Informational email templates

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, a new business announcement, etc.

Informational emails could also be about modifications to terms and conditions or other legal agreements, as well as statements to reassure subscribers in light of current developments in the industry or global events. These types of messages have been particularly common in the past few years, with the EU’s General Data Protection Regulation (GDPR) leading to countless emails about privacy policy changes landing in our inboxes. More recently,  the current coronavirus pandemic has caused many brands to constantly update their clients via email about how they are adapting to the ever-evolving situation.

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.

Salon Biz RSVP email template
RSVP email by SalonBiz

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. 

What are the reasons for sending informative emails?

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. When you’re delivering a company announcement, informative emails are just the right tool to use. 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, new product release emails, 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.

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Hawaii Pacific University sends an informative email to alumni about the University’s learning schedule during the COVID-19 pandemic

What are email templates?

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. 

Email template customization
Email template customization in LiveAgent

General tips for writing better informational emails

Keep it short and informational

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. 

Be consistent

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.

Care about the style

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.

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Example of LiveAgent’s email formatting

Informational email subject line examples

Below are some subject line examples for informational emails:

Company announcement email subject lines 

  • Promotion Announcement – [name of employee]
  • Congratulations to [name of employee] for their promotion
  • Vacancy for the position of [job title]
  • We are recruiting internally – apply for the role of [job title]
  • New staff member – [new employee name] in the position of [job title]
  • Please welcome [new employee name] to the team
  • [Reason for meeting] Open Staff Meeting on [date] at [time]
  • Reminder: open meeting tomorrow at [time] for all [department] employees

Email digest subject lines

  • [Company name] Update [Month] [Year]
  • Everything that you might’ve missed [today/this week/this month]
  • We’ve been busy making some changes…
  • A summary of [company]’s recent updates
  • Your [daily/weekly/monthly] [activity] summary
  • Here’s how you got on [today/this week/this month]
  • Congratulations! You were in the top [X]% of [activity] for [today/this week/this month]
  • Want to know how others are getting on?

Informative email subject lines 

  • A note to the valued members of the [brand/product/service] community
  • Don’t worry, we’re here for you
  • Here’s how [company] is helping in times of need
  • What we’re doing to carry on as normal
  • Looking to the future…
  • Here’s where [company name] is heading. Will you join us?
  • Update of [company]’s [subscription] Terms and Conditions
  • Your [subscription] T&Cs are changing
  • Changes to the Privacy Policy at [company]
  • It’s your data, so you’re in control.
  • We’re updating our Fair Usage Policy
  • [Company]’s Acceptable Use Policy is changing. Here’s what you need to know.
  • We’re making changes to comply with the new GDPR guidelines
  • Just another GDPR email…

Survey email subject lines 

  • Save [X]% off your next purchase by sharing your feedback
  • More than a penny for your thoughts 
  • Help us improve [product/service] by answering one simple question
  • A minute of your time is all we need to learn your opinion
  • Tell us what you really think about [product/service]
  • We’d love your help! Please answer a few short questions
  • Your feedback was truly appreciated, and here’s why
  • The results are in…

RSVP email subject lines 

  • Join us at the upcoming [company] [conference/webinar]!
  • Don’t miss out, RSVP for our [subject] event now
  • See you at the [event name] next [week/month]?
  • Everyone is talking about the [name] awards…
  • Mark your calendar for the [company] team building event
  • You are invited for a fun [morning/afternoon/day] off work!

Acquisition email subject lines 

  • Thanks for signing up for [content]
  • Success! You’ll be hearing from us soon
  • Still interested in hearing from us? Here’s what we have to offer…
  • A short piece of advice for our active subscribers
  • We saw your post on [social media platform] and want to help
  • Now that we’ve answered your question on [social media platform], how about signing up?

Winback email subject lines 

  • It’s been a while! Shop with us again for a [X]% discount off everything
  • Where have you been? We miss you! Come back to [company] with this great deal
  • Here are [X] reasons why you should still be shopping with us
  • Everyone at [company] misses you! Here are the top [X] reasons to stay on our mailing list
  • Let us know if you still want to hear from us…
  • Breaking up is hard, but it’s still not too late to make things right!

Informational email template ideas

Company announcement email templates

Company announcement email template 1 – promotion announcement

Dear all staff members,

I am happy to announce that [name of employee] has been promoted to the position of [job title].

[Name of employee] has been working at [company] for [X] years, and played a vital role in [achievement].

During that time, they have always been dedicated to [company] and displayed great team spirit, which we’re happy to reward with this promotion.

