7 Tips for Sending Apologies
Usually it takes three days to prepare a regular mailing. But a “we-are-so-sorry”-email can’t wait that long. You need to act quickly and decisively.
The speed of an apology is more important than its design, so rush the copywriter first, not the designer. Efficiency will even help you to make amends. And to prevent dispersing of your mistake through chats of marketers [though no one is safe from this of course].
Pick a Theme that Says It All for You
Immediately explain that you are working with the mistakes in this email. This will help customers understand why they should open it. A cheerful “Oops, we screwed it up”, an intriguing “Oh, there was a mistake” and a sincere “Forgive us” are always good options.
Here’s how Urth
(also known as Gobe) does it. The folks sincerely admit that they were so happy because of launching their new website, that they rushed to send an email—and sent the wrong one.
Explain to Subscribers What Has Happened
Simply describe the situation—was it a system failure or some of your colleagues made a mistake, anything can happen.
Are you sure that everyone saw the email with a mistake? You can’t be, so you need to talk about it. This will make everything clear to all of your customers.
Admit the Mistake and Apologize
Just look how Framebridge
company tried to unsign all its subscribers. The brand apologizes in the following email, tells the subscribers that they are awesome and asks for any ideas on improving.
Actually, it’s the most important part of the plan. Don't put the blame on someone else. You made a mistake and you ask for forgiveness. This will be remembered by your customers.
Tell Customers How You Solve the Problem
Look at Airbnb
telling us how their service suffer from COVID-19 — and how company helps the hosts in this difficult time.
Some mistakes, unfortunately, are not so easy to fix. They take a lot of effort and time. If you let such a mistake happen, then tell your customers how you work with it. And how you make sure that it does not happen again! This will put the customers at ease.
Add Humor If Its Appropriate
For inspiration, see how a clothing shop Eloquii
apologized for sending one email two times. The brand says their office dog is responsible for the mistake—and that he will no longer be in charge of coding emails.
Of course, you can not make fun of any mistake. If clients lost money because of you, and their feelings were seriously hurt, you certainly shouldn’t be ironic about it. But other times, the jokes can cheer your customers up.
There is nothing wrong with apologies in general. They can even be presented as excellent cases of gaining customers' loyalty and improving the brand's reputation.
Look at the cool apology that Fab
marketers made for a mistake that, in fact, was made by the technical specialists of the brand. The email contains a description of the current situation, a nice bonus in the form of a discount, and a funny cat. This looks like a forbidden punch: brands should understand that it is impossible to resist funny animals!
Apologizing is not only a way to show that you understand that you made a mistake. It is a confirmation of the integrity of the brand. A manifestation of its sincerity and humanity. So, it is a way to increase the loyalty of the audience also. Are you afraid of losing subscribers because of a mistake? Apologize correctly and then you will not only keep them, but gain new ones also.
So, for example, they did it on Amazon. The brand not only apologized for the delayed delivery, but also gave the buyer one month of Amazon Prime membership for free. The apology everyone dreams of.
If a problem happened because of your fault, offer little more than a solution. Give your customers a bonus that will make them happy: a promo code for a discount or a few extra days of the promotion. It is unlikely that this will make them expect new mistakes from you. But who knows!