How to write an apology email to customers? (15 examples + templates)

No business is immune to mistakes, but how you handle them often defines your brand more than the error itself. This is why mastering apology emails to customers is a critical skill for customer retention.

In fact, research shows that 70% of unhappy consumers will do business with you again if their complaint is resolved effectively—a phenomenon known as the “Service Recovery Paradox.”

However, finding the right words when tensions are high is difficult, and a bad apology can make things worse.

To help you navigate this, we have compiled the ultimate guide on writing professional apologies.

In this article, you’ll discover

• How to write an apology email to customers?
• Copy and paste apology email templates
• Apology email samples

Why do you need to send apology emails to customers?

Sending an apology email to a customer is not just about admitting a mistake; it is a strategic necessity for maintaining your business reputation.

When things go wrong, silence is often interpreted as indifference or ghosting.

Here is why sending a timely, professional apology is critical:

• Rebuild customer trust: Trust is the foundation of customer loyalty, and a genuine apology is often the "trust repair mechanism" that saves the relationship. A well-crafted letter can help rebuild that trust after it has been damaged.
• Signal professionalism: How you handle failure says as much about your brand as how you handle success. Sending a formal apology signals professionalism and shows that you take your standards seriously.
  
• De-escalate frustration: Acknowledging the mistake and "putting yourself in the customer's shoes" validates their feelings. This proactive approach prevents the issue from "festering," which can lead to negative public reviews or social media backlash.
  
• Humanize your brand: Customers understand that mistakes happen. Writing a sincere apology shows that there are real humans behind the logo who care about the customer's experience, rather than just a faceless corporation.

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10 Free templates for an apology email to customers that you can steal

We’ve covered major e-commerce scenarios where you’ll need an apology email.

Here are 10 apology email templates that are proven to be effective:

1. Apology email to the customer for the shipping delay or lost shipment
2. Damaged or faulty product received an apology email to the customer
3. Wrong item or size sent (fulfillment error)
4. Technical glitch preventing discount/checkout
5. Mass email error or accidental communication
6. Severe bad customer service experience
7. Accidental order/reservation cancellation
8. Billing error (double charge or incorrect amount)
9. Out of stock after ordering (inventory error)
10. Apology email to customer for delayed refund processing

1. Apology email to the customer for the shipping delay or lost shipment

2. Damaged or faulty product received an apology email to customer

3. Wrong item or size sent (fulfillment error)

4. Technical glitch preventing discount/checkout

5. Apology email to customer for bad experience

6. Mass email error or accidental communication

7. Accidental order/reservation cancellation

8. Billing error (double charge or incorrect amount)

9. Out of stock after ordering (inventory error)

Related reading: 10 Best Back in Stock Email Examples (Tips + Free Templates)

10. Apology email to customer for delayed refund processing

15 Apology email examples from real brands

Here are the 15 apology email to customers samples:

1. Lomi - Apology email to customer for website crash
2. ANFISA - Apology email to customer for delayed pre-order deliveries
3. Apology email to customer from Swan & Edgar for technical errors
4. Apologizing for order issues with high-value gifts
5. Apology for technical glitches with humor and speed (GLOWBIOTICS)
6. Busy Bee Tools - Apologizing for global outages and extending promotional pricing
7. CEO Personal apology for platform outage and discount failure
8. Sorry email for technical unsubscribes with free membership compensation (Going)
9. B2B Apology email for correcting data errors
10. THREAD - Automated apology email for shipment delay
11. Whoops, apology email from Extensis for timing error
12. FilterEasy - Apologizing for an accidental email blast
13. Apologizing for accidental verification emails after internal changes
14. Methodical Coffee - Apology email for geographic/content errors
15. OpenTable - Apologizing for accidental cancellation emails

1. Lomi - Apology email to customer for website crash

This is a brief, informal apology email from "The Lomi Team" addressing a website crash caused by excessive Cyber Monday traffic.

