Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

How to Create An Apology Email in 4 Simple Steps

How to Create An Apology Email in 4 Simple Steps Blog Feature

March 29th, 2014 min read

Mistakes happen. In fact, It's not so much a matter of if they're going to happen, but rather when they are going to happen. 

And when they do happen, they come in all different shapes and sizes. Some can get swept under the rug and others require a bit more damage control.

If you opt out of sorting your whites and colors, you'll have yourself to blame when your new white shirt comes out looking a bit pink. 

But when you send the right email to the wrong list of people, your boss will have you to blame. Yikes.

Keep in mind that when it comes to email marketing, there's no take-backs. If you try to convince yourself that no one will notice, you're only hurting yourself. 

If you make a mistake, don't panic. We've outlined 4 steps to follow to ensure that you get a quality apology email out before it's too late.

Assess the Damage

Start by determining how big of an impact this slip up is going to have on your business and your reputation. 

While people tend to be more forgiving of minor spelling errors (sometimes), you'll find that things like incorrect pricing, conflicting content, or selecting the wrong list can land you in some hot water with not only your boss, but the recipients as well.

Take a step back and analyze the situation from the audience's perspective. Will they be upset? Confused? Mad? Knowing where they are coming from will help you to craft a more appropriate apology that addresses their concerns specifically.

Do the same from the stand point of your business. Is it possible that you will lose customers as a result of this mistake? Did it damage your credibility?

In situations like this you'll also want to take advantage of your analytics. Take a look at the email open rate and the number of clicks. This type of information will help you put a rough number on how many people were affected by the inaccuracy. 

Respond Quickly

Timing has the ability to make or break the sincerity of your apology, so there is no sense in delaying the inevitable.

If you make a substantial mistake, act quickly. If you can get an apology email out before a majority of the recipients open the original, you can buffer the collateral damage a bit.

If recipients open the email and don't receive further explanation until days or weeks later, it's likely that they are going to turn to alternative channels like social media to ask for clarification, or send you an email expressing their dissatisfaction. Point being that the longer your wait, the more opportunity for the information to spread.

Avoid creating more work for yourself by replying in a timely manner, but don't rush through it. A mistake in your apology email is the last thing you need right now. 

Be Assertive 

When it comes time to actually create the content for the email, don't beat around the bush. People will more than often appreciate your honesty over a long-winded, strategically crafted excuse. Be human about it.

A business that puts forth an honest and sincere apology is more credible in the eyes of most than a business that try to cover up their faults or slip under the radar. 

While the content ultimately depends on the nature of your mistake and the size of your audience, it should align with a fairly general format. A solid apology should contain the following things:

  • Ownership for your mistake

  • A sincere apology

  • Clarification (ex: If the price was wrong, state the correct one)

  • If applicable, an explanation of why it happened 

  • A plan for how you will prevent the mistake in the future

If it makes sense, don't be afraid to include a "free gift" for your recipients. This could be in the form of a coupon, discount code, ungated piece of content, or anything else of value to your customers or clients. I mean, everyone loves free stuff, and at the very least it couldn't hurt, right?

Be sure to keep the content short and sweet. You've already inconvenienced them with one mistake so avoid taking up too much of their time with your apology. 

Make Sure it Matches

Your apology should not only match the nature of your error, but it should also align with the tone of your business. For most businesses sincerity and professionalism are of the upmost importance when it comes to addressing an employee error so be sure that you are conveying that in your response.

Here's a great example of an apology email from Backcountry.com, an online retailer for outdoor recreation gear. The email came about after an offensive email was sent out to customers following devastating tornados in Alabama back in 2011. The origional email contained this image:

Screen_Shot_2014-03-28_at_12.55.59_PM

Luckily, Backcountry.com was able to craft a quick responce that addressed and apologized for the offensive email before it completely crippled their reputation. Check it out:

Screen_Shot_2014-03-28_at_12.55.31_PM

This email is particularly successful because it addresses the issue, it's sincere, and it doesn't attempt to mask the error. Well done.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE