Things don't always go as planned, and when they don't, a thoughtful apology can make all the difference. Knowing what to say—and how to say it—is crucial for mending customer relationships.
That's where having a solid template comes in handy. It gives you a reliable starting point, so you can craft a sincere and effective response without the stress of staring at a blank page.
<template>
Subject: An Update on Your Order #[*Order Number*]
Hi [*Customer Name*],
We're writing to apologize for the delay with your order, #[*Order Number*]. We know you were expecting your package by [*Original Delivery Date*], and we’re very sorry it hasn’t arrived on schedule.
This was due to an unexpected [*Reason for Delay, e.g., issue at our warehouse, carrier delay*]. We’ve looked into it, and your package is now set to arrive on or before [*New Delivery Date*]. You can follow its journey with the updated tracking link here: [*Tracking Link*].
To make up for the inconvenience, we’ve [*Offer, e.g., refunded your shipping costs, applied a discount to your next purchase*]. We appreciate your patience and are committed to making this right.
If you have any questions at all, please reply to this email and we’ll get right back to you.
Best,
[*Your Name*]
[*Your Title*]
</template>
<template>
Subject: We're sorry about the issue with your [*Product Name*]
Hi [*Customer Name*],
We are so sorry to hear that your [*Product Name*] didn't meet your expectations. We understand you're dealing with [*Specific Issue, e.g., a defect, damage upon arrival*], and we sincerely apologize for the disappointment and inconvenience this has caused.
That’s not the experience we want for our customers, and we want to make it right. We’ve already processed a [*Solution, e.g., replacement order, full refund*] for you. If a replacement is on its way, you can expect it by [*New Delivery Date*] and track it here: [*Tracking Link*].
To thank you for your patience, we’ve also [*Offer, e.g., applied a credit to your account, included a discount for your next order*]. We value your business and are committed to ensuring you have a better experience moving forward.
Please let us know if there is anything else we can do to help.
All the best,
[*Your Name*]
[*Your Title*]
</template>
<template>
Subject: A Correction Regarding Your Invoice #[*Invoice Number*]
Hi [*Customer Name*],
We’re writing to apologize for a mistake on your recent invoice. We identified an error and want to be transparent about what happened and how we’ve fixed it.
You were incorrectly charged [*Incorrect Amount*] due to a [*Brief explanation of error, e.g., system glitch, manual error*]. The correct amount should have been [*Correct Amount*]. We have already corrected this by [*Action Taken, e.g., issuing a refund for the difference, sending a new, corrected invoice*]. You should see this reflected in your account shortly.
We take billing accuracy seriously, and we’re sorry for any confusion this caused. As a gesture of our apology, we’ve [*Offer, e.g., applied a credit to your account for your next billing cycle*].
If you have any questions, please reply directly to this email. We’re here to help.
Sincerely,
[*Your Name*]
[*Your Title*]
</template>
<template>
Subject: We're sorry for the recent service disruption
Hi [*Customer Name*],
We’re writing to apologize for the recent disruption with [*Service Name*] on [*Date of Disruption*]. We know you rely on our platform to run your business, and we are very sorry for the impact this had on your work.
The outage was caused by a [*Brief, transparent explanation, e.g., server issue, unexpected system failure*]. Our team worked to resolve it immediately, and service was fully restored at [*Time of Restoration*]. All systems are now operating normally.
We are taking steps, including [*Preventative Action, e.g., improving our infrastructure*], to ensure this doesn't happen again. To apologize for the trouble, we’ve [*Offer, e.g., applied a credit to your account for your next billing cycle*].
We value your trust and are committed to providing a reliable service. If you have any questions, please reply to this email, and we’ll be here to help.
Sincerely,
[*Your Name*]
[*Your Title*]
</template>
<template>
Subject: Clearing things up about [*Topic of Miscommunication*]
Hi [*Customer Name*],
I’m writing to personally apologize for the miscommunication regarding [*Topic of Miscommunication*]. It looks like we gave you some incorrect information, and I’m very sorry for any confusion this caused.
My goal is to get you the right answer. To clarify, [*State the correct information clearly and simply*]. The information you previously received was a mistake on our end, and we take full responsibility for that.
We've already taken steps to correct our internal resources to ensure our team provides accurate information going forward. We want to make sure your experience is seamless, and we dropped the ball here.
If you have any more questions or if there’s anything else I can clear up, please just reply to this email. We’re here to help.
Sincerely,
[*Your Name*]
[*Your Title*]
</template>
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Having the right words is the first step, and these templates provide a clear starting point for any apology.
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