The email offers a genuine apology, explains the circumstances in a relatable way. Moreover, it turns the inconvenience into an opportunity by extending the BFCM sale as compensation.

Key takeaways from this apology email to customer:

• Use a relatable, conversational tone to humanize the brand and make the apology feel genuine.
• Give a short explanation of what went wrong without making excuses.
• Turn the apology into a sales opportunity by offering compensation (a “make-good”) right away.
• Add light humor or self-deprecation to soften the situation and make the message more friendly.
• Repeat the product’s value and add urgency to encourage customers to return and complete their purchase.

2. ANFISA - Apology email to customer for delayed pre-order deliveries

This is a formal apology email to valued customers and retail partners explaining significant delays in preorders.

The email clearly attributes the delay to external factors (customs and tariffs) and outlines the current, transparent fulfillment status for customers.

It provides an excellent apology email sample for handling issues caused by overwhelming success or external supply chain problems.

Key takeaways from this apology email to customer:

• Start with positive news to create a supportive tone before delivering the apology.
  
• Explain the issue clearly and note when the cause is external, while still acknowledging the customer impact.
  
• Be transparent with detailed updates, including specific fulfillment steps or priorities.
  
• Reassure customers that your team is actively working to resolve the issue.
  
• Use a formal, professional tone that matches the relationship and audience.
  

3. Apology email to customer from Swan & Edgar for technical errors

This email from Swan & Edgar apologizes for a system error that sent an out-of-date "last chance" Black Friday reminder after the sale had ended.

To rectify the mistake, the company immediately honors the promised discount by extending a personal 15% off code valid until midnight.

Key takeaways from this apology email to customer:

• State the error immediately to show transparency and quick action.
• Honor the mistaken offer to build trust and goodwill.
• Provide a simple, effortless solution for the customer to redeem.
• Add urgency to encourage customers to act quickly on the corrected offer.
• Use a named authority figure to sign the apology and reinforce credibility.

4. Apologizing for order issues with high-value gifts

This email from LIZ EARLE apologizes for the issues customers faced while ordering during Black Friday weekend, acknowledging the frustration caused.

Key takeaways from this apology email to customer:

• Acknowledge how the issue made the customer feel, not just what went wrong.
• Offer a generous, high-value compensation to show sincerity.
• Tie the compensation to a minimum spend to recover the lost sale.
• Reinforce the solution by extending the sale and giving more reasons to shop.
• Use a clear, strong CTA so customers know exactly how to claim their gift.

5. Apology for technical glitches with humor and speed (GLOWBIOTICS)

This email uses a light, humorous tone to apologize for a technical glitch where promotions and discount codes stopped applying when the cart total exceeded $200. GLOWBIOTICS quickly confirms the glitch has been immediately fixed and encourages customers to return to the shop now.

Key takeaways from email blast example:

• Use light humor to ease tension and make the apology feel human.
• Clearly state the exact issue so customers know you understand what went wrong.
• Highlight that the problem was fixed immediately to reassure them.
• Mention your brand values (like transparency) to reinforce trust.
• Use a confident, friendly CTA that reassures customers the issue is resolved.

6. Busy Bee Tools - Apologizing for global outages and extending promotional pricing

This email from Busy Bee Tools apologizes for a widespread Shopify global outage on Cyber Monday.

As compensation, the company extends the special pricing on all digital and physical gift cards

Key takeaways from this apology email to customer:

• Clearly explain when an external issue caused the problem without using it as an excuse.
• Focus on how the issue affected the customer to show empathy.
• Extend the original offer so the customer still gets the deal they missed.
• Add clarity and value by explaining how the offer works (in-store and online).
• Use a simple, direct CTA that makes it easy for customers to claim the offer.

7. CEO Personal apology for platform outage and discount failure

This email from Lewis, the CEO of Patrick Adair Designs, issues a personal apology for a partial sale launch failure due to a platform-wide Shopify outage.

The apology provides customers with a confirmed discounted pricing link and assures them that all promised sale stacking deals are active.

