Imagine this: It’s a busy Monday morning. You’re ready to start your day, coffee in hand, when you realize you can’t log in to your favorite app. The familiar sense of panic sets in—did you forget your password? Did something go wrong?
In this post, I’ll let you in on the best practices that make these emails work like a well-oiled machine and look at some real-world examples that get it right.
Why Password Reset Emails Matter
When was the last time you gave a second thought to a password reset email?
For most of us, it’s a forgettable part of our digital lives—until it goes wrong. That’s when frustration boils over, support tickets pile up, and users may abandon your platform altogether.
But problems with these emails can lead to big headaches. Imagine a password reset email that never arrives because it was flagged as spam or an email with an expired link that leaves users stranded. These glitches can damage user trust and create a poor experience all round.
An effective password reset email should make the process so smooth that users barely notice it happened.
Best Practices for Password Reset Emails
1. Optimize for Email Deliverability
Before we go into the details of the content and design of your password reset emails, let’s address an often-overlooked but absolutely critical point: deliverability.
No matter how well-designed or user-friendly your email is, it serves no purpose if it doesn’t land in your user’s inbox.
When users request a password reset, they expect the email to arrive instantly. A delay, or worse, an email that gets flagged as spam, can create frustration and distrust.
Relying on traditional email providers not designed for transactional email delivery can be your downfall here. It’s fairly common for password reset emailsn that either don’t reach the user or take too long to arrive, leaving users stranded.
On the other hand, platforms like SendLayer are built specifically for transactional emails, including password resets, ensuring reliable and fast delivery.
2. Prioritize Simplicity
Password reset emails should feel uncomplicated, direct, and easy to follow. When users are frustrated about forgetting their password, the last thing they need is a confusing email.
Simplicity begins with the subject line. This is your first opportunity to reassure the user and set the tone. Consider a clear, actionable subject like, “Reset Your Password in Just a Few Clicks”. It’s friendly, informative, and eliminates any guesswork.
Once users open the email, a single, prominent call-to-action (CTA) button—like “Reset My Password”—should dominate the page.
Keep your instructions short and actionable. For example: “Click the button below to reset your password. The link will expire in 24 hours.” That’s it. No fluff, just facts.
When your email feels intuitive and easy to navigate, users are more likely to engage with it confidently, knowing they’re in capable hands.
3. Ensure Security
Security begins with the reset link. This is the heart of your password reset email, and it needs to work flawlessly. The link should:
- Expire After a Set Time: A 24- to 48-hour window is standard, ensuring that even if the email falls into the wrong hands, the damage is limited.
- Be Unique and One-Time Use: Reusable links can be exploited, so ensure each request generates a fresh link.
- Direct Users to a Recognizable Domain: Links should match your website’s URL, leaving no room for doubt about their legitimacy.
To further boost security, consider adding multi-factor authentication (MFA). With MFA active, after clicking the reset link, users could receive a one-time code via text or email to verify their identity. While it’s not standard for every password reset email, it’s a powerful extra layer for accounts with sensitive information.
Finally, be transparent. Inform users of your security measures to build trust. This reassures users that you’re looking out for them.
4. Maintain Consistent Branding
Like any other emails sent from your site, password reset emails are a reflection of your brand.
When users see an email that looks and feels like your platform, it reassures them they’re in the right place and dealing with a trusted source. Conversely, a generic or poorly branded email can cause confusion or even make users suspect phishing.
So how should you make sure you’re staying on brand for even the most utilitarian of transactional emails?
- Include Your Logo: Place your logo prominently at the top of the email. This immediately establishes your brand identity and builds trust. You may want to consider using BIMI authentication so your logo shows up in the inbox too.
- Use Brand Colors: Incorporate your brand’s color palette in the email design, including the background, buttons, and text highlights. Subtle consistency goes a long way.
- Align with Your Tone of Voice: If your brand is known for being approachable and friendly, carry that tone into your password reset email. If your brand is more formal and professional, maintain that consistency as well.
