15 Sample Apology Emails for Bad Customer Experience

Sample Apology Emails

Here are 15 apology email examples you can adapt for your business needs when things don’t go as planned.

1. Apology for Delayed Shipping

Subject: Your Order #12345 – We’re Sorry for the Delay

Dear [Customer Name],

We want to say sorry about the delay with your recent order #12345. Our shipping team told us about this issue today, and we know waiting longer than expected is very annoying.

Your package is now on its way and should arrive within 2 business days. As a small thank you for your patience, we’ve added a 15% discount code to your account for your next purchase.

Please let us know if you don’t receive your order by [Date]. We’re ready to help sort this out right away.

Thank you for your understanding,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

2. Apology for Website Outage

Subject: Sorry About Our Website Issues Today

Hello [Customer Name],

We want to say sorry for the website problems you might have seen between 2:00 PM and 4:30 PM today. Our tech team fixed the issue, and everything is working properly now.

We know this might have stopped you from placing an order or checking information when you needed to. This is not the service level we want to give you.

To make up for this trouble, please use code “SORRY20” for 20% off your next purchase, valid until [Date].

Thanks for sticking with us,

[Your Name]
[Your Position]
[Company Name]
[Phone Number and Email Address]

3. Apology for Poor Customer Service Experience

Subject: We Missed the Mark – Our Apology

Dear [Customer Name],

Thank you for telling us about your recent customer service call. We are very sorry about how your issue was handled.

At [Company Name], we want every customer to feel heard and respected. Based on what you told us, we clearly failed to meet this goal during your call with us yesterday.

Our team leader has spoken with the staff member involved, and we’re using this as a training opportunity. We’ve also scheduled extra training for our whole team to make sure this doesn’t happen again.

As a way to show how sorry we are, we’ve added a $25 credit to your account.

Please reach out to me directly if you have any other concerns,

[Your Name]
[Your Position]
[Direct Phone Number]
[Email Address]
[Company Name]

4. Apology for Product Defect

Subject: About Your Recent Purchase – Our Apology

Dear [Customer Name],

We’re sorry to hear about the problems with the [Product Name] you bought recently. Quality is very important to us, so we take this very seriously.

We would like to replace your [Product] right away. Please use the prepaid return label attached to this email to send back the faulty item. Once we receive it, we’ll ship a new one to you with rush delivery.

As a thank you for bringing this to our attention, we’re adding a free [Complementary Product] to your replacement order.

Thank you for your patience with this matter,

[Your Name]
[Your Position]
[Company Name]
[Contact Details]

5. Apology for Billing Error

Subject: We Made a Billing Mistake – Here’s Our Fix

Dear [Customer Name],

We’re sorry for the billing error on your account last month. Our team found that you were charged $59.99 instead of the correct amount of $39.99.

We have already fixed this mistake and put $20 back on your credit card. This refund should show up on your statement within 3-5 business days.

To say sorry for any stress this caused, we’ve also added a free month of service to your account.

Please check your next statement to make sure everything looks right. If you see any other problems, please let us know right away.

With apologies,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

6. Apology for Missed Appointment

Subject: Sorry We Missed Our Appointment Today

Hello [Customer Name],

I want to say sorry for missing our scheduled appointment today at 2:00 PM. This should not have happened, and I understand it wasted your valuable time.

I would like to reschedule at your earliest convenience. To make up for today, your next service will be 50% off.

Please let me know what date and time works best for you in the coming week, and I’ll make sure to give your appointment top priority.

Again, I’m truly sorry for letting you down today.

Best regards,

[Your Name]
[Your Position]
[Company Name]
[Phone Number]
[Email Address]

7. Apology for Incorrect Information

Subject: Correction to Our Previous Email

Dear [Customer Name],

We need to correct some wrong information we sent you yesterday about [Topic/Product].

The email stated that [incorrect information]. The correct information is [correct information]. We’re sorry for any confusion this may have caused.

We’ve put new checking steps in place to make sure all information is correct before we send it out in the future.

Thank you for your understanding,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

8. Apology for Out-of-Stock Item After Purchase

Subject: About Your Order #67890 – Item Availability

Dear [Customer Name],

We’re writing about your recent order #67890, placed on [Date].

We’re very sorry to tell you that the [Product Name] you ordered is now out of stock, even though our website showed it as available when you made your purchase. This happened because of an error in our inventory system, which we are fixing right now.

We have two options for you:

1. Wait for the item to be back in stock (approximately 2 weeks) and receive a 30% discount on this purchase

2. Cancel this part of your order for a full refund

Please let us know which option you prefer by replying to this email.

We’re very sorry for this disappointment and for not meeting your expectations.

