Apologizing to Customers via Email: Best Practices and Examples

RepVue Editorial Team
RepVue Editorial TeamFeb 4, 2024

Email apologies to customers can be tricky to get right. You need to strike the right tone, convey genuine remorse, and offer a solution to the problem at hand. Additionally, you want to make sure your apology doesn’t come across as insincere or canned. That’s why it’s important to take the time to craft a thoughtful and personalized email that addresses the specific issue at hand.

Let’s take a closer look at sending an apology email to customers. We’ll cover what makes a good apology, how to structure your email, and provide some examples of effective apology emails. Whether you’re dealing with a customer complaint, a missed deadline, or a mistake on your end, we’ll help you craft an apology that shows your customers you value their business and are committed to making things right.

Understanding the Importance of Apologies in Sales and Customer Service

Things don’t always go as planned. Sometimes, mistakes happen, and customers end up feeling frustrated or upset. But a well-crafted apology can go a long way toward repairing a damaged relationship with a customer.

Apologizing shows that you take the customer’s concerns seriously and that you’re committed to making things right. It can also help to de-escalate a tense situation and prevent the customer from taking their business elsewhere.

But not all apologies are created equal. A half-hearted or insincere apology can actually make things worse. When apologizing to a customer, it’s important to be genuine and to take responsibility for any mistakes that were made.

One way to ensure that your apologies come across as sincere is to use “I” statements. For example, instead of saying “We’re sorry that this happened,” try saying “I’m sorry that we let you down.” This puts the focus on the customer and their experience, rather than on your company.

Another key component of a good apology is to offer a solution or a way to make things right. This could be a refund, a discount on a future purchase, or simply an explanation of what went wrong and how you’re working to prevent it from happening again.

Show that you care about your customers and are committed to providing the best possible experience. Be genuine, take responsibility, and offer a solution to the problem at hand.

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Crafting an Effective Apology Email

When crafting an apology email to a customer, it’s important to keep in mind that the goal is to make the customer feel heard, understood, and valued. Here are some key elements to include in your email:

Subject Line

Your subject line should be concise and clearly convey the purpose of the email. It should also be empathetic and show that you understand the customer’s frustration. 

You could keep the subject simple with, “We Apologize for the Error.” However, a more personalized subject line that directly addresses the issue at hand better demonstrates how you care about your customers.

Opening Statement

In the opening statement, you should express your sincere apology and take responsibility for the mistake. This shows that you are committed to making things right and that you value the customer’s business. 

Start with something like, “I’m sorry for the mistake we made on your recent order” or “We apologize for the inconvenience we caused you.”

Acknowledgment of the Issue

It’s important to acknowledge the specific issue that the customer experienced and show that you understand how it impacted them. This demonstrates that you are listening to their concerns and taking them seriously. 

For example, “We understand that the delay in shipping may have caused you to miss an important deadline” or “We realize that the incorrect item we sent you caused frustration and inconvenience”.

Explanation of the Error

In some cases, it may be necessary to explain what went wrong and why the mistake occurred. This can help to rebuild trust with the customer and show that you are taking steps to prevent similar issues in the future. 

However, it’s important to keep this section brief and avoid making excuses or placing blame. Examples of the right way to do this include, “Due to a miscommunication in our warehouse, your order was shipped later than expected” or “We apologize for the mix-up in our inventory system that led to the wrong item being sent to you.”

By including these key elements in your apology email, you can show your customers that you value their business and are committed to providing excellent service.

Offering a Resolution

Once you have acknowledged the mistake and apologized to your customers, the next step is to offer a resolution to the problem. Here are some steps you can take to resolve the issue:

Immediate Remedies

Immediate remedies are actions you can take right away to address the issue at hand. These remedies may include non-financial remedies such as:

  • Replacing the product or service that was unsatisfactory
  • Providing additional support or resources to help the customer resolve the issue
  • Extending the term of a contract (at no additional cost) to account for a delay

Avoid resorting to the “easy” solution of refunding the customer as the first step. If the customer has signed a contract that commitment is still binding — as is your commitment to deliver the product or service. It may just be that you need to make-good on those commitments or even over-deliver to make up for the mistake that was made.

