Angry customers can make any business day feel like a storm cloud has settled over your desk. The good news? A well-crafted apology email can turn that storm into sunshine. Keeping customers happy means knowing how to say sorry the right way when things go wrong.
A good apology email shows you care about your customers’ feelings and want to make things right. These 15 examples will help you handle different customer problems with emails that sound real and fix the issue.
Sample Apology Emails
Here are two short sentences to get you started with these email examples that you can use right away when customers are upset.
1. Product Arrived Damaged
Subject: We’re Sorry About Your Damaged [Product Name] – Here’s What We’re Doing About It
Dear [Customer Name],
I want to personally say sorry about the damaged [product] you received. This falls short of the quality we aim to deliver to all our customers.
We’ve already started the process to send you a replacement [product] that should arrive within 2-3 business days. You don’t need to return the damaged item – please feel free to dispose of it.
As a small token of our apology, we’ve added a 15% discount code to your account for your next purchase. The code is [DISCOUNT CODE] and will be valid for the next 60 days.
Thank you for bringing this to our attention. Your feedback helps us do better.
Sincerely,
[Your name]
[Your position]
[Company name]
[Contact information]
2. Late Delivery Response
Subject: Your Order Delay – Our Apology and Solution
Dear [Customer Name],
I’m truly sorry about the delay with your recent order. You expected prompt delivery, and we didn’t meet that promise.
Your order #[Order Number] was delayed because of [brief explanation of the issue]. We know this is not your problem to solve, but we want you to know what happened.
Good news – your package is now on its way and should arrive on [date]. We’ve upgraded your shipping to express delivery at no extra cost.
To make up for the wait, we’ve added a $10 store credit to your account. No minimum purchase required, and it’s valid for a full year.
Thank you for your patience. We value your business.
Best regards,
[Your name]
[Your position]
[Company name]
[Phone number and email address]
3. Website Technical Issue
Subject: Sorry About Our Website Problems Today
Hello [Customer Name],
We want to say sorry for the technical problems you had on our website today. We know you tried to [specific action] and the site kept showing error messages.
Our tech team fixed the issue at [time], and the website is working properly again. We found that [brief, simple explanation of what went wrong].
If you still want to complete your [action/purchase], everything is ready for you now. As a thanks for your patience, use code SORRY10 for 10% off your purchase today.
Please let us know if you have any other problems with our website.
Thanks for your understanding,
[Your name]
[Your job title]
[Company name]
[Email and phone number]
4. Wrong Item Shipped
Subject: We Sent the Wrong Item – Our Mistake and How We’ll Fix It
Dear [Customer Name],
I’m very sorry we sent you the wrong item. You ordered [correct item] but received [wrong item] instead. This mistake should never have happened.
Here’s how we’ll fix this right away:
1. We’re sending the correct [item name] today with rush shipping 2. A return label is attached to this email for the wrong item 3. Just put the wrong item in any box, attach the label, and drop it off when it’s easy for you 4. We’ve added a $15 gift card to your account for your next order
Thank you for letting us know about this mix-up. We’re checking our warehouse systems to make sure this doesn’t happen again.
With apologies,
[Your name]
[Your title]
[Company name]
[Contact details]
5. Customer Service Complaint
Subject: A Personal Apology About Your Recent Customer Service Experience
Dear [Customer Name],
I just learned about your call with our support team yesterday, and I want to personally say how sorry I am for the poor service you received. You deserve much better from us.
First, the way your concerns were handled was not right. We’ve reviewed the call, and I agree that our team member did not listen well or offer proper solutions for your [specific issue].
The team member will receive extra training, and we’re using this as a lesson for our whole support team. I’ve assigned [New Rep Name] as your new personal contact. They will call you tomorrow to help solve your original problem properly.
We’ve also added 6 months of free [service/product] to your account to show how much we value your business.
Thank you for your honest feedback. It helps us improve.
