Apology accepted

I previously blogged about “sorry” emails that seem insincere, so bringing it back from the realms of desperate and needy, to actually appearing apologetic was an email from DIY retailer Wickes.


Last week I received a catalogue in the post from Wickes. To be honest, I haven’t yet looked at it. Apparently there was a misprint: Wickes had given the expiry date for its special offer as January 2010, rather than 2011. Whoops!

Today I received an email titled “Apologies from Wickes‏”. Bracing myself for yet another “our website was down over the weekend, here’s 5% off everything”, I was pleasantly surprised. In a a refreshing change for a “sorry” email, the tone of this message is genuinely apologetic and Wickes comes across as rather embarrassed at the admission of its error.

The added bonus, of course, is that by sending me this email Wickes has reminded me of its offer without being pushy about it. Nice save, Wickes.--MT