Chances are, your subscribers don’t love making decisions (to buy, to attend an event, to try out a new restaurant, etc.) on the fly. And that isn’t too surprising – who does? We all love mulling things over, debating options, making lists of the pros and cons… basically, delaying the decision-making process as long as humanly possible.
But marketers are a naturally impatient species – we all want our audience to do what we’re asking them to do right away. After all, a delayed conversion is oftentimes a lost conversion, so it’s important that you get them to act now rather than later.
That’s why you need to convey a sense of urgency in your emails. Your subscribers are busy, distracted, and faced with an endless amount of options, so it’s important to light a fire under them they can only put out if they act right away (figuratively speaking, of course). Here are four elements of your email you can inject with a sense of urgency to ignite your audience into action.
Your subject lines
Used sparingly and in the right context, subject lines packed with urgency can do wonders for getting your audience to open your emails. A couple of methods you should consider trying:
1. Pick a deadline. Urgency relies on the sense that time is running out, so deadlines are the perfect way to increase the urgency of whatever special offer you’re promoting. Times, dates, and phrases like “hours left” and “ending soon” do the trick. In this subject line, for instance, makes great use of the phrase “expires tonight!” to compel subscribers to make use of a limited-time discount offer.
2. Use words in your that invoke (some) anxiety. Think “hurry,” “now,” “go,” and “final.” We’re programed to get stressed out when faced with this sort of language; it tells us that we need to do a task right away and that waiting around isn’t an option. And setting apart each word with a period (like in this example from ) amps up the urgency even more.
This one might seem obvious, especially since the purpose of a call to action is… well, to call your audience to act. But you should pay special attention to the copy you use in your CTAs. Many marketers still turn to phrases like the dreaded “Click here.” (Remember: Over half of your audience won’t be clicking anything, they’ll be tapping on .) Instead, keep your copy urgent and specific, like in these CTA examples from and .
Your email copy
The body of your email is a great place to include all sorts of urgent phrases – “final hours,” “ending soon,” “last chance,” and so on. Make those phrases the star of the show, and keep the supplemental copy to a minimum. It’ll gkfx怎样出金 take focus away from what you’re trying to get your audience to do and potentially distract them from taking action. That’s why in these examples, and keep the focus on big, bold phrases like “Final hours!” and “Gone in a flash.”
Your imagery and design
GIFs are a great way to inspire action – after all, we all feel a little itch when we look at a countdown timer or a ticking clock. Images speak louder than words, so allowing your audience to see the time slip away right before their eyes is one of the most effective ways to convey an overwhelming sense of urgency to them. We’re big fans of the stress-inducing GIFs utilized in these emails from , , and – just looking at them had us wanting to act immediately!
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