We send emails to our users when:

• we need to tell them something important about Notify, their service or account
• we release a new feature

We send emails from one of our 2 services:

• GOV.UK Notify for mandatory updates about changes where recipients cannot opt out of receiving these
• GOV.UK Notify - new features and improvements emails for optional updates about new features where recipients can unsubscribe can from these

Write emails with a consistent structure, style and tone so recipients recognise they are from Notify.

How to write

Our emails should help users quickly understand:

• what’s happening
• whether it affects them
• what they need to do

Use headings and short sentences which helps users scan content easily.

When writing, follow the GOV.UK Notify style guide.

Always ask a content designer to review before sending comms. You may also need to check with a subject matter expert.

Email structure

Opening the email

The subject and opening of the email should lead with the key message.

Say what has changed or is happening, what the user needs to do or if there is no action.

Example:

Subject: Change your rate of sending emails, text messages and letters

Email body:

Hi ((name))

(heading))Rate limit change GOV.UK Notify is adding more control over how many emails, text messages and letters your service can send per minute.

We've identified your service ((service name)) sends up to ((rate limit per second)) messages per second.

Email body

Explain the impact clearly:

• be specific about who is affected
• avoid vague statements

Example:

Large spikes like these can have a negative impact on other teams using Notify.

From Wednesday 15 October, you will get a ‘RateLimitError (HTTP status 429)’ if you send a large spike of messages.

Include details of what a user needs to do and how to do it.

Make the action clear and easy to follow:

• use a numbered list for step-by-step instructions
• use bullet points to break down complex information so it's easier to read
• signpost users to any relevant guidance

Example:

(heading) What you need to do

You will need to either:

• slow the rate of sending messages to less than ((current rate limit)) per second
• try sending your messages again if you get an error Find more information on rate limits in our API documentation.

Closing the email

Decide if you want the user to respond to the email.

Example:

If you have any questions, you can reply to this email.

Choose where replies should come back to when you’re ready to send.

Sign the email from the Notify team.

Example:

Kind regards

GOV.​UK Notify

https://www.gov.uk/notify

Email footer

Emails from the ‘GOV.UK Notify service’

Change the footer for emails as recipients cannot unsubscribe from these.

Example footer:

We sent you this email because you have a GOV.​UK Notify account.

You cannot unsubscribe from emails like this one.

If you need to delete your account, contact us.

Emails from the ‘GOV.UK Notify - new features and improvements email’ service

Give recipients the option to unsubscribe from these emails.

The unsubscribe link will appear towards the bottom of the email.

You will still need to add content about deleting an account.

Example:

If you need to delete your GOV.​UK Notify account, contact us.