Password Reset Email Examples. How to Turn Into Retention?

Did you know that password reset messages are among the most popular types of transactional email? As much as 51% of users reset their passwords at least once a month, simply because they can't remember them. A poorly implemented password reset flow can trigger churns, bring new support requests, or even worse, lead to account takeovers. Continue reading to learn how to build a flawless process that balances protection, usability, and brand personality. 

The Meaning of Password Reset Emails

A password reset email is part of Transactional Email Services and is automatically dispatched when a user initiates a password change. It serves two purposes: verify the request's legitimacy and supply a time‑limited link for setting a new credential.

Although it arrives in the same inbox as promotional mail, this message is quite different. It is sent in response to a direct request, carries user‑specific content, and is exempt from most spam‑consent regulations. Common triggers include:

• The user selects the "Forgot Password" option on the page.
• Support may manually initiate a reset to secure an account.
• An automated risk engine flags suspicious behavior, for instance, 10 failed logins from a new location, and forces a credentials change.

Why are password reset emails essential for user experience and security?

Reset emails operate at the crossroads of brand experience and cyber‑defence. A 2024 Verizon DBIR study attributes 71% of data breaches to compromised credentials. Your reset flow is thus both a shield and a revenue protection.

A password reset link functions as a temporary credential with the same authority as the user’s primary password. Safeguarding it demands three non‑negotiable controls:

• Confidential transport. Send the reset link solely over TLS‑secured HTTPS to protect it in transit.
• Server-side hashing. Save only a salted, one-way cryptographic hash of the token, so the real string is never stored.
• Strict lifetime. Enforce single use and automatic expiry after 30–60 minutes to mitigate replay risk.

Different password reset options involve balancing convenience and sensibility:

• One‑click magic link. The fastest route back into the account. Users tap once and they’re in. The downside? If an attacker gains inbox access, they can seize the link just as quickly.
• Multi‑step one‑time passcode (OTP). It adds an extra verification screen. This frustrates attackers but also costs users a few extra seconds and increases abandonment on mobile.

Now, let's move on and see the important elements that should be present in every reset password template.

The Key Elements for Creating a Password Reset Message

Keep your forgotten password email template straightforward. The reader should be able to act in seconds. At the same time, the message must offer just enough details and no confusion. Aim for a brief, well-structured note that includes every critical element your users need to recognise. Below are the key elements to be included:

• Subject line. State the intent upfront (for example, “Password reset requested for...”) and avoid emojis that may trip spam filters. Clarity lets recipients recognise legitimacy in the inbox preview.
• Sender address. A consistent identity, such as security@brand.com reassures users that the message truly comes from you. Also, it keeps domain‑alignment signals strong for mailbox providers.
• Personalised greeting. Opening with a simple “Hi John,” lowers phishing anxiety and confirms that the email was generated specifically for the account owner.
• Reason for email. Spell the purpose out in one sentence: “You, or someone using your address, has requested to reset your password.” This removes any confusion about why the email appeared.
• Time‑limited reset link. Present a single, visually prominent call‑to‑action that carries a 128‑bit, single‑use token over HTTPS. Make the expiry window explicit (“valid for 30 minutes”) to prompt timely action.
• Secondary guidance. Immediately beneath the button, reiterate the destination URL in plain text. It guarantees that the sequence still works when images or styles are suppressed.
• Did‑not‑initiate disclaimer. Offer reassurance for the recipients. If they did not request the reset, they can safely ignore the email.
• Brand footer. Include your company name, physical address, and privacy policy link.

Best practices to follow when designing password reset emails

A well-built reset password email has a single mission – to bring legitimate users back into their accounts in seconds. However, at the same time, it must assure mailbox providers that the message is safe. We recommend to do the following:

• Front-load context. Subject, preheader, and first 50 characters of the body should all state “password reset.”
• Visual hierarchy. The visible CTA button and an alternative plain-text link.
• Accessible contrast. 4.5:1 ratio per WCAG; aids 1 in 12 color-blind recipients.
• Responsive blocks. Up to 78% of email opens are mobile. Verify that your tap targets are at least 44px.
• Fail-safe text. Inlined styles and minimum pictures. In case the images are blocked, the email must still function.
• Use both HTML and text emails. Add both versions to your reset password email template. That way, any email client can open it. This dual format also helps deliverability because spam filters will flag HTML-only messages as suspicious.
• Copywriting and tone guidelines. Your reset email is usually read on a phone. Aim for 90–120 words, keep line length at 40–50 characters, and mirror the brand’s personality without joking about security. Use a three-sentence arc to convey emotion without adding unnecessary details:

• Reassure: “We can help you get back in”.
• Guide: “Tap the button to set up a new password”.
• Protect: “Please discard this email and inform us if you haven't submitted this request”.

Transactional email best practices prioritize specifics, speed, and security. Add continuous email testing to polish deliverability and UX.

After completing the message, you need to take care of security and make sure it lands in the inbox.

How To Ensure the Security and Deliverability of Password Reset Emails?

Such a message has two imperatives: only the right person receives the message, and no one else can exploit it. Strengthening both sides is essential to avoid email delivery issues.

