Even if you try to do everything right, mistakes can happen. It’s perfectly normal and there’s no way to prevent it other than being careful. But what if you still make an error? Just send an apology email and try to own your responsibilities. Everything will be fine.
In this article, we will show you how to write an apology email that is clear, sincere and guaranteed to win your customer’s loyalty back.
Why writing an apology email?
There are some things that are just normal. In each and every job something can go wrong without someone’s particular fault. It simply happens. When working online, you can have several problems that need an apology.
For instance, some of your links weren’t working. There was a server outage, or maybe a privacy breach. Even your own product or service could be flawed in some ways. Or maybe an email has been sent with the wrong headline or wrong message. In this case, you should ask for forgiveness.
Just be kind, be direct, remind your customers that whatever happened wasn’t done on purpose and you are already working to make things right.
What will happen between the company and the customer?
We all know facing difficulties is never nice. No one likes to deal with problems, delays and mistakes, but it happens even to the most meticulous companies. Again, mistakes happen. What you need to do now is damage control.
Immediately after you discover the mistake, send an apology email. Let your customers know how sorry you are but also take things lightly. Make them smile and assure them that everything is going to be ok as quickly as possible.
This way you will appear vulrneable but also human. In fact, people tend to empathise with someone who makes an error and is ready to admit it. Of course, beside sending your email, set things in motion to actually solve the problem in the briefest time.
How to write an apology email
When you are writing an apology email for a mistake, you need to use the most effective and nice copy. Remember: these people are already a bit crossed with you and you want to win their trust again.
So, try to be nice, polite and sincere in your apology. Above all, you want them to know that nothing has been done on purpose and everyone in the company is already working to make it up to them.
4 golden rules
The copywriter or email marketing specialist crafting your apology email needs to follow these four rules for an effective communication:
- Tell them you know about the problem, admit your responsibility and explain the mistake in the most sincere fashion.
- Ensure them: you and your team are already at work to fix everything as soon as possible.
- Make sure this situation will never happen again and you will do everything in your power to prevent it.
- Finally, offer something tangible to compensate for the mistake. For example a discount or a coupon for their next purchase.
The right subject line for apology email
Surely you know your customer and your company’s tone of voice. Also, you know the entity of the mistake that has been made. Craft the perfect subject line for your apology email with all these things in mind.
For instance, you can be smart and funny if it’s a small error (like the wrong date on an event brochure). Quite the opposite, if your mistake is serious and the damage pretty important, keep a sober tone of voice. Here are some phrases you can use as an headline:
- We made a mistake: here’s what happened.
- Whoops! Let’s make it up to you.
- We messed up.
Clearly, these are funny and informal subject lines. They are good for a little error and a young, smart targetTarget è un termine che viene dalla lingua inglese e che vuol dire letteralmente "bersaglio".... Leggi audience. If you made an heavier mistake, try one of these instead:
- Thanks for your understanding.
- We are extremely sorry.
- We apologize for the confusion.
Some examples of apology email
Let’s say you had a little bump, a tiny mistake that can be solved with a simple apology email and a smile. Here is what to write:
“Whoops!
You may have accidentally received the wrong link in today’s newsletter. We blame it on the official office dog, Cookie! He really messes up with copy and paste.
In order to make up to you, here is a 10% discount on your next purchase“.
Or maybe your mistake was personal: there is just one customer that’s been affected by it and you can send a single email to solve the problem. Try this template:
“Hi [customer’s name],
we are very sorry to hear that you send your product back. Was there something wrong with the boots? We want them to be absolutely perfect, so please fill this questionnaire and let us know what was the problem.
Have a wonderful day“.
As you can see, keeping things sweet and simple is often the best way to deal with accidental mistakes and problem.
What if the matter is more serious?
In this case, you may need to write a professional and more formal copy for ypur apology email. Here is an example to take inspiration from.
“Dear [Customer Name],
please accept my apology on behalf of our company.
I am sorry to learn that your experience with [product or service] was less than satisfactory.
We value our customers and exceptional service is always our priority.
Therefore, we have credited your account for the full amount and propose this x% coupon for your next order, as a gesture of our gratitude for your patience.
[Company’s name] value you bringing this to our attention.
If you have any questions, do not hesitate to contact me personally by phone or email.
Sincerely,
[Name]
[Managerial Role] in [Company Name]“
As you can see, this is a more formal and serious way to address a mistake that has been made or a problem the customer experienced with your products.
What happens after the email?
After you have sent your apology email, some customers may respond. Beware: they may be a little angry about the whole thing. Regardless of how little or big your error was, don’t take it personally. Again, people hate to deal with problems and delays and maybe they are already having a difficult day.
With this in mind, read and answer every email with firmness and kindness. Apologize again, if needed. Most of all, ensure them that your company is solving the problem or it’s all been solved already. Also, ask for their empathy and understanding and offer something in exchange.
You can even use this little problem as a way to test and solidify your brandIl brand coincide con il marchio di un'azienda, ma la sua definizione ha più a... Leggi reputation. After solving the mistake, send another email. Use a quiz or a questionnaire to explore how your solution has been perceived and what they think about your company after the incident.
Can you gain benefits from this interaction?
Of course you can. Every single moment you communicate with your customers is a gift for your company. In this instance, the initial problem is surely negative, but you faced it exceptionally well. Secondly, you have shown maturity and reliability.
This way people will know that your company is reliable and works well even in a crisis. This is a good way to increase your popularity and make customers feel like a part of your community. In fact, just like a real family or friends’ company, there can be problems but you showed you will fix them.
In conclusion
Writing an apology email can be a difficult task. Surely you are under pressure and a bit confused about what happened. However, it will be good if you keep a clear head and face it in the kindest and most productive way. In the end, this accident can even prove to be a gift for your relationship with customers.
Therefore, if you don’t know where to start, contact us. While you read this article, Mailsenpai’s team of email marketers is ready to create a perfect campaign for you.
