Professional Apology Emails Guide 2024

Professional Apology Emails Guide 2024
Published in : 28 Dec 2023

Professional Apology Emails Guide 2024

As daily business life is inevitably punctuated by conflicts, errors, or complaints of all kinds, successful management of conflicts and problems is one of the significant strategies in business. This includes the ability to professionally apologize by email to upset customers, colleagues, superiors, or business partners. There are several things to consider here.

Why should you send a professional apology email?

The advantage of a professional apology email is clear: presenting a frank apology by email calms unhappy customers restores tense business relations, or restores a harmonious atmosphere in the company between colleagues. Providing a sincere apology via email shows that you take problems, mistakes, and misunderstandings earnestly and proactively seek to resolve the issues.

Depending on the situation, an adapted approach is required. It is, therefore, essential to pay attention to the different wording and content depending on whether the communication is addressed to customers, business partners, or superiors.

In our guide, we look at various situations that require email apology forms. We also reveal what such an email should contain and what best practices and conflict resolution strategies look like in external and internal email communication.

What should you consider when sending an apology email?

As soon as you consider an apology by email, the following question arises: what should be included in it, and how can you differentiate the approach depending on the situation? An apology by email has its place in communication at work and all professional correspondence.

How should you apologize?

The most important aspect of making an apology is the “form” used. Depending on the context, the form and the expression determine whether the interlocutors can adhere to your apology and understand it. The following points are critical: honesty, self-criticism, and transparency. Anyone who makes a mistake should take responsibility and sincerely apologize.

In this way, you demonstrate professionalism and respect towards those you speak to and confirm that you are actively working to find a solution.

Here are four crucial points to keep in mind:


  1. Apologies should never contain anything like “I’m sorry, but…”. When your excuse takes on the tone of a justification, you can even exacerbate conflicts. Focus on clearly expressing your apologies and your understanding of the annoyance the other person is experiencing.
  2. Propose a way to resolve the problem and ensure compensation for the damage instead of using your email excuse to self-justify or find an excuse.
  3. Ideally, opt for something personal like “I apologize” instead of something quite impersonal like “We apologize.” The choice of the first person singular or plural will, however, depend on the context of your situation. In the context of customer service, it is indeed expected to use the form “we” in apology letters.
  4. Another vital aspect is always asking for an apology. The phrase “I apologize for…” should instead be banned because you are only asking for an apology and cannot apologize yourself.


In what situations should you apologize?

The situations in which it is appropriate to apologize are as varied as the reasons for apologizing. It is all the more essential to develop a sensitivity to identify the urgency of apologizing beyond its necessity. We offer you an overview of situations and reasons to apologize in the business context:

Technical errors or professional errors

Professional errors are committed for various reasons in everyday work, and must give rise to the presentation of official apologies:

  1. missed deadlines or appointments
  2. documents or materials sent too late
  3. incomplete material shipped
  4. requests or messages left unanswered
  5. incorrect attachments or poorly delivered messages
  6. confidential information sent accidentally
  7. wrong arrangements or confusion between appointments
  8. email addresses incorrectly added in copy or blind copy


Careless mistakes

Careless mistakes are particularly irritating because they can be easily avoided. If it is too late to recall Outlook emails or correct formal errors, for example, you will demonstrate professionalism and conscientiousness by apologizing. However, it is crucial to find the right measure in this case. An incorrect greeting, for example, should certainly result in an apology but does not require a long email full of exaggerations. “Keep it short but sincere” is the motto.

Possible careless mistakes for which you should offer a brief and sincere apology:

  1. incorrect title or name
  2. wrong recipients
  3. incorrect position reference or incorrect/forgotten title
  4. incorrect company name
  5. incorrect gender


Technical errors

Technical errors are particularly common. Apologies in this case should be the norm. They can be linked to the following situations:


  1. software or system errors
  2. error regarding an email distribution list
  3. system failures or slowdown of functions
  4. emails sent incorrectly, not at all, or too frequently
  5. unwanted emails sent by malware from infected internal email accounts
  6. automatic acknowledgments or out-of-office notifications not received

Excuses in the absence of personal responsibility

It is not always necessary to offer a direct apology in problematic situations. In some cases, you should even try to apologize without apologizing. This is mainly justified when it is apparent that “problem customers” are trying to gain advantages for themselves, refuse to admit their own mistakes, or do not understand specific terms or functions.

Courtesy and professional problem-solving are also essential aspects here. In such cases, use phrases like “We are sorry for the inconvenience” without explicitly taking responsibility. Ideally, take this opportunity to reaffirm poorly understood conditions without appearing to “lecture.”

