08/17/2015
4 Tips for Creating a Sense of Urgency in Emails
Do you hesitate when making a decision? Of course. It is only natural for a person to question the action they are about to take. So, why do you assume that the readers of your emails are not hesitating too?
Email marketing is difficult, because you don’t want people to read your message and then move on; you want them to act. But, how do you get those hesitant individuals to make a decision after reading a single message on their computer? By creating a powerful sense of urgency.
It doesn’t matter if your urgency is in the subject line or throughout your email message, the purpose is to get readers to take some form of action quickly – and prevent them from sitting on your message for several weeks.
Have a Deadline
The best way to let readers know they have limited time is with a deadline. Reinforce your strict deadline throughout the email, but do not be pushy about it. Use words like “offer expires Monday” or “only good until 1/1/2015” or “this offer is only good until midnight!” to get the deadline across. Repeat the deadline information a few times throughout your message so that the reader doesn’t forget.
Encourage Fast Action with Time-Sensitive Wording
Time sensitive language also creates a sense of urgency – and you don’t even need a strict deadline to let them know that the material in your email is time-sensitive. For example, you could use wording like “while supplies last” or “time is running out” to tell readers they do not have long to sit on the message.
Time sensitive wording allows you to create a sense of urgency without putting a deadline on it. This is especially helpful if you have a long-running campaign that you need momentum on, but don’t want to kill your chances for donations with a hard deadline.
Keep it Brief
To make it clear there is limited time, you must be brief in your message. Long-winded messages never go over well in email marketing, especially when you have something urgent to share. Overwhelming your readers with a mountain of text does not give the reader an opportunity to move fast.
Be Clear in Your Call-to-Action
If you want the reader to do something specific within a set timeframe, you must be specific. Call-to-action statements must be clear – never assume a reader knows what to do at the end. Be direct, and make it easy for them to act with a hyperlink that they can click on. Your sense of urgency should be clearest in your call-to-action statement.
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