When offering an apology to subscribers, you need to make sure the apology is not only sincere, but also warranted. Apologizing for every little thing that goes wrong in your business makes you seem fake and not really sorry at all. This can cause people to opt-out of your email list not only because they don't trust or believe your sincerity, but because you're sending too many messages.
Damage Control
Damage control is an important part of any business. If you send the wrong information, fix this immediately by sending the correct information. You don't have to go into all the reasons why the error occurred, just offer a quick apology along with the correct information. Most people will not even notice right away, so correct mistakes like this quickly and you won't lose many subscribers.
Failure to deliver products on time, delivering the wrong products, or promoting events that fail to live up to subscriber expectations require you to offer deeper explanations along with some incentives for people to remain on your list. Send mass email messages to those affected by the error and offer a discount or free product, free shipping, or other incentive. You may lose a few subscribers, but most people will understand.
Writing an Apology Message
When writing an apology message, it's important to sound sincere and thoughtful. Avoid using big words, lots of punctuation, or cute emoticons to express how you feel. Be direct and keep it short. Keep in mind that people don't want to read excuses; they want to know what you're going to do about the situation. Address the issue head on and offer a solution that is fair and reasonable.
Preventing Future Mistakes
Prevent future mistakes by proofreading all email messages, make sure all dates for events and other promotions are correct, and invest in shipment tracking software so customers can determine where their order is and when it will arrive. Even though you can't prevent all mistakes from happening, you need to have a plan in place to correct these mistakes as soon as they occur. Mistakes that go uncorrected will only alienate subscribers. This will lead to fewer sales and lower opt-in rates.