Transport and token security. Always transmit the reset link over HTTPS and enable modern TLS version (1.2 or 1.3). Inside your application, store only a salted, one-way hash of the token so a database leak yields nothing usable. Set the link that expires after 30 to 60 minutes and dismiss it automatically on first use. For extra assurance, log the IP, device, and city where the link is redeemed. If the pattern looks abnormal, prompt the user for multi-factor authentication before allowing a password change.

Authentication records. Deliverability starts with identity. Be sure to publish the following DNS records:

• SPF listing every IP or sending service that may dispatch mail for your domain.
• DKIM with keys of 1024 or 2048 bits that are cycled on average once a year.
• DMARC with a “quarantine” or “reject” policy once you’re confident that nothing legitimate fails alignment.

Add a TLS-RPT record to receive reports on encryption problems, and enable MTA-STS so receiving servers know to insist on TLS when they talk to yours.

Reputation management. Separate marketing and transactional traffic on distinct sub-domains (e.g., notify.yourbrand.com vs. news.yourbrand.com). Warm up dedicated IPs gradually. Start with a few hundred messages per day, stepping ahead only when bounce and complaint metrics stay stable. Suppress hard bounces within minutes, and remove any address that never opened a message in 90 days.

Content trust signals. Keep HTML lean, under 30kb, and mirror it with a plain-text part. Consistent “From” names and BIMI-verified brand logos give users and mailbox algorithms assurance that the email is genuine. Avoid URL shorteners and use a branded HTTPS link that clearly shows your domain.

Continuous monitoring. Track delivery, open, click, and “password reset completed” rates side by side. Sudden drops flag throttling or blocklisting.

Pair these technical controls with clear human-centric copy, and every password-reset message will arrive quickly. Moreover, it resists interception and guides your users back to safety with confidence.

Best password reset email examples

Below are a few password reset message examples from well-known brands. They illustrate a specific principle you can borrow for your transactional email templates.

Slack. The header “Choose a New Password” features the brand’s logo, followed by one sentence reminding the reader why the email arrived. A single green button dominates the layout. The expiry notice (“your password will not change if you ignore this email”) appears directly beneath it. The minimal copy and generous white space keep the user laser-focused on the call-to-action.

Why is it useful:

• Uses one unmistakable CTA and avoids competing links.
• Assures recipients that skipping the email is secure if they have not requested the reset.

Source: ReallyGoodEmails

 

Airbnb. The brand states that they've received a request about resetting the password. The red button matches Airbnb’s brand color, and the footer reiterates the company address for legitimacy. By keeping the message under 90 words, it blends clarity with warmth.

Why is it useful:

• A little brand color on the CTA reinforces recognition without clutter.
• Secondary “I didn’t do this...” link for extra security.

Source: ReallyGoodEmails

The common thread for the above examples is focus:

• One clear button.
• Concise copy.
• Visible trust cues.

Apply those ingredients, and your password change email template will be ready for safety without breaking a sweat.

In the next chapter, we'll describe the common mistakes in the password reset email template and how to avoid them.

What Common Mistakes Should be Avoided in Password Reset Emails?

Creating your unique and perfect message, while taking into consideration other password reset email examples, is a good tactic. However, the experience shows that it may nonetheless have a few recurrent errors. Some of them are technical, others are rooted in user psychology. 

Password-reset phishing attempt. These types of emails are much adored by crooks, so anything that mimics their style, like an awkward copy, odd capitalisation, or a long string of random characters in the link should raise alarms.

Write the email in your brand voice, add the user’s first name, and use a short branded URL. Publish SPF, DKIM, and a strict DMARC policy so mailbox providers can prove the message is really yours.

Source: PCrisk

Password in the email. If an email ever shows a user’s actual password, the system itself is broken. Plain-text credentials can be copied by anyone who intercepts or screenshots the message.

Never send passwords as is. Instead, include a one-time or time-limited link that lets the user choose a new password on a secure page.

The absence of the plain-text version. HTML-only messages may get stripped by security filters or older mail clients, leaving nothing clickable. Add a clean plain text part to your password reset template. This improves deliverability and gives every user a working link.

Tokens that last too long. A link that works for days is a standing invitation for attackers. In contrast, create a single-use token, hash it on the server side, and then configure it to be invalidated in 30-60 minutes.

Hidden call-to-action. Burying the reset button among banners, social icons, or footers confuses people in a hurry. Keep the layout simple: your logo, two short sentences on why the email arrived, one clear button, and a fallback link.

Rate-Limiting Without Explanation. Users who click “Forgot password” twice in a row may hit an invisible throttle and think your site is broken. If you slow multiple requests, just let them know: “You can request another link in two minutes.”

 

How to handle unrequested password-reset emails?

Any reset password email should have a safety mechanism for the user who never clicked on “Forgot password.” Start with a plain statement: “If you did not request a password reset, you can safely ignore this message, your password will stay the same.” That single line calms anxiety and stops an unnecessary support ticket.

