Email notification is an email sent to inform subscribers about changes or updates on a website or service like new products available, features released, scheduled website maintenance, etc.

Why should I use an email notification

  • Has a high open rate. Email notification draws more attention comparing with promotional emails or newsletters since the notifications naturally contain only the essential information which can influence the user directly. This fact leads to a higher open rate. Higher open rate, in its turn, increases the server reputation and ensures greater deliverability of your emails in the future.
  • Keeps the customer up to date. Changes to a website or service functionality can derail the usual routine of your visitors, better get them prepared. Sharing news on updates will minimize the possible adverse effect of changes.
  • Helps in customer retention. With regular notifications, you don’t let visitors and customers forget about you. Email notification is a way to tell “Hey, buddy, I’m still here for you no matter what.” Keeping your audience informed without hiding anything nurtures the trust and loyalty in people. 

Email vs. push notifications

Both email and push notifications are instant messages which you can send to many subscribers at once, and both are available with SendPulse. Let’s explore the differences and find out which media is preferable for your situation.

  • No length limitations. In terms of text and images, email notifications are unlimited, while push notifications do have some limitations depending on the browsers and devices: from 30 to 50 symbols for the title text, up to 125 symbols for the body text, and one image to add.
  • Tolerance threshold. Many inactive subscribers who ignore or even delete your emails, don’t unsubscribe from emails. Even this cold audience values because you can retain and re-engage them. At the same time, web push notifications have a much lower tolerance threshold. Once a user feels like overwhelmed with your push notifications, they unsubscribe.
  • Harder to A/B test. Having less content and fewer variables in your notifications lead to fewer things to test. So it is much easier to polish up web-push notifications since there is so little content to monitor.

How to create an email notification

SendPulse offers different tools for creating email notifications. You can build triggered notifications for sending automatically or set up and schedule a one-time email campaign. You can also use SMTP server only.

Use Automation 360

You can trigger emails based on different user actions or special dates with the Event Manager. For example, if you need to remind a customer about their free trial expiry, which is individual for every subscriber, send an automatic email notification. Detailed instruction on how to create triggered emails is here.

Email notification sent with Automation 360

Send a regular email campaign

In case you are going to make a one-time notification (like changing a privacy policy), a simple email campaign is the solution. Use a handy drag-and-drop editor, fill the email template with all the necessary content and send it right away or schedule on the required time. The documentation on how to create an email campaign is here.

Email notification

Email notification tips

  1. Create subject lines that convey the essence of notification. The subject line forms the first impression about your email notification, so it’s a good idea to grab attention with the direct information on what is inside. For example: ‘We’re updating our Private Policy“, “Derek Bailey mentioned you in the post,” or “Your free trial is ending soon.”
  2. Make one statement in the email. Be short and provide users only with the essential information regarding the issues or changes you have. For scheduled website maintenance, write what happens, why it happens (to test new features), how long it will take (night hours from May 21st to 22nd).
  3. Add one call-to-action. CTA in email notifications should be clear and one at a time. Any extra information aside the main idea can confuse your subscribers and distract their attention. When you send comments or chat notifications, the CTA button is usually like “Join the conversation,” “Answer the comment,” etc.
  4. Use personalization. Personalization is a vital tool for bringing up feelings of trust and loyalty among your subscribers. In the context of new comings in the clothes store, personalize subject line with a variable {{name}} and prepare slightly different content for men and for women, to ensure your message resonates with everyone.
  5. Send immediately. The sooner you inform your audience about the changes, the better. For instance, if your website has some technical issues, it’s a good practice to warn subscribers about that and ensure that your team is working to solve the problem.
  6. Follow your brand identity. Make sure the look of your email notification corresponds with the writing and design style of other emails. If a red horizontal line threads all your emails and website pages, remember to add it to email notification, too.

Email notification examples

Uber. This is kind of mixture of notification and promotion email as Uber not only explains the new features in its service but also glorifies its contribution is the whole transport industry.

Email notification

Google Docs. Pretty much everyone using Docs has a couple of these in the inbox.

Email notification

SendPulse. This email notification tells about the update in web-push technology with a brief instruction on the next steps the user should make.

Email notification


  1. The article covers the subject of email notification. Here's the definition of the term and 7 most essential types.
  2. The article offers 5 rules of great email notifications.

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