Writing with Purpose — Crafting Emails That Convert and Retain

In sales and customer success, every email is an opportunity — to open a door, solve a problem, or strengthen trust. The right message can turn a cold prospect into a warm conversation or a disengaged client into a loyal advocate.

Below are two examples that reflect how I approach personalized outreach and customer retention — blending strategy, empathy, and value-driven communication.

Example 1: Personalized Prospecting Email (to a CEO at AT&T)

Context: As a Business Development Manager at American Express Global Business Travel, my goal was to engage executive leaders at enterprise organizations with complex travel and expense needs.

Subject: Redefining AT&T’s Global Travel Strategy with Amex GBT

Hi [CEO’s Name],

I hope this note finds you well. I’ve followed AT&T’s continued innovation across communications and IoT, and it’s clear your teams are setting the standard for connected experiences — both for customers and employees.

Given AT&T’s global footprint and the scale of your workforce, I wanted to share how leading enterprises are partnering with American Express Global Business Travel to modernize travel operations, improve spend visibility, and deliver a world-class traveler experience without compromising compliance or cost control.

We recently helped a Fortune 100 telecom client streamline their international travel program, integrating real-time analytics and automated approvals that reduced travel spend by 18% while improving employee satisfaction scores.

Would you be open to a 20-minute conversation next week to explore whether a similar model could align with AT&T’s 2025 mobility and sustainability goals?

Warm regards,

DeAndre Dowell

Business Development Manager | American Express GBT

Example 2: Customer Success Email (Addressing Churn Risk)

Context: This email was written after identifying decreased engagement and usage patterns within a strategic client account — signaling potential churn risk.

Subject: Checking In — Ensuring Continued Success with Your Program

Hi [Stakeholder’s Name],

I noticed a recent dip in platform utilization across your regional teams, and I wanted to connect proactively to make sure we’re supporting you fully. Over the past quarter, your team achieved strong adoption in key markets, and I’d like to ensure that momentum continues.

Would you be open to a quick strategy session this week to review usage trends and upcoming feature enhancements that could better align with your goals for [specific project or KPI]? I can also share best practices from similar clients who’ve successfully increased adoption by 25%+ through workflow optimization.

Our priority is ensuring measurable success and continued ROI from your investment — and I want to make sure you have everything you need to hit those targets.

Looking forward to connecting,

DeAndre Dowell

Customer Success Manager | AT&T

Closing Reflection

Every outreach — whether to win business or retain it — should balance personalization with precision. The goal isn’t just to communicate but to connect, to show understanding, and to inspire confidence that partnership will lead to progress.