Ready-to-Use Templates
Copy these templates and customize them for your needs. Each includes HTML and plain text versions.
We're sorry - {{serviceName}} was down and here's what happened
An honest update about today's outage.
We made a billing mistake - here's the fix
Your refund is on the way.
Your order is delayed - here's the update
We owe you an update on order #{{orderNumber}}.
We sent the wrong item - let's fix this
Here's how we're making it right.
Important security notice about your {{companyName}} account
What happened, what we're doing, and what you should do.
You deserved better support - here's what we're doing
We dropped the ball on your support request.
Please disregard our last email - that was a mistake
We accidentally sent the wrong email. Here's what happened.
We missed our deadline - here's our plan
An honest update about your {{projectName}} timeline.
Changes coming to {{featureName}} - what you need to know
We're making a change that affects how you use {{companyName}}.
Your {{companyName}} pricing is changing - here's the full story
We're raising prices. Here's why and what it means for you.
We found a bug that may have affected your account
Here's what went wrong and what we've fixed.
We need to reschedule your {{appointmentType}} - sorry about this
Your {{appointmentDate}} appointment needs to be moved.
Best Practices
Send immediately. The longer you wait, the worse it feels for the customer.
Own the mistake. Never blame the customer or make excuses.
Explain what happened and what you're doing to fix it.
Offer a clear resolution - refund, credit, replacement, or timeline.
Send from a real person (founder, CEO, support lead), not a no-reply address.
Common Mistakes
Using corporate language or legalese instead of speaking like a human.
Apologizing without explaining what happened or what's being done.
Over-apologizing to the point where the email feels insincere.
Hiding behind 'we're aware of an issue' without specifics.
Subject Line Examples
Timing & Performance
Personalization Tips
Speed Beats Perfection
When something goes wrong, don't wait for the perfect email. A quick, honest "we messed up, here's what we're doing" sent immediately builds more trust than a polished message sent hours later. Customers want to know you're on it.
Own the Mistake Completely
Never use passive voice like "an error occurred" or "you were affected by an issue." Say "we made a mistake" and "we're fixing it." Taking direct ownership shows integrity and builds loyalty - customers remember how you handled the problem, not the problem itself.
Include the Resolution
An apology without a fix is just words. Every apology email should answer three questions: What happened? What are you doing about it? What does the customer need to do (if anything)?
Build Beautiful Email Sequences for Your SaaS
Sequenzy helps SaaS founders create automated email sequences that convert. From onboarding to retention - all in one platform.