How to apologize in writing: steps, phrases and 10 email templates to copy

To apologize in writing, name the mistake in the first sentence and take responsibility without making excuses.

Then explain what happened, offer a solution and say what you’ll do to make sure it doesn’t happen again.

Close with a thank-you and sign with your own name, not a department’s.

It sounds simple, but it’s easy to get wrong. A cold apology, or one full of “ifs”, can cause more anger than the mistake itself.

A well-written one, on the other hand, shows that you care about the relationship. Often the customer ends up trusting you more than before the mistake.

In this article you’ll see how to apologize in writing step by step, with the phrases that work and the ones best avoided.

Plus 10 templates to copy, from an upset customer to your whole subscriber list.

How to apologize in writing effectively and sincerely

Before you write, think about the person who’s going to read the message. They’re upset.

They want to know three things: that you understand what happened, that you’re going to fix it and that it won’t happen again.

These nine steps sum up how to apologize sincerely in writing, whether in an email or a letter.

Start with an appropriate greeting

Address the person by name. A “Dear customer” sounds like a template just when you most need to sound human.

Adapt your tone to the relationship. With a long-standing customer, you can be informal.

In a formal apology to a company or a superior, “Dear Marta” is a better choice.

Get straight to the point

Don’t beat around the bush. The first or second sentence has to say why you’re writing.

If you start by talking about how much you value your customers, the reader will think you’re trying to soften something. And they’ll be right.

Take responsibility

Say “we got it wrong” or “it was my mistake”. Avoid blaming the supplier, the system or a colleague.

Even if others are partly to blame, as far as the customer is concerned, you’re the one responsible. They chose you.

Describe the incident

Explain what happened in a few sentences and in plain words. Show that you understand the problem and aren’t downplaying it.

There’s no need to go into every technical detail. It’s enough for the person to understand what went wrong and who it affected.

Express sincere regret

One sentence is enough: “I’m very sorry for the trouble this has caused you.” No drama, and no repeating it five times.

What makes an apology credible isn’t how many times you say “we’re sorry”, but what comes after.

Offer a solution or compensation

Say what you’ve already done or what you’re going to do, with dates if you can. “We’re sending you the right product today and it will arrive on Thursday.”

If the mistake caused real harm, add proportionate compensation: a refund, a discount or free shipping.

Make sure it won’t happen again

Explain what you’re changing to prevent it. One specific sentence is worth more than a generic promise.

«Hemos añadido una revisión manual antes de cada envío» convence más que «trabajamos para mejorar». Si no sabes por dónde empezar esa revisión, tienes una lista de comprobaciones en nuestras leyes de Murphy del email marketing.

End politely

Thank the person for their patience and give them a direct way to get in touch. A name and a phone number or an email address they can reply to.

Avoid closing with a sales offer that has nothing to do with the mistake. It looks like you’re using the occasion to sell.

Review and proofread

Read the message aloud before you send it. Check the name, the order details and that the solution you’re promising is real.

A spelling mistake or the wrong name in an apology does a lot of damage. It gives the impression that the mistake is happening all over again.

8 tips for apologizing perfectly by email

Templates help, but without a personal touch your apology will sound automated.

These eight tips make the difference between an email that repairs the relationship and one that makes it worse.

Personal touch

It doesn’t matter whether the mistake affects one person or thousands. Every reader has to feel that the message is meant for them.

Use their name and mention their specific case if you can.

With custom fields, you can insert the order number or the date into each email, even when you send it to your whole list.

Admit your mistakes

It’s human to look for explanations for a mistake. But if you give them before the apology, they sound like excuses.

First, acknowledge the mistake. Then, if necessary, explain the causes. In that order.

Be ready to explain

A small mistake doesn’t need lengthy explanations. A one-day delay in a shipment can be fixed with a short apology and the new date.

A serious mistake does need them. After a service outage, the customer expects to know what happened and what you’ve changed.

Provide a solution

Most people understand that mistakes happen. What they don’t forgive is mistakes that don’t get fixed.

Present the solution in the same email as the apology. If you don’t have it yet, say when you will and stick to that date.

Do everything you can to be forgiven

Trust is hard to earn and easy to lose. Don’t assume an apology is enough to win it back.

A small gesture helps: a discount code, a free month or a free gift. It shouldn’t require buying more to enjoy it.

Free shipping on the next purchase can look like a way to sell more. A partial refund or a straightforward gift comes across better.

