6 B2C Email Apologies
“It takes 12 great customer experiences to make up for a single bad one. When something goes wrong, sending a polished, professional apology letter to your customers is the first step to making it right again.”
Email Apology No. 1: Important Security Notice
Morse says the tone of these email apologies should be “serious, but optimistic.” Start “with a detailed, honest assessment of the problem and a recommendation to help fix it.”
Next marketers should explain their fault, commit to a resolution, provide a sincere apology and send resources for finding more information.
Email Apology No. 2: Service Outage
This email apology includes service credit. Morse suggests marketers “give a breakdown of what happened, link directly to their post-mortem, and admit to their fault, plain and simple.” She details what a marketer did right in an example: “They also explain how the problem was preventable, how they could have solved it, and what stopped them from preventing it, which shows that they’re taking steps to make sure it never happens again.”
Email Apology No. 3: App Downtime Apology
Morse talks about an email apology for a minor problem:
“They acknowledge exactly what was impacted, list what was unaffected, and give a link to more detail for those who want to explore it further. They clearly take fault without blowing the situation up into something catastrophic”.
Email Apology No. 4: ‘We Were Wrong. Here’s What Happened’
This email apology takes full responsibility for the problem, as well as saying what happened and why. Morse cautions that brands shouldn’t push off blame with phrasing like, “We’re sorry this happened to you.”
Email Apology No. 5: ‘We’re Working on It.’
This is the quick email apology to let customers know you’re aware of the problem. Keep it terse and transparent and let them know a resolution is coming. This is the email to send when a flood of complaints are coming in.
Email Apology No. 6: Please Help Us Understand the Problem
Marketers who’ve tried everything to fix a customer’s problem and still can’t do so can let the customer know what they’ve attempted to do. Then they can ask for more information in order to continue to try to fix the problem.
“Showing customers you’re human can go a long way in building better relationships. When it comes to writing apology emails, admitting to your mistakes and having empathy are the best things you can do to make it right.”
What do you think, marketers?
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