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Struggling to write an apology email to a customer that actually rebuilds trust with your customers? You’re not alone.
The right apology email can turn a negative experience into a loyal customer. Despite the rise of digital tools, email remains a key way businesses handle service issues. And it's still one of customers' favourite ways to contact the brands they interact with. When done right, a strong apology email can actually improve customer relationships instead of breaking them.
In this blog, we will go through how to write an apology email to a customer, with best practices and ready-to-use templates.
Why sending an apology email to a customer matters
Mistakes can happen in any business, and they shouldn’t be ignored or minimised. The way you handle them will make or break your customer relationships with the person on the other end of that mistake and maybe even the people they have influence over.
A well-written apology email to a customer is about more than saying sorry. It’s about taking responsibility, offering a solution, and showing customers that they can continue to trust your brand.
Here’s why sending apology emails is such an important part of customer service:
1. It shows accountability and builds trust
Customers appreciate honesty. Owning up to a mistake—whether it’s a delayed response, poor service, or a damaged product—can help you avoid damaging a customer relationship. Many customers understand that mistakes happen, and will often be willing to accept and forgive them (if they do not repeat) as long as you own up to them rather than try to avoid taking responsibility. This kind of accountability reassures customers that their concerns matter and that you’re committed to making things right.
2. It turns frustration into loyalty
A bad experience doesn’t have to mean a lost customer. In fact, studies show that customers who receive a sincere and well-handled apology are more likely to stay loyal than those who never experienced an issue in the first place. A thoughtful apology email to the customer can turn disappointment into long-term trust.
3. It can help avoid negative word-of-mouth and online reviews
Unhappy customers often don't keep their frustrations to themselves, they share them with friends, family, and online review platforms. A prompt, well-crafted apology email to a customer for a bad experience can prevent them from leaving negative feedback on your website, Google Reviews, social media and other platforms.
4. It minimises legal risks
In industries like hospitality, automotive, and e-commerce, customer disputes can sometimes escalate to legal action. A professionally written apology email to a customer for poor service—especially when it includes a resolution—can show a level of goodwill that changes their anger and frustration and could potentially de-escalate the problem.
11 templates for apology emails to customers
Writing an apology email to a customer can be challenging, but getting it right can help repair relationships and rebuild trust. Having a template to follow can make sure that your apology emails cover all the points you want to and remain consistent with your brand voice.
Below are 11 templates that are clear, concise, and easy to customise. Simply replace the placeholders with the relevant details to create a message that feels personal and sincere.
- Apology email to customer for bad experience
Subject: Our sincere apologies for your recent experience
Dear [Customer’s Name],
I want to personally apologise for the experience you had with [Company Name]. We always aim to provide the best service possible, and I’m sorry we fell short this time.
We take your feedback seriously and are already working on improvements to prevent this from happening again. Please let us know how we can make it right for you.
Thank you for your patience, and we truly appreciate your business.
Best regards,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for poor service
Subject: We’re sorry for your recent service experience
Dear [Customer’s Name],
We regret that our service did not meet your expectations. At [Company Name], we hold ourselves to high standards, and we understand how frustrating this must have been for you.
To prevent this from happening again, we are [briefly explain steps being taken]. If there’s anything more we can do to improve your experience with our service, please let us know.
We appreciate your feedback and the opportunity to improve.
Sincerely,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for damaged product
Subject: Apology for the damaged item in your order
Dear [Customer’s Name],
We sincerely apologise that your recent order from [Company Name] arrived damaged. We take quality seriously and regret that this happened.
To resolve this, we will [offer a replacement, refund, or discount]. We are also reviewing our packaging and shipping process to prevent similar issues from happening again in the future.
Please let us know if we can assist you further. We appreciate your patience and your business.
Best regards,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for delay in response
Subject: Apologies for our delayed response
Dear [Customer’s Name],
I apologise for the delay in getting back to you. We strive to respond to all inquiries promptly, and I regret that we missed the mark this time.
We are currently working to improve our response times to ensure this doesn’t happen again. Please let me know how I can assist you moving forward.
Thank you for your patience, and we appreciate your support.
Best,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for delay in service
Subject: We apologise for the service delay
Dear [Customer’s Name],
We regret the delay in providing your requested service. We understand that your time is valuable, and this was not the experience we wanted you to have.
We are working hard to complete your request as soon as possible and expect to have it resolved by [insert timeframe].
Thank you for your patience, and we appreciate your continued trust in [Company Name].
Sincerely,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for mistake
Subject: Our apologies for the mistake
Dear [Customer’s Name],
We recently noticed an error in [explain the mistake] and sincerely apologise for any inconvenience this may have caused.
To correct this, we have [explain the resolution]. Additionally, we are taking steps to ensure this does not happen again.
We appreciate your understanding and the opportunity to make things right.
Best,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for damaged goods
Subject: Our apologies for the damaged item in your order
Dear [Customer’s Name],
We’re sorry that your recent order arrived in less than perfect condition. Quality is important to us, and we understand how frustrating this must be.
