It sa here how to customize e-mails for Jira self- installed/hosted
http://confluence.atlassian.com/display/JIRA044/Customising+Email+Content
But how do you do it for Jira OnDemand?
It is a restricted function in JIRA Ondemand.
http://confluence.atlassian.com/display/AOD/Restricted+Functions+in+Atlassian+OnDemand#RestrictedFunctionsinAtlassianOnDemand-JIRA
That's no good ... even two years later, ugh.
You can use our plugin https://marketplace.atlassian.com/plugins/net.vacom.jirassimo to achieve this. It is possible to finely-filter issues by JQL criteria for which notification is eligible, define your custom message body and specify dynamic destionations.
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