Apology Email to Customers & Clients - How to Write an Apology Email? | UniOne

How to write an apology email?
Valeriia Dziubenko Valeriia Dziubenko 01 december 2023, 09:46 2244
For beginners

Mistakes are part of human life, both in personal and corporate affairs. What’s important is sincerely apologizing for the mistake to avoid breaking a personal or corporate relationship. If your company makes an error, it’s wise to send an apology email to customers in which you admit your fault and ask for their understanding and forgiveness. This article will explain how to write an apology email for different scenarios.

How to write an apology email

Here are the tips to adhere to for an effective apology email.

1. Own up to the mistake

The first rule of an apology is admitting the mistake you’ve made. Don’t try to give excuses and unnecessary justifications. The first sentence of the apology email should tell the recipient exactly what mistake your company is apologizing for. Doing so indicates sincerity and makes the customer more willing to read your email till the end.

Example: Dear John, We apologize for sending you the wrong flight reservation details…

2. Express sincere apologies

After owning up to the mistake, give an honest apology to the customer. Go straight to the point and tell them you’re sorry for what happened. Avoid beating around the bush, or you risk angering the recipient again. Express your regret for the mistake and any consequences it may have caused.

Example: Dear John, We apologize for sending you the wrong flight reservation details. We recognize that this error caused you significant distress, and we’re truly sorry for that…

3. Explain the situation

After owning up to the mistake and sincerely apologizing, you can explain the situation to the customer. Always follow the pattern of owning up to the mistake first and apologizing before explaining the situation. If you start the apology email with an explanation, the customer might detest you more than before.

Example: Dear John, We apologize for sending you the wrong flight reservation details. We recognize that this error caused you significant distress and sincerely apologize. This unfortunate situation happened due to a bug in our reservation system, which we noticed and fixed immediately…

4. Acknowledge the customer’s objectives

Acknowledge the customer’s goals and how your error might have affected them. Most people understand that mistakes can happen, and they’ll be all ears when you acknowledge how your mistake tampered with their objectives. Put yourself in the customer’s shoes and sincerely empathize with their situation.

Example:Dear John, We apologize for sending you the wrong flight reservation details. We recognize that this error caused you significant distress, and we’re truly sorry for that. This unfortunate situation happened due to a bug in our reservation system, which we noticed and fixed immediately. We acknowledge that this error disrupted your travel itinerary…

5. Present an action plan

It’s not enough to offer an apology for a mistake. The customer needs to know what actions you’ll take to avoid making that same mistake again. Without an action plan, the customer might think you are not taking it seriously and stop using your service. Hence, spell out how you plan to avoid slipping into the same error.

Example: Dear John, We apologize for sending you the wrong flight reservation details. We recognize that this error caused you significant distress, and we’re truly sorry for that. This unfortunate situation happened due to a bug in our reservation system, which we noticed and fixed immediately. We acknowledge that this error disrupted your travel itinerary.

We have fixed this bug and enlisted developers to revamp our reservation system to avoid repeating the error…

6. Ask for forgiveness

Once again, seek the customer’s forgiveness for how you’ve wronged them. You should conclude the letter by asking for forgiveness, demonstrating that you’ve acknowledged the error and are willing to make it up to them. The final apology invites the customer to have closure over the issue. It is also the right moment to offer a suitable compensation for their troubles.

Example: Dear John, We apologize for sending you the wrong flight reservation details. We recognize that this error caused you significant distress, and we’re truly sorry for that. This unfortunate situation happened due to a bug in our reservation system, which we noticed and fixed immediately. We acknowledge that this error disrupted your travel itinerary.

We have fixed this bug and enlisted developers to revamp our reservation system to avoid repeating the error. Once again, we apologize for the inconvenience and ask that you forgive us for this error…

7. Allow the customer to provide feedback

Give the customer a chance to provide feedback about the error. The customer might want to provide suggestions to avoid repeating the mistake, and the suggestions could be valuable. By allowing them to provide feedback, your company demonstrates that the customer’s opinion matters.

Example: Dear John, We apologize for sending you the wrong flight reservation details. We recognize that this error caused you significant distress, and we’re truly sorry for that. This unfortunate situation happened due to a bug in your reservation system, which we noticed and fixed immediately. We acknowledge that this error disrupted your travel itinerary.

We have fixed this bug and enlisted developers to revamp our reservation system to avoid repeating the error. Once again, we apologize for the inconvenience and ask that you forgive us for this error. Feel free to reply to this email to provide feedback or tender any request.

8. Don’t take things personal

A customer might be frustrated and provide angry feedback. Yet, it's necessary for a company never to take things personally. Allow customers to vent and never lash back at them. Backlash has the downside of losing customers, and virtually no upside. Even if the customer complains publicly, e.g., on social media, give them your most sincere apologies. Sometimes, you might lose the customer, but move on after apologizing.

Examples of apology letters

Mass apology email

A company might make an error that affects most or all of their customers. For example, a business might send an accidental email to all subscribers on its mailing list, confusing customers who didn’t expect it. This kind of error warrants a mass apology sent to all subscribers who received the accidental email.

