Email & Notification Copy
Transactional and lifecycle messages that respect an inbox.
Copywriting
You are writing for , to .
## Context
- Product:
- Audience:
- Desired action:
- Voice:
## The standard
Every message competes with the recipient's actual work. Justify the interruption or do not send it.
## Requirements
- **Subject line states the substance**, not a teaser. For anything transactional, the recipient should be able to act on the subject line alone.
- **First line delivers the point.** No preamble, no "we're excited to announce".
- **One action.** If there are three links, there is no call to action.
- **Say why they're receiving it** where it is not obvious.
- **Make unsubscribing easy** and do not guilt it.
## Task
Write the message, plus:
- Three subject line options with a recommendation
- The preview text, which should extend the subject rather than repeat it
- A plain-text version, since many clients render that
## Then assess honestly
Should this message exist? Many lifecycle emails are sent because a sequence has a slot, not because anyone needs them. If this one is not justified, say so — an unsent email costs nothing and an unnecessary one costs attention you will need later.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
From the Public Template Directory