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Downtime apology email template

Once the outage is over, customers want two things: an honest account of what broke, and confidence it won't happen again. This template gives them both without hiding behind vague "technical difficulties."

Subject line

What happened during yesterday's outage, and what we're changing

Email body

Hi [first name], On [date], [product] was down for roughly [duration], and during that window you couldn't [what they couldn't do]. I'm sorry. That's time and trust we don't take lightly. What happened, plainly: [brief, honest cause, e.g. a database upgrade didn't roll out the way we expected]. What we're changing so it doesn't repeat: [the concrete prevention step, e.g. a safeguard that catches this before it reaches you, plus better monitoring]. Everything is fully restored now, and your data was not affected. If the downtime caused you a specific problem, reply to this email and we'll make it right. Thank you for sticking with us. [Your name] [Title], [Company]

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When to use this email

  • An outage or downtime has been fully resolved and service is back

  • You're sending a follow-up to affected customers after the fact

  • You want to rebuild trust by being transparent about the cause

  • Customers expect to know it won't happen again

Tips for making it yours

Lead with the facts: date, duration, and what customers couldn't do

Explain the cause in plain language, with no "technical difficulties" hand-waving

Spend the most words on prevention; that's what restores confidence

Reassure them on data safety if it applies, and invite anyone hit hard to reply

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