Acknowledge communication errors, use apology emails to regain customer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 13, 2022, 11:39 AM GMT+0

Explaining what went wrong and reassuring customers is a quick way to make a recovery. 

Use the email’s subject line to explain the error and offer an apology. The header should reiterate the apology and the error briefly. Next, detail the nature of the error in the body of the email, the reason it occurred, and inform the customer of its rectification.  

To compensate for the inconvenience caused, extend reassurances in the form of coupon codes and fresh offers. If the error was very serious, include a customer-service contact for additional support. 

Use the brand’s bespoke email template with all the necessary branding elements. The apology must be brand-appropriate, with a copy supported by a strong call-to-action, so customers have a reason to click and act. 

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