Apology email from Leadpages about internet outage

Leadpages nailed their “We’re sorry” email after a 4-hour outage. Instead of hiding behind corporate jargon, they explained what went wrong, why it happened, and exactly what they’re doing to fix it.

Why this apology works

• Takes responsibility fast – “We messed up” builds more trust than excuses.
• Transparent and detailed – They outline the full chain of events in plain language.
• Future-focused – They share how they’ll prevent it next time.
• Human tone – Signed personally by the CTO, not “The Leadpages Team.”
• Frequent updates – Shows respect for customers’ time and anxiety.

Real-world examples

• Slack openly publishes daily uptime reports to maintain trust.
• Basecamp posts public blameless write-ups after outages.
• Netflix once refunded subscribers proactively after service issues.

A great apology doesn’t just fix mistakes. It reinforces your brand’s reliability.