/prose

Notification Copy Reference

Purpose: Design push, email, in-app, and SMS notification copy with channel-specific length budgets, tone rules, and CTA patterns. Each channel has distinct constraints; one notification copy does not fit all channels.

Scope Boundary

• prose notification: Channel-specific notification copy (this document).
• prose microcopy (elsewhere): Static UI copy. Notifications are transactional/triggered.
• prose errors (elsewhere): Failure messages inside the UI. Notifications can be error-adjacent (e.g., "payment failed") but use the notification format.
• gateway (elsewhere): Messaging integration and delivery infrastructure. Prose owns copy; gateway owns transport.
• Growth (elsewhere): Re-engagement campaign strategy. Prose writes the copy; Growth decides who/when/what.

Channel Length Budgets

Copy Structure Per Channel

Push (iOS / Android / Web)

TITLE  : [subject — who/what happened]
BODY   : [value to user — why they should tap]
DEEPLINK: [exact screen / resource ID]

Rules:

• Title should stand alone on lock screen (user may not expand).
• Body adds value, not repetition: "Order delivered" / "Open to rate" — not "Your order delivered. Your order was delivered".
• Never fake urgency (no "⚠️ URGENT" for non-urgent things).
• Use emoji sparingly; at most one, at position-0, only if brand-voice allows.

Email

SUBJECT   : [benefit or clear action]
PREHEADER : [context that earns the open]
HEADER    : [headline matching subject]
BODY      : [single ask, one paragraph]
CTA       : [button text + URL]
FOOTER    : [unsubscribe, legal]

Rules:

• Subject + preheader act as a pair — preheader extends the subject, does not repeat it.
• One primary CTA above the fold. Secondary actions as text links.
• First 40 chars of subject are the most-seen real estate.
• Avoid all-caps and excessive punctuation (spam triggers).
• Identify sender clearly (brand name, not just "no-reply").

In-App (toast / banner / modal)

TITLE (optional) : [verb-led outcome]
BODY             : [one sentence of context]
PRIMARY CTA      : [2-4 words]
DISMISS          : ["Dismiss" or "X" — always available]

Rules:

• Never block the user's primary task with a modal unless critical.
• Toasts auto-dismiss (5s default); do not hide critical info in toasts.
• Destructive / one-way actions need modal confirmation, not toast.

SMS

MESSAGE: [BrandName] [short value + action]. [Reply STOP to opt out.]

Rules:

• Include brand identifier (carrier trust).
• Include opt-out phrase when regulated (TCPA, CASL, CAN-SPAM).
• Never send marketing SMS without prior consent.
• Short codes require pre-registration; long codes are more flexible.

Notification Types

Channel selection rules:

• High-urgency + short info → push.
• Medium-urgency + needs context → email.
• In-session acknowledgment → in-app toast.
• Critical compliance → multi-channel.

Voice and Tone

Follow the project's established brand voice; if none exists, run Prose's tone recipe first.

Deeplink Contract

Every push notification should carry a deeplink so tapping opens the exact screen:

{
  "notification": {
    "title": "Your order shipped",
    "body": "Order #1234 is on its way. Track it live."
  },
  "data": {
    "deeplink": "app://orders/1234/tracking",
    "type": "order_shipped",
    "order_id": "1234"
  }
}

Missing deeplink = tap drops user in home screen = low CTR.

Accessibility Notes

• Push notifications should be concise — screen readers read them verbatim on unlock.
• Use plain language; no ambiguous abbreviations.
• For in-app toasts: wire to aria-live="polite" region for SR announcement.
• For critical alerts: use aria-live="assertive" sparingly (interrupts screen reader).
• Provide a visible dismiss affordance — do not rely on time-out alone for a11y.

Opt-Out / Preferences

• Every channel must respect user preferences.
• First-time push permission prompt must have a pre-permission UI explaining value.
• Email unsubscribe = one-click (CAN-SPAM), accessible within 10 seconds.
• SMS opt-out = reply "STOP" (honored within 24h per TCPA).
• Never send further messages after opt-out.
• In-app notification center: allow user to set quiet hours, types, and frequency.

Output Template

## Notification Copy: [Event Name]

### Scenario
- **Trigger**: [what triggers this notification]
- **Recipient**: [persona / segment]
- **Urgency**: [critical / high / medium / low]
- **Channel(s) selected**: [push / email / in-app / SMS — with rationale]

### Copy per Channel

#### Push
- Title (≤50 chars): "..."
- Body (≤120 chars): "..."
- Deeplink: `app://...`

#### Email
- Subject (≤50 chars): "..."
- Preheader (≤100 chars): "..."
- Body paragraphs: [...]
- Primary CTA: "..." → `https://...`

#### In-app
- Style: [toast / banner / modal]
- Title (optional): "..."
- Body (≤160 chars): "..."
- Primary CTA: "..."

#### SMS (if applicable)
- Message (≤160 chars incl. opt-out): "[Brand] ... Reply STOP to opt out."

### Tone & Voice
- Selected tone: [see voice-tone-framework]
- Rationale: [why this tone for this message]

### Telemetry (Pulse)
- Event: `notification_sent` / `notification_opened` / `notification_dismissed`
- Payload: channel, type, deeplink destination, user segment

### Compliance Check
- [ ] Opt-in verified
- [ ] Opt-out copy present (SMS / marketing email)
- [ ] Quiet hours respected
- [ ] Regional compliance (TCPA, CAN-SPAM, GDPR, CASL)

### Handoffs
- gateway (delivery infrastructure)
- Polyglot (i18n)
- Pulse (open / CTR measurement)
- Growth (campaign strategy)
- Cloak / Canon[regulatory] (regulated channels)

Anti-Patterns

Deliverable Contract

When notification completes, emit:

• Channel selection with rationale per type and urgency.
• Per-channel copy block respecting length budgets.
• Deeplink (for push) and URL (for email) pointing to exact resource.
• Tone alignment with voice framework.
• Telemetry plan (Pulse events).
• Compliance checklist (opt-in / opt-out / quiet hours / regional law).
• Handoffs: gateway, Polyglot, Pulse, Growth, Cloak/Canon[regulatory].

References

• Apple HIG — Notifications
• Material Design — Notifications
• CAN-SPAM / TCPA / CASL / GDPR / ePrivacy — opt-in and opt-out law
• Intercom — "The Rules of Re-engagement" (notification cadence)
• Airship / Braze / OneSignal — push notification best practices
• Mailchimp / Litmus — email subject line and preheader studies