There are several scenarios when a company needs to email their customers or users to provide them with information without being particularly promotional. The most common examples of informational emails are brief news reports about changes in future company direction or management, etc.
Other types of informational emails are surveys sent to customers to inform them about the possibility to take part in a questionnaire, or an invitation to let them know about a company event that will take place in the near future. In turn, the sender hopes to receive feedback about a product/service, or an RSVP for the recipient’s planned attendance.
Finally, acquisition emails inform users that they have successfully signed up for an account or subscribed to receive newsletter content. Winback messages inform existing customers that they haven’t shopped for a while and that they may be removed from the company database if they remain inactive. These two types of informational emails are slightly more promotional than the others that have been mentioned as they often include calls to action (CTAs) or offer discounts as a reward.
Sending informational emails allows you to reach your existing and potential clients to let them know about specific pieces of news that are necessary for them to read, or that you think they will find useful. Various examples of such messages have been gathered together in this article, with suggested subject lines as a bonus.
There are certain situations that every company should address (such as COVID-19). During these times it is important to let your customers and staff know how your business will continue to operate, and any changes that might happen. These emails shouldn’t contain any kind of marketing communication, but simply reassure people that their data, orders, or subscriptions, for example, are all safe. The intention of these emails is to simply wish your customers the best, without including any form of sales pitch whatsoever. In short, the point is to maintain a good relationship with the client by informing them of whatever needs to be said.
The other type of informative email focuses on company-specific news. These emails may include updates to policies, the business structure, or a change in direction. These new approaches might be a result of customer feedback, which is why your customers should be informed directly and thanked for their input via a personal message from you. This will also help build up customer loyalty and trust — by showing that your customer’s opinions are highly valued.
Email templates are message frameworks that you can use as a starting point to write your own copy (simply by changing the suggested text with your own.) Email templates allow you to write emails effortlessly– simply insert images or other content and modify the style to fit your brand’s persona.
Informational emails aren’t called “informational” for no reason. Their main purpose is to inform the recipient about a particular action, and while being creative is always a good thing, you shouldn’t let yourself be too secretive, unclear, or mysterious at this point. Time is money, not just for you but for your email recipients as well.
If there’s a pattern you follow in your informational emails, don’t change it abruptly. Your audience may be used to seeing certain elements inside your emails including subject lines, the layout, or even the time of day you send out your emails. In essence, make sure your clients don’t mistake your emails for those of another brand. Also, send your informational emails only when it’s really necessary – don’t overuse this option and clutter your clients’ inboxes with lots of emails unless it’s something really urgent.
Speaking of your email layout: make sure that your email is properly formatted. It’s likely that many recipients won’t read it all – they’ll judge the content by subject lines, bold statements, or bullet points. Your formatting should speak for itself, be straight to the point, and have an appropriate tone. For example, if there’s something unpleasant to announce, it’s probably not the best idea to overdo your content with emojis or exclamation marks that may only strengthen feelings of disappointment or anger. On the other hand, when there’s something positive to announce, you may want to start your email with a pleasant greeting.
Below are some subject line examples for informational emails:
To write an informational email, you should first come up with a great subject line. Then, write the body of the email and make sure that you include a call to action.
In the email’s subject line, begin with the intent to informally network. Moreover, list the date and your name. In the first paragraph, introduce yourself, your position, and the company you work for. In the second paragraph, keep it brief and state that you want to learn more about their business. In the third paragraph, ask for a 15-minute meeting, preferably in person. Lastly, add a few closing lines.
You can choose between three types of emails to use for your customers: newsletter, promotional, and survey emails.
Informative emails should be brief statements highlighting the current situation, and how the company will handle it. Therefore, these emails should be relatively short, summarising the important details within 3 to 5 paragraphs that consist of several lines of text only.
The short answer to this question is no. There is a time and a place for marketing, and this is definitely not one of them. If the informative email is about a crisis or difficult situation, this is especially true. Informative emails are crafted purely to reassure customers, wish them well, and let them know how any changes during uncertain times might affect them.
This really depends on how many crises or important events actually take place. If a certain situation is unfolding for a long time, the informative email could evolve into a regularly sent email with updates. Those brief statements, however, should really be reserved for the most important, rare occasions, otherwise, they will become too normalized to make the desired impact.
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