Order cancellations are a natural part of doing business, whether you’re in the service industry, eCommerce, or beyond.
While it can be frustrating when a customer cancels, savvy businesses know that an order cancellation doesn’t have to mean the end of the customer relationship.
Handling cancellations well can keep customers coming back (unless, of course, the reason for cancellation is due to a significant error on your part).
In this guide, we’ll walk you through handling order cancellation requests effectively and explain why it’s essential to approach them thoughtfully and provide customizable templates to help you streamline the process.
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Understanding Order Cancellation Emails
Order cancellation emails are just as crucial as the emails you send when welcoming customers to your platform.
I can’t emphasize enough that these emails offer a valuable opportunity to maintain a positive relationship with customers despite a change in the transaction.
So, what exactly is an order cancellation email?
An order cancellation email is a message sent to a customer to confirm that their order has been canceled.
Typically, this email includes details about the cancellation, such as the order number, reason for cancellation, any applicable refund information, and guidance on what the customer can expect next.
There can be several reasons for order cancellation.
i. Customer-initiated cancellations
Sometimes, customers change their minds about a purchase and decide to cancel.
This can happen for various reasons, including budgetary concerns, finding a better alternative, or buyer’s remorse.
But this also means you have the chance to address those concerns and try to win them back again.
Related read: Strategies to Master eCommerce Returns in 2024
ii. Business-initiated cancellations
If an item is out of stock or there is an error with pricing, you may need to cancel an order. It can significantly impact your business reputation if not handled with care.
A well-crafted order cancellation email can help minimize customer disappointment and preserve trust in your brand.
iii. System or payment issues
You’ve likely seen the message, “Please do not refresh or leave the page; we are processing your payment.” But sometimes, a customer might accidentally click the back button, or the transaction could fail due to a slow internet connection.
In these instances, it’s crucial to promptly notify customers, providing clear instructions for the next steps, such as retrying the transaction or exploring other solutions.
Why is it important to get it right?
Order cancellations can evoke a range of emotions in customers, from disappointment and frustration to anxiety, especially if they eagerly anticipate the product or service.
A well-crafted cancellation email can express empathy and acknowledge the customer’s feelings. It helps reinforce the brand’s commitment to excellent service.
Businesses can alleviate confusion and anxiety by promptly notifying customers of the cancellation, along with the reason and next steps.
Customers who receive clear information about the cancellation, including refund processes and timelines, are less likely to contact support for clarification. It reduces pressure on your customer support team.
This thoughtful approach not only helps mend customer relationships but also enhances trust. It reflects your brand’s professionalism and can transform a potentially harmful experience into a positive one.
Notifying customers of cancellations promptly is not just good practice; in some regions, it is also a legal requirement. A clear and timely email can help ensure compliance with these regulations.
Key elements of a professional order cancellation email
To create a professional and effective order cancellation email, be sure to include these essential elements:
- A clear subject line with the order number
- A personalized greeting
- The reason for the cancellation
- Information on any refunds, along with any necessary actions required
- Full contact information
- A polite closing
Best Practices for Writing an Order Cancellation Email
Here are some best practices for writing an effective order cancellation email.
i. Use a polite and empathetic tone
No one likes to hear that their order has been canceled. That’s why showing empathy can reassure customers that you understand their disappointment and care about their experience.
You can do this by acknowledging the inconvenience and offering a sincere apology for any disruptions caused.
Here’s how H&M handled it when my order was canceled: they kept it simple but effective by stating, “Unfortunately, your order is canceled.” Just that small touch made a big difference for me.
Depending on your brand tone, you could use phrases like, “We apologize for any inconvenience this may have caused” or “We understand how disappointing this must be.” This extra touch can greatly impact how your message is received.
ii. Provide clear and concise information
Clarity is key when communicating about cancellations. It’s essential to mention why the order was canceled—whether due to a stock issue, payment problem, or any other reason.
In the above example, H&M explained, “Unfortunately, we could not confirm receipt of your payment. Therefore, your order has now been canceled.”