Sincerely,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

9. Apology for Late Response to Customer Inquiry

Subject: Sorry for Our Delayed Response

Dear [Customer Name],

I want to apologize for the late reply to your email from [Date]. You deserved a much faster response from us.

To answer your question: [Answer their specific question here]

We’ve added more staff to our customer service team to make sure we respond to all questions within 24 hours from now on.

Thank you for your patience. If you need anything else, please let me know.

Best regards,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

10. Apology for Data Breach

Subject: Important Security Notice: Protecting Your Information

Dear [Customer Name],

We need to tell you about a security issue that happened on [Date]. Some customer data, including [specific types of data affected], may have been accessed by an unauthorized party.

Your security is our top priority. Here’s what we’re doing about this situation:

– We fixed the security issue right away – We’re working with security experts to strengthen our systems – We’ve reported this to the proper authorities – We’re offering free credit monitoring for one year (details below)

Here’s what you should do:

1. Change your password on our site and any other sites where you use the same password 2. Watch your accounts and credit reports for unusual activity 3. Sign up for the free credit monitoring service using the code below

We are deeply sorry for this situation and understand it may cause you worry. If you have any questions, please contact our dedicated help team at [email] or [phone number].

Sincerely,

[CEO/Security Officer Name]
[Position]
[Company Name]
[Contact Information]

11. Apology for Rude Staff Member

Subject: Following Up on Your Recent Visit

Dear [Customer Name],

Thank you for telling us about your experience with our staff member during your visit yesterday. We’re truly sorry you were treated rudely.

This is not how we train our team to act, and it’s not what we stand for as a company. We have spoken with the employee involved and taken steps to make sure this doesn’t happen again.

We value your business and hope you’ll give us another chance to serve you better. I’ve added a $50 gift card to your account as a small way to show how much we value you as a customer.

Thank you for bringing this to our attention so we could address it.

Warm regards,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

12. Apology for Slow Service at Restaurant

Subject: About Your Dining Experience Last Night

Dear [Customer Name],

Thank you for visiting [Restaurant Name] last night. We want to apologize for the long wait times you experienced during your meal.

This is not the level of service we aim to provide. We were short-staffed yesterday, but we should have managed the situation better to keep your wait times reasonable.

We’ve added a $30 gift card to your account, and we hope you’ll visit us again so we can show you the prompt, attentive service you deserve.

Thank you for your feedback and your patience,

[Your Name]
[Your Position]
[Restaurant Name]
[Contact Information]

13. Apology for Canceling a Service

Subject: Changes to Your Upcoming Service Appointment

Dear [Customer Name],

We need to apologize for having to cancel your service appointment scheduled for [Date/Time]. We know this is very frustrating, especially with such short notice.

This cancellation is due to [brief explanation – weather, technician emergency, etc.]. We’re working to reschedule all affected appointments as quickly as possible.

We can offer you the following new appointment times:

– [Date/Time Option 1] – [Date/Time Option 2] – [Date/Time Option 3]

As a way to make up for this inconvenience, we’ll apply a 25% discount to this service visit.

Please let us know which new time works best for you, or suggest another time that fits your schedule better.

Thank you for your understanding,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

14. Apology for Software Bug or App Crash

Subject: We Fixed the App Issue – Our Apology

Dear [Customer Name],

We’re sorry about the app crashes you experienced over the past two days. Our team has fixed the bug that caused this problem, and the latest update (version 2.4.5) is now available for download.

We know how much you rely on our app for your daily tasks, and we let you down. We’re adding extra testing steps to catch these kinds of issues before they affect you in the future.

As a thank you for your patience, we’ve added 3 months of premium features to your account at no charge.

Thank you for sticking with us through this issue,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

15. Apology for Misunderstood Promotion Terms

Subject: About Our Recent Promotion – We Could Have Been Clearer

Dear [Customer Name],

We’re sorry about the confusion with our recent [Promotion Name] offer. We’ve heard from several customers that the terms weren’t as clear as they should have been.

You’re right that the wording could be read in different ways. While the technical terms did state [clarification of terms], we understand why you and others thought it meant [what customers understood].

Because we value clarity and your trust more than the fine print, we’ll honor the promotion as you understood it. We’ve updated your account accordingly.

Going forward, we’ll make sure our promotional language is crystal clear. Thank you for bringing this to our attention.

Sincerely,

[Your Name]
[Your Position]
[Company Name]
[Contact Information]

Wrapping Up: Key Elements of Effective Apology Emails

The best apology emails show that you care about fixing the problem. They clearly state what went wrong, take responsibility, explain how you’ll fix it, and offer something to make up for the bad experience.

Always write with honesty and keep the focus on the customer. A good apology can actually build stronger customer loyalty than if nothing had gone wrong at all.

Use these templates as starting points, but add your own personal touch. Customers can tell the difference between a form letter and a genuine apology that addresses their specific situation.