The Rise of the Phantom Apology Email
Why brands are asking for a second chance—for the first email you never even received.
Trying to declutter my inbox is already a daunting daily task—one I take (probably too much) pride in every time I erase the unnecessary noise. Lately, that task has become even more challenging, as brands keep circling back, sending apology emails for messages I’ve never even received.
After the first four or five, I realized this couldn’t just be me. It led me to wonder: Are too many interns relying on AI to send emails and making actual mistakes, or is this a deliberate marketing tactic?
It turns out these apology emails aren’t stemming from real mistakes—they’re a tactic designed to re-engage readers or drive traffic.
Early Days: Real Mistakes → Broken Links, Wrong Promo Codes, Accidental Sends
In the early days of email marketing, apology emails were almost always reactive. A broken link, a promo code that didn’t work, a product image that never loaded—marketers would quickly send a follow-up with a subject line like “Oops—Here’s the Right Link” or “Sorry About That Code.” These messages were about damage control, not engagement. The focus was genuinely on fixing the mistake quickly, not creating clicks.
The “Apology as Brand-Building” Era
Over time, brands began to realize that a well-crafted apology email could do more than correct an error—it could humanize the company. By leaning into transparency, humor, or empathy, marketers discovered these messages often performed better than standard promotional emails. An “oops” became an opportunity: a chance to showcase personality, build trust, and create a moment of connection. What was once an admission of error evolved into a subtle marketing tool, where the tone and timing of the apology itself could spark loyalty and drive action.
In a sea of promotional emails, curiosity is rare. We know the sales-related language so well that we often skip past announcements. But when an apology feels personal, we react. “Did I order something I don’t remember? Did I send someone a gift that never got there?” That curiosity triggers a click. We have to know what we could have possibly done that this brand feels the need to apologize for.
A Belkins 2025 study found that question-based subject lines—which are a classic curiosity trigger—achieved a 46% open rate, outperforming all other styles by piquing curiosity and suggesting value. Even partially sincere apologies can foster trust; brands that communicate clearly—even about mistakes—often earn more loyalty.
Only apologize with a purpose. Include genuine value and attention to your customers or clients in the content of your email. Let’s face it—we aren’t perfect and are bound to make mistakes. But don’t lose credibility by turning faux forgiveness into a marketing tactic. The marketer who cries wolf risks eroding trust with their audience.
When a real mishap occurs, a timely, thoughtful follow-up can strengthen relationships. But staged apologies for emails that never happened? That’s a trend to approach with caution.