They even added that it would be refunded if payment was made now, so it’s best to place the order again. This level of detail helps reduce confusion and prevents customers from speculating.
Here are a few tips for providing clarity:
- Avoid jargon and keep sentences short for readability
- Use bullet points to break down information, making the email easier to follow
- Provide any additional guidance the customer may need to reduce follow-up questions
Read also: eCommerce Email Marketing Simplified: 15 Examples + Tips
iii. Offer alternatives (if applicable)
Whenever possible, suggest alternatives to keep customers engaged.
For instance, recommend related products or services that align with the customer’s original purchase. Including a discount code or a special offer for future purchases can encourage customers to return despite the cancellation, especially if the cancellation was due to an error on your end.
For example, EngageBay has an order cancellation email template you can customize. It allows you to apologize sincerely and offers a discount to make up for the inconvenience.
This shows you’re responsive and willing to make it right, and use this as an opportunity to strengthen customer loyalty.
iv. Include refund and next steps information
Sometimes, an order gets canceled after payment has been made. While issuing a refund may be straightforward, it’s still important to communicate the details clearly and promptly.
Specify the refund amount, how it will be processed, and the expected timeframe for it to reach the customer’s account.
Here’s how Delhivery approached it: they included the order number, refund amount, and expected timeframe in their email. This helped maintain transparency and reduce the likelihood of follow-up questions.
If the customer needs to take additional steps, such as verifying information or confirming payment details, ensure these actions are clearly outlined.
v. Add contact information for further assistance
Customers may still have questions even after you’ve provided all the necessary information about the order cancellation.
Ensure to include customer support contact details—such as an email address, phone number, or a link to live chat options—so they can easily reach out if needed.
In the same email from Delhivery, they added a “Contact Us” option, letting customers know they’re welcome to ask questions about their order.
Offering this assistance shows your commitment to customer satisfaction and can help address any lingering concerns. It ultimately makes the process as smooth as possible for the customer.
Read also: Confirmation Email Templates to Ensure Clarity and Engagement
Sample Order Cancellation Email Templates
Here are some order cancellation email templates for various situations that you can copy, tweak, and send to your customers.
Template #1: Customer-initiated order cancellation email
This order cancellation email template is designed for situations where the customer has decided to cancel their order.
It aims to maintain a polite, professional tone while acknowledging the customer’s decision and addressing any potential concerns. By showing empathy and offering a smooth experience, you reassure the customer that their decision has been handled respectfully.
| Subject: Confirmation of Your Order Cancellation — [Order #] |
| Hello [Customer Name],
We’re writing to inform you that your order [Order #] has been successfully canceled. We’ve noted your request to cancel the order due to [Reason for Cancellation], and we are processing it right away. If a refund is applicable, it will be issued to your original payment method within [X days]. If you need any further assistance, please contact our customer support. We hope to see you again. Warm regards, |
Or, if you’re an eCommerce company and want to make your order cancellation email simple, you can use this template.
| Subject: Your Order [Order #] Has Been Canceled |
| Hello [Customer Name],
This email is to confirm that your order has been successfully canceled. Here’s the order details: <Item Name + Details> <Price> Reason for cancellation: [Reason] ––––––––––––––––––––––––––––––––––––––––––––– We hope to see you again. Warm regards, |
Template #2: Business-initiated order cancellation email
This cancellation template is for instances where the business needs to cancel an order due to inventory issues, technical difficulties, or other logistical constraints.
The tone should be apologetic but proactive, addressing the reason for the cancellation. And, always offer an alternative solution to minimize disappointment.
