The ultimate guide to writing effective notifications

Your notification system is only as good as the messages it delivers. Even the most sophisticated orchestration can't save poorly written copy that confuses users or convinces them to unsubscribe.

The right words, delivered at the right time, can drive product adoption and keep users engaged, so don’t take them for granted.

Whether you're sending your very first notifications or scaling them across multiple channels, this guide provides practical, channel-specific guidelines for writing notification messages that users actually want to read.

Notification copy best practices

Before diving into channel specifics, there are some general best practices to apply across every notification type regardless of the channel.

Be specific and actionable

Users scan notifications in seconds. Lead with the essential information and make the required action clear.

Instead of:

Write:

Include as much context as possible

Notifications pull users away from other tasks. Make the interruption worthwhile by providing enough context to help them decide whether to act immediately.

Instead of:

Write:

Use active voice

Active voice creates more engaging notifications by putting the actor first and reducing word count. It feels more personal and makes notifications easier to scan and act upon.

Instead of:

Write:

Use consistent terminology

Match the language in your notifications to your product's UI. If your app calls them "projects," don't suddenly switch to "workspaces" in notifications.

Format differently for each channel

Every channel displays notifications differently, from character limits to link formatting and beyond. Make sure you know how your messages will appear across each channel before sending.

Writing guidelines by notification type

Transactional notifications

Transactional notifications confirm user actions or system events, so messaging clarity and accuracy matter most.

Transactional notification examples:

System notifications

System notifications communicate technical events or service status. Technical accuracy meets user-friendly language.

System notification examples:

Lifecycle messaging

Lifecycle messages encourage users to return to your product. Balance value with frequency to avoid notification fatigue.

Lifecycle messaging examples:

Promotional messaging

These messages typically communicate offers, updates, and new features with the goal of driving engagement and adoption.

Promotional messaging examples:

Channel-specific guidelines

Once you know how to write effective notification copy, it’s important to adhere to the different requirements of each messaging channel. The most effective copy in the world won’t mean anything if it gets unexpectedly truncated or meets a user in the wrong state of mind.

Below, get a birds-eye view of messaging best practices for each channel. These parameters will help you modify your messaging for reliable notifications on any channel you communicate with your users.

Email notification guidelines

Email remains the workhorse of notification systems, offering the most flexibility for rich content and detailed information.

Due to its format, you’ll have to consider best practices for several different content formats, including subject lines, preview text, and body content.

Subject lines

Subject line examples:

Preview text

Preview text examples:

Email body content

Email body content example:

Hi {{user.name}},
 
{{actor.name}} requested access to the {{resource.name}} dashboard.
 
**Request details:**
- Access level requested: Editor
- Reason: "Need to update Q4 metrics"
- Expires: 7 days from approval
 
[Approve Request] [Deny Request]
 
You can manage all pending requests in your [team settings].

Push notification guidelines

Mobile push notifications face the strictest constraints but can drive immediate engagement when written well.

Push notification examples:

For more information on push notifications, read our blog, “How push notifications work on Apple and Android.”

SMS notification guidelines

SMS notifications demand extreme brevity while maintaining clarity, as they're often read on the go, and have little flexibility due to a lack of rich formatting options.

SMS notification examples:

In-app notification guidelines

In-app notifications appear within your product interface, typically as toast messages or in a notification feed.

What is a notification feed?

A notification feed is a persistent collection of notifications that users can access anytime through a dedicated interface element, such as a bell icon or sidebar. Unlike toasts, feed notifications remain available until explicitly marked as read or deleted, creating a historical record of important events and updates.

Notification feed item structure:

[Avatar] **Actor** action object
Supplementary details
[Timestamp] [Secondary action]

Notification feed item examples:

For more information on notification feeds, read our blog, “The benefits of adding an activity feed to your B2B product.”

What is a toast notification?

A toast notification is a brief, temporary message that appears on screen to confirm an action or alert users to time-sensitive information. These notifications slide in from a corner or edge of the interface and disappear automatically or when dismissed.

Toast notification examples:

For more information on in-app messaging, read our blog, “Getting started with in-app messaging.”

Chat notification guidelines

Slack or Microsoft Teams notifications blend the richness of email with the immediacy of push. Use built-in formatting to improve scannability.

Chat examples:

For more information on chat app messaging, read our blog, “How to think about Slack and Teams as notification channels for your SaaS app.”

How to test your notification copy

Before shipping any notification:

1. Read aloud: Does it sound natural?
2. Remove context: Does it make sense without prior knowledge?
3. Check truncation: Does the key message survive character limits?
4. Test personalization: Do variables render correctly with real data?
5. Verify links: Do all CTAs lead to the right place?

Implementation checklist

When implementing notifications in your product:

• Define clear categories (transactional, engagement, system)
• Create templates for common notification types
• Set up user preference controls
• Test across all target channels
• Monitor engagement metrics
• Implement batching for high-frequency events
• Plan for internationalization
• Document copy guidelines for your team

Start with templates

The fastest path to effective notifications is starting with proven templates. Here are starter templates for common use cases:

New user signup (Email):

Subject: {{actor.name}} joined your {{workspace.name}} workspace
 
Hi {{user.name}},
 
{{actor.name}} ({{actor.email}}) just joined your workspace as {{actor.role}}.
 
{{#if pending_approval}}
This user is pending approval. You can:
[Approve Access] [Deny Access]
{{else}}
They now have access to:
- {{list_of_permissions}}
{{/if}}
 
Manage team permissions anytime in [workspace settings].

Payment received (SMS):

Payment confirmed: ${{amount}} from {{customer.name}} for Invoice #{{invoice.number}}. Balance: ${{remaining_balance}}

Collaboration (In-app):

{{actor.name}} {{action}} {{object.type}} "{{object.name}}"
{{#if comment}}"{{comment}}"{{/if}}
{{timestamp}}

Send effective, cross-channel notifications with Knock

Writing effective notifications requires balancing information density with clarity, urgency with respect for user attention. Start with these guidelines, but let your metrics guide refinement. Track open rates, click-through rates, and unsubscribe patterns to understand what resonates with your users.

The best notification is one that provides clear value at the moment users need it. When you nail that combination, notifications become a feature users love rather than tolerate.

Need to implement a notification system that handles all these channels? Explore how Knock can help you ship notifications in days, not months.