Sincerely,
[Your name]
[Senior position title]
[Company name]
[Direct contact information]
6. Billing Error Correction
Subject: Sorry About the Billing Mistake – It’s Fixed Now
Dear [Customer Name],
We made a mistake on your recent bill, and I want to say sorry. You were charged $[incorrect amount] instead of $[correct amount] for your [service/product].
We have fixed this error right away. The extra $[amount] has already been put back on your credit card. You should see this refund in 2-3 business days.
Your next bill will show the right amount. We’ve also added a note to your account about this mistake so it won’t happen again.
Thank you for spotting this error and letting us know. We’re double-checking our billing system to catch these problems before they reach customers.
Please look at your next bill carefully and tell us if you see any other problems.
With apologies,
[Your name]
[Your position]
[Billing department]
[Company name]
[Phone and email]
7. Out-of-Stock Product After Purchase
Subject: About Your Order for [Product] – Our Apology and Options
Dear [Customer Name],
I’m writing with bad news about your recent order for [product name]. After you placed your order, we found that this item is now out of stock. We made a mistake in our inventory system, and I’m truly sorry for the disappointment.
You deserve better service than this. Here are three options we can offer:
1. Wait for new stock to arrive on [specific date] (about [X] weeks) 2. Switch to a similar product: [suggestion 1] or [suggestion 2] 3. Get a full refund plus a 20% discount on your next purchase
Please let us know which option works best for you, and we’ll take care of it right away.
This inventory mistake shouldn’t have happened. We’re fixing our system to show real-time stock levels from now on.
Thank you for your patience and understanding.
Sincerely,
[Your name]
[Your position]
[Company name]
[Contact information]
8. Service Appointment No-Show
Subject: We Missed Our Appointment – Our Sincere Apology
Dear [Customer Name],
I want to say how sorry we are for missing our service appointment with you yesterday at [time]. This was completely our fault, and we know it wasted your valuable time.
Our technician was caught in an emergency situation with another customer, but we should have called you right away to let you know. There’s no excuse for leaving you waiting without any word from us.
We’d like to reschedule at a time that works for you. As an apology, we’ll provide this service at no charge, plus 25% off your next service call.
Please call us at [phone number] or reply to this email with a few dates and times that would work for your schedule.
Thank you for giving us a chance to make this right.
With apologies,
[Your name]
[Your position]
[Company name]
[Phone number]
9. Missing Order Parts
Subject: Parts Missing From Your Order – How We’ll Fix This
Dear [Customer Name],
I’m very sorry to hear that your recent order arrived without [missing parts]. You paid for a complete product, and we failed to deliver that.
We’re shipping the missing [parts] today with next-day delivery at our cost. They should arrive at your address by [specific date]. You’ll receive a tracking number within the next hour.
To say sorry for this mistake, we’ve included an extra [complementary item] with your shipment at no charge.
Our packing team is reviewing their checklist process to make sure all future orders are complete before shipping.
Thank you for letting us know about this problem so we could fix it quickly.
Sincerely,
[Your name]
[Your title]
[Company name]
[Contact details]
10. Price Change Without Notice
Subject: About the Recent Price Change – Our Apology
Dear [Customer Name],
I want to say sorry for the sudden price change you saw on your [product/service] renewal. We failed to give you proper notice about this increase, and that was wrong.
We should have told you about this change at least 30 days before your renewal date. I take full responsibility for this communication failure.
As an immediate fix, we’ve adjusted your account back to the previous price of $[amount] for this billing cycle. Any future price changes will come with at least 30 days’ notice by both email and account message.
Thank you for bringing this to our attention and for being a loyal customer since [year].
Best regards,
[Your name]
[Your position]
[Company name]
[Contact information]
11. Rude Employee Interaction
Subject: A Personal Apology About Your Store Experience Today
Dear [Customer Name],
I just heard about your experience in our store today, and I want to say how truly sorry I am. The way our employee spoke to you was completely unacceptable.
You came to our store expecting good service and respect. Instead, you were treated rudely when you asked a simple question about [product/issue]. This does not match the values of our company at all.
