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The following article was published in our article directory on December 13, 2017.
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An effective guide on how to instill a sense of urgency into your emails

Article Category: Marketing

Author Name: Andrej Hrabovsky

An effective guide on how to instill a sense of urgency into your emails.

What we gonna do after the hard working process - traffic generation? We start sending emails and the main reason we send emails is to get the recipient to take immediate action. In our effort to make them do something as soon as possible we attach a specific and a clear call-to-action. Aside from the call to action, a great email must also have a core message that is clearly featured in every element of the email.

This means it should be clear to the recipient right from the get-go what the email is about. All the parts of the email (the subject line, the pre-header and the images) must all be aligned to support the call-to-action.

If the whole reason we send emails is to compel recipients to take action, then the art of email marketing all comes down to: How effective are your emails in compelling subscribers to act? When your subscribers feel a sense of urgency in the emails you send, there is a high likelihood that they will make decisions quicker.

Responding to a sense of urgency is not just a hopus-pocus marketing tactic. It is factual and actually supported by Human Psychology; apparently, when subjected to urgent situations the human brain tends to make instantaneous decisions. Psychologically speaking people respond to:

1.) Fear that something bad is happening or that they are losing out on something they should have

2.) Exclusivity-the innate need to feel special is human

3.) Relevance; if you target the right audience and offer them what they want and need and at the appropriate time they will definitely respond.

4.) Scarcity which according to psychologists is another version of fear where a person responds because they are afraid that there won't be enough to go around

So why do subscribers respond to a sense of urgency in emails?

Simple! Urgency is a form scarcity; it is the scarcity of time. Without a sense of urgency a subscriber is likely to procrastinate action and most of the times forget about your email entirely. It all comes down to how you frame the email and present the information to recipients.

This article is brief but nonetheless comprehensive guide that features.

5 effective ways to instill a sense of urgency into all your emails.

1.) Always set a deadline

This is one of the most reliable ways to ensure your email has a sense of urgency instilled to it. It works in all kinds of marketing whether you are requesting subscribers for a webinar or offering an exclusive hot deal. Adding the time element to any marketing endeavor compels subscribers to act faster. The most important element in creating a deadline is first and foremost establishing an appropriate timeline. Anything less than 72 hours is appropriate. 

So how will your subscribers know about your deadline? Let the deadline feature prominently in the subject line or alternatively include it in the preheader text. When the deadline is included in the subject subscribers are compelled to at least open your email.

2.) Take advantage of countdown timers

What is better than an email subject that features deadline? Simple! A countdown timer; it not only establishes a deadline but succeeds in dramatizing the deadline. Research has ascertained that countdown timers substantially boost click-through rates and increase sales in every marketing campaign they are featured. Use creative countdown timers that are irresistible and easily attract the attention of your target audience.

By simply adding countdown timers you can double the click-through rate and considerably boost sales...

3.) Limit the number of emails you send

Sending a large quantity of emails to a single subscriber is an indication that you are scarce. Keep in mind that urgency is after all the scarcity of time. When you pair up a well established deadline and scarce emails, there is no doubt that yours subscribers will be scrambling for what you have to offer.

Sending a limited amount of emails is also advantageous because you can send an update that further reinforces the element of scarcity. Follow up limited emails with reinforcement emails such as we are almost out of stock, only 5 televisions left at this price! If the previous email had 20 TVs remaining, the subscribers feel a sense of urgency to act if they were interested in the first place.

4.) Use the notion of First Come First Serve

Ever seen a marketing email that say the First Y number of people will get XX offer? This may seem like a meager statement that does not make any difference. In reality it is very effective in creating both scarcity and urgency. Additionally, it also creates a sense of exclusivity that makes a subscriber feel special. You can employ this tactic in emails to instill a sense of urgency. For instance you can simply say ... the first 10 people to respond to this emails will get a 40% discount!

5.) Content in your emails should be evergreen (use the NOW)

Although FREE remains the most effective word in marketing, NOW currently comes a close second and at times is just equally as effective. NOW helps convey urgency and creates a sense that in the future there will be scarcity. It may seem like little word, it nonetheless has a big impact in making subscribers take action. Here is an instance when NOW was effectively used to instill a sense of urgency

Successful Email marketing is impossible without instilling a sense of urgency!

I am sure you have wondered why choose email marketing! Simple! Most people on line have an email address they sign in to several times a day. Thanks to Smart phones, a large percentage of the on line population is signed in on email 24/7. Apart from being reliable and direct, email is also a more personal way to get in touch with your target market. However, without creating a sense of urgency you are just a nuisance in your subscribers' inbox.

Urgency gets subscribers to act immediately and also gives you an edge over competitors targeting the same clientèle base. There is no short-cut , to make your email marketing campaign more effective you have to come up with creative but subtle ways of instilling a sense of urgency into every email you send to subscribers. 

Keywords: traffic generation; generate website traffic

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