Seven Customer-Service Emails Every Cross-Border Seller Should Have Saved
Customer service for a small store is the same seven emails, forever. Writing each one fresh — especially in a second language, at 11pm, to someone angry — produces slow replies and worse ones. The fix is a saved-templates file: written once, calmly, then personalized in thirty seconds per use. Here are the seven, with the reasoning baked in.
1. "Where is my order?"
The most common email you'll ever get, and the easiest to answer well. The buyer isn't angry yet — they're nervous. Kill the nervousness with specifics:
Hi [name], thanks for checking in! Your order shipped on [date] and is currently [last tracking status]. Here's your live tracking link: [link]. Delivery for your region typically takes [X–Y] days total, so it's right on schedule — you should see it around [date range]. I'll keep an eye on it too, and if anything looks stuck I'll contact you first.
That last sentence does the heavy lifting: it transfers the worrying from their shoulders to yours.
2. Tracking has actually stalled
When the package really is stuck, say so before they ask twice. Honesty plus a deadline beats vague reassurance:
I checked your tracking and I'm not happy with it either — no movement since [date]. This sometimes happens in customs and resolves on its own, but I don't want you waiting indefinitely. Here's what I'll do: if there's no update by [date, 5–7 days out], I'll send a free replacement or full refund, your choice. You don't need to do anything — I've set a reminder.
3. "It arrived damaged"
Ask for a photo (politely — it's for the carrier claim, not an interrogation), then fix it in the same email rather than a week-long back-and-forth:
I'm sorry it arrived like that — that's not the unboxing we want. Could you send a quick photo of the damage and the packaging? That helps me file the carrier claim. Meanwhile, tell me which you'd prefer: a free replacement shipped within 24 hours, or a full refund. Either way you keep the damaged one — no need to ship anything back.
4. "It doesn't fit / wrong size"
The template matters less than the follow-through: every size complaint is a vote to fix your size chart. But for the reply, keep-it economics usually beat cross-border return shipping:
Sorry the fit wasn't right! Two options: I can refund you [50–100%] and you keep it (pass it to a friend, honestly — return shipping across the ocean costs more than the item), or send the correct size for just the shipping cost. Which works better for you?
5. The angry email
Rule one: never match the temperature. Rule two: agree with something true in their complaint before anything else — it's disarming because it's rare:
You're right — [specific thing that went wrong] shouldn't have happened, and I'd be frustrated too. Here's what I can do today: [concrete fix with a date]. I've also [what you changed so it won't repeat]. If that doesn't put this right, tell me what would.
6. The chargeback threat
"I'll dispute this with my bank" is the email that panics new sellers into either grovel or combat. Neither. A chargeback costs you the money plus a fee plus a mark on your account — a refund costs only the money. So make disputing unnecessary:
No need to involve the bank — I can resolve this directly and faster. I've issued your full refund just now; it should appear in [3–5] business days. I'm sorry the experience fell short, and I appreciate you giving me the chance to fix it directly.
7. The happy customer
The most neglected template, and the only one that makes money. Someone writes "just wanted to say I love it" — that's a review and a repeat purchase standing in your inbox:
This made my day — thank you for taking the time! If you have thirty seconds, a review would help other buyers find us: [direct link]. And since you clearly have good taste: [one related product], which pairs well with what you bought. Either way, thrilled you're happy.
House rules that make all seven work
Reply within 24 hours even if the reply is "I'm looking into it, full answer tomorrow" — silence is what escalates people. Personalize the first line of every template so it doesn't smell canned. And once a month, count which template you used most; the winner is pointing at the product page, packaging or shipping choice that needs fixing. The best customer-service improvement is needing less of it.
Log recurring issues in your weekly review with SellerLoop (free demo) →