Crafting click-worthy notification emails (examples + free templates)

Seemingly small details can make a difference in marketing; notification emails show this in action. 

Think welcome emails, order confirmations, subscription update notifications, and so on. As simple and straightforward as they are, notification emails let customers know that you’re there, you’re in touch, and you’re keeping them in the loop. According to SendPulse, notification emails have higher open rates than most other emails, increasing your account’s overall average open rate. That improves future emails’ deliverability.

What is a notification email?

A notification email is sent with a specific purpose to communicate one piece of information. For example, when you receive an email confirming your order, telling you about a system outage, or sending you a password reset link, these are notification emails.

Keep in mind that a notification email is different from a push notification and serves different purposes. 

A notification email appears in your inbox like any other email, while a push notification only appears as a notification on your phone or device. While push notifications are helpful for immediate needs like emergency alerts, notification emails allow you to view them as often as you like. They’re also more engaging because they can include branding and design, while push notifications are text-only.

Designing click-worthy notification emails

How do you craft effective notification emails that communicate your message while improving customer retention and loyalty? We have all the tips you need.

• Simplicity in design and messaging: Keep your email focused on the key purpose, like confirming a shipment or a security alert. Avoid clutter like lots of extra images or wordy blocks of text that distract from the purpose—keep it clean, simple, and to-the-point.
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• Strategic visuals: Without overdoing it, a few strategic images and visuals can help to communicate your message. Your logo, for example, lets them know the email is coming from you, and icons can draw their attention to your message. Be sure that all visuals align with your brand.
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• Call-to-action buttons: Make the next steps clear for your customer with a visually prominent and straightforward call to action, like a button that says “track your package” or “review your order.”
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• Mobile-first approach: 85% of email users say their smartphone is the primary way they access their email. Make sure you design your notifications based on how they’ll look on mobile devices so your message shows up clearly for most customers.
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• Test across platforms: To ensure customers see your emails as intended, send test emails and open them on different email platforms like Gmail, Apple Mail, and Outlook to check their user-friendliness.
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• Accessibility: Remember to include accessibility features like alt text for all images so customers with disabilities can still receive the important information in your notification emails.
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• Contact information: Along with a call-to-action, include contact information at the bottom of your email so customers can easily know what to do if they have questions about the notification.

Types of notification emails to send (+ free templates)  

1. Welcome emails

A welcome email confirms that a customer has subscribed or created an account, and it also can make an excellent first impression by making the customer feel appreciated and highlighting what you have to offer.

2. Order confirmation emails

Letting customers know you received their order gives them peace of mind, knowing their purchase was successful. It also gives them essential details like a recap of their order, the order number, and the receipt.

3. Cancellation email

Like an order confirmation notification, an order cancellation or subscription cancellation email lets customers know their cancellation was successful. It can also suggest other ways for the customer to engage with the brand and offer help if they didn’t mean to cancel.

4. Shipping confirmation

A shipping confirmation email lets your customer know their order is on its way and reassures them that progress is being made. It also gives them tracking information so they know when to expect their package.

5. Password reset email

When a customer forgets or loses their password, the email you send with a link to change their password is a notification email.

Enhancing the performance of your notification emails 

• Subject line: Your subject line should clearly state what the notification is about - it can be as simple as “Your order has shipped!” or “Welcome to the club!” This tells customers that the email relates to them directly and encourages them to open it for further details.
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• Personalization: Personalizing your emails can make them more engaging and relevant to customers. Adding the customer’s name is a simple touch, and in the case of order notifications, it helps to include the products in their order so they know what order the email is about.
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• Timing: If your notification email is triggered by a specific action like a reset password email triggered by the customer clicking “forgot password” or an order confirmation triggered by placing their order, ensure the email goes out immediately. This way, the customer is still engaged in the process and is more likely to open the email.