Exclusive! This article is only going to be available on my website for a limited time only – don’t miss out, read it now!
Are you encouraged to keep going?
In all honesty, with a blog piece on my website, I don’t think exclusive urgency has quite the power it does in an email, but I bet a few of you felt just that little bit special, just enough to mean you didn’t click away. And why is that?
It’s because scarcity (being limited and exclusive) and urgency (this offer expires soon!) are things we’re hardwired to react to. We don’t want to miss out, so we take action – even if that action is just to keep reading.
Scarcity and urgency are powerful tools when used well – but you also have to be sparing and uphold some moral principles. After all, if everything is special, then nothing is, and if you’re lying about the unique and limited nature of an offer, then you destroy trust.
How, then, can we leverage scarcity and urgency in email marketing in an ethical and efficient way?
Why Scarcity Works in Email Marketing
There are some simple psychological effects at work. The term FOMO (Fear Of Missing Out) has become part of our colloquial language and why? Because it’s a real thing. Human beings are naturally inclined to avoid loss, so scarcity triggers a sense of need, a desire to act before the opportunity is gone.
Then there’s the exclusivity effect, that sense of being special. When something is limited or only available to a select group, then it feels more valuable and desirable.
You’ll recognise these in action, of course:
- Countdown timers in emails - Urgency
- Limited edition products - Scarcity
- Member only deals - Scarcity
- Limited to the first 50 customers - Scarcity and Urgency
And there’s more. What about decision paralysis? That problem many of us face when there are so many options available that we don’t know what choice to make. Use of scarcity and urgency cuts through decision paralysis, urging us to take that action now, right now! PRESS IT!
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Types of Scarcity and Urgency You Can Use
So, what works when it comes to scarcity and urgency?
- Limited time offers - This is about driving action by suggesting that delays will result in increased costs later. The most common is a sale - and ’Sale Ends at Midnight!’ is a clear message that you have until midnight to make your purchases (or risk a higher price tomorrow).
- Limited availability - Here, urgency is created not by a deadline but by the idea that other people will get in there before you. Plus, there’s a scarcity element as once it’s gone, it’s gone: ‘Only 10 spots left!’ or ‘Limited to 500 signed and numbered copies’.
- Exclusive content - A scarcity stalwart, exclusive content makes you feel special and is great at strengthening relationships as well as pushing a sale. After all, you’re in the club: ‘For subscribers only.’
- Seasonal promotions - A limited time offer and exclusivity variant; it’s limited, but you have a little longer to choose: ‘Available only during this spring/summer/autumn/winter season.’
It’s not just about generating interest, though, that sense of urgency needs to drive conversions and sales – so make sure your CTA is part of the message and put the relevant link right there so they don’t have to go looking for it.
Even better, consider using a visually engaging countdown timer to amplify the feeling of urgency – there’s nothing quite like watching the seconds tick down to make you press the button.
When you are writing your urgency message, avoid anything vague. ‘Ending soon’ doesn’t quite drive a conversion as clearly as ‘Only one hour left!’ Be specific, and you will create a concrete sense of immediacy.
That Ethical Consideration
Be careful! Using scarcity and urgency without due consideration is going to risk damaging the trust relationship you’ve built with your customers. If everything has to be bought right now and all your products are limited runs of 100, then it soon becomes tired and starts to feel (quite rightly) like manipulation.
In the long term, trust is more valuable than one immediate sale, so don’t push so hard that you break it. Be transparent and clearly communicate why the offer is scarce – ‘We only have 9 of these left in stock, and they’re not coming back, so get yours today before they’re gone!’ – but don’t lie about it; if you say you only have nine then don’t restock two days later with fifty more!
It’s also important that you present the scarcity as an opportunity rather than a scare tactic. ‘Hurry to get your exclusive gