How to Send An Apology Email

When you spill the proverbial milk all over a marketing email, it can be tempting to hold your breath, cross your fingers and hope no one notices.

And since your audience is behind computer screens elsewhere, you probably won’t see many reactions (especially if they’re not on Twitter).

They’ll certainly notice some things; they may not notice (or care about) others. When do you play it safe and apologize? And when do you leave it alone?

Incorrect Info

This one’s a given. If you send out incorrect information, you’re going to have to set the record straight with an email like this one from Wawa:

Though you can certainly give your readers a way to respond by linking back to your site, your emphasis should be squarely on the correction. Since your original message has people operating under false information, corrections are best sent out as soon as possible.

Details Left Behind


It’s difficult to catch every little detail before sending out an email. Sometimes, missing one little detail can mean subscribers get a hugely different message from what you intended.

So it’s important that you fill in the blanks as soon as possible, like Shoo Foo does here:

Now, depending on how long your error went without being corrected and how deep of a discount you’re offering, you may want to consider adjusting the sale to run the way you advertised it.

If that’s not possible, make sure to communicate to subscribers how truly sorry you are for the inconvenience.

Tiny Typos

If you accidentally send a typo, it can be tempting to tell your readers that you caught it, like Shopify‘s first paragraph here. Not only does this help you recoup some dignity, it shows transparency, which can build trust in your company – your readers know you’re always giving them the straight story.

But there can be such a thing as too much transparency. No one needs to know every breath your business takes. If a mistake’s tiny enough that readers, if they noticed, wouldn’t care, it’s probably not worth wasting their time by calling it out.

Jokes Gone Wrong


April Fools Day can inspire all kinds of business-to-customer fun. Which, unfortunately, can result in all kinds of customer-to-business panic. Depending on the size of the uproar, you may want to quiet it with an email, like Dreamhost did.

Notice how their apology was tucked among other content in their newsletter? It’s likely that anyone extremely worried about the situation had already sought out the straight story. So this response isn’t urgent, but it does answer any lingering questions.

One more thing – in the case of a misunderstood joke, it’s important not to make anyone feel…less than intelligent. Dreamhost used silly humor; whatever approach you take should be just as gentle.

A Serious Slip-Up


Occasionally, you might really mess up and offer readers something they can’t actually get. Along with your regrets, you may want to send them something to make up for their disappointment, like Dot Perkins does here.

A word of caution, though: it’s poor taste to use apology emails to push an offer. If you’re including a discount or coupon in the message, make sure it’s significant enough to be appreciated. Otherwise, it may look like a poorly masked attempt to make sales.

So When Should You Send That Apology?

Ask yourself these two questions:

  • Would subscribers be inconvenienced if I didn’t send an apology?
  • Was it a bad enough mistake that I truly do owe them a heartfelt message of regret?

If you respond with a “yes” to either questions, then you’ve got your answer.

What Are You Sorry For?

Of course, we’re hoping you have nothing to be sorry for.

But we do all make mistakes. Have you ever found yourself in a situation where you needed to apologize to your subscribers?

How did you handle it?