Informational content is crucial for several reasons. Firstly, it helps to build trust with your audience. When subscribers receive useful and relevant information, they are more likely to view your brand as an authority in your industry. Secondly, it enhances engagement. Informative emails are often more engaging and can lead to higher open and click-through rates. Lastly, it nurtures leads by keeping your brand top-of-mind, which can eventually lead to conversions.