What is the piece of advise that marketeers hear the most frequently? “Send more email.”

What is the one thing that irritates customers the most about receiving promotional emails? An excessive amount of it.

It is not enough to simply cut back on sending emails—we can hear the howls of protest from your brand managers at the mere idea of reducing frequency—or to keep sending emails until you push your subscribers to the breaking point and hope that you can continue to pull in new subscribers to take their places. The solution to this problem is not simply to cut back on sending emails.

Sending better emails—messages that add value to the offer and say anything other than “Buy this thing”—is the solution. Because the content of these emails is intended to both sell to the recipients and educate them, we refer to these kinds of communications as “FYI” emails.

How to get started sending out “Just a Heads Up” emails

Invest some time in determining what it is that your consumers would want to see included in emails like this. It’s possible that you already have a significant portion of the background in other parts of your firm.

You are not required to withdraw completely from a campaign in response to an FYI email. For instance, an email that contains a size reference for jeans or sports shoes need to connect to newly released goods in the respective categories.

This list starts out with emails that are almost entirely focused on providing information, and then it transitions into emails that are roughly equally divided between providing information and promoting products or services. The MailCharts database was used for each and every case.

Sender: Campaign Monitor

Subject line: Are you interested in increasing efficiency while also enhancing the experience of your customers?

Email marketers that are informed have a great deal of respect for the educational emails sent out by Campaign Monitor. This includes the company’s most formidable rivals.

This email for lead nurturing focuses on providing a comprehensive education on digital marketing, including topics such as search engine optimization (SEO), marketing automation, and (surprise!) lead nurturing.

Sender: The Kona Bicycle Company

Subject line: Finding Freedom with Jim Brown – Feature Article in the Kona Newsletter Subject line

Many companies that focus on the outdoors are quite good at sending out FYI emails because they realize that the experience that one has while using the goods is more important than either the price or the item itself as a selling factor. When it comes to employing information-driven emails rather than straightforward advertising ones, Kona takes two different tactics. Both of these are discussed here.

This email is nearly entirely informative and focuses on a Kona customer who has an interesting tale that would appeal to the tough folks that make up Kona’s target market.

Sender: Fast Growing Trees

Subject line: Hello! is the subject line. Check out the exciting events that are taking place at FGT this month!

Horticulture companies such as Fast Growing Trees are ideal candidates for FYI emails because they can cater to both experienced gardeners who are looking for advanced advice as well as novice gardeners who want a great deal of direction to ensure that their sensitive new plants do not perish. (Who knew that there was such a thing as overwatering?)

This email has many articles, all of which link to product sites where readers may purchase the featured trees. However, rather of include a price, a time restriction, or an incentive, the email focuses on providing information to encourage readers to click through to the product pages. The email also contains promotional information, however, similar to the email that Hallmark sent out, it is grouped together at the very end of the email.

Sender: Hallmark

Subject line: Decorated, deviled, concealed, and more topics are included in the subject line.

The tempo and frequency of Hallmark’s releases are driven by holidays and other seasonal events. According to the company’s frequency calendar, which is a feature that is included for every business in the MailCharts database, the brand sent between 6 and 7 emails per week in the lead-up to Valentine’s Day, but in the weeks leading up to the holiday, it dropped to sending emails weekly or biweekly.

Therefore, Hallmark has enough of room to include an FYI email written in the manner of a magazine and packed with lifestyle-oriented issues in addition to the promotion-driven emails it sends out.

This email serving as an FYI stands out even more as a result of this. The subjects, which include cuisine, crafts, and activities for the whole family, are indirectly tied to Hallmark’s trademarks; nonetheless, they do not promote any particular items. At the very bottom of the card is where you’ll find all of the promotional material that has been tucked away.

Sender: Fast Growing Trees

Subject line: Hello! is the subject line. Check out the exciting events that are taking place at FGT this month!

Horticulture companies such as Fast Growing Trees are ideal candidates for FYI emails because they can cater to both experienced gardeners who are looking for advanced advice as well as novice gardeners who want a great deal of direction to ensure that their sensitive new plants do not perish. (Who knew that there was such a thing as overwatering?)

This email has many articles, all of which link to product sites where readers may purchase the featured trees. However, rather of include a price, a time restriction, or an incentive, the email focuses on providing information to encourage readers to click through to the product pages. The email also contains promotional information, however, similar to the email that Hallmark sent out, it is grouped together at the very end of the email.

Conclusion

The content of emails has also developed over time. Either they are include material that provides additional value to the recipients of their promotional emails or they are substituting at least one promotional email with a “FYI” message. And this takes us to the reasons why you should also think about doing the same thing.