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How to write apology email to back clients



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Oops emails

Don’t be afraid of making mistakes, afraid not recognizing them. Human beings aren’t perfect, and faults happen. Even in perfect marketing teams. It is essential for a business to know how to write a formal apology letter to improve client experience with the project.

37% of disappointed clients were good about something was given in return for the mistake according to Carey School of Business. Furthermore, if the brand apologized on top of the credit, satisfaction increased to 74%.

But the question is how to catch this moment and say sorry to customers to get their loyalty back. Read one more article of the series about email campaign types to find the answer.

What apology email is

Oops emails are the letters apologizing for screwing up. If a brand makes a mistake, it should send an apologizing email to clients.

image of apology

For example, the website was broken and didn’t work for a time. Your customers couldn’t make a purchase. After resolving the problem the company should send such an email:

Images for apology

How to write a subject line of the apology email

The subject line is the face of a newsletter, and it should be perfect. In oops emails, it is a little rose that you’ll give to get forgiveness.
We’ve collected the top 5 variants on how to write a topic a formal apology letter:

  1. “Oops ─ the link was incorrect”
    A brand says about the real mistake, and the client sees the reason for sending an email. The recipients will read the emails with such a subject line because they would want to know the correct link.
  2. “Corrected version”
    Such formulation lets the recipients know that in an apology newsletter they’ll get correct information.
  3. “We really do apologize”
    This subject line lets know that the company apologies. The formulation is so sweet and friendly, and likely most that the client will want to open and read oops email.
  4. “Our company is so sorry because of giving wrong information”
    Brand asks for forgiveness and says what mistake it’s done.
  5. “Hearty apologizing because of technical issues with the website”
    The same meaning, but the different formulation. Anyway, both variants sound sincere and pleasant.

How to write a formal apology letter

Troubles can happen, and your clients may be involved in this situation. If customers have a bad experience using your product, your task is to apologize and return their trust to a brand. Here you’ll find some magic words, ideas, and oops email examples for creating an apology newsletter that will break the ice. Master the art of brand apologizing with us.

  1. Empathize

It’s clear that the oops newsletter shouldn’t be emotionless. If someone asks you for forgiveness, you want them to understand you. It is vital because saying “I’m sorry” is accessible, but without empathizing, your words have no meaning.

The first step is to walk in the client’s shoes and understand:

  • What problems did they have because of your mistake?
  • How long did it last?
  • Have they lost the money or trust to the brand?

If you say about a concrete problem, the client will see that you understand his/her pain

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The keywords that email should have:

  • I understand how important it is for your work process.
  • I imagine how disappointed you are because of this bug.
  • If I were you, I would be frustrated as you.

Apology email

Some notes of empathizing are in the email. It has sincere words and compensation.

  1. Say, “I’m sorry!”

It’s unexpectedly, isn’t it? But there is such an important detail: you should apologize for pain, not for a mistake. Say that you are so sorry because of the issues that your customer will have.

Don’t try to justify yourself. It’ll mean that you feel no guilt and want to prove innocence. Your customers won’t appreciate it. They think that you aren’t sincere with them.

Sincerest apologies are the best way to show care about clients and to increase the trust level to the brand.

Oops emails

The Links of London Team asks for forgiveness and explains the reason why it happens. 

  1. Recognize the mistake

Don’t be afraid to accept that you or the team screwed up. Think about customers and the mistake’s influence on the brand.

It’s essential to take responsibility for the issue and doesn’t matter if it is severe or not. Say “I’m wrong!” to yourself at first and acknowledge it, then show it to customers.

One more important thing is not to shift the blame to the employees.

“The mistake happens because our manager John forgot to send an email to you. I’m sorry. Don’t worry, we have punished him!” Such an email is awful.

Imagine the situation when you were visiting friends and they started to fight. You feel the awkwardness. The same happens with customers and it is at best.

It looks as if you aren’t a conscientious person and don’t respect others. Just accept the situation and start to act according to our advice.

Clients will see a live person, not a strong man, that even sleeps in a tailcoat and neglects other’s feelings. Your clients will appreciate the sincere words and forgive the mistake you did.
Apologizing email to client

Sweet apologizing that shows awareness of a mistake.

  1. Explain the issue

If the mistake happens, the customers need a clear explanation. They were in a stressful situation, and to calm them down, you should say the reason. If it’s a technical problem, tell about it, if it happens because of your fault, say it too. For example:

“We are sorry for sending the email at 3 a.m. We had so many newsletters yesterday because we prepare the new event and should inform clients. We just confused the letters. Forgive us for this mistake!”

Take a moment and write an email. It shows the client’s importance for you.

Some marketer makes a blunder: instead of explanation, they’ll give a list of excuses.

Imagine you can’t answer the clients. They are disappointed and want to leave you. Your task is to explain the situation for returning the client’s trust. The list of questions to you should be such:

  • We didn’t answer the client, why?
  • Because we were busy, why?
  • Because we had a lack of free people, why?
  • Because we had more work as usual, why?
  • Because we were preparing for a new special event!
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Don’t waste the client’s time and explain it precise and brief.
Apologizing email to client

The company explains the problem briefly and asks for giving recommends how they can improve.

