One of the ultimate goals for email marketers is to increase conversions through their email campaigns. However, when it comes to buying something, we have the tendency to hesitate. This happens even when we really want to make the purchase. So, how do you get subscribers to take action on your offer? By creating a sense of urgency! You may have an amazing offer for your subscriber, but you need to give them a little push to do something about it. There has been a lot of research on consumer psychology, and according to an article by About Education, creating a sense of urgency among consumers is an effective way to drive up sales. That being said, there are multiple ways to create urgency and drive up your conversations, and your tactic will probably depend on your offer. Here are a few ideas on how to create a sense of urgency in your next email campaign.
Set a Deadline
Nothing sets the tone for urgency quite like a deadline. After all, we all know someone who procrastinates right up until the very last minute, and still gets the job done on time. Since deadlines are so effective, mention the deadline in your email subject line or headline. Then you can reinforce it in the body and in the CTA. Use time-sensitive words such as “offer ends tomorrow,” “time is running out,” or “only this week”. Using time-sensitive words in tandem with a deadline can kick your subscriber’s sense of urgency into high gear: “Last chance! This offer expires tonight. Don’t miss out!” If you don’t want to sound pushy or use a set deadline, you can still use time-sensitive language in a more general way, such as “limited-time offer”. You can also use a countdown clock in your email campaign to reinforce the sense of urgency visually. Don’t forget to send an email reminder during the final ticking hours of the offer!
An alternative way to convey urgency to your email subscribers without using deadlines is to refer to scarcity. Scarcity is the feeling that a product or service is in short supply and about to run out. You can create a sense of scarcity by saying “only while supplies last” or “only 15 left”. Whether you are selling tickets to an event or limited merchandise, reminding people that you have a limited supply that is rapidly decreasing can help push for action. If you tell your audience that the product or service is available for an unlimited period, they will not feel the urgency to buy now. If you let them think for too long, they may not end up buying anything at all. It’s important to be honest with your customers, too. If they rush to buy a “limited – this week only” item and your “limited time offer” never actually ends, you might undermine your prospects’ trust in your business.
Use a Clear CTA
Your call-to-action is the most important aspect of any marketing message. It doesn’t matter how well written your email campaign is if your readers don’t know what to do next. Make the CTA obvious and easy to execute. Whether you want them to make a phone call or click-through to your website, use words that suggest immediate action, like “Hurry! Call now. Offer ends tomorrow!” and “Click here to get an extra 50% off. Only available today!” Make sure your CTA is clearly visible (font, link, button, etc.) and understandable.
As Zig Ziglar put it, “The fear of loss is greater than the desire for gain.” When something begins to run out, people’s desire tends to rise. Supply and demand, my friends. As long as the product or service is good, people will want it. Urgency compels action and has the ability to end procrastination, so alert your subscribers. For additional email marketing advice, please contact US Data Corporation at (888) 578-3282.