Next, give an escalation path. A brief sentence such as “Concerned? Contact our security team here”. Provide a link to a pre-filled helpdesk form. It lets users report an issue without hunting for an address. Behind the scenes, log the report, flag the account for unusual activity, and watch for multiple resets coming from the same IP or device.

Finally, rate-limit future requests from that address for a short period (for example, to five per hour) so attackers cannot flood the inbox. This transparent, two-step approach turns a potential phishing scare into a moment of brand trust.

When the address isn’t in your system

Telling people “No account found for that email” leaks valuable data to credential-stuffing bots. Instead, return a neutral confirmation on both the website and in any follow-up email: “If there’s an account associated with this address, you’ll receive reset instructions shortly.”

On the back end, do send the reset message, but only if an account really exists. For nonexistent addresses, record the attempt, apply normal rate limits, and stop there. The user sees consistent behaviour, and attackers gain no intelligence about which logins are valid.

Avoid these traps,  and your password resets will feel trustworthy. They will work on every device and shut the usual doors that attackers try first. Further, we will cover how the ESP can be a real hand of help when creating password reset emails and how such messages reflect your brand identity.

How Can Email Service Help You Build and Deliver Password Reset Emails?

Putting a secure, on-brand email together is only half the job, the other half is to get that email into the user’s inbox. Above that, it should be done fast, reliably, and at scale. An email service provider (ESP) can help at any stage of the process. ESP removes the heavy lifting so you can focus on clarity and security. Here’s how they can help:

• Pick or build the reset password email template in the ESP’s editor. Keep HTML under 30kb and include a plain-text part.
• Generate a 128-bit token, hash it, store expiry metadata, and pass the rendered template ID plus substitutions to the ESP.
• Enable webhooks for deliveries, opens, and clicks. Feed these events into your security dashboard to confirm the reset completed or to spot anomalies.
• Run continuous tests with the provider's tools. You can check dark-mode rendering, spam scores, and broken links before each release.
• Do not worry about the deliverability as reputable ESPs keep their IP pools warm, certified, and monitored 24/7. They sign every message with SPF, DKIM, and DMARC. They also watch for block-list hits and automatically reroute around ISP slowdowns so a critical reset never languishes in a queue.

UniOne’s email solutions improve deliverability and simplify audit logging while also giving marketing and security teams a shared, real-time view of performance.

How can password reset emails reflect your brand while staying functional?

These types of email are usually considered pure utility, yet they can still feel unmistakably “yours”. Start with visual DNA:

• Your logo is in the header.
• Brand colors appear on the CTA button.
• Web fonts match your product UI.
• Keep the visuals limited so the main action remains obvious.

Voice matters just as much. A consumer app might say, “Let’s get you back in!” while a fintech platform opts for “Continue securing your account”. Whichever tone you choose, mirror it across product copy, marketing emails, and support replies. Such uniformity reassures users that they are in the right place.

Think of accessibility and inclusivity as well:

• Contrast ratio. Ensure at least 4.5:1 text-to-background contrast for normal text and 3:1 for large headings.
• Alt text. Add descriptive alt text to the logo and CTA button. Screen-reader users will appreciate it.
• Language localisation. If your platform supports multiple languages, pull the user’s locale into the template. A password-reset crisis is not the time to confront someone with an unfamiliar language.

When visuals, tone, and micro-interactions align, your forgotten password email template becomes another brand touchpoint.

Conclusions

When a user forgets their password, you have one chance to keep the relationship alive, applying a password reset message. This simple step may solve a momentary inconvenience. Don't be confused by its simplicity. Apart from that, it projects competence, protects accounts, and reinforces trust when recipients feel most vulnerable. Companies that invest in it see measurable upside: lower support load, higher monthly active retention, and perhaps most telling, fewer negative security mentions on social media.

Seen through that lens, the reset message is not a throw-away system alert but a micro-experience that has a decisive influence. To take on its full advantages and make everything right from the start, connect with UniOne. Take a five-minute tour and see how quickly you can transform it into a seamless brand touchpoint.

Related Services by UniOne

Transactional email templates. Extensive template portfolio to craft engaging transactional emails faster.

Transactional Email API. Already signed with SPF, DKIM, and DMARC, so the message clears major inbox filters on the first try.

Template designer. A drag-and-drop (or raw HTML) editor without waiting for a code deployment.

Deliverability suite. Real-time blacklist monitoring, automated IP warm-up, and more.

Dedicated IP address. Keep a solid sending image.

Email automation. Deploy it once and enjoy assured lightning-fast email delivery.

FAQs

Should password-reset notifications feature an unsubscribe link?

Legally not, because the message is transactional. Yet if you do add one, it can improve sender transparency and inbox reputation.

How long should reset links last?

Industry norms range from 15 to 60 minutes. Shorter windows strengthen security but raise completion failures on poor connectivity. Test until you find the best option in your particular case.

Is SMS safer than email for resets?

SMS bypasses clogged inboxes but is vulnerable to SIM swap attacks. Use it as a secondary factor rather than a replacement.

What metric best signals a broken reset flow?

Look at the “Reset initiated” versus “Password successfully changed” ratio. Healthy systems exceed 90%. Sudden drops indicate deliverability or UI blockers.