Key takeaways from this apology email to customer:

• Have the apology sent and signed by a top executive (like the CEO) to demonstrate the issue is taken seriously and add weight to the message.
• Clearly explain the technical failure (e.g., "platform-wide outage" affecting discounts) and immediately provide the single, reliable solution (e.g., a new, confirmed URL).
• Explicitly reassure customers that complicated or stacked promotions (like Buy One Get One Free) are still valid under the fixed system.
• Ensure the email acts as both an apology and a direct fix, allowing the customer to resolve the problem and complete their purchase without further delay.

8. Sorry email for technical unsubscribes with free membership compensation (Going)

This email from Going apologizes for a technology update during rebranding that may have accidentally unsubscribed members from deal alerts and updates.

As compensation for the error, they offer members three months of free Premium membership with no credit card required.

Key takeaways from this apology email to customer:

• Use a clear, direct headline that immediately addresses the customer’s main concern.
  
• Offer a generous, no-commitment compensation—like a free premium upgrade with no credit card required.
  
• Give a brief, simple explanation of what caused the issue behind the scenes.
  
• Provide clear options so the customer can choose to re-opt in or stay unsubscribed, ensuring clean and accurate data.
  

9. B2B Apology email for correcting data errors

This is a specific B2B apology email addressing an error that caused incorrect ranking information to be sent in an account notification regarding a change in category rank.

The email advises the recipient to disregard the inaccurate notification. Moreover, it confirms that internal steps have been taken to ensure the error does not repeat.

Key takeaways from this apology email to customer:

• Clearly state the exact mistake so the customer knows what went wrong.
  
• Give the user an immediate next step to correct or ignore the wrong information.
  
• Reassure them by mentioning that internal improvements are already underway.
  
• End with a direct support option so they know exactly who to contact for help.

10. THREAD - Automated apology email for shipment delay

This is a concise, automated service email notifying the customer of a shipment delay caused by a late flight.

It provides a new estimated delivery date and a clear call-to-action for tracking the order.

Key takeaways from this apology email to customer:

• Notify customers immediately when a delay is confirmed so they hear it from you first.
  
• Keep the message clear and factual, focusing on the issue and the updated delivery date.
  
• Highlight the new estimated delivery date as the key information.
  
• Provide a clear next step with an easy “Track my shipment” button.

11. Whoops, apology email from Extensis for timing error

This is a brief, humorous apology from Extensis for a technical delay that caused the recipient to receive a webcast notice after the event had already ended.

The email promises to correct the mistake by sending out a link to the webcast recording in the near future.

Key takeaways from this apology email to customer:

• Start with light humor or self-deprecation to ease tension for minor mistakes.
  
• Clearly state the specific issue the customer experienced.
  
• Provide an easy, timely fix—such as sending the missed content afterward.
  
• Use a human, personal sign-off to make the apology feel genuine.
  

12. FilterEasy - Apologizing for an accidental email blast

This is a concise, lighthearted apology for sending out an accidental email early in the morning, which they attribute to an email system upgrade and human error.

Key takeaways from this apology email to customer:

• Use light, relatable humor to explain small mistakes (e.g., early-morning send).
• Show awareness of the inconvenience by acknowledging the customer’s inbox clutter.
• Link the error to a positive update, such as a system upgrade or improvement.
• End by asking for patience and reaffirming the customer’s trust with a reassuring promise.

13. Apologizing for accidental verification emails after internal changes

This is a personal apology from Emma's Marketing Team. They explain that a system hiccup occurred while organizing their subscriber list.

Because of this issue, the customer received an unnecessary subscription verification email.

The apology also clarifies why the sender email address looked unusual. This helps reassure the customer that the message is legitimate.

Key takeaways from this apology email to customer:

• The email takes clear ownership of the mistake and is signed by a real person in a senior role, making the apology feel personal and trustworthy.
  
• It immediately explains the unusual sender email address to prevent confusion or security concerns.
  
