# Email Knowledge Base Starter Template

A knowledge base is the written set of facts, policies, and tone rules your email replies should follow. Fill in each section in plain language. Replace every line in [square brackets], delete any section that does not apply, and keep it current when prices or policies change.

Tips before you start:

- Write the way you would explain it to a new teammate on their first day.
- State facts exactly: prices, time limits, dates, addresses.
- If the honest answer is "it depends", write down what it depends on.
- One topic per heading makes answers easier to find, for people and for AI.

---

## 1. Company overview

**Company name:** [Your company name]

**What we do, in one or two sentences:** [Plain description of what you sell and who it is for]

**Who our customers are:** [The kinds of people or businesses that write to you]

**Where we operate:** [Countries, regions, or "online only"]

**Business hours and time zone:** [Days and hours you answer email, with the time zone]

**How customers reach us:** [Email addresses, phone, chat, and what each one is for]

**Things people often get wrong about us:** [Common mix-ups you end up correcting]

---

## 2. Products and pricing

Copy this block once for each product, plan, or service.

### [Product or plan name]

- **What it is:** [One or two sentences]
- **Who it is for:** [The customer it suits best]
- **Price:** [Amount, currency, and billing period]
- **What is included:** [The main things a buyer gets]
- **What is not included:** [Common assumptions that are wrong]
- **How to buy or start:** [Link or steps]

**Discounts and offers:** [Any standing discounts, who qualifies, and how to claim them. Write "None" if there are none.]

**Free trial or sample:** [Length, limits, and whether a card is needed. Write "None" if there is none.]

**Payment methods accepted:** [Cards, bank transfer, invoice, and so on]

---

## 3. Policies

### Refunds

- **When a refund is allowed:** [Conditions and time limit]
- **When it is not:** [Exceptions]
- **How a customer asks for one:** [Steps or address]
- **How long it takes:** [Processing time once approved]

### Shipping and delivery

- **Where we ship:** [Regions]
- **Delivery times:** [By region or method]
- **Costs:** [Rates or the rule for free shipping]
- **Tracking:** [How a customer tracks an order]
- **If an order is late, lost, or damaged:** [What you do]

### Cancellations

- **How to cancel:** [Steps]
- **Notice required:** [Any notice period]
- **What happens after cancelling:** [Access, billing, and data]

### Other policies

[Returns, exchanges, warranties, rescheduling, late fees, privacy requests, or anything else customers ask about. One heading per policy.]

---

## 4. Frequently asked questions

Start with the ten questions you answer most. Copy this block for each one.

### [The question, in the customer's words]

[The answer you would give, written out in full. Include any link the customer needs.]

### [Next question]

[Answer]

---

## 5. Tone guide

**How we sound, in three words:** [For example: friendly, direct, calm]

**How we greet people:** [For example: "Hi" plus first name]

**How we sign off:** [For example: "Thanks," plus the sender's first name]

**Words and phrases we use:** [Preferred terms, product names spelled correctly]

**Words and phrases we avoid:** [Jargon, internal names, anything that sounds off-brand]

**Length:** [For example: short paragraphs, answer first, no more than five sentences where possible]

**When a customer is upset:** [How you acknowledge it, what you offer, what you never say]

**A reply we are proud of:** [Paste one real reply, with personal details removed, as an example of the voice]

---

## 6. Escalation rules

Situations where the reply should be handed to a specific person instead of answered directly.

| Situation | Who handles it | How to reach them |
| --- | --- | --- |
| [For example: a legal or contract question] | [Name or role] | [Email or channel] |
| [For example: a refund above a set amount] | [Name or role] | [Email or channel] |
| [For example: a security or privacy concern] | [Name or role] | [Email or channel] |
| [For example: an angry customer on a second complaint] | [Name or role] | [Email or channel] |

**What to tell the customer while they wait:** [The holding message, and the response time you can promise]

---

## 7. Topics never to answer

Things that must not be answered from this knowledge base, even if the customer asks directly.

- [For example: legal, medical, or financial advice]
- [For example: pricing or terms that are not written in this document]
- [For example: information about another customer]
- [For example: promises about future features or dates]
- [For example: anything about security incidents]

**What to say instead:** [The standard response, and who the question goes to]

---

## Keeping this current

- **Owner:** [The person responsible for this document]
- **Last reviewed:** [Date]
- **Review schedule:** [For example: on every price or policy change, and once a quarter]