For an eCommerce business:
| Subject: Important Update: Order Cancellation – [Order #] |
|
Whoops, something went wrong. Hello [Customer Name], We’re sorry to inform you that due to [Reason for Cancellation], we had to cancel your order, [Order #]. We apologize for any inconvenience this may cause and want to assure you that we’re here to help. If your order includes a payment, a refund will be issued within [X days] to your original payment method. ––––––––––––––––––––––––––––––––––––– Here’s your 15% discount on your next order – It’s on us! We invite you to explore similar products on our website or contact our team if you’d like personalized recommendations. Thank you for your understanding and patience as we work to resolve this issue. Please don’t hesitate to reach out to us with any questions or concerns. Sincerely, |
For a service-based company:
| Subject: Appointment Cancellation Notification – [Service Order #] |
| Hi [Customer Name],
We’re sorry to let you know that due to [Reason for Cancellation, e.g., “unexpected scheduling conflicts”], we need to cancel your upcoming [Service Type, e.g., “Consultation” or “Repair Service”] on [Date and Time]. We understand that this may cause inconvenience, and we apologize sincerely for any disruption this may bring to your plans. Please feel free to contact us at [Support Email] or [Support Phone Number] to reschedule at a time that suits you. Thank you for your patience and understanding. We appreciate your business and look forward to the opportunity to serve you in the near future. Sincerely, |
Template #3: Order cancellation confirmation email
After processing a cancellation request, it’s essential to confirm the cancellation and outline any next steps, such as refund details. This template reassures the customer that their order cancellation has been successfully completed and provides essential information to avoid any confusion.
| Subject: Your Order [Order #] Has Been Canceled |
| Hi [Customer Name],
This is a confirmation that your order, [Order #], has been successfully canceled. We’re sorry to see this order go but want to assure you that we’ve taken the necessary steps to complete your request. If you were charged, a refund of [Refund Amount] will be issued to your original payment method within [X] days. If you have any further questions or concerns, feel free to reach out to us directly. Thank you for your understanding, and we look forward to serving you in the future. Best regards, |
Template #4: Order cancellation response email
In this template, the focus is on responding to a customer’s cancellation request.
It acknowledges the cancellation request, provides information on the next steps, and aims to reassure the customer that their concerns are being addressed. This is especially useful when the customer’s request may require additional action or follow-up.
| Subject: Your Cancellation Request for Order [Order #] |
| Hi [Customer Name],
Thank you for reaching out to us. We’ve received your request to cancel [Order #] and are processing it. To ensure a smooth experience, we’d like to confirm [any additional steps the customer needs to take or information they need to provide]. Once your cancellation is complete, we’ll notify you via email and outline any relevant details, such as a refund if applicable. Should you have any questions, please don’t hesitate to contact us. We’re here to help! Kind regards, |
Read also: 2024 Guide to Email Marketing for eCommerce
Real-Life Examples of Order Cancellation Emails Done Right
Let’s look at some of the best order cancellation examples that you can get inspired by.
1. Amazon’s order cancellation confirmation
As the world’s largest eCommerce platform, Amazon knows how to handle order cancellations effectively. In this example, Amazon’s email has a well-structured layout that clearly specifies the canceled item, order number, and reason for cancellation.
This approach ensures that customers instantly understand the situation without digging through unnecessary details.
If the payment has already been processed, Amazon promptly reassures customers by mentioning the refund timeline, adding transparency to the process.
The email is text-light, designed to be easily scannable, yet covers all the key points. Finally, Amazon includes a support link, providing customers with a straightforward way to seek help if they have further questions or concerns, enhancing the overall customer experience.
2. Basecamp’s proactive approach to order cancellation request
This particular subscription cancellation email example made it to the list because they were straightforward yet empathetic.
They start the email by expressing regret at seeing their customers go while also being thankful that the customer gave them a try. This approach leaves the door open for future transactions, as Basecamp doesn’t show disappointment at their departure but instead demonstrates understanding.
The email is divided into three straightforward paragraphs:
The first paragraph clarifies that customers won’t be charged further, which can be the most critical concern for anyone canceling a subscription.
In the second, they inform customers that if they cancel by mistake or have changed their minds, they can quickly revive their subscriptions.
Lastly, they express a desire to hear customer feedback. They use this opportunity to gather insights into the customer experience and how they can improve, demonstrating that they value customer input.
They have beautifully crafted this email without overwhelming customers.
Read also: Appointment Confirmation Email Templates to Remind Customers
Common Mistakes to Avoid When Writing Order Cancellation Emails
Avoiding certain pitfalls can significantly enhance the customer experience when crafting order cancellation emails.
Here are some common mistakes to steer clear of:
1. Using a robotic or insensitive tone
Most order cancellation emails are automated, which can lead to a lack of that essential human touch. Amazon can afford to maintain a neutral tone in its order cancellation emails because they have already established itself as one of the most trusted e-commerce brands.
However, it’s crucial for emerging brands and small businesses to put in the extra effort to earn your customers’ trust and loyalty. A lack of warmth and empathy in your communication can come across as dismissive, making customers feel undervalued.
Automated or impersonal phrases may escalate dissatisfaction and discourage customers from engaging with your brand in the future. Instead, adopting a conversational and empathetic tone can help reassure customers that their feelings are understood and appreciated.
2. Not providing next steps or refund details
According to Zendesk, four in ten agents report that customers prefer to resolve basic issues independently. When they can’t, frustration often sets in. Therefore, it’s essential that your cancellation email clearly outlines the next steps and refund details.
Customers may feel confused and anxious about their cancellation without this information, leading them to contact support for clarification.
This not only increases support requests but also adds operational strain. Proactively communicating these details can alleviate concerns and build trust in your brand.
3. Failing to personalize the email
Even if you automate your cancellation emails, it’s essential to incorporate a touch of personalization. Addressing customers by their names and including specific order details shows that you recognize their situation and fosters a more engaging and human connection.
While Zappos sets the bar high for personalization in their emails, it’s essential to acknowledge that only some brands can match their level of detail, often due to resource constraints or a high volume of cancellation orders.
However, starting small with personalization—like using the customer’s name and acknowledging their situation—can significantly enhance your communication. Coupling this with an empathetic tone can make a difference in how customers perceive your brand.
4. Omitting contact information
Your initial goal should be to ensure that your email contains sufficient information so that customers don’t need to contact your customer support. However, if they still have questions or confusion, it’s essential to provide a clear and accessible way for them to get assistance.
Failing to do so may increase customer frustration, negatively impacting your brand image—even if you’ve handled the cancellation process correctly.
Whether it’s a support email, phone number, or a link to live chat, making it easy for customers to connect with your team can help mitigate any lingering frustrations.
Read also: 27 Confirmation Email Examples (& Templates) For Customer
Wrap Up
No matter how careful you are, businesses will inevitably face cancellation requests—whether initiated by customers or the business itself.
This is why order cancellation emails should be viewed as a crucial touchpoint in the customer journey that can significantly influence customer perceptions and brand loyalty.
How you handle cancellations reflects your commitment to customer satisfaction. You can use EngageBay to automate your order cancellation emails to streamline this process.
Set up a trigger and take advantage of EngageBay’s customizable, ready-made templates to make the entire process efficient and hassle-free.
Start your free trial today.
Frequently Asked Questions (FAQs)
1. What should be included in an order cancellation email?
An order cancellation email should include a clear subject line, a personalized greeting, the reason for the cancellation, refund details (if applicable), any necessary next steps, and contact information for further assistance.
2. How do you respond to a customer who wants to cancel their order?
The first step is to acknowledge their request promptly and empathetically. Confirm the cancellation, explain any relevant details (like refunds or next steps), and thank them for their business while expressing hope to serve them again.
3. Can you offer a refund in an order cancellation email?
Yes, including clear information about the refund process in the cancellation email is essential. Specify the refund amount, method, and expected timeframe for processing.
4. What’s the difference between an order cancellation and a confirmation email?
An order cancellation email notifies the customer that their order has been canceled, while a confirmation email verifies that an order has been successfully placed or processed. The former focuses on cancellation details, while the latter confirms order completion.
5. How do I turn a cancellation into a positive experience for the customer?
To create a positive experience, respond promptly and empathetically. Ensure that transparent information about the cancellation and any refunds is provided, and consider offering alternatives or discounts for future purchases. This shows customers that you value their business and care about their experience.
