Media Post – Creating Urgency In Email With Countdown Timers
By: Media Post
Much of the recent talk about email marketing focuses on personalisation — and for good reason. However, that’s only one part of the story. Yes, emails are better if they have some degree of personalisation, but the other (and arguably more critical) element is relevance. The big problem with email is that its relevance is dictated by the point in time at which it is opened. The greater the gap between sending and opening, the less relevant the message is likely to be.
To try and ensure that a message is opened at the relevant time, marketers will try to create a sense of urgency to grab the attention of the recipient, perhaps marking the message as “URGENT,” “Last Chance,” “Sale Ending” or other calls to action in the subject line to encourage the message to be opened quickly.
The issue of relevance really hit home in recent weeks when I went on holiday and for once I didn’t check my personal email. When I arrived back and logged on, my inbox was full of New Year sales offers. In fact, most of it wasn’t spam and there were some great offers that I would have been really interested in. And “would have” is my point! I clicked through hoping to bag a bargain but the sale had closed.
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