6. Make It Accessible
Imagine trying to reset your password, only to struggle because the email isn’t readable on your screen reader or the text is too small on your phone.
Accessibility in password reset emails ensures that every user, regardless of their abilities or device preferences, can complete the process with ease.
If you’re including images in your email,start by using alt text for images. Every visual element, such as your logo or the reset button, should include descriptive text so users relying on screen readers understand its purpose.
High contrast between text and background is also essential—dark text on a light background is far easier to read than a faint gray.
Fonts should be large and legible, ideally at least 16px, ensuring readability on all devices.
Mobile responsiveness is another critical factor. Your email design should adapt smoothly to different screen sizes, with buttons large enough to tap comfortably on smaller devices.
Examples of Effective Password Reset Emails
Example 1: Friendly and Reassuring (Lingo)
This email stands out with its cheerful design and friendly tone. The bright yellow background and playful lock illustration immediately grab attention and set a positive tone.
The message is concise, starting with “Not to worry, we got you!”, which reassures users.
The bold orange “Reset Password” button is prominent and action-oriented, ensuring clarity, and the branding is consistent throughout.
While the additional information about Lingo at the bottom isn’t necessary for the reset process, it subtly reinforces the brand’s value. Overall, it’s a simple, user-focused email that balances functionality with personality.
Example 2: Practical and Brand-Forward (Zappos)
The email begins with a friendly, approachable tone: “Trouble logging in? We can help!” This line is clear and reassuring, making the purpose of the email immediately obvious.
The branding is strong throughout, with the Zappos logo, signature colors, and links to their website’s categories like Shoes, Clothing, and New Arrivals. This subtly integrates promotional content without overwhelming the primary goal of resetting a password.
A thoughtful security note reminds users they can disregard the email if they didn’t request a reset, reinforcing trust.
While the promotional elements like “Shop Seasonal Essentials” could distract from the email’s purpose, the overall design and tone stay aligned with the brand’s user-first philosophy.
Example 3: Simple and Straightforward (Pinterest)
Pinterest’s password reset email prioritizes clarity and simplicity. The tone is straightforward, eliminating any confusion about the email’s purpose.
The bold red “Reset password” button stands out against the clean white background, making it easy to spot and click. The minimalist design aligns with Pinterest’s branding, featuring only their logo and colors, with no unnecessary distractions.
A helpful note beneath the button provides key information: users have 24 hours to complete the reset, and no action is needed if they didn’t make the request. This reinforces trust and transparency.
The simplicity of this email ensures a seamless and efficient user experience, which is ideal for transactional messages like this.
Example 4: Clear and Supportive (Grubhub)
Grubhub’s password reset email is practical and user-focused, combining clarity with strong support messaging.
Key information is included in a concise and supportive tone. Additionally, a reassurance is provided for users who may have received the email in error: “No worries—you can just ignore it. Your password won’t change.” This helps reinforce trust and reduces any potential confusion.
This email effectively combines functionality, trust, and user support in a seamless design.
Example 5: Friendly and Approachable (Outdoorsy)
Outdoorsy’s password reset email is warm and friendly, immediately helping users feel at ease. The follow-up line, “Forgot your password? No problem—it happens to everyone!” adds a human touch, showing empathy for the user.
What sets this email apart is its focus on user support. A dedicated help section labeled “Real people. Here to help.” provides a phone number for contacting a Customer Success representative, emphasizing accessibility and human connection. This addition makes users feel valued and supported.
The design is clean and minimal, featuring a small illustration of an RV to reinforce Outdoorsy’s brand identity without overwhelming the message.
Overall, this email balances functionality, friendliness, and support in a way that aligns perfectly with the brand’s values.
That’s it! Now you know best practices for password reset emails
Next, would you like to learn how to segment users with transactional data? Check out our guide to transactional segmentation for more information.
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