10 apology email templates for customers + real examples

Reading Time: 10 minutes

Something broke. An order got botched. A feature glitched. Whatever the issue, your customer’s trust took a hit, and now it’s your move.

This is the moment that separates forgettable brands from the ones people stick with. Handle it well, and a not-so-happy customer might just become your most loyal one.

And here’s the truth — customers don’t need perfection. They need transparency. Accountability. A human response that says, “We get it and we’re fixing it.” So. a well-written apology email does more than smooth things over. It shows your brand owns its mishaps, respects its customers, and moves fast to make things right.

In this article, you’ll get ready-to-use templates for common customer service situations, real examples from successful brands, and a step-by-step process for writing professional apology emails to customers that help restore confidence.

Why apology emails to customers matter

Mistakes happen. A wrong item ships, or an order slips through the cracks… That’s the reality of ecommerce, especially at scale. But when something goes wrong, the clock starts ticking. How fast and how well you respond determines whether the customer gives you another shot or walks for good.

Research shows just how important that moment can be for your business. According to an Emplifi study, 52% of customers will abandon a brand after one bad experience. Two negative encounters push that number to 86%. Each lost customer means lost revenue and potential referrals.

But here’s what many businesses miss: when handled correctly, apology emails to customers can increase loyalty.

A sincere response demonstrates empathy and accountability to your customers. It proves you’re not ignoring problems but actively solving them.

Rebuilding trust quickly keeps customer lifetime value high and churn rates low. The most effective apology emails to customers patch damaged relationships and even strengthen them.

Professional apology email templates you can steal

These ready-made templates of apology emails to customers help you respond quickly and thoughtfully when things go wrong. Copy, personalize, and send them to address the most common ecommerce problems.

1. Apology email to customers for a mistake

Subject: We made an error and want to make it right

2. Apology email to customers for bad service

Subject: Your experience didn’t meet our standards

3. Apology email to customers for technical issues

Subject: Sorry about the technical trouble

4. Apology email to customers for a delay in delivery

Subject: Update on your delayed order

5. Apology email to customers for sending the wrong email

Subject: Please disregard our previous email

6. Out-of-stock after purchase apology email

Subject: Important update about your order

7. Apology email to customers for a broken discount code

Subject: Your discount code issue — now fixed

8. Apology email to customers for the incorrect item sent

Subject: We sent you the wrong item

9. Apology email to customers for website downtime

Subject: Our website was down — here’s what happened

10. Apology email to customers for a damaged product

Subject: You received a damaged package — we’ll make it right

5 apology email examples you can learn from

It’s always helpful to see what worked for other brands in practice. So here are five examples that show how to apologize professionally in an email.

1. Brand mistake apology

Methodical Coffee

Subject: *Retraction* On Colombia and our last email

When Methodical Coffee incorrectly stated that Colombia was in Central America, it sent a straightforward correction email. The subject line “Retraction On Colombia and our last email” immediately signals the purpose without beating around the bush.

Its apology works because it acknowledges the specific error without making excuses or deflecting blame. It thanked customers who pointed out the mistake and those who might “cringe” at it, showing it understands that accuracy and precision matter to its coffee-loving audience.

The tone stays authentic to the brand personality while being genuinely apologetic. This professional apology email template demonstrates how to own mistakes quickly and transparently:

2. Shipping delay apology

Thread

Subject: There’s an Issue with Your Thread Shipment #65005605060056

Thread’s shipping delay email gets straight to the point with “There’s an Issue with Your Shipment” in the subject line. It explains the cause (late flight) and provides a new delivery date upfront without burying the information.

The email includes all relevant details — tracking code, order info, delivery address — in an organized, scannable format. Most importantly, it offers a direct support contact for additional questions.

This customer apology email works because it’s informative, honest, and gives customers clear next steps. Tools like Omnisend make sending similar automated email notifications straightforward for ecommerce businesses:

3. Delayed email apology

Brooks Running

Subject: Oops, we’re running late.

Brooks Running apologizes for its late newsletter with humor and brand personality intact. The subject “Oops, we’re running late” plays cleverly on its running theme while addressing the issue directly.

Instead of just apologizing and moving on, it uses the delay to reinforce its brand message about running philosophy. The email acknowledges the delay, thanks subscribers for their patience, and transitions into valuable content about its mission.

This shows how to write anapology email that maintains brand voice while addressing the problem effectively:

4. Apology for the wrong email sent

FilterEasy

Subject: Oops: Someone Hadn’t Had Their Coffee Yet This Morning

FilterEasy’s “Oops: Someone Hadn’t Had Their Coffee Yet This Morning” subject line uses appropriate humor to diffuse tension immediately. It explains the technical reason (system upgrade) without getting too detailed or making excuses.

The email acknowledges the inconvenience caused, explains it’s “ironing out the kinks,” and thanks customers for their continued business and trust.

The sign-off “Breathe Easy” reinforces its brand messaging while keeping things light. This apology email to customers shows how appropriate humor can work effectively in B2B contexts when used thoughtfully:

5. Apology for technical issues

OpenTable

Subject: Oops, that was embarrassing

OpenTable’s technical glitch apology is direct and personal from the opening line. It addresses the customer by name and explains exactly what happened — a technical error sent wrong reservation cancellations to some users.

It clarifies that customer accounts are unaffected and provides clear contact information for additional questions. The tone is conversational (“Well, this is awkward”) while remaining professional and helpful.

This apology email to customers for a bad experience shows how to balance personality with seriousness when technical issues disrupt service:

How to write an apology email to customers

“Sorry” is a good start when writting an apology email, but you shouldn’t stop there. Here’s how to create customer apology emails that rebuild relationships and restore trust.

Start with a sincere subject line

Your apology email subject line determines whether customers open your message at all. Make it clear, honest, and specific to the situation you’re addressing.

Here are some strong subject line examples:

• “We made an error with your order”
• “Sorry about the shipping delay”
• “Technical issue resolved — our apologies”
• “We messed up and want to make it right”
• “Your discount code issue — now fixed”
• “Apology for the service you received”

Avoid vague phrases like “Important update” or “Quick note” that don’t communicate the purpose. Learning how to title an apology email starts with being upfront about the apology from the start.

Tools like Omnisend’s subject line tester help you see which performs better with your specific audience.

Acknowledge the mistake clearly

Don’t attempt to downplay the severity of what went wrong with the use of corporate jargon. State the problem directly and take full responsibility for what happened.

Say “We sent you the wrong item” instead of “There was a fulfillment discrepancy.” Clear communication shows respect for your customers’ time and intelligence.

Take ownership and express empathy

Avoid blaming external factors or making excuses for the situation. Even if the mistake wasn’t entirely your fault, take responsibility for the customer experience you delivered.

Show you understand how the error affected them personally and specifically. Instead of “We apologize for any inconvenience,” try “We know this delayed your project, and that’s frustrating for you.”

Explain what went wrong (briefly)

Customers want to know why mistakes happened, but keep explanations short and focused. A sentence or two is usually sufficient for most situations.

This builds trust by showing transparency without overwhelming them with unnecessary technical details. Focus on what you learned and how you’ll prevent similar issues going forward.

Offer a solution or compensation

Don’t just apologize — actively fix the problem with concrete actions. Offer specific solutions like replacements, refunds, discounts, or service upgrades that match the situation.

Make the compensation meaningful relative to the inconvenience caused to the customer. A small discount for a major shipping delay feels insufficient and may worsen the relationship.

End with warmth and clarity

Close your apology email to customers professionally but warmly to maintain the relationship. Understanding how to end apology email messages involves thanking customers for their patience and providing clear next steps.

Include direct contact information in case they have additional questions or concerns. This shows you’re available to make things right, not hiding behind automated responses.

Ultimately, a short apology message to customers is often your best bet to making things right.

Wrap up

Writing effective apology emails to customers can turn mistakes into opportunities and strengthen relationships rather than damage them. The key is responding quickly, taking complete ownership, and offering meaningful solutions that match the impact.

Remember to acknowledge the specific problem clearly, explain briefly what happened, and provide clear next steps for resolution. Compensation should match the inconvenience level, and your tone should be genuinely apologetic without being overly dramatic or corporate.

With tools like Omnisend, you can build trust automatically while staying personal with your customers.

Set up automated apology email workflows for common issues, personalize messages based on customer data, and track which approaches work best for your audience. This way, when mistakes happen, you’re ready to turn them into loyalty-building moments.