In some cases though, it may be appropriate to offer a full or partial refund, or a discount on a future purchase.

By offering immediate remedies, you can show your customers that you are committed to resolving the issue and ensuring their satisfaction.

Long-Term Solutions

In addition to offering immediate remedies, it’s important to identify long-term solutions to prevent similar issues from occurring in the future. Some long-term solutions may include:

  • Improving your products or services to prevent future issues
  • Providing additional training or resources to your staff to improve customer service
  • Implementing new policies or procedures to ensure customer satisfaction

By identifying and implementing long-term solutions, you can demonstrate your commitment to your customers and show that you take their concerns seriously.

Offering a resolution is an essential part of the apology process. By taking action to address the issue and prevent similar issues from occurring in the future, you can help to rebuild trust with your customers and ensure their continued loyalty.

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Expressing Sincerity and Empathy

When apologizing to a customer, it’s important to express sincere regret for the inconvenience or problem they experienced. Avoid using vague or insincere language that may come across as dismissive or uncaring.

In addition to expressing sincerity, it’s important to convey empathy towards the customer. This means acknowledging their feelings and perspective, and demonstrating that you understand the impact the situation had on them. Phrases such as “We understand how frustrating this must have been for you” or “We appreciate your patience and understanding” show that you value their experience and are committed to making things right.

One effective way to express empathy is to put yourself in the customer’s shoes. Imagine how you would feel if you were in their situation, and use that perspective to guide your language and tone. This can help you avoid sounding defensive or dismissive, and instead show that you are committed to resolving the issue in a way that meets their needs and expectations.

Expressing sincerity and empathy is a must for any successful apology. But always keep in mind, to truly make things right with the customer, you’ll need to take action to address the problem and prevent it from happening again in the future. 

Encouraging Customer Feedback

Apologizing to a customer is also an opportunity to encourage feedback. By doing so, you can gain valuable insights into what went wrong and how you can prevent similar issues from happening in the future.

One way to encourage customer feedback is by asking open-ended questions. You can ask “What could we have done better?” or “Is there anything else we can do to make it right?” This approach allows customers to share their thoughts and feelings freely, without feeling like they are being interrogated. Be thoughtful about these questions. Asking a customer “What could we have done better?” when the answer is obvious will only make things worse. 

Another way to encourage feedback is by offering incentives. For example, you can offer a discount or a free product in exchange for filling out a survey or leaving a review. This approach not only shows that you value their feedback but also provides an incentive for customers to take the time to share their thoughts.

Not all feedback will be positive. However, negative feedback can be just as valuable as positive feedback. It allows you to identify areas for improvement and make changes that can ultimately lead to a better customer experience.


Above all else, the most important aspect of your apology is that you are accountable in taking responsibility not only for the mistake that was made, but also for the resolution that you commit to.  

Most people understand that mistakes happen in all aspects of life, including business. They tend to be forgiving of honest mistakes. If you are accountable and ensure that you come through with whatever action you commit to to make-good on the issue, it can actually serve to strengthen the relationship with the customer in the long term. In this best case scenario, you can actually earn future business by demonstrating to the customer that you are a partner who they can count on even when things don’t go as planned.

Concluding the Email Apology

 You should end your apology email on a positive note, leaving a lasting impression on the customer. This is another opportunity to restore customer trust and even increase customer loyalty.

Here are some tips on how to conclude your email apology:

Express Sincere Gratitude

Thank the customer for bringing the issue to your attention and giving you the opportunity to make things right. This shows that you value their feedback and are committed to improving their experience.

Reiterate Your Apology

Restate your apology in a concise and clear manner. This helps to reinforce the sincerity of your apology and assures the customer that you take their concerns seriously.

Provide Contact Information

Include your contact information in case the customer has any further questions or concerns. This helps to establish an open line of communication and shows that you are willing to assist them in any way possible.

By following these simple guidelines, you can conclude your apology email in a professional and effective manner, leaving a positive impression on your customer.

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