Source: Really Good Emails

Managerial apology

Some mistakes require an apology from a specific responsible individual, usually the team lead. In the example below, the manager expresses a sincere apology to the customer.

Source:

Personal apology email

Sometimes, you may have personally wronged a customer, which calls for a personally written apology. The message expresses individual responsibility for the error and apologizes for it. You can chip in a discount or any other freebie to encourage the customer to forgive you.

Source: Word Layouts

Apology email templates

Apology for sending incorrect information

Below is a template showing how to write an apology email for sending wrong information:

Subject Line: Apology for Sending Incorrect Details

Hi [Customer’s Name],

I hope this email finds you well. I am writing to extend my sincerest apology on my company’s behalf for our recent email containing incorrect information. We understand the inconvenience this may have caused you and take full responsibility for the error.

We are committed to providing accurate information to all customers, and we deeply regret any confusion the incorrect information may have caused you. We have taken immediate steps to rectify the issue and provide the correct information, which you’ll receive soon. The incorrect information was caused by a bug in our customer tracking system, which we’ve fixed and will take further action to avoid repeating this mistake.

Your trust is of the utmost importance to our company, and we apologize again for any inconvenience this may have caused. If you have any questions or concerns, please do not hesitate to reply to this email.

Thank you for your understanding, and we appreciate your continued support.

Yours Sincerely,
Company Name

Apology for poor customer service

Here’s how to write an apology email for poor customer service:

Subject Line: Apology for Inadequate Service

Hi [Customer’s Name],

We are sincerely sorry for your recent poor experience with our customer service team. We find it inexcusable to have kept you on hold for a long time and left you with unsatisfactory answers.

We understand you contacted us hoping for reliable answers, but we failed this time. This issue was caused by a bug in our customer support tracking system, which we've promptly fixed. We have taken the necessary steps to avoid repeating this mistake.

We take full responsibility for the inadequate service and will do everything possible to ensure it never happens again. Our customer service team is always training to improve how they interact with customers, and we’ll continue to try to serve you effectively. Please feel free to contact us if you have any issues, including by replying to this email.

Yours Sincerely,
Company Name

Apology for undelivered emails

Here’s how to write an apology email for undelivered messages:

Subject Line: Apology for Undelivered Emails

Hi [Customer’s Name],

We've realized that the emails we've been recently sending to your address might not have arrived on time or at all. This error was due to an unfortunate glitch in our database, but we're happy to say the issue has been resolved.

We deeply apologize if you missed our offers due to the undelivered emails. We can’t change the past, but we’re offering you a discount to compensate for it. Use the code APOLOGYOFFER to get a 15% discount on all our products.

Rest assured that we’re doing everything possible to never repeat this mistake again.

Yours Sincerely,
Company Name

Apology for an unsatisfactory product

Here’s how to write an apology email example for a business delivering an unsatisfactory product to a customer:

Subject Line: Apology for the Unsatisfactory Product

Dear [Customer’s Name],

It has come to our attention that you weren't satisfied with the [Product Name] from our company and have requested a refund.

We're sorry that you weren't satisfied with this product. Be assured that we strive to offer the best products to our customers. Yet, we understand that you may not like what we provided.

To make up for it, we’re offering two options:

You can request a full refund, which we’ll process and send to your bank account within 7 working days.

You can replace the product with something more suitable for the same price.

Please reply to this email with your desired option, and we’ll get back to you as soon as possible.

Yours Sincerely,
Company Name

Apology for a missed appointment

Here’s how to write an apology email for a missed appointment:

Subject Line: Apology for the Missed Appointment

Dear [Customer’s Name],

We hope this email finds you well. I am writing on behalf of [Company Name] to sincerely apologize for the appointment we missed on [Date]. We understand the importance of this appointment to your well-being and deeply regret any inconvenience we have caused.

We’re committed to providing excellent services to our customers and acknowledge our failure to do so in this case. Once again, we apologize for any inconvenience or disruption this may have caused.

To rectify this situation, we would like to offer a rescheduled appointment at your earliest convenience. Our team will make every possible effort to find a suitable date and time for your schedule. We are also reviewing our appointment reminder processes to avoid repeating this mistake.

Feel free to contact us with questions or concerns at [Customer Support Email] or [Customer Support Phone Number].

Thank you for your understanding, and we appreciate your continued trust in our services.

Yours Sincerely,
Company Name

Hotel Apology

Here’s how to write an apology email for unsatisfactory hotel service:

Subject Line: Apology for Unsatisfactory Service

Dear [Customer’s Name],

We hope this email finds you well. We’re writing to extend our sincerest apologies for the inconvenience you experienced during your recent stay with us. We deeply regret that we could not provide you with the room type you had originally booked and instead offered a smaller room.

Your satisfaction is of utmost importance to our company, and we understand how frustrating it can be when we don’t meet your expectations. We take full responsibility for this room allocation error and assure you that we’ve taken steps to prevent this mistake from happening again.