I would be grateful if you join me in congratulating [name of employee] on this exciting news.

[name & position]

Company announcement email template 2 – internal recruitment

Dear all,

As of today, there is a vacancy for the [job title] role in our [department].

We highly recommend any current employee who is interested in this role to apply as soon as possible, as the vacancy will also be advertised externally soon.

Our new [job title] will work with the [team] to perform [main responsibilities].

To be considered for this role, you must have [experience] and meet the following criteria: [requirements]

Click here [button] for a full job description.

Please reply to this email by [date] with your CV/resume and provide a short covering letter to apply for this position.

If you have any more questions regarding this vacancy, please contact the HR team at [email].

Best regards,
[name & position]

Company announcement email template 3 – new employee introduction

Dear fellow staff,

[Name of new employee] will be joining [company] in the position of [job title], starting from the [date].

We are delighted to welcome [name of new employee] because their [X] years of experience in [field] will help us drive [company] forward.

If you see [name of new employee] around the office, please introduce yourself to make them feel at home here right away.

Alternatively, if you have any questions or would like to meet [name of new employee] before they start, please contact their employee mentor [name of mentor] to make arrangements.

Thanks for joining me in welcoming [name of employee] to [company].

[name & position]

Company announcement email template 4 – open meeting invitation

Dear all,

A reminder that the [purpose] Open Staff Meeting hosted by [name of host] is taking place on [date] at [time].

This online meeting can be accessed using the following link: [button]

Future related meeting dates are as follows: [dates]

Please note that everyone is welcome to attend any meeting, and the contents will be tailored to [department].

Please feel free to ask any questions during the meeting. Note that there is a limit of [X] participants, so please register in advance by replying to this email.

Recordings of all past meetings can be found at [link].

Best regards,
[name & position]

Email digest templates

Email digest template 1 – business performance

Dear [name],

It’s time for your regular roundup of how we’ve been getting on recently at [company]. Here is the month in numbers:

Statistic 1
Statistic 2
Statistic 3…

Below you can see the changes in some important metrics:

[Graphic of company data]

Look out for another update landing in your inbox next month.

[Name], [position] at [company]

Email digest template 2 – company update

Hello [name],

Have you heard about everything that’s been going on at [company name] recently? Maybe you missed the news about [announcement].

We’ve also made some updates to our [product/service], which, as a current user, we’re sure that you’ll be interested in:

New feature

What’s more, we’re already well underway on our plans for the next [week/month], including:

Plan 1
Plan 2
Plan 3…

As usual, we’ll update you again next [week/month], when those changes will hopefully have been implemented.

The [company] team

Email digest template 3 – activity summary

Hi [name],

Do you know how you got on [today/this week/this month]? Well, there’s no need to guess, as we’ve got all the important numbers for you right here.

Here is your [day/week/month] in numbers:

[Visualization of personal stats]

For full details of your [daily/weekly/monthly] roundup, you can read the report that we’ve generated for you here: [link]

We’ll be in touch again [tomorrow/next week/ next month].

[Name] at [company]

Email digest template 4 – comparison with others

Hey [name],

Think that you’ve been performing well [today/this week/this month]? No doubt that you have! But here’s how you got on compared to others:

[Graphical comparison]

As you can see above, you were in the top [X]% of all [product/service] users for [achievement] over the course of the [day/previous week/previous month]. Congrats!

Can you do even better [tomorrow/next week/ next month]? We’ll be sure to let you know!
The [company] team

Informative email templates

Informative email template 1 – statement giving reassurance

Dear [name],

The wellbeing of our staff and customers is more important for everyone at [company] than anything else. That’s why it’s important to be able to keep in touch with friends, family, and acquaintances.

That goes for us too, which is why we’re writing to let you know how we’ll be keeping our community connected even during these hard times. This will allow our employees and staff to contact one another to talk about whatever they want to.

We will also be sharing additional content for the foreseeable future, which will range from helpful and informative to uplifting and (hopefully) funny. Don’t forget that we’re here for you.

Best wishes,
[Name], [position] at [company]

Informative email template 2 – providing an update at times of crisis

Hello [name],

We know that the current situation with [crisis] is affecting everybody right now, and we hope that this email finds you, your friends, and your family all safe and healthy.

During these difficult times, we have decided to put the following measures into place in order to ensure the safety of our loyal customers:

New/temporary procedure 1
New/temporary procedure 2
New/temporary procedure 3…

If you have any questions regarding any of these changes then don’t hesitate to get in touch, we’d be happy to answer any questions or comments.

