a 30-minute discussion to discuss the next steps. During this call, we can expect to cover the below - please let me know if there's anything you'd like to add: Defining success in this renewal Review of the current contract Proposal options Next steps Please also let me know if there are any other folks that would be important to include in this conversation!

Internal email examples

Ensure your team is never out of the loop when it comes to account updates and changes—with email notifications to internal team members! Simply add a user reference field to the "To" line of a playbook email action to unlock the power of internal email notifications.

Here are some common cases for internal emails.

Account assignment

Send your CSM an automated email when they are assigned to a new account.

Entry conditions Accounts object	AND `Customer Success Manager` is present `Contract Signed Date` is within 7 days
Send Strategy	-Send Type: Manual -Sender: <CS Director> -To: User Reference - Customer SuccessManager -CC: User Reference - Account Manager
Subject	Internal Update: You have been assigned a new account!
Body	Hi `Recipient: First Name`, You have just been assigned as the CSM for `Account: Name` (`Account: Contract Value`). This deal was sold by `Account: Account Manager` (CC'd). Please set up an account transition call to ensure you're up to date on all pertinent information related to this account.

Account health at risk

Send the account team an update when an account's health moves to "At Risk."

Entry conditions Accounts object	AND `Customer Success Manager` is present `Contract Signed Date` is within 7 days
Send Strategy	-Send Type: Manual -Sender: <CS Director> -To: User Reference - Customer SuccessManager -CC: User Reference - Account Manager, Implementation Manager
Subject	🚨Warning: `Account: Name` is at risk
Body	Hi Account Team, `Account: account name` (`Account: contract value`) has just been moved to an at-risk health score: `Account: Numeric Health Score`. Please fill out an at-risk note in Catalyst and set up time with your account team (CC'd) to work through a save plan.

Goal achieved

Send your account team a note when the customer has just achieved a journey milestone or goal.

Entry conditions Accounts object	AND `Journey Stage` is any of Implementation `Stage Goal` is all goals met
Send Strategy	-Send Type: Manual -Sender: <CS Director> -To: User Reference - Customer SuccessManager -CC: User Reference - Account Manager, Implementation Manager
Subject	Internal Update: `Account: Name` is crushing implementation! 🔥
Body	Hi Account Team, `Account: Name`is crushing implementation and has just achieved all their goals: [Goal copy should be updated to reflect the goals set in your own journey.] -Activated key integrations: `Account: Integrations` -Officially live as of `Account: Launch Date` -Activated more than 90% of their user licenses: `Account: Seat Utilization` Let's all give `Account:Implementation Manager`a round of applause!

Closed Won opportunity celebration

Send your account team when a new opportunity is closed-won.

Entry conditions Accounts object	AND `Is Won` is True `Closed Date` is within 7 days `Amount` is greater than 0
Send Strategy	-Send Type: Manual -Sender: <CS Director> -To: User Reference - Customer SuccessManager -CC: User Reference - Account Manager, Implementation Manager
Subject	`Opportunity: Opp Owner` just closed a `Opportunity: Amount` `Opportunity: Type`
Body	Let's hear it for `Opportunity: Opp Owner`! You can find more information on this deal by searching `Opportunity: Name` in Catalyst.

Executive sponsor intervention

Send your CSM an automated when they are assigned to a new account

Entry conditions Accounts object	AND `Executive Sponsorship` is present `Account Type` is Customer `Department Help` is Executive Team
Send Strategy	-Send Type: Manual -Sender: <CS Director> -To: User Reference - Executive Sponsor -CC: User Reference - Customer Success Manager
Subject	You've just been assigned as the executive sponsor for `Account: Name`
Body	Hi `Recipient: First Name`, You have just been assigned as the executive sponsor for `Account: Name`. `Account: Customer Success Manager` (CC'd) will respond in this thread to let you know why you have been assigned and the role they need you to play with this account.