  1. Solve the problem

The apology is worth it if it isn’t just words.

The client needs not only sincere words but also actions and removing the issue.

After saying that you are sorry, recognizing the mistake, explaining the issue, give the plan of action that your team did to solve the problem.

The best time of mistaking is removing it.

Apologizing email to client

From this email, it becomes clear that the problem is eliminated, but the company doesn’t say what actions they’ve done for it.

  1. Acknowledge the customer’s damage

We are all humans and make mistakes: emails can not be delivered, service can go down, employers can have awful days. The client’s understanding stops when your error brings serious problems.

If it happens, you should pay attention to the scope of the situation. In oops email say how the mistake influence on client’s business.

By doing so, your apologizing will be more sincere because you express an understanding of the massive damage that the client will have.

Apologizing email to client

FilterEasy expresses the understanding of the damage that clients have, and they apologize for it.

  1. Share your plan of actions

Offer the next steps that you will do to prevent the mistake in the future. Do you want to leave the client alone with your issue? If no, show the changes that the company will do to fix it. It should be a need for a client to see that you care about them and is ready to rectify the situation.

Creating steps and explaining it to customers leads to improving relations and increasing loyalty to the brand.

The users will see that you worry about the problem and is ready to change it.

Apology email for customer

From the email, clients know the actions that they should do, but don’t have explanations of what the company has done.

  1. Give a candy

For many people, apologizing without giving something in return means nothing.

You may notice that in every email examples above were this “sweet sorry candy”. A special offer with a discount or a promo code.

It has several positive sides: the user will get compensation, make a purchase, and stay your loyal client for a long time.

Many brands have such a practice:

Apology email for customer

Apology email for customer

Apology email for customer

  1. Get in touch after

Wait for a week sending an apology email and connect with users once again. Say that you have done everything to avoid repeating the mistake.

Ask what more you can make for them. Add customer’s feedback to the brand development strategy. They appreciate that you are interested in their opinion.

Apology email for customer

The brand asks one a straightforward question and provokes users for feedback.

  1. Write in your brand’s style

It is an apology email, not a medieval diploma. If a brand’s voice is friendly, keep it in the oops email too. The client has to identify your company’s newsletter as they identify a favorite singer’s voice without seeing him/her.

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Apology email for customer

The apology email is in cat style as previous.

Images for an apology: How to say “Sorry” without being pathetic

We’ve analyzed 100 of oops emails for a customer and collected tips on what image of apology is acceptable.
Let’s start with the fact that there are so many brands that send sorry newsletters without images.

Apology email for customer

In our minds, it isn’t effective and boring. Furthermore, images influence emotional perception. A well-designed model of these emails can strengthen a client’s desire to forgive you.
Catch our chart of the image for an apology.

  1. Our first tip ─ don’t use google pictures. First of all, you can run into somebody’s authorship images and get a subpoena. Furthermore, such photos are used by everyone. Your oops newsletter should have unique pictures that nobody has seen before.

    Letters apologizing foe screwing up

    In this apology newsletter brand doesn’t use google pictures, it uses the photo that was taken especially for the company.

  2. Don’t use so many cats, dogs, and other sweet animals. You ask forgiveness, not alms. It can be aptly if you sell stuff for animals or when it is used not to evoke pity.Letters apologizing foe screwing up
    The cats in this email are sweet but have no meaning. Without reading a text, the client won’t understand the purpose of the newsletter.Letters apologizing foe screwing up
    In this situation, the image of a dog looks well because the store sells pets nutrition.
  3. Don’t forget about the brand icon. There are thousand of oops emails in the customer’s inbox. They should identify your one and the brand icon does it at best.Letters apologizing foe screwing up
  4. Use an image that refers to the company’s line of work. For example, you have a coffee store, and your subscribers get an interesting fact about coffee once a week. In one of the emails, you were wrong with the information. In the apology newsletter, you may use a photo of a cup of coffee or something like that. Remember about the first tip.Letters apologizing foe screwing up
    This is an oops email of beauty products store. The company uses a photo of the model with good hair and makeup. Furthermore, it doesn’t forget about the logo.
  5. The last general rule ─ Don’t use too bright and different colors. In the apology newsletter, this problem is bigger, because companies want to pay attention and do it by colors or vivid pictures, that evoke a desire to become blind.Letters apologizing foe screwing up

The email is hard to read, because of the text and the background color incompatibility.

Conclusion

Mistakes happen. It is a typical situation for each company. The client’s trust in a brand depends on how your “I’m sorry” will sound. Remember about our tips:

  • don’t try to justify yourself and blame others;
  • explain the issue and solve it;
  • ask for feedback later.

If you’ll make customer comfort and positive experience number one priority, be sure they forgive you small mistakes.

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Written by: Irina Podorvan