78% consumers forget their password and request a reset.
"Forgotten password" emails are therefore fully part of your marketing strategy. Poorly configured, they can make you lose customers and damage your reputation.
So, here are 6 tips for creating high-quality password reset emails!
1. Avoid resembling a phishing email
Password reset emails are regularly used by hackers. In some cases, they very convincingly imitate the sender’s brand.
If you send a "Forgotten password" email that contains sloppy text and an awkward URL, recipients will hesitate to trust it.
Where possible, include relevant information so your emails stand out from phishing attempts. Use a professional design that looks like the visual identity of your brandbrand guidelines of your company. Mind your phrasing and proofread the email carefully. If there are spelling mistakes, it will inevitably look suspicious!
2. Add a link in addition to the reset button
The link to reset the password is the most important element of the email. It must be visible and easy to click. Ideally: offer a colored, centered button that is visible without having to scroll the message.
However, sometimes buttons don't work, depending on the recipient's email settings. To avoid this, always add a link next to or below the button, like in this example:
That way, your subscribers will be able to reset their password by copying/pasting the link into their browser.
3. Offer additional support
Not everyone is tech-savvy. Some customers may misunderstand the procedure or have never had to do it. To make their lives easier, offer to assist them.
The easier it is to resolve password reset issues, the more satisfied users will be.
To do this, simply provide the phone number or email address of your support service. If needed, the recipient can be guided through the reset steps.
4. Communicate the reset link's expiration time
For security reasons, it is recommended to limit the validity period of the password reset link.
However, in some cases this link expires before the recipient has had a chance to check their inbox. It is therefore essential to communicate the expiration timeframe, as in this example:
There is no standard; it depends on your preferences. But the general recommendation is 20 minutes to one hour.
To counter the "link expired" issue, you can add a button that launches another password reset request with a single click.
5. Clearly state the subject
Unlike your promotional emails, there's no need to try to be original. Thesubject line must be clear and understandable. Keep it simple by using "password reset" or "forgot password" so the recipient immediately recognizes that this is the email they were expecting, as in this example:
6. Send a confirmation email
Some users may forget that they previously reset their password. They might try to log in with their old credentials, which can be a source of frustration.
To offer a better experience to your customers, send a confirmation email to the user who forgot their password. This email should contain information related to the reset, such as the date and time.
To further strengthen security and trust, include a link to secure the customer's account if they did not initiate the request.
With the proliferation of tools and e-commerce sites, consumers must remember multiple passwords — which isn’t always easy!
If they need to reset their credentials on your website, it's essential to make the experience easy to ensure they continue using your services or ordering from your site!
Need help creating and configuring your emails? Find an email marketing consultant quickly on Codeur.com!