We are happy to offer you [a replacement/refund/discount] as compensation. We’re also working with our shipping partners to improve packaging and handling.
Please let us know how you’d like to proceed, and thank you for your patience.
Sincerely,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for delay
Subject: We apologise for the unexpected delay
Dear [Customer’s Name],
We regret to inform you that there has been a delay with [order/service]. We understand how important this is to you and apologise for any inconvenience.
We expect to resolve this by [insert date], and we will keep you updated. If you have any questions, feel free to reach out.
Thank you for your patience and understanding.
Best,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for wrong delivery
Subject: Apologies for the incorrect delivery
Dear [Customer’s Name],
We sincerely apologise for the mistake in your recent order. We understand how frustrating it must be to receive the wrong item.
We are working to correct this immediately by [offering a replacement/refund]. Please let us know how you’d like to proceed.
Thank you for your patience, and we appreciate the chance to make this right.
Sincerely,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for wrong information
Subject: Correction: Our apologies for the incorrect information
Dear [Customer’s Name],
We recently provided incorrect information regarding [specific issue], and we sincerely apologise for any confusion this may have caused.
The correct information is [provide the accurate details]. We are reviewing our internal processes to ensure accuracy moving forward.
Please reach out if you have any questions. We appreciate your understanding.
Best regards,
[Your Name]
[Your Position]
[Company Name]
- Apology email to customer for wrong product
Subject: Our apologies for the incorrect product in your order
Dear [Customer’s Name],
We regret that you received the wrong product in your recent order from [Company Name]. This was an error on our end, and we sincerely apologise for the inconvenience.
We will [offer a replacement/refund] immediately. Please let us know how you’d like to proceed.
We appreciate your patience and look forward to resolving this for you.
Sincerely,
[Your Name]
[Your Position]
[Company Name]
Best practices for sending apology emails to customers
A poorly written apology can come across as insincere or even make things worse. To make sure your apology emails are well received and have the intended effect, follow these best practices:
1. Be proactive
Don’t wait for customers to reach out with complaints, stay ahead of the issue. Monitor customer feedback, social media mentions, and reviews to identify potential problems early.
Example: Hotels on Booking.com often respond to negative reviews publicly and reach out privately to resolve the issue, showing accountability and commitment to service improvement.
2. Acknowledge the mistake clearly
Avoid vague apologies. Instead, state exactly what went wrong and take full responsibility. Customers appreciate honesty over being defensive or deflection.
Example: “We mistakenly charged you twice for your order, and we sincerely apologise for the inconvenience this caused.”
3. Say "I’m sorry" and mean it
A genuine apology should include a straightforward expression of regret without unnecessary justifications.
Avoid: “We’re sorry if this caused you any inconvenience.”
Better: “We’re truly sorry for this mistake and understand the frustration it may have caused.”
4. Use an empathetic and respectful tone
Customers want to feel heard, not dismissed. Keep your language respectful and understanding, and avoid sounding overly formal or defensive.
Example: “We completely understand how frustrating it must have been to receive the wrong product. We take full responsibility for this and want to make things right.”
5. Keep it professional—but if appropriate, add a human touch
If the mistake isn’t too serious, a bit of light humor or a warm, conversational tone can make the email feel more personal.
Example (for a minor mistake): “It looks like Murphy’s Law struck at the worst time—we sent the wrong order! We truly appreciate your patience while we make it right.”
6. Explain how you’ll fix the issue
Words often mean little to customers without action to follow through. Clearly state what you’re doing to correct the mistake and how you’ll prevent it from happening again.
Example: “To ensure this doesn’t happen again, we’re implementing an extra review step in our fulfillment process.”
7. Offer a resolution or compensation
If appropriate, offer a tangible resolution—whether it’s a refund, discount, replacement, or free service. This shows customers you’re willing to go the extra mile.
Example: “We’ve refunded the extra charge and added a 10% discount to your next purchase as a way of an apology.”
8. Send the email from the right person
A personalized email from a manager or team leader carries more weight than a generic automated message. Customers appreciate knowing that their concerns are being taken seriously.
Example: “This is [Your Name], Customer Support Manager at [Company Name]. I wanted to personally reach out to apologise for the issue with your order.”
Turning a mistake into an opportunity
Mistakes happen in every business, but how you handle them can make the difference between a lost customer and bad reputation and a happy customer that stays loyal to your brand. A well-crafted apology email to a customer shows accountability, empathy, and a commitment to making things right. By acknowledging the issue, offering a solution, and maintaining a professional yet personal tone, you can turn a negative experience into a trust-building opportunity.
With Trengo, you can streamline your customer interactions, ensuring every apology email to the customer is sent quickly and professionally. Whether you’re responding to a bad experience, a delayed service, or a wrong product, Trengo helps you centralise all customer messages, so nothing gets missed.
