Bad customer experiences happen to every business. The best companies stand out through their response to these situations. A well-crafted apology email can change an unhappy customer into a loyal supporter of your brand.
These examples show different ways to say sorry while building your company’s reputation. Each sample addresses specific situations, giving you good options to write your own apology.
Sample Apology Emails
Here are 20 well-written apology emails to help you handle various customer service situations.
1. Response to a Late Delivery
Subject: Your Order #12345 – Our Sincere Apologies for the Delay
Dear [Customer Name],
We want to apologize for the delay in delivering your order #12345. We know you expected your package on March 15, and we failed to meet that commitment. Our delivery partner experienced unexpected system issues that affected several shipments, including yours.
To make things right, we’ve added a $25 store credit to your account and upgraded your next shipment to priority delivery at no cost. Your package will arrive tomorrow before 5 PM.
We value your trust and hope to serve you better next time.
Best regards,
[Your Name]
Customer Service Manager
2. Apology for Website Downtime
Subject: We’re Back Online – A Message About Today’s Service Interruption
Dear [Customer Name],
We apologize for the technical issues that made our website unavailable for 3 hours this morning. We understand this prevented you from accessing your account and completing important transactions.
Our technical team has fixed the server problem that caused the outage and added extra safeguards to prevent similar issues. To thank you for your patience, we’ve extended your subscription by one month.
Thank you for understanding as we work to improve our service reliability.
Sincerely,
[Your Name]
Technical Support Director
3. Product Quality Issue Response
Subject: About Your Recent Purchase – Making Things Right
Dear [Customer Name],
Thank you for letting us know about the manufacturing defect in the [product name] you bought last week. We take quality very seriously, and this falls short of our standards.
We’ve shipped a replacement product that meets our quality requirements. You should receive it within 2 business days. Please use the enclosed return label to send back the defective item at no cost to you. As a gesture of goodwill, we’ve also included a 20% discount on your next purchase.
We appreciate you bringing this to our attention.
Best wishes,
[Your Name]
Quality Assurance Manager
4. Wrong Item Shipped
Subject: Incorrect Order Shipment – We’ll Fix This Right Away
Dear [Customer Name],
We apologize for shipping you the wrong item. This mistake happened during our warehouse processing, and we take full responsibility. We know this creates extra hassle for you.
A correct replacement has been shipped via express delivery and will arrive tomorrow. We’ve included a prepaid return label for the wrong item. Plus, we’ve added a $30 store credit to your account for the trouble.
Thank you for giving us the chance to correct this error.
Kind regards,
[Your Name]
Fulfillment Manager
5. System Maintenance Overrun
Subject: Extended System Maintenance – Our Apologies
Dear [Customer Name],
We apologize that today’s scheduled maintenance took longer than the planned 2-hour window. The extra downtime prevented you from using our services, and we know this disrupted your work.
To prevent such delays going forward, we’ve revised our maintenance procedures and added backup systems. We’ve credited your account with 5 free service days as compensation.
We aim to minimize future service interruptions.
Regards,
[Your Name]
Operations Manager
6. Customer Service Response Delay
Subject: Delayed Response to Your Support Request – We’re Sorry
Dear [Customer Name],
Please accept our apologies for the 48-hour delay in responding to your support ticket. You deserved a faster response, and we failed to provide that.
We’ve hired additional support staff and improved our ticket routing system. Your issue has been escalated to our senior support team, and they will contact you within the next hour. We’ve also added 3 months of premium support to your account.
Thank you for your patience during this delay.
Best regards,
[Your Name]
Support Team Lead
7. Billing Error Correction
Subject: Apologies for the Billing Error on Your Account
Dear [Customer Name],
We noticed we charged your account twice for your last purchase. This error occurred during our payment processing, and we sincerely apologize for any problems this caused.
We’ve already reversed the extra charge, which will show on your account within 24 hours. We’ve also added a $50 credit to your account and will waive next month’s service fee.
We value your business and trust.
Sincerely,
[Your Name]
Billing Department Manager
8. Out-of-Stock Item After Order
Subject: Your Order #67890 – Stock Availability Update and Apology
Dear [Customer Name],
We apologize that the item you ordered is now out of stock, despite showing as available when you placed your order. Our inventory system had a delay in updating stock levels.
We can offer you a similar product at a 30% discount, or we can fully refund your order. Additionally, we’ll give you early access to our next product release and a 25% discount code for your next purchase.
Please let us know your preference.
Best wishes,
[Your Name]
Inventory Manager
9. Service Appointment No-Show
Subject: Missed Service Appointment – Our Deepest Apologies
Dear [Customer Name],
We sincerely apologize that our technician missed your scheduled appointment yesterday. This should never happen, and we understand the time you wasted waiting for our arrival.
We’ve rescheduled your appointment for tomorrow at your preferred time, and this service will be completely free. We’ve also added a complimentary maintenance check to your service package.
Thank you for giving us another chance to serve you.
