Playbook Emails: Common Examples

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 ontact: 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: Nameis 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  Managera 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.

 

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