The link you suggested describes how to do in in confluence, as far as i know I don't have the confluence, just Jira on demand, however I believe there is a similar way but still I don't know where to find the templates. I see the paths provided in the discussion but I don't know where to get there from on demand.
If you were in a Standalone, you could customize the mail template vm files at $JIRA_INSTALL/atlassian-jira/WEB-INF/classes/templates/email directory. You would find vm files for each event in JIRA and one folder for text emails and another folder for html emails.
You can find more information at Customizing Email Content page.
Since you are in a OnDemand, I believe the plugin will be the best approach.
A new project, JEMH for OnDemand (JEMH-OD), will be going into BETA soon, part of that will be the ability to customize email templates. But:
a) Currently, due to the nature of OnDemand, it is not possible to create Comments on behalf of JIRA users, so JIRA users cannot make effective use of JEMH-OD. Atlassian has plans for per-user opt-in which when implemented will allow us to add a user preference to enable this behaviour, meantime, we work to support email only users.
b) Due to the nature of OnDemand, the rich event model of JIRA is condensed somewhat (Create/Update/Delete/Worklog). Potentially this is a good thing.
Templated notifications in JEMH-OD can be narrowed to (a) Email only users (JIRA users supported after AC-1080 is implemented), a given project where the template is used (JEMH for Download works in much the same way)
If you are interested in being part of the beta! please mail email@example.com indicate your instance size (beta is looking for a range of instance sizes).
See https://answers.atlassian.com/questions/124133/jemh-for-on-demand, JEMH for OnDemand (not yet avail) has the ability to extract custom field values, you can place them wherever you want, subject even.
You can try out our plugin https://marketplace.atlassian.com/plugins/net.vacom.jirassimo for sending custom emails from JIRA On-demand.
It is possible to use JQL for fine-filtering which issues users will be notified about. Also, we support fully customizable message body, subject and destinations. Then can be dynamic as well, for example, destinations from custom fields in JIRA Issue.
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