Regards,
[Your Name]
Service Department Head
10. App Performance Issues
Subject: Recent App Performance – We’re Sorry for the Slowdown
Dear [Customer Name],
We apologize for the slow performance you experienced with our app over the past week. Our recent update caused unexpected issues that affected your user experience.
Our development team has fixed the performance problems with our latest patch. We’ve also added three months to your subscription and upgraded your account to premium status at no cost.
We appreciate your continued support.
Best regards,
[Your Name]
Product Manager
11. Restaurant Order Mix-Up
Subject: Your Experience at [Restaurant Name] – Our Apologies
Dear [Customer Name],
We sincerely apologize for mixing up your order during your visit last night. Getting your meal right is basic to good service, and we failed at that.
Please accept two complimentary dinner vouchers, each valid for up to $75. We’ve also noted your correct order preferences in our system to prevent future mistakes. Our chef would like to personally prepare your meal on your next visit.
We hope to serve you again soon.
Warmly,
[Your Name]
Restaurant Manager
12. Incorrect Price Display
Subject: Price Error on Our Website – Our Apologies
Dear [Customer Name],
We apologize for displaying the wrong price for [product name] on our website yesterday. We understand this created confusion when the correct price appeared at checkout.
While we cannot honor the incorrect price, we’d like to offer you a 40% discount on this item, making it [price] instead of the regular [price]. We’ve also added free shipping to your next order.
Thank you for bringing this to our attention.
Best regards,
[Your Name]
Marketing Director
13. Failed Subscription Renewal
Subject: Subscription Renewal Issue – We’re Sorry
Dear [Customer Name],
We apologize for the technical problem that prevented your subscription from renewing properly. This caused a temporary loss of access to our services.
Your subscription has been restored with an additional month added for free. We’ve also upgraded your account to include premium features for the next six months at no extra cost.
We value your loyalty as a subscriber.
Sincerely,
[Your Name]
Subscription Services Manager
14. Damaged Product Delivery
Subject: Your Recent Delivery – Addressing the Damage
Dear [Customer Name],
We apologize that your [product name] arrived damaged. Our packaging should protect products during shipping, and we failed to meet that standard.
A replacement has been shipped via priority mail and will arrive tomorrow. Please keep the damaged item – no need to return it. We’ve also included a 30% discount code for your next purchase.
Thank you for letting us make this right.
Best wishes,
[Your Name]
Shipping Manager
15. Event Cancellation
Subject: [Event Name] Cancellation – Our Sincere Apologies
Dear [Customer Name],
We deeply apologize for canceling [event name] on such short notice. A power failure at the venue created safety concerns we couldn’t overcome quickly enough.
Your ticket has been fully refunded, and you’ll receive priority booking for our next event. We’ve also included two VIP passes to any upcoming event of your choice this year.
We hope to see you at future events.
Regards,
[Your Name]
Events Coordinator
16. Membership Benefits Error
Subject: Recent Changes to Your Membership – We Made a Mistake
Dear [Customer Name],
We apologize for incorrectly removing some benefits from your membership package during our recent system update. This should never have happened.
All benefits have been restored, and we’ve added six months of premium features to your account. You’ll also receive double rewards points for the next three months.
Thank you for your understanding.
Best regards,
[Your Name]
Membership Services Director
17. Data Privacy Breach
Subject: Important Information About Your Account Security
Dear [Customer Name],
We must inform you about a security incident that affected some customer accounts on [date]. While no financial data was exposed, some contact information may have been accessed.
We’ve reset your password and added extra security measures to your account. We’re offering two years of free credit monitoring through [service name]. Please contact us to activate this service.
We take your privacy very seriously.
Sincerely,
[Your Name]
Security Team Lead
18. Software Update Problems
Subject: Recent Software Update Issues – Our Apologies
Dear [Customer Name],
We apologize for the problems caused by our latest software update. The bugs prevented you from using key features, and that’s unacceptable.
We’ve released a patch that fixes these issues. As compensation, we’ve added six months to your subscription and included our premium support package at no cost.
Thank you for your patience.
Best regards,
[Your Name]
Software Development Manager
19. Wrong Account Charges
Subject: Incorrect Account Charges – We’re Setting Things Right
Dear [Customer Name],
We apologize for the incorrect charges posted to your account last week. Our payment system made an error during routine maintenance.
All wrong charges have been reversed, and we’ve added a $100 service credit to your account. We’ve also implemented new safeguards to prevent similar errors.
We value your trust in our services.
Kind regards,
[Your Name]
Finance Department Head
20. Product Return Problems
Subject: Your Recent Return Experience – Our Apologies
Dear [Customer Name],
We apologize for the difficulties you faced trying to return your purchase. Our return process should be simple, and we failed to provide that experience.
We’ve processed your return and expedited your refund, which will appear in your account within 24 hours. We’ve also sent you a 35% discount code for your next purchase.
Thank you for your feedback about our return process.
Best wishes,
[Your Name]
Returns Department Supervisor
Wrap-up
These examples can guide you in writing your own apology emails. Success comes from accepting responsibility, explaining the situation, and offering a good solution. Add specific details to make each apology real and meaningful. Quick responses and genuine solutions help build customer trust and loyalty.