Apology email for a delay: templates
Tell the customer about the delay before they notice it, as soon as the promised date is in doubt. Apologize once, explain the cause in one sentence, give a realistic new date and say what you're doing to make up for it. For online and phone orders, the FTC's Mail Order Rule requires you to offer the choice between accepting the delay and canceling for a prompt refund.
By Alvyn Detavernier, founder · published
When to use it
- An online order held up by a stockout or a carrier problem.
- A job pushed back by weather, a supplier or an earlier project.
- A B2B deliverable that won't be ready on the agreed date.
- A service visit or appointment that will start a few hours late.
- A custom build that is taking longer than planned.
The templates, ready to copy.
Replace the parts in brackets with your details, proofread, send.
Template 1
Delayed online order (with the choice to cancel)
Subject: Your order #[number] is delayed: new ship date [date]
Hi [First name], We owe you a heads-up: your order #[number], expected to ship by [original date], won't make it. [Cause in one sentence, for example: our supplier sent a defective batch, and we turned it down.] New estimated ship date: [date]. Your options: - Wait for it: we'll refund your shipping cost today as a thank-you for your patience. - Cancel: just reply "cancel" and we'll refund you in full right away. [If the new date is 30 days or less past the original: If we don't hear from you, we'll assume you're OK with the new date.] Sorry for the wait, [First name], [Company name] customer careTemplate 2
Delayed B2B deliverable
Subject: [Project]: [deliverable] moving to [new date]
Hi [First name], I want to flag this early: [deliverable], due [date], will now be delivered on [new date]. The reason: [factual cause, for example: migrating data from your old platform surfaced 3,000 duplicate records we need to clean before launch]. What we're doing about it: - [action 1, for example: adding a developer to the team this week] - [action 2, for example: sending you a progress update every Friday] Impact on the rest of the timeline: [none / testing moves by X days]. I'm free to talk today or tomorrow. Best, [Full name]Template 3
Job start pushed back
Subject: Your project: new start date
Hi [First name], Unfortunately I need to push back the start of your project, planned for [date]. [Cause, for example: the windows ordered for your home are arriving ten days late from the manufacturer.] New start date: [date]. The job will still take about [duration]. I'm really sorry for the change. If the new date is a problem, call me at [phone] and we'll work something out. [First name], [Company name]Template 4
Running a few hours late (text)
Hi [First name], it's [Your name] from [Company name]. The job before yours ran long, so I'll arrive around [time] instead of [time]. Sorry about that! If that no longer works, call me at [phone].Template 5
Repeated delay (stronger apology)
Subject: Your order #[number]: our apology and what we're doing
Hi [First name], This is the second time we've pushed your delivery, and I completely understand your frustration. I want to apologize personally. Your order is now [concrete status, for example: packed and handed to the carrier this morning, tracking number [number]], arriving [date]. To make up for it, we've refunded [gesture, for example: 20% of your order] to your card. No action needed on your part. If you'd rather cancel, I'll take care of it immediately with a full refund. [Full name] [Title], [Company name]
Tips to make it work.
- Speak up before the promised date. A delay you announce is a setback; a delay the customer discovers is a failure.
- Give a new date with a safety margin. A second delay costs far more than a few days of caution.
- For mail, online and phone orders, the FTC rule says that without a stated shipping time you must have a reasonable basis to ship within 30 days, and a delay notice must offer the choice to consent or cancel.
- Refund promptly when an order is canceled: the FTC rule expects refunds within seven working days for most payment methods, or within one billing cycle when you extended the credit yourself.
- Match the gesture to the impact: free shipping for a few days, a discount or priority handling for a long or repeated delay.
- Send a follow-up when the order ships or the job starts, to close the loop.
Mistakes to avoid.
- Saying nothing until the customer calls to ask where their order is.
- "As soon as possible" instead of a specific date.
- Putting all the blame on the carrier or a supplier.
- Announcing a new date you're not confident you can hit.
- Offering store credit when the customer canceled and is owed a refund. Under the FTC rule, credit or vouchers can't replace a required refund.
Frequently asked questions.
How do you write an apology email for a delay?
What does the law require when an online order is delayed?
Should you offer compensation for a delay?
How do you tell a B2B client a project is delayed?
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