When running a business, mistakes will happen. The true test of your company’s character lies in how you handle these errors. A thoughtful, sincere apology email can transform an upset customer into a loyal advocate for your brand.
Crafting the perfect apology requires skill and care. You need to acknowledge the mistake, take responsibility, and offer a solution that makes things right. These 15 sample emails give you templates for handling different situations while maintaining your professional reputation.
Sample Apology Emails
Here are 15 different apology email templates you can use or change to fit your needs. Each has a different style to match different situations.
1. Late Delivery Apology
Subject: We’re Sorry About Your Delayed Order #12345
Dear Ms. Johnson,
We want to say sorry for the late delivery of your order #12345. Our shipping team made a mistake that caused your package to be sent to the wrong sorting facility.
Your order is now on its way and should arrive within 2 business days. We have also added a 15% discount code to your account for your next purchase.
Please let me know if you have any questions or need any help tracking your package.
Sorry again for the wait,
[Signature block: Name, Title, Company Name, Contact Information, Company Logo]
2. Service Outage Apology
Subject: Sorry for Yesterday’s Service Interruption
Hello valued customer,
We want to apologize for the service outage that happened from 2:00 PM to 4:30 PM yesterday. One of our technical staff accidentally uploaded an update that had a bug, which caused our servers to crash.
We fixed the problem right away and have added extra checks to make sure this doesn’t happen again. As a thank you for your patience, we’ve added 7 days to your subscription at no cost.
Thank you for sticking with us,
[Signature block: Name, Technical Support Manager, Company Details, Support Email and Phone Number]
3. Billing Error Apology
Subject: Sorry About the Mistake on Your Bill
Dear Mr. Garcia,
We’re very sorry about the billing error on your last statement. Our accounting team entered the wrong price code, which caused you to be charged $89.99 instead of $59.99 for your monthly plan.
We have fixed this mistake and sent a refund of $30 to your credit card. You should see this money back in your account within 3-5 business days. Your next bill will show the correct amount.
We value your business and hate that this happened. Please check your next statement carefully, and call us right away if you see any other problems.
With sincere apologies,
[Signature block: Full Name, Billing Department Manager, Company Name and Address, Contact Details]
4. Product Quality Issue Apology
Subject: We’re Sorry About the Quality of Your Recent Purchase
Dear Sam,
I want to personally say sorry for the poor quality of the shoes you bought from us last week. You’re right that the stitching started to come apart after just a few days, and that’s completely unacceptable.
We’ve looked into this issue and found that a small batch of our products had this defect. We’re sending you a brand new replacement from a different batch today with free express shipping. You can keep the original pair or use the free return label we’ve included.
Quality means everything to us, and we fell short this time. Please let me know when you get the new pair and if they meet your expectations.
Many thanks for bringing this to our attention,
[Signature block: Name, Customer Satisfaction Manager, Company Name, Direct Contact Information, Social Media Links]
5. Staff Behavior Apology
Subject: Our Apology for Your Experience at Our Store
Dear Ms. Wilson,
I want to say how truly sorry we are about how our staff member treated you during your visit to our downtown store yesterday. The rude behavior you described does not match our values or the service we aim to provide.
We have spoken with the employee and started extra training for our whole team on customer service. We want to make this right and hope you’ll give us another chance. We’ve added a $50 gift card to your account that you can use on your next visit.
Your feedback helps us get better. Thank you for taking the time to let us know about this problem.
With deepest apologies,
[Signature block: Store Manager’s Name, Position, Store Location, Phone Number, Email Address]
6. Missed Appointment Apology
Subject: Sorry We Missed Our Appointment Today
Dear Alex,
Please accept our apology for missing our scheduled appointment with you today at 2:00 PM. Our technician was sent to an emergency call and we failed to contact you about this change.
This should not have happened. We’ve updated our scheduling system to make sure all customers get notified right away about any changes.
We’d like to reschedule at your convenience and offer the service at 50% off for the trouble we caused. Please call our office or reply to this email with a time that works for you in the next week.
We value your time and are truly sorry for wasting it today,
[Signature block: Service Manager’s Name, Company Name, Booking Phone Number, Website Link]
7. Wrong Information Apology
Subject: Correction and Apology for Yesterday’s Email
Dear Valued Customer,
We need to apologize for sending incorrect information in yesterday’s email about our summer sale. The sale starts on July 15th, not July 5th as we stated.
Our marketing team made a typing error that we didn’t catch before sending the email. We know this might have caused confusion or wasted your time, and we’re truly sorry about that.
The correct sale dates are July 15-30. To make up for this mistake, we’re giving all our email subscribers an extra 10% off during the sale with code SORRY10.
Thank you for your understanding,
[Signature block: Marketing Director’s Name, Company Name, Email, Website, Social Media Handles]
8. Data Breach Apology
Subject: Important Security Notice and Our Apology
Dear Customer,
We are writing to apologize and inform you about a data breach that happened on our systems on May 12th. Due to a staff error during a system update, some customer information was briefly accessible. This may have included your name and email address, but no financial information or passwords were exposed.
We fixed the security gap within 30 minutes of finding it. We’ve also hired outside security experts to check our whole system and have added new safety measures.
As a precaution, we suggest you change your password on our site and any other sites where you use the same password. We’ve added one year of free identity protection service to your account.