Stay safe,
[Name] from the [company] team

Informative email template 3 – brief company statement

Hi [name],

Today is the start of a bright future for [company].

Thanks to the valued feedback of loyal customers like yourself, we’ve made some changes to the way in which we operate:

Procedural change 1
Procedural change 2
Procedural change 3…

We look forward to providing an improved service for all of our clients as a result of these updates.

If you have any questions or comments about the changes or any other matters, don’t hesitate to get in touch.


Hello [name],

At [company] want to be open and transparent with our users while providing them with the best level of service that we possibly can.

That’s why we’re writing to let you know that our Terms and Conditions are changing, and the new agreement [link] will come into effect on [date].

Here is a summary of the most important changes:

T&Cs change 1
T&Cs change 2
T&Cs change 3…

If you continue using our service after [date], then your acceptance of the updated Terms and Conditions will be considered granted.

You can cancel your membership by clicking here [link] if you don’t agree to the updated agreement.

Kind regards
[Name] from [company]

Hi [name],

At [company], we treat our customers with the utmost care and respect. That goes for your personal data too, which is why we’re updating our Privacy Policy to give you more control over your personal details.

The changes are being made so that:

-You can more understand how we use your personal data more easily.
-We can use your data to gather feedback for improving our services.
-Only information that you have provided us when registering may be used by us.
-You have the right to request to view, modify, or erase the data we have about you.

As you can see, the changes are being made for the protection of your personal data. For more information and to read the agreement in full, please click here [link].

The [company] team

Dear [name],

We’ve been making changes to our [service] plans in order to suit the needs of our valued users, like yourself, as best as possible.

Apart from being able to provide a better service and customer experience, we’ve had to update our Fair Usage Policy corresponding to the new plans.

No need to worry, as the updated agreements are more user-friendly and you don’t need to do anything in order to accept the new policies.

You can read them in full here [link] if you wish, or feel free to ask us any questions.

Best wishes,
[Name] from [company]

Survey email templates

Survey email template 1 – offering an incentive

Hi [name],

We’d really like your feedback to help improve [pain point] so that we can provide a better customer experience for all of our clients.

As a thank you for completing our short survey, which will only take about [Y] minutes of your time, we are offering all respondents a [X]% discount code off their next purchase in our online store!

To take advantage of this opportunity, please click on the link below.

[Start survey]

Thanks for your time, it is really appreciated.

The [company] team

Survey email template 2 – single question embedded in the copy


The opinions of our users are of the utmost importance to [company], which is why we’d love for you to answer one simple question for us.

Your feedback will help shape our future content about [subject], so we hope you agree that it will be mutually beneficial for us to find out what you really think.

You can answer our single-question survey simply by clicking on your preferred choice below, without even leaving this email!

Option 1
Option 2
Option 3…

We really appreciate your feedback, as it will help us to achieve our goal of exceeding the expectations of all of our clients.

Kind regards,
[Name], [position] at [company]

Survey email template 3 – product/service review

Hello [name],

You recently purchased [product/service] in our online store, and we’d be extremely grateful to hear your thoughts about it.

The survey will only take [X} minutes to complete, and your feedback will help us improve future [product lines/software versions].

To start, please click on your rating below to be taken to the survey.

[Feedback scale with link]

Thanks for your input,

Survey email template 4 – questionnaire results

Hey [name],

We’ve gathered the results of our recent survey, which we really appreciate you answering.

Since you took the time to share your thoughts about [product/service], we thought you might like to know the results.

We are pleased to announce that [X}% of our customers would recommend [product/service] to a friend! While this is great news, there is still room for improvement, and we will take each of the comments that we received from loyal users like yourself into consideration.

Hope to see you soon! [Optional reward as a token of appreciation]

Best wishes,

RSVP email templates

RSVP email template 1 – conference/webinar invitation

Hi [name],

The next [company] [weekly/monthly/annual] [conference/webinar] will take place on [date].

With a great list of speakers that will cover a wide range of [subject]-related topics, we’re sure that this event will be our most successful yet.

There will be presentations that you won’t want to miss from:

Speaker 1
Speaker 2
Speaker 3…

For more information, including a full schedule, visit the dedicated [conference/webinar[ website here [link].

Don’t forget to confirm your attendance in advance in order to receive your [event pass/link to video stream]:


Best wishes,
The [company] team

RSVP email template 2 – awards event invitation

Dear [Name],

As a valued [customer/team member], you are hereby cordially invited to celebrate the [name of the ceremony] awards with us at [location] on [date].