• Moreover, it clearly states what went wrong and reassures the customer that they don’t need to take any action.
  
• It uses friendly, relatable language to keep the tone light and approachable.

14. Methodical Coffee - Apology email for geographic/content errors

This is a brief, informal apology for a factual error in their last newsletter, where they incorrectly classified Colombia as being in Central America instead of South America.

The company humbly acknowledges the mistake and thanks customers who reached out to point it out.

Key takeaways from this apology email to customer:

• The email opens with blunt honesty (“We messed up”), showing full transparency and immediate ownership.
  
• It acknowledges customers who pointed out the mistake, making them feel valued and involved.
  
• It uses casual, human language to keep the tone warm and relatable.
  
• It keeps the apology brief and focuses only on correcting the mistake since the issue has no real customer impact.

15. OpenTable - Apologizing for accidental cancellation emails

This is a personalized apology from OpenTable addressing a technical glitch that resulted in erroneous reservation cancellation emails being sent to customers.

The email assures the recipient that their account is safe and asks them to ignore the rogue message.

Alt text: Email from OpenTable apologizing for a technical glitch that resulted in a reservation cancellation email being sent that wasn't meant for the recipient.

Key takeaways from this apology email to customer:

• Opens with friendly humor (“Well, this is awkward”) to instantly calm the customer.
  
• Immediately reassures them that their account and reservations are safe and unchanged.
  
• Explains the glitch with light humor to keep the tone positive and human.
  
• Confirms both internal fixes and communication with restaurant partners to prevent future issues.
  
• Ends with a clear, easy-to-access contact link for any additional questions.

How to write an apology email to customers?

Writing a professional apology email requires a balance of empathy, accountability, and action.

Instead of making excuses, the goal is to acknowledge the mistake and provide a clear path forward.

Here are the 6 steps to write apology emails to customers that reduce frustration:

1. Front-load your subject line

Your subject line is the first thing a customer sees in your apology email. Often, it’s the only thing they see if they are scrolling quickly on a mobile device.

Don't bury the lead. Place the most important words—like "Apology," "Action Required," or "Update on Order"—at the very beginning.

This ensures clarity instantly, even if the rest of the sentence gets cut off.

2. Apologize quickly and sincerely

Time is of the essence; you should apologize quickly rather than letting the issue fester.

Start your email with a direct and clear statement of apology, such as "We are writing to offer our sincerest apologies."

Avoid vague phrases like "sorry for the trouble"; instead, pinpoint the exact issue you are apologizing for.

3. Take full responsibility

Own the mistake completely. Effective apology emails take full accountability for the error.

Do not try to shift the blame to third parties or make excuses, as this can damage trust further.

4. Explain what went wrong

Briefly explain the circumstances that led to the error. This isn't about making an excuse, but rather providing context.

So the customer understands why the mistake happened. This transparency helps reassure the customer that the issue is understood and being addressed.

5. Show empathy

Acknowledge the emotional impact of the error. You should "put yourself in the customer's shoes". Validating your customer’s feelings is crucial for re-establishing a connection.

6. Offer a solution and plan

An apology is only as good as the solution that accompanies it. You must offer a clear solution and a plan of action.

Explain exactly what steps you are taking to fix the problem right now and what measures are being implemented to ensure it doesn't happen again.

Wrap up!

Mistakes happen to every brand. What matters is how fast and how honestly you respond.

A good apology email does more than fix a small issue. It builds trust and reduces customer frustration. It shows that you truly care about customer experience.

Keep the apology email simple and admit the mistake. Explain what went wrong. Tell customers what you’ve fixed. Give them a clear next step.

When you do this well, a negative moment can turn into a chance to strengthen loyalty.

Also Read:

• What is Behavioral Segmentation? (Types + Examples)
• Browse abandonment emails: Strategies, examples & workflow setup
• 10 Email List Management Software + Best Practices

Apology Email Frequently Asked Question