Apologies in case of misunderstandings

In case of misunderstandings, it is important to clarify them. If you confusingly expressed yourself, be sure to address the issue directly and apologize. Indicate that you will seek to express yourself with greater clarity and promote better understanding in the future.

Apologies when both sides made mistakes

When mistakes, misunderstandings, or irritations are made on both sides, do not wait long before making the first move. Therefore, use apology phrases in your professional apology email, such as:

“I regret that a misunderstanding or confusion has occurred on both sides. In retrospect, it appears that all these errors could have been avoided. It is, therefore, all the more important to find a satisfactory solution for both of us to continue our successful cooperation in the future.”


What should always be in an apology email?

Whether apologizing by email for professional or technical errors, there are specific points to consider when apologizing by email.

Here are a few:

Keep it short: make a sincere apology without justifying yourself while remaining reasonably concise.

No justifications: you should always refrain from expressions like "I'm sorry, but…" and not look for excuses or absurd explanations. The easiest way to calm things down is to admit your mistakes.

Take responsibility: don't just apologize, but also take full responsibility. This is clearly expressed by adopting the opposing party's point of view and emphasizing that you understand the inconvenience caused and are seeking a solution. This way, you demonstrate empathy, professional conflict, and problem-resolution skills.

Propose solutions: propose a concrete solution or compensation in the form of replacement, compensation, or other. By transparently communicating the solution steps and providing a timeline, you demonstrate that you are actively working toward a solution.

Learn from mistakes: make it clear that you want to learn from the mistakes you made and that they will not happen again.

Recognize the seriousness of the situation: if the errors are more serious, it is appropriate to accompany your apologies with a request for forgiveness and thus prove your seriousness. However, this aspect should be proportionate according to the situation to avoid any exaggeration.

Take a step back: especially in the case of irritated customers or business partners, it is essential not to feel personally targeted by the complaints. Responses reflecting an offended or defiant reaction should, therefore, be avoided. Additionally, you should not feel ashamed because these mistakes would be embarrassing or unpleasant. Negative feelings should not affect your work ethic and professionalism.

Accept feedback and improvements: Show that you are interested in receiving feedback and suggestions for improvement regarding the current situation and in the future.

Correct form: be sure to respect email etiquette on formal aspects by optimizing your email signature, including a polite statement at the end of the email, and, if necessary, by writing an email in English.


3 examples of apologies by email addressed to customers

Apologizing to your customers by email is a significant challenge because customers can express complaints about the most diverse situations. We draw on three examples of appropriate conditions and excuses below to outline possible approaches:

Apologizing by email to a large group of customers

If large packets of emails are unintentionally sent to customers via your mailing list or the customer service email address, prompt responsiveness is required. This also applies if you have suffered malware attacks and are sending spam to your customers. Sending a professional and standardized apology email is particularly recommended for large groups. The quicker and more transparent your reaction, the more your company's image will benefit.

For example, a promotional email is sent to customers, but the special offers offered there have already expired.


"It seems that our email offering you a special discount has been delayed. We apologize for this situation. Don't worry, because we will extend the offer! Take advantage of a 50% discount on all in-store offers now, and use the code DISCOUNT on your next order. »

It is essential to explain the problem in a few words, apologize without beating around the bush, and offer a solution. By even allowing customers who would not have received a discount to benefit from the offer, you can even turn the problem into an opportunity to improve the company's image.


Depending on the culture in vogue in your company, the apology can be formulated by email in a rather casual or more formal style. You can also integrate emoticons like Outlook smileys to set a cheerful tone if you want to adopt a more casual style.

Personalized apology emails sent to individual customers

An email sent by mistake to many customers generally does not have a significant impact on the user experience. However, the situation is entirely different when it comes to system errors.

Example: A company that allows customers to integrate payment forms on their website or in their online store wants to react with professionalism and a personal note when this very payment gateway function is down.



“Madam/Mr. [Customer Name],

We want to apologize sincerely for the issues with our payment gateway integration. We know the importance of this integration for your business and fully understand your frustration. We are already in contact with the relevant gateway provider and guarantee the implementation of a solution within the next twelve hours.

As long as issues persist with the Gateway, we would like to offer you one of our alternative Gateway integrations until the issue is resolved. As configuration requires new efforts, we will support you immediately during the integration to maintain the availability of your business processes.

Further, we assure you that we will do everything possible to prevent the occurrence of similar problems in the future. This time, please forgive us for the inconvenience caused.

I appreciate your understanding.

[Company/Support Name]”

Apology email to dissatisfied customers or business partners

Dissatisfied customers or business partners are quick to come forward due to delays, long response times, poor service delivery, or similar reasons. It is, therefore, essential to react without wasting time.

