Most support emails are technically correct and emotionally flat. They answer the question but leave the customer feeling like they interacted with a form letter. The gap between adequate and excellent support usually comes down to how the message is written, not what information it contains.
Start with the answer, not the preamble
The number one complaint customers have about support emails is that they have to read three paragraphs before finding the actual answer. Lead with the resolution. "Your refund of $49 has been processed and will appear in 3-5 business days." Then provide context, steps, or explanation after. Customers scan emails. Put the answer where they will see it.
Sound like a person, not a policy
Compare: "Per our refund policy, items purchased more than 30 days ago are not eligible for return." versus "Unfortunately we can't refund orders over 30 days old, but here is what I can do for you." Same policy. Completely different experience. Remove phrases like "per our policy," "please be advised," "we regret to inform you," and "at this time." They make you sound like a legal filing.
The power of specific empathy
Generic empathy is meaningless: "We understand your frustration." Specific empathy builds trust: "I can see this happened right before your product launch, which must have been stressful." Reference something specific from their message. It takes five extra seconds and it changes the entire tone of the interaction. It tells the customer you actually read what they wrote.
Handle bad news by offering a path forward
When you cannot give the customer what they want, never end on the "no." Always follow a denial with an alternative. "We don't offer phone support, but I can schedule a screen-share call with you tomorrow at 2pm to walk through this together." The denial is the same. The experience is completely different because you gave them somewhere to go.
Templates are a starting point, not the finish line
Every support team needs templates for common scenarios. But the best reps use them as a skeleton, not a script. Read the customer's message. Pull up the relevant template. Then personalize at least one line to show you actually engaged with their specific situation. A 30-second investment in personalization can turn a neutral interaction into a positive one.