Keep the conversation open

For minor mistakes, an apology and a small gesture are enough. For major mistakes, the customer needs to be able to talk to someone.

Offer a reply address that a person actually monitors. Never send an apology from a noreply address.

Also invite them to share their feedback. Knowing how the customer experienced the problem helps you avoid repeating it.

Don’t be pushy

The language of an apology matters as much as its content. Avoid commands, even polite ones.

“Accept our apologies” demands something from the customer. “We’d like to apologize” or “we apologize” say the same thing without imposing anything.

Be careful with conditionals, too. “We’re sorry for any inconvenience this may have caused you” casts doubt on whether there was any inconvenience at all.

Choose the right person to sign

Who signs the email says a lot about how seriously you take the mistake.

For a minor problem, it can be signed by whoever is handling the case in customer service. Preferably with their own name rather than “The [brand] team”.

For a serious mistake that affects many customers, someone from management should sign it. It shows that the problem is being taken seriously at the top.

Phrases for apologizing in writing

These phrases help you apologize in writing without sounding like a template. Choose the register based on the person you’re writing to.

Formal expressions: “our sincere apologies”, “our apologies for the matter” and “apologies for any inconvenience”

In formal writing, you’ll come across set phrases. They work, but it’s worth knowing what they mean so you don’t use them blindly.

“We extend our sincere apologies” and “we offer our apologies for the matter” mean apologizing in the way the situation calls for. They’re correct, but cold.

“Sorry for the inconvenience” or “we apologize for any inconvenience” work in short notices, such as scheduled downtime. For a serious mistake, they fall short.

If you want to sound formal and warm at the same time, name the mistake: “I apologize for the delay in delivering your order.”

Phrases to avoid

Some phrases look like apologies, but the customer reads them as the opposite.

Examples of how to apologize in writing: 10 templates to copy

Almost every mistake depends on two variables: how serious it is and how many people it affects.

The first four templates cover those combinations.

The next six deal with the most searched-for cases: delays, emails sent by mistake, apologies at work and formal letters.

1. A small mistake, for a single customer

Subject: Sorry, [name], it’s already fixed

Hi [name],

I’m writing because [describe the mistake, for example: we sent you the wrong size]. It was our mistake and we’re sorry.

We’ve already sent you [the solution]. It will arrive on [date].

As an apology, here’s [a 10% discount code] for your next purchase.

Thank you for your patience,

[Your name], from [brand]

2. A major mistake, for a single customer

Subject: We apologize for [the problem]

Dear [name],

I am writing on behalf of [company] to apologize for [describe the mistake]. We understand the harm it has caused you, and the responsibility is ours.

The problem occurred because [brief, honest explanation]. We have already [what you’ve done to fix it].

To make up for it, [specific compensation]. We have also [change that prevents it from happening again].

If you would like to discuss it, you can write to me directly at [email] or call me at [phone].

Sincerely,

[Name and job title, ideally someone from management]

3. A small mistake, for several customers

Subject: Oops, we made a mistake

Hi [name],

If you’ve noticed [describe the mistake], you’re not the only one. It was our mistake and we’ve already fixed it.

Sorry for the inconvenience. As an apology, [small gesture for everyone affected].

Thanks for sticking with us,

[Your name], from [brand]

4. A serious mistake that affected many customers

Subject: What happened on [date] and what we’ve changed

Hi [name],

On [date], [describe the mistake and its scope]. I apologize on behalf of the whole team. It’s not what you expect from us.

Here’s what happened: [clear explanation, no jargon].

Here’s what we’ve already done: [measures taken].

Here’s what changes from today: [prevention].

If you were affected in any way, reply to this email. Either I or someone on my team will read it.

[Name], [job title] at [company]

5. Apology email for a delayed order

Subject: Your order will arrive later than expected

Hi [name],

Your order [number] won’t arrive on [expected date], as we told you it would. We’re truly sorry.

[Brief reason]. The new delivery date is [date].

To make up for the wait, we’re refunding the shipping costs. If you’d rather cancel the order, reply to this email and we’ll refund the full amount.

[Your name], from [brand]

6. Apology email for a send with mistakes

This is the situation in Jose’s quote: a broken link or a wrong price in a campaign.

A short errata notice is usually enough.

Subject: Correction: here’s the right link

Hi [name],

In our last email, the link to [offer or content] didn’t work. Our mistake.

Here’s the right one: [link].

