Prompt · Transactional
Password reset email
Get the right person to the reset link and reassure the wrong one.
- Email type
- Transactional
- Business
- SaaS
- Tone
- Spartan
- Length
- 50-80 words
The transactional email prompt
Write a plain-text password reset email for a [PRODUCT] account. Words only — no HTML, no layout notes. Two people receive this email: someone who just asked for it, and someone who did not. Serve both. Rules: - 50 to 80 words. Nothing in this email that is not about resetting the password. - First line says what this is and that someone requested it. The reset link goes immediately after. - State [HOW LONG IT LASTS]. A reader who does not know the link expires will open it tomorrow and be confused; a reader who does will act now. - Give [IF IT WAS NOT THEM] its own line, and be calm about it. An unrequested reset email is alarming, and the correct reassurance is that the password has not changed and nothing happens unless the link is used. - No branding paragraph, no marketing, no links to anything else. Not the blog, not the help centre, not the app. One link, one purpose. - Never invent a number, figure or timestamp — that includes any IP address, device or location. If I have not supplied it, leave it out entirely rather than guessing. - No exclamation marks. No emoji. Sentence case. Write a subject line under 35 characters. Plain and unmistakable. Return subject, body, sign-off.
What to fill in first
[PRODUCT]- The account this is for.
[HOW LONG IT LASTS]- How long the link is valid. Say it in the email or people sit on it.
[IF IT WAS NOT THEM]- What to do if they did not request it. Usually "ignore this" plus a line about when to worry.
When to send it
Instantly, and never batched. Reset emails are opened within seconds or not at all, and a delay of even a minute produces a second request and a confused user holding two links, only one of which works.
What to change first
[IF IT WAS NOT THEM]. Half the recipients of a reset email did not ask for one, and for them this is
a security event. Saying plainly that the password has not changed and nothing happens unless the link
is used defuses it in one sentence — and it is the line most reset emails leave out, which is why
support inboxes fill with “did I get hacked”.
What good output looks like
Subject: Reset your password
Someone asked to reset the password on your [PRODUCT] account. If it was you, here is the link.
It works for one hour, then it stops.
If it was not you, you can ignore this. Your password has not changed and nothing happens unless the link is used.
The prompt writes the words. Bring them here and the studio builds the campaign — branded, dark-mode safe, and ready to import.
Generate your ownIn the studio
A model writes copy. It does not write email.
Production HTML that survives Outlook, dark mode and a Gmail clip is a different job from writing the words. Describe the send once and export it to Mailchimp, Klaviyo, ActiveCampaign or MailerLite.