Skip the fluff: How to write emails and push notifications people want to open

Writing a good message is hard—especially when you’re not a marketer. Whether you’re a product manager, a customer success lead, or just someone trying to get users to take the next step, the idea of crafting a compelling subject line or push notification can feel like a lot.

This post is here to help. We’ll walk through a few tried-and-true best practices for writing effective messages inside and outside your product—whether you’re sending them through Appcues Workflows or just want to improve your email and push game overall.

Quick refresher: What are Workflows?

Workflows let you send automated, behavior-based messages to your users via email and push notifications. You can use them to encourage onboarding, announce features, re-engage inactive users, or guide someone to their next step.

You choose the audience and trigger (based on what someone does or doesn’t do in your product), then decide what to send and when. Whether it’s a single message or a multi-step journey, Workflows help you stay connected when users aren’t actively in your product.

Know your goal first

Before you write anything, be clear on what you want the user to do.

Your message should have one clear goal. Not three. Not five. One.

Common goals include:

• Encourage a user to complete setup
• Get someone to try a specific feature
• Prompt a return visit to the product
• Drive adoption of a new capability

Everything you write—from the subject line to the CTA—should support that one goal. If your message tries to do too much, people will either skim past it or ignore it altogether.

Writing subject lines and push titles that work

You don’t need to be clever or witty. The best-performing subject lines and push titles are usually the most straightforward.

Here’s what consistently works:

• Be specific. Let the reader know what to expect.
• Keep it short. Aim for under 50 characters for email subject lines and under 40 for push titles.
• Lead with value. Make it clear why this message matters to them.
• Avoid gimmicks. All caps, too many punctuation marks, or bait-and-switch tactics can hurt trust—and deliverability.

Email subject line examples:
“Finish setting up your dashboard”
“You’ve got 3 days left in your trial”
“Get more from your data with this one step”

Push notification title examples:
“Your account is ready to go”
“Connect your tools to unlock analytics”
“Start using your new dashboard today”

Need more inspiration? Really Good Emails and Push Notification Examples by OneSignal are great places to browse examples that are tested and true.

Keep your body copy focused and easy to scan

Even if someone opens your message, you’re not done—now they need to understand it quickly and feel motivated to act.

Tips to keep in mind:

• Write how you talk. Keep the tone friendly and conversational.
• Use short sentences and simple language. No need to sound formal.
• Stick to one CTA. Too many options lead to no action.
• Make the next step crystal clear. If they only read one line, they should still know what to do.
  
  

Example (email body):
“You’re just one step away from unlocking your dashboard insights. Finish setup now and start tracking usage across your account.
[Finish setup]”

Example (push notification):
“Almost there! Connect your tools to get full analytics access.”

Match the tone to the moment

Not every message needs to be punchy or playful. Your tone should match the context and the audience:

• Welcome and onboarding: Friendly, supportive, and clear.
• Feature announcements: Helpful and confident, not salesy.
• Re-engagement: Encouraging and value-driven—not guilt-trippy.
• Reminders: Short, calm, and direct.

If you’re not sure, default to warm and straightforward. You’re here to help the user—not to impress them with fancy copy.

Don’t forget timing and triggers

Even the best-written message won’t work if it arrives at the wrong moment.

That’s where Workflows help you go beyond time-based delays. You can send messages based on real user behavior—like visiting a page but not taking action, or getting halfway through setup and stopping.

These moments tend to perform better because they’re relevant. They feel personal, not generic.

Key takeaway

Great messages aren’t about writing perfectly—they’re about being clear, timely, and helpful. Whether you're sending an email or a push notification, start with one goal, keep your message focused, and write like a human. Specificity and simplicity go a long way.

If you’re already an Appcues customer, try putting these tips into your next Workflow. Not a customer? Book a demo to see Workflows in action.