I’ve spoken directly with the employee about this situation. We’re also planning extra training for all our staff about treating customers with respect and patience.
We’d love to welcome you back to the store. I’ve added a $50 gift card to your account as a small way to say sorry. My direct number is below if you ever have any problems in the future.
Thank you for letting us know about this bad experience so we can improve.
With sincere apologies,
[Your name]
[Store manager/owner]
[Company name]
[Direct phone number and email]
12. Service Outage Apology
Subject: Sorry About Yesterday’s Service Outage
Dear [Customer Name],
We want to apologize for the service outage that affected your account yesterday between [start time] and [end time]. We know many of you rely on our service for important daily tasks, and we let you down.
The outage happened because [brief, simple explanation]. Our tech team worked non-stop to fix the problem and get services back online as quickly as possible.
To prevent this from happening again, we’ve [explanation of solution in simple terms].
As a thank you for your patience, we’ve added [amount of time] to your subscription at no cost. This has been automatically applied to your account.
We know your trust has to be earned. We’re working hard to provide the reliable service you expect from us.
Sincerely,
[Your name]
[Your position]
[Company name]
[Contact information]
13. Quality Issue with Product
Subject: About the Quality Issues With Your Recent Purchase
Dear [Customer Name],
Thank you for telling us about the quality problems with the [product] you recently purchased. I’m truly sorry that it didn’t meet the standards you expect and deserve.
After looking at the photos you sent, I can see that the [specific issue] is definitely not normal for this product. This slipped through our quality checks, and that’s our mistake.
We’re sending a replacement [product] to you today. This one has been personally checked by our quality team. You should receive it within [timeframe]. Please use the enclosed return label to send back the defective item at your convenience – the shipping is prepaid.
We’re also taking a close look at our entire batch of these products to make sure no one else gets a defective item.
Thank you for your patience and for helping us improve our quality control.
Best regards,
[Your name]
[Your position]
[Company name]
[Phone number and email]
14. Missed Return Window Accommodation
Subject: Your Return Request – We’ll Make an Exception
Dear [Customer Name],
Thank you for your email about returning the [product] you purchased on [date]. While our policy does state a [X]-day return window, I understand that [brief mention of their reason] prevented you from returning it sooner.
Good news – we’re happy to make an exception in this case. We want you to be completely satisfied with your purchase.
You can return the item using the return label attached to this email. Once we receive it, we’ll process your full refund right away.
Thank you for being a valued customer since [year/time period]. We appreciate your business and look forward to serving you again.
Warm regards,
[Your name]
[Your position]
[Company name]
[Contact details]
15. Double-Charged Customer
Subject: Refund Processed for Duplicate Charge – Our Apology
Dear [Customer Name],
I want to say sorry for the duplicate charge of $[amount] on your credit card for order #[order number]. You’re absolutely right – you were charged twice for the same purchase, and that’s completely our fault.
We’ve already processed a full refund for the second charge of $[amount]. This should appear back on your credit card within 3-5 business days, depending on your bank’s policies.
We’re looking into why our payment system allowed this double charge to happen. Our tech team is adding extra checks to prevent this from happening to you or anyone else in the future.
As a small way to say sorry, we’ve added a $25 store credit to your account. You can use this on any purchase with no expiration date.
Thank you for bringing this to our attention so promptly.
Sincerely,
[Your name]
[Your position]
[Finance/Billing Department]
[Company name]
[Contact information]
Wrap-up: Apology Emails That Work
The right apology email can save a customer relationship that might otherwise be lost. When writing your own apology emails, focus on these key points: say sorry clearly, explain what went wrong without making excuses, tell the customer exactly how you’ll fix the problem, and offer something extra to show you truly value their business.
The most important part of any apology is the action that follows. Make sure your team is ready to deliver on the promises made in your email, and follow up to check that the customer is satisfied with the solution.
A good apology shows your business values honesty and sees mistakes as chances to improve. With these email examples as a starting point, you can handle customer complaints with grace and turn unhappy customers into loyal fans.