For example, the delivery of an order or important documents was seriously delayed due to postal problems.


“Madam/Mr. [Name],

We are sincerely sorry that your delivery is delayed. We understand the inconvenience caused by the delay, and we assure you that such a case will not happen again.

Our collaboration (and your loyalty) over the past few years has been of the highest priority to us, and we hope that you will continue to place your trust in us. As compensation, we would like to offer you the following: [Suggested solution/offer].


Please do not hesitate to contact us if you have any suggestions for improvement or other comments to provide.

Cordial greetings

[Name of the sender or team leader].”


Apologies by email: templates for different situations

Below you will find different models for formulating an apology, depending on the person you are talking to:

Apologize by email to a colleague

Example #1:

"Madam/Mr. [Name],

The delivery of the documents requested as part of our joint project was unfortunately delayed. We understand that the project deadline can no longer be met under these conditions. To avoid further inconvenience, we will, of course, extend the deadline by one week. We apologize for these circumstances.

Kind regards [Name of the responsible person(s)]."


Example #2:

"Dear Team,

Faced with unexpected absences due to illness, we are unable to process invoices promptly. We apologize for the inconvenience. We are trying to find a suitable solution to deal with situations like this in the future, and we appreciate your patience in this case. Transfers will be made within two days at the latest. We thank you for your reliable commitment!

Cordial greetings

[Name of manager or team management]"


Apologize by email to a manager/superior

Example #1:

“[Name of line manager],

I made a mistake, and this should never have happened. I want to apologize to you and take full responsibility for any inconvenience caused. I immediately took the time to find a solution, and I, as a result of this, assure you that the situation has already been resolved. I also assure you that I will take stock of my negligence and that I will ensure that I carry out my tasks with a better professional conscience. Please accept my apologies again, and send you my sincere greetings,

[Name of collaborator]


Example #2:

"Madam/Mr. [Name of hierarchical superior],

I am sorry for my unprofessional behavior during the interview with the customer (Name of the person concerned). Looking back, I realized that my behavior damaged not only business relationships but also the company's image. I have also sent a message to (Name of the person concerned), offering my most sincere apologies for my unprofessional and inappropriate behavior. I assure you that this will not happen again and that, as a representative of our brand, I will always act in the best interests of the company.

Best regard,


Apologizing by email to colleagues or business partners

Example #1:

"Hello [recipient name],

I'm sorry I didn't keep the agreed appointment. The previous meeting unfortunately dragged on. I have already left a brief message in your office, but I would like to apologize personally for this inconvenience.

These apologies naturally do not change the fact that you have wasted valuable time through this inconvenience. However, I assure you that punctuality and reliability are my watchwords when it comes to business relations between business partners (or colleagues). I will make sure that the same thing does not happen again during our following meetings.

I would be pleased to be able to make up this missed appointment on a mutually convenient date. I want to apologize again and hope for a positive response from you.

Cordial greetings

[Name of collaborator]


Example #2:

"Dear [Name of business partner],

It is with great concern that I received your comment on the problem encountered regarding our service offering. [Description and summary of the problem]. On behalf of my company, I apologize for any inconvenience caused. To solve the problems posed, as much as possible, I can offer you the following solution: [Suggest a solution]. In addition, we are already in contact with our IT department and guarantee that our service will be available again in six hours at the latest.

Cordial greetings

[Name of collaborator]


Example #3:

"Dear [First Name of colleague],

I sincerely want to ask your forgiveness. My emotional reaction to your legitimate and constructive criticism was unprofessional and inappropriate. By taking stock of my behavior, I have recognized the improvements that I could make with your suggestions and advice. I hope I haven't hurt you too much. As long as you don't hold it against me, I would be happy to continue our project together. I eagerly await your response.



Apology email sent to customers

Example #1:

"Hello [customer name],

We acknowledge receipt of your request regarding the delay in delivery, for which we would like to apologize. This shipment should undoubtedly have reached you by now. Therefore, we will immediately re-deliver for free. As this is now the second delivery delay, we will change the delivery method for you at no additional cost in the future to ensure more reliable delivery. I appreciate your patience!

Cordial greetings

[Name of customer service agent or team leader]


Example #2:

"[Client name],

We are sorry that our product did not meet your complete satisfaction. As we are constantly striving to improve our customers' experience, we would like to offer you two possible solutions:

Solution #1: We will refund you the total price. A return is not necessary in this case.

Solution #2: you return the product to us and choose an alternative from our range that meets your expectations. We will reimburse you for the return costs.

All you have to do is let us know which solution suits you best. We take care of the rest and hope that you will remain loyal to us as a customer.

Cordial greetings

[Customer Service Agent Name]