PerfectApology.com
Perfect Apology Tool Kit

Apology Email to Customer: Proactive


Subject: Sincere Apology, Commitment to Improve Your Experience

Dear [Customer's Name],

I hope this email finds you well. I am writing to you today with a heavy heart, as I need to address an unfortunate situation that occurred recently at [Your Company Name]. We value your trust and loyalty to our brand, which is why it pains me to inform you about the incident.

On [date], we became aware of a situation involving [brief description of the incident, e.g., an error in shipment, a defective product, a delayed service, etc.].

I would like to begin by offering my sincere apologies for any frustration or disappointment this may have caused you. We understand its impact on your experience with our company, and I want to assure you that we take this matter very seriously.

We take full responsibility for the situation and the company, including myself, deeply regrets the inconvenience this has caused you. We understand that we have let you down, and for that, we are truly sorry.

We have conducted a thorough internal review to understand the root cause and have implemented immediate corrective measures to prevent such occurrences in the future. We are committed to learning from this experience and improving our processes to serve you better.

I understand that a mere apology cannot undo the inconvenience you have faced, but we genuinely ask for your forgiveness.

Your satisfaction is our priority, and we will do everything in our power to regain your trust. As a gesture of goodwill, we are [mention any form of restitution (if you can provide some and a timeline on when they can expect it) e.g., issuing a refund, providing a discount on your next purchase, sending a replacement product, etc.].

Once again, I am deeply sorry for the frustration this situation has caused you. We value your relationship with us and appreciate your understanding.

If there is anything specific you would like to discuss or if you have any further concerns, please do not hesitate to contact me directly at [your phone number] or [your email address].

Thank you for your understanding, [Customer's Name]. We look forward to the opportunity to serve you better in the future.

Warm regards,

[Your Name]
[Your Position]
[Your Company] [Your Email Address]
[Your Telephone Number


This apology email to a customer is about apologizing BEFORE the customer even knows there's an issue. If you're not sure why you'd apologize to a customer BEFORE they become aware of a situation, we would direct you to this article on the benefits of seeking out reasons to apologize to customers.

If the customer is already aware of the issue use our sample customer apology email template instead.

Looking for more guidance on how to write an apology email?

Our main site offers an informative article on how to write an apology email ⇗ that provides a general apology email template, as well as do's and don'ts, tips, and various openings and closings that you can easily copy and paste into your own customer apology.

Or, go to the Full Directory of Apology Letters in our Tool Kit.