The safety of your data is our top priority, and we deeply regret this incident,
[Signature block: CEO’s Name, Company Name, Security Contact Information, Company Address]
9. Order Cancellation Apology
Subject: We’re Sorry We Had to Cancel Your Order
Dear Taylor,
We want to apologize for having to cancel your order #678910 for the blue ceramic vase. After you placed your order, our warehouse staff found that the last item was broken during inventory checking.
We know this is frustrating, and we hate to let you down. We’ve issued a full refund to your original payment method, which should appear in 3-5 business days.
We’ve ordered more stock that will arrive next week. If you’d still like this item, we can offer you 20% off and free shipping when it’s back in stock. Just use code SORRY20 at checkout.
Thank you for your patience and understanding,
[Signature block: Customer Service Representative’s Name, Title, Department, Phone Number, Email Address]
10. Delivery of Wrong Item Apology
Subject: Sorry About Sending the Wrong Product
Dear Jordan,
I want to apologize for sending you the silver model of the watch instead of the gold one you ordered. Our fulfillment team mixed up the SKU numbers when packing your order.
We’re sending the correct gold watch today with express shipping at no cost to you. You should have it within 2 business days. We’ve also included a prepaid return label so you can easily send back the wrong item.
To thank you for your patience, we’ve included a free watch band with your new order. Please let us know when you receive everything and that it’s all correct this time.
We’re sorry for the mix-up,
[Signature block: Order Fulfillment Manager’s Name, Company Name, Direct Phone Line, Email Address]
11. Website Malfunction Apology
Subject: Sorry About Our Website Problems Yesterday
Dear Valued Customer,
We want to apologize for the problems you may have had using our website yesterday between 3 PM and 7 PM. A staff member accidentally deleted some important code during routine updates, causing the checkout system to crash.
Our tech team worked fast to fix the issue, and everything is working normally now. We know this may have stopped you from placing orders or accessing your account, and we’re truly sorry for that.
As a thank you for your patience, we’re offering free shipping on all orders placed in the next 48 hours. No code needed – it will apply automatically at checkout.
Thank you for sticking with us,
[Signature block: Chief Technology Officer’s Name, Company Name, Technical Support Email, Help Center Link]
12. Restaurant Reservation Mix-up Apology
Subject: Our Apology for Last Night’s Reservation Problem
Dear Mr. and Mrs. Thompson,
I want to personally apologize for the mix-up with your reservation last night. Our host mistakenly gave your table to another party, resulting in your 45-minute wait on your anniversary.
This falls far below our service standards, and I have spoken with our entire front-of-house staff about better reservation management. I understand that we cannot get back the time lost on your special night, but we would like to make it up to you.
We’ve added a gift certificate for a complimentary dinner for two, including wine pairings, to your email. We hope you’ll give us another chance to provide the excellent experience you deserve.
With sincere apologies,
[Signature block: Restaurant Manager’s Name, Restaurant Name, Address, Phone Number, Email]
13. Incorrect Account Charges Apology
Subject: Sorry for the Incorrect Charges to Your Account
Dear Pat,
I am writing to apologize for the incorrect monthly charges applied to your account over the past three months. Our accounting staff entered the wrong subscription tier in our system, resulting in overcharges of $15 per month.
We have corrected your account status and processed a refund of $45 to your original payment method. This should appear on your statement within 5-7 business days. We’ve also added a complimentary month of service to your account.
We are reviewing all our billing procedures and adding extra verification steps to prevent this from happening again. Thank you for bringing this matter to our attention.
With apologies for the inconvenience,
[Signature block: Finance Manager’s Name, Position, Company Name, Direct Contact Information, Company Logo]
14. Course Scheduling Error Apology
Subject: Apology for Today’s Canceled Class
Dear Students,
We sincerely apologize for the last-minute cancellation of today’s 2 PM Marketing Strategies class. Our staff coordinator failed to inform the instructor about the room change, resulting in confusion and the eventual cancellation.
We know many of you arranged your schedules around this class time, and we deeply regret wasting your time. The class has been rescheduled for Thursday at the same time in Room 302. We’ve also added an optional review session on Friday at 1 PM for anyone who wants extra help with the material.
All attendance records will show an excused absence for today, and no late penalties will apply to the project that was due.
Thank you for your understanding,
[Signature block: Department Chair’s Name, Academic Department, Institution Name, Office Location, Contact Information]
15. Misinformation in Newsletter Apology
Subject: Correction and Apology for Our Recent Newsletter
Dear Subscriber,
We want to apologize for sharing incorrect information in our May newsletter. The article about new tax regulations contained several errors that our fact-checking staff missed before publication.
The correct information is: – The new tax filing deadline is April 18th, not April 20th – The standard deduction increased by $200, not $2,000 – The new regulations take effect in 2025, not 2024
We pride ourselves on providing accurate information, and we failed in this case. We’ve added additional review steps to our newsletter process and will be more careful going forward.
Please find an updated and correct version of the newsletter attached to this email.
We apologize for any confusion or problems this may have caused,
[Signature block: Editor-in-Chief’s Name, Publication Title, Company Name, Editorial Department Contact Information]
Wrap-up: Effective Apology Emails
Writing a good apology email takes honesty and care. The best apologies clearly state what went wrong, accept responsibility, explain what happened without making excuses, and offer a way to make things right.
Use these samples as starting points, but always add your own personal touch. A truly sincere apology can turn an upset customer into a loyal supporter. The key is to show that you value the relationship more than your pride.
Remember that actions speak louder than words. Follow through on the promises you make in your apology emails to rebuild trust and show your commitment to doing better.