Push notification

How to write it

Headline: An overview of what the customer needs to know

Body copy: How they should take action


Dos & Don'ts

  • Convey your message in 10 words or less.
  • Start with a verb
  • Be actionable
  • Use push notifications to bring users to the info on the app
  • Front-load messages with content that will catch the customer’s attention
  • Use messages when they provide value to the customer
  • Repeat push notifications in-app to drive the point home
  • Don’t add lengthy supporting text, it should be able to fit on one line
  • Avoid using “notifications” in the notification names
  • Don’t use notifications too frequently, this may make them less effective
  • Don’t repeat information from the headline in the body copy


Tone of voice

  • Success messages: Dial up the optimistic and gutsy traits
  • Informative messages: Dial up the straight-talking and inclusive traits
  • Warning/error messages: Dial up the straight-talking and inclusive traits


Warning notifications

Signaling users that something significant has / may happen. There may be no immediate action required, but rather recommended.

Error / Alert notifications

Sent to app users to notify them of a mistake that has occurred. It's right to note that this error could have been caused by either user or OVO, so context is crucial here.

Success notifications

Informing users of positive news. These are generally low-attention notifications, with little urgency. Because of this, there's room to be more personable and dial up the gutsy TOV

Information notifications

Notifying users of general updates. They often fall into the hierarchy of low-attention, and so there's room to be more conversational and show personality.


Dos & Don'ts Warning and Error notifications

  • Include a suggestion/solution to help the user and reduce cognitive load
  • Use headlines which directly convey the warning / error
  • Write like a human and be conversational, users don’t need to know the technical explanation / make the user feel like we’re here to help them
  • Don’t evoke worry by using exclamatives, multiple short sentences or cryptic messaging
  • Avoid comical phrases like “oops”, puns or silly verbiage
  • Don’t use a harsh or mocking tone


Dos & Don'ts Success and Information notifications

  • Use a lighthearted and conversational tone
  • Add context for a personable touch – is there a positive outcome of the success / information?
  • Be sure to include direction where possible (ex: has the success / information unlocked something the user can now do?)
  • Never forget context, success and information notifications should always be clear as to what the message is actually about
  • Don’t go OTT – we can be celebratory without being cringy
  • Don’t overuse exclamatives (they should be included incredibly sparingly)



Payment reminder

Your monthly bill is ready.


Energy use updates

Track important changes to your account.


Is it that time of the year already?

Your annual boiler service is due. Book in your appointment today.

A reminder about your bill

It’s ready to be paid – keep on top of payments by actioning today.


Want to know more about your energy usage?

We’ve got all the info, plus important changes you need to know.


Your annual boiler service is due

Your annual boiler service is coming up soon.



  • It’s safer and more neutral to avoid them. However, they can be used effectively in certain communications.
  • Guidance on emojis naturally follows our overall TOV guidance



  • Only add an emoji at the end of a headline
  • Make sure the emoji links to the context of the copy. For example, if we were talking about sustainability a natural-looking emoji like “🌱” would make a nice link.
  • Don’t favour an emoji over content. The majority of emojis take up 2 character spaces in a line of text, if you’re having to cut content to fit in a ‘💚’, it’s best to cut the emoji.
  • Don’t use an emoji anywhere other than push notifications
  • Don’t use more than one emoji per communication


Related links