You can expect a great evening with [activity] and [food/drink] besides the awards ceremony itself.

The awards will be handed out for multiple categories in the field of [subject], including:

Awards category 1
Awards category 2
Awards category 3…

More details about the event, including a full list of nominees and categories, can be found on the event’s webpage [link].

We very much hope to see you there! All you need to do is RSVP by clicking below:

[Confirm your attendance]

Kind regards,
[Name] from [company]

RSVP email template 3 – team building event invitation

Hey [Name],

The [company] team has been busy planning our [quarterly/bi-annual/annual] team-building with the hope of making this event our most successful so far!

On [date] at [time] all [department] staff are invited to leave their work for [period of time] to get to know each other better whilst taking part in some fun activities, such as:

Activity 1
Activity 2
Activity 3…

There will be no formal dress code for the day, so feel free to wear casual clothes for a more comfortable [morning/afternoon/day]. If you have any questions, don’t hesitate to get in touch with us.

We look forward to seeing you there! Just RSVP [link] beforehand so we can accommodate the correct number of attendees.

Best, all the HR staff

Acquisition email templates

Acquisition email template 1 – subscription confirmation

Hello [name],

Thanks for signing up for our [content] emails.

This is just a short message to confirm that your subscription is now active and that you’ll start receiving industry insights from us shortly.

If you have any comments or questions in the meantime, feel free to contact us by replying to this email. We’d be happy to help you!


The [company] team

P.s. If you have been sent this email in error or would like to unsubscribe, please click on the following [link].

Acquisition email template 2 – database consolidation & actionable advice

Hi [name],

As a member of the [industry] community, I’m sure that you’re one of many people who’ve encountered trouble with [issue/pain point].

I thought you might like to hear a few pieces of advice from us about how to deal with this problem that our other clients have benefited from:

Advice 1
Advice 2
Advice 3…

If you don’t find our tips useful, please let us know how to improve. Alternatively, you can unsubscribe by clicking here [link].

[Name] from [compa

Acquisition email template 3 – social media post-follow-up

[copy button="yes"]
Dear [name],

I commented under your post/answered your question on [social media platform], and thought I’d follow up by sharing some more resources that you might find interesting.

Here are some guides about [topic] that may be helpful for you:

Link 1
Link 2
Link 3…

If you’d like to get more advice on a regular basis then you can sign up for the [company] newsletter by clicking on the button below. Once you sign up you’ll receive great tips straight to your inbox every [X] weeks.

Kind regards,
[Name], [position] at [company]

Winback email templates

Winback email template 1 – offering a discount

Hey [name],

We’ve noticed that you haven’t made a purchase in a while, and we miss you!

There’s never been a better time to start shopping with us again because we’d like to give you a special discount of [X]% off everything in our store.

To benefit from these reduced prices, just enter the following code at checkout:

[Discount code]

There are lots of great new products available that we’re sure you’ll find interesting.

[Images of products with prices]

See you soon,

Winback email template 2 – informing about reasons to stay

Hi [name],

You may have noticed the discount coupon that we sent to you recently. Don’t worry – it’s still not too late to use it!

If you’ve already made a purchase, feel free to enter the same code at checkout again for another [X]% off your next purchase with us:

[Discount code]

We hope you enjoy using your new products, and we hope to see you return to our online store again in the near future. Here’s what we can offer to keep you coming back for more:

Reason 1
Reason 2
Reason 3…

Feel free to contact us with any questions or comments.

The [company] team

Winback email template 3 – removal from the subscription list

Dear [name],

We’ve been in touch recently with a discount code for [X]% off your next purchase at the [company] store, which you can find below and still use:

[Discount code]

As we haven’t heard back from you, and you haven’t made a purchase for a while, we are wondering if you’d still like to receive emails from us. Choose your response below:

[Keep receiving emails]
[Send fewer emails]

It would be great if you’d like to stay in touch with us, but if you do decide to unsubscribe now, we’ll always welcome you back with open arms.

Kind regards,
[Name] from [company]

Free 14-day trial. No credit card required. Sign up today!

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Frequently asked questions

How do you write an informational email?

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.

How do you write an informational interview email?

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. Add a few closing lines.

How long should an informative email be?

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.

Should informative emails contain any marketing elements?

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.

How often can informative emails be sent?

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.

What are the three types of emails?

You can choose between three types of emails to use for your customers: newsletter, promotional, and survey email.

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