To make up for our mistake, we’d like to offer you a complimentary upgrade to a better room during your next stay with us. We’re committed to offering the best service and ensuring your future stays are memorable and surpass your expectations.

Your feedback is invaluable to us, and we appreciate your understanding. If you have any questions you’d like to discuss, you can contact our guest relations team at [Guest Relations Email] or [Guest Relations Phone Number].

Once again, we apologize for any inconvenience you experienced during your recent stay with us. We value your patronage and look forward to providing the excellent service and accommodations you deserve in the future.

Sincerely,
Company Name

Apology for defective B2B products

Here’s how to write an apology email for defective products sent to a vendor:

Subject Line: Apology for Product Defects

Dear [Company Name],

We want to extend our most sincere apologies for the recent issue with the parts we supplied to your company. We understand the importance of reliable and high-quality components in your supply chain, and we deeply regret any disruption our defective parts may have caused.

At [Your Company’s Name], we’re committed to delivering top-notch products to our valued customers. Unfortunately, our quality control processes fell short of expectations on this occasion, and we unknowingly shipped defective parts to your company. We understand the inconvenience, production delays, and additional costs these defective parts may have incurred, and we take full responsibility for this error.

We’re investigating the root cause of the defect to prevent this mistake from repeating itself. Be assured that we’re implementing stricter quality assurance measures, improving our testing procedures, and providing more training to our staff to ensure the highest level of product quality.

To address the negative impact of this issue, we’re expediting the replacement of the defective parts and ensuring they meet the highest standards. Our team is working round the clock to prevent any disruption to your production schedule.

Your trust in our products is paramount to us, and we are committed to making this right. If you have any specific concerns, require further assistance, or would like to discuss any compensation for the inconvenience, feel free to contact our customer support team at [Customer Support Email] or [Customer Support Phone Number].

Once again, we apologize for any inconvenience and frustration this may have caused you and your team. Customer satisfaction remains our top priority, and we appreciate your continued partnership with us.

Yours Sincerely,
Company Name

Apology for sending a wrong invoice

Here’s how to write an apology email for sending the wrong invoice to a customer:

Subject Line: Sincere Apologies for Sending the Wrong Invoice

Dear [Customer's Name],

We want to extend our sincerest apologies for the recent error in sending you the wrong invoice. We understand the importance of accurate and timely billing and deeply regret any inconvenience or confusion our mistake caused.

At [Company Name], we’re committed to delivering excellent service to our customers, and we understand that this mistake falls short of your expectations. We can assure you that we’ve taken the required steps to avoid repeating this mistake.

To address this issue swiftly, we have generated the correct invoice which you’ll find attached to this email. We kindly request that you disregard the previous incorrect invoice and adhere to the one attached here instead.

If you have any questions or concerns regarding the corrected invoice or any other matter related to your account, you can contact our dedicated customer support team at [Customer Support Email] or [Customer Support Phone Number]. We’re always here to assist you.

Once again, we sincerely apologize for any inconvenience and confusion caused by the incorrect invoice. Thank you for your understanding, and we appreciate your continued trust in our company.

Yours Sincerely,
Company Name

Apology for application bugs

Here’s how to write an apology email for excessive bugs users encountered in your app:

Subject Line: Apology and App Update - Bugs Fixed

We’re writing to apologize for the inconveniences you may have experienced due to numerous bugs in our mobile app. Your feedback is invaluable to us, and we take responsibility for not meeting your expectations with our app.

Our company’s primary goal is to provide an enjoyable user experience. Unfortunately, we fell short of that commitment recently due to the bugs you might have encountered in our mobile app. We understand how frustrating this can be, and we sincerely apologize for any frustration it may have caused.

Our development team worked hard to address the issues, and we’re pleased to announce that we’ve resolved all the bugs and deployed an update. This update is not limited to bug fixes; it also improves the overall user experience.

Please visit the Play Store or App Store to download the latest version of our app and enjoy a bug-free experience. You’ll find the updated app more stable and reliable, providing the experience you deserve.

We’re grateful for your patience as we worked round the clock to fix these bugs. Your satisfaction remains our top priority, and we are committed to maintaining the high standards you expect from [Company Name].

If you encounter any further bugs or have general feedback, you can contact our customer support team at [Customer Support Email] or [Customer Support Phone Number]. We are always here to assist you.

Yours Sincerely,
Company Name

Conclusion

We have explained how to write an apology email in detail. We’ve mentioned the basic tips to follow and provided templates you can use for different situations. There are endless scenarios warranting an apology email, but we hope our relatively few templates give you a good idea of how to apologize effectively via email.

Above all, ensure you choose a reliable email service provider (ESP) when sending apologies to customers. Otherwise, the customer might not get the apology and become even more frustrated. Luckily, UniOne is a secure, reliable, and affordable email service provider you can trust. We offer near-perfect email deliverability, and our platform is easy to use and understand.

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