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The big question here is, what warrants an apology email, and how should you go about it? There are plenty of reasons to send an apology email, but not every little hiccup or snafu warrants one.

Before you start creating your apology email

Ask yourself, “Was anyone affected or potentially offended by my mistake?”

If the answer is “no,” you’re probably good to move on without sending out an “oops” email. For example, a minor typo usually doesn’t require an apology. However, to prevent future mistakes, check out how to implement  as part of your email marketing strategy to avoid future flubs.

On the other hand, the following are some reasons to send an apology email:

  • You sent out expired or incorrect promotions.
  • Your Call to Action (CTA) link is wrong.
  • Your email included technical issues that impacted your users.
  • You accidentally used an offensive term, serious typos, or profanities.
  • You sent out an email for the wrong situation, and the erroneous message can lead to confusion.
  • You included incorrect information.
  • You’ve experienced a data privacy breach.

This is by no means an exhaustive list, so use your best judgment. As a rule  Western Sahara Business Email List of thumb, anything that possibly impacts or offends your subscribers should warrant an “our bad—still friends?” apology email.

What should I include in an apology email?

“Oops!” by itself isn’t good enough. Remember, an “oops” email is only good if it’s actually sincere. Let’s go over some of the key components of an apology email:

  • Start with “sorry.” Don’t keep your customers guessing. Be upfront that this is an apology email. A simple (but genuine) phrase like “please accept my apologies” or “our sincerest apologies” is a great way to get started. Mix these up with a bit of on-brand humor to lighten the situation without seeming unauthentic.
  • Provide an explanation. Here’s your chance to clear the air. What went wrong? Don’t make excuses, but take the time to give your customers a proper explanation.
  • Lay out a plan to move forward. This can be as simple as including the correct link, discount code, or voucher. Or, if it’s a more severe problem like a data privacy breach or use of an offensive term, work with your PR team to detail how this goes against company policies and map out a clear strategy for moving forward.
  • Optionally, offer compensation. Don’t buy off your customers, but it’s not a bad idea to offer them an extra discount for their next purchase or compensation if their user experience has been  UAE Cell Number impacted by your mishap. When applicable, offer a full refund.
  • Finish by reiterating that you’re sorry. Leave off with “best regards” or “kind regards” and make yourself available to your customers if they have further questions.

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