The Information email examples

The Information does not wait to establish its editorial value. Its first email, “We break the most important tech news first,” welcomes the subscriber, explains the journalism and points to recommended stories. The same day also brings a Friday digest, a popular-stories newsletter and an Anthropic-focused newsletter, followed by an AI Inflection Index product launch.

That creates a blended entry experience: editorial proof arrives alongside subscription pitches and product education. On day 1, the brand introduces specialized newsletters, sends more reporting, promotes its influential-people list and explains the app. On day 2, it continues with more news while teaching app features, subscriber benefits and the broader Pro offering.

The cadence stays dense through day 4, with several newsletters, digests and onboarding emails arriving alongside event promotion. The 17-email Information onboarding sequence continues to a final onboarding email on day 5, which uses the AI Inflection Index to connect a recent story to a paid product. You can copy this structure by making each onboarding message teach one product benefit while the surrounding editorial emails keep delivering a reason to return.

The Information repeatedly uses the preview text “Read the latest article from The Information. Subscribe today and save 25% on all of our business, tech and finance reporting.” It appears on 23 of 65 emails, including newsletters and onboarding emails, so the subscription offer remains visible even when the subject line is purely editorial.

Other emails use shorter price-led variants such as “Subscribe for $299 and save 25% on the first year.” and “Subscribe for $299 and save 25% on your first year.” Product and sale emails also use a higher-priced Pro offer, including “Subscribe now for $749 and save 25% on the first year”. The offer system therefore moves between general access, Pro or research products, app adoption and event tickets, while keeping the first-year discount familiar.

For your own program, create one reusable preview-text version for broad conversion emails, then reserve price-specific wording for a clearly defined product or sale. The Information also places the offer inside editorial emails rather than isolating every promotion in a sale email.

Most subject lines read like article headlines or briefing names: “Exclusive: China Weighs Allowing Purchases of New Nvidia Chips by ByteDance, Alibaba”, “The Briefing: Meta's MongoDB Poach” and “OpenAI in Early Talks to Raise $30 Billion Before an IPO”. They name a company, development or recurring franchise instead of leading with a generic newsletter label. Several subjects string together multiple developments, signaling breadth for readers who want a news scan.

The exceptions are purposeful. “Why tech leaders choose The Information” uses testimonials inside the email, while “WTF Summit ticket prices increase this Thursday, 10/1” adds urgency, a countdown and speaker social proof. The plain-text Briefing emails provide a more personal editorial rhythm, and the Editor’s Pick email uses a founder-style voice. These are occasional format changes, not the default.

Use a specific reported development as the subject when your email contains substantial editorial value. Then give onboarding and event messages a different job: explain the product, add social proof or set a deadline. Keep the preview text focused on the next action rather than repeating the headline.