Password reset, order and invoice e-mails: what a good transactional message says, with examples

The short answer: a good transactional e-mail says in the subject what happened, comes from the same sender every time, has one clear action and mixes in no advertising. Send both an HTML and a text version. Below are the four most common kinds, with examples to adapt.

The rules for all of them

1	A subject that says what it is, with the number or amount: "Invoice FT 2026/214 is ready", not "Important information".

2	A fixed, recognisable sender on your verified domain: invoices@ for invoices, always. Never a free address in the company’s name.

3	One action per e-mail: view the invoice, reset the password, track the order.

4	HTML and text, for programs that do not show HTML. See an HTML e-mail that displays everywhere.

5	No promotions. A service e-mail with advertising becomes marketing.

Password reset

Part	Example
Subject	Reset your password
Body	Hello {{name}}, we received a request to reset your account password. Use this link within 30 minutes. If it was not you, ignore this e-mail: your password does not change.
Take care	The link works once and for a short time. Never send the password in the e-mail.

Order confirmation

Part	Example
Subject	Order {{number}} confirmed
Body	Hello {{name}}, we have received your order {{number}}, for {{amount}}. We will e-mail you when it ships.
Take care	What was bought, what it cost and what comes next. No "you may also like".

Invoice and receipt

Part	Example
Subject	Invoice {{number}} is ready
Body	Hello {{name}}, invoice {{number}}, for {{amount}}, is now available and due on {{date}}. It is attached.
Take care	The amount and date in the text, the PDF attached. See attaching invoices

Account notice

Part	Example
Subject	New sign-in to your account
Body	Hello {{name}}, there was a sign-in to your account on {{date}}. If it was you, there is nothing to do. If not, change your password now.
Take care	Say what changed and what to do if it was not them. Never ask for passwords or codes by e-mail.

Your customers get phishing too. If your e-mails always ask for details by e-mail, they teach people to answer anyone pretending to be you. Send them to your client area, and never ask for a password. See how to recognise a phishing e-mail.

Save each example as a template, with the variables in double curly braces. Then the wording changes in one place and every later send is right. See templates with variables.

Want these e-mails to go out from your system on their own? Tell us how many you send a month and we will prepare a proposal.

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