Thanks to those of you who let us know. And sorry for the second visit to your inbox.

[Your name], from [brand]

7. How to apologize to your boss in writing

Subject: Apologies for [the mistake] and how I’ve resolved it

Hi [boss’s name],

I want to apologize for [mistake, for example: not delivering the report on time]. The responsibility is mine.

I’ve already [solution or new deadline]. To make sure it doesn’t happen again, [specific change in the way you work].

If you’d like to talk about it, let me know when suits you.

Best regards,

[Your name]

8. Apologizing to a coworker

Subject: I owe you an apology

Hi [name],

I wanted to say sorry for [what happened, for example: my tone in Tuesday’s meeting]. It wasn’t right and you didn’t deserve it.

I really value working with you. If you’re up for it, let’s talk it over coffee.

[Your name]

9. Formal apology letter to a customer

[Place and date]

Dear Mr. [surname],

I am writing to offer you my most sincere apologies for [describe the mistake] that occurred on [date].

Having reviewed what happened, we have found that [brief explanation]. The responsibility is entirely ours.

We have [solution] and, as compensation, [compensation].

We have reviewed our procedures to prevent a situation like this from happening again.

Please do not hesitate to contact me at [phone or email] if you need any clarification.

Sincerely,

[Name, job title and company]

If you write letters to customers often, you’ll find more examples in our guides to client letters and business letters.

10. Apologizing for not replying in time

Subject: Re: [original subject]

Hi [name],

Sorry for taking so long to get back to you. Your message slipped through the cracks, and that’s not fair to you.

About what you asked me: [answer].

If you need anything else, this time I’ll reply the same day.

[Your name]

How to apologize by email to many customers at once

When a mistake affects hundreds or thousands of people, the apology becomes a campaign.

The same rules apply as to any other send.

Send it only to those who were affected. With segmentation, you avoid worrying customers who hadn’t even noticed.

Send it soon. If the customer finds out about the mistake some other way, the apology arrives late and loses its impact.

Use a sender the customer recognizes, ideally with a person’s name. And let replies go to a mailbox that someone monitors.

Don’t include promotions in the same email. An apology with a sale banner underneath is no longer an apology.

Send a test first. Check the custom fields, the links and that the text reads well on mobile.

Subject lines for an apology email

The email subject line has to make it clear that it’s an apology. If it looks like a promotion, many people won’t open it.

Complete the subject line with the preheader. It’s the perfect place to preview the solution: “It’s already fixed and there’s a gift for you”.

Mistakes to avoid when apologizing in writing

The most common mistake when apologizing in writing is taking too long. Every day that goes by without an apology, the customer assumes you don’t care.

The second is the token apology: three paragraphs of stock phrases that don’t say what happened or what you’re going to do.

Promising what you can’t deliver is also a mistake. If you say it won’t happen again and it does, your second apology is worth much less.

And finally, turning the apology into a sale. A discount as compensation is fine. A seasonal offer in the same email is not.

If the mistake has damaged your brand image, the apology is only the first step.

Our article on how to change negative perceptions about your brand can help.

How Mailrelay helps you

With Mailrelay, you can send the same apology message to your whole list or just to a segment.

With custom fields, each email includes the customer’s name and the details of their case.

The visual editor lets you put the message together in minutes, with no design skills.

And the free account includes up to 80,000 emails per month and 20,000 contacts, with human support on all plans.

Frequently asked questions about how to apologize in writing

How do you apologize formally?

Use a formal tone and greeting. Acknowledge the mistake, take responsibility, explain the solution and sign off with “Sincerely”.

The formal letter template in this article is a good starting point.

What does “our apologies for the matter” mean?

It’s a formal phrase that means apologizing to the extent the situation calls for.

It’s correct, but impersonal. If you can, name the mistake instead of using it.

Is it better to apologize by email or by phone?

For a serious mistake with a single customer, call first and then confirm in writing.

If it affects many people, email is the fastest way to reach them all.

Should you always offer compensation?

No. For a small mistake, a sincere apology and the solution are enough.

Compensation makes sense when the mistake caused real harm: money, time or a lot of hassle.

How long do I have to send an apology email?

The sooner, the better. Ideally, the same day you spot the mistake.

If you don’t have the solution yet, apologize anyway and say when you’ll have it.

Jose Argudo

CMO at Mailrelay. Writes about email marketing, copywriting and conversion for SMEs and entrepreneurs.

More articles by Jose · LinkedIn