How to respond to a refund request, with email templates

A refund request is a chance to keep a customer, even when you give their money back. Customers forgive a lot when the answer is fast, clear and fair.

Before you reply

Check three things.

• What your refund policy says, and whether the customer saw it before buying.
• What actually happened: the order, the dates, any messages.
• What the law requires where the customer lives. Some refund rights apply whatever your policy says.

Then decide: full refund, partial refund or credit, or no.

Template: approving a refund

Hi Noor,

Thanks for letting me know, and I am sorry the jacket did not fit as expected.

I have refunded the full 120 dollars to your card today. It usually shows within 5 to 10 working days, depending on your bank.

There is no need to send the jacket back. If you would like to try a different size, reply here and I will check stock for you.

Say the amount, the date and how long it takes to arrive. Those are the three questions every customer has.

Template: a partial refund or credit

Hi Leo,

Thank you for your message about the workshop. I understand that the second half was not what you expected.

Our policy does not cover refunds after a workshop has taken place, but I do not want you to leave unhappy. I can offer either a refund of half the price, 60 dollars, or a full credit of 120 dollars towards any future workshop.

Let me know which you prefer, and I will set it up today.

Giving a choice lets the customer feel in control, and many choose the credit.

Template: a polite no

Hi Mara,

Thanks for getting in touch about your order.

Custom-printed items cannot be refunded once production has started, as explained on the product page and in your order confirmation. Your order went into production on 2 October.

What I can do is fix any printing fault for free, or offer 15 percent off a reprint with different text. Just reply and let me know.

A no with a reason and an option feels very different from a no on its own.

What to avoid

• Slow replies. A request left for a week often becomes a chargeback or a bad review.
• Long explanations. A short reason is clearer and sounds less defensive.
• Different answers for the same case. Decide your rules and apply them every time.

Fix the cause

Keep a simple list of refund reasons. If the same reason appears three times, fix it at the source: a clearer size guide, better photos, a clearer cancellation policy.

For complaints that are not about money, see how to respond to a customer complaint. More ready replies are in customer service email templates.