Ask users forHelp users toSend users

Send usersAn email

Behavioural insights

Users are more likely to do something if:

  • given a prompt at the right time
  • they have a clear deadline
  • the prompt uses their name, is personalised to their situation, and focuses on positive actions
  • they feel respected by the service and trust the information they are given
  • complex tasks are broken down into smaller chunks – for example, a checklist

Sending emails

The Home Office sends emails to tell users:

  • what is happening with their claim, application, case or request
  • what actions they have completed
  • what they need to do next
  • where they can find help and support if they need it

Use GOV.UK Notify to send emails where possible.

Users may not read the whole email. To help the user trust and engage with your email, it should:

  • use the official branding
  • be consistent with other communications
  • immediately tell the user why they are receiving it
  • state any actions the reader needs to take
  • be easy to understand
  • use active voice
  • avoid using contractions
  • follow content design good practice – refer to Planning, writing and managing content (GOV.UK)

Remember that limited internet access and digital literacy may affect your users’ ability to receive and understand your email.

Do

Use:

  • an easily recognisable sender name and email address that matches the system it was sent from
  • a concise subject line with the most important information first
  • a personalised greeting with the user’s full name
  • a reference number and how to use it
  • tracking codes in links (if possible) to monitor which links prompt user action
  • team (not individual) contact details
  • a formal sign-off
  • a no-reply statement if the sender inbox is not monitored
  • an official logo with an appropriate text alternative

Follow existing guidance, such as:

To avoid email delivery problems, use guidance from providers such as Google and iCloud.

Consider displayed text (indented or differently styled paragraphs) to emphasise information which is especially important for the user. This is available in GOV.UK Notify and other publishing systems.

If your service offers alternative formats, such as Braille, large print or translations into other languages, tell your user how to ask for them.

Provide plain text and HTML versions where possible.

Do not

  • imply urgent action is needed if it is not – for example, in tone or displayed text
  • add extra HTML styling to the default template as it may not display properly
  • use the email to give detailed instructions on how to use your service
  • assume users will read all the email – only include essential information
  • assume users will read a no-reply statement – consider sending automatic replies which signpost users to help and support

Accessibility

Ensure emails are accessible for all users.

Do:

  • use heading structures where possible
  • left-align text
  • use lists where possible – bullets for information and numbering for sequences or steps
  • use meaningful link text that makes sense without the surrounding text
  • have appropriate alternative text for all images

Do not use:

  • coloured text – use black by default
  • bold text as it is not emphasised by all assistive technology
  • italics
  • contractions
  • acronyms, initialisms or abbreviations
  • images for decorative purposes
  • screenshots of text

If your service sends authorisation codes before the user can sign in, make the code easy to copy and paste by:

  • using a large font
  • separating it from other text – for example, in its own paragraph

To improve the accessibility of your emails, test them with screen readers and other assistive technology before sending.

Refer to Accessibility (Home Office Design System).

Email pattern

Components in this pattern can be used for system-generated notifications. Use them flexibly.

You may need to create your own components based on the needs of your service users.

Main email content

  1. block: email details
    1. element: sender name and email address
    2. element: recipient email address
    3. element: subject line
  2. block: main message
    1. element: logo
    2. element: main header

      Main header summarising outcome or action

    3. element: recipient name

      Dear [first name] [last name],

    4. element: reference number

      Include when and how to use the reference number

    5. element: summary

      Summarise the actions or outcome

      • Use lists for multiple actions or outcomes
  3. block: next steps
    1. element: next steps header

      Header about next steps

    2. element: next steps description

      State the next steps and required actions

      • Use lists for multiple steps or actions
      • Separate the user's actions from what the service will do
      • Include key dates or deadlines
  4. element: links

    Include links to the service if relevant

  5. block: help and support
    1. element: help and support header

      Header for how to get help and support

    2. element: help and support details

      Provide at least one way to get help and support

      • Include details of how to get the help and support
      • Include links if relevant
  6. block: sign off statement
    1. element: sign-off statement

      [Regards or other sign-off]

      [Name of service]

Additional email content

Include extra information if applicable to your service

  1. block: no-reply statement

    No-reply statement if using a no-reply mailbox

  2. block: unsubscribe or stop option

    Unsubscribe or stop option if applicable

  3. block: alternative formats

    Explain how users can request alternative formats if available

Help us improve this pattern

This pattern needs improving. We need evidence about:

  • how you have used this pattern to design an email
  • any other accessibility considerations
  • using UTM codes for incoming links to government services, including any challenges faced

To contribute, add your thoughts and research findings to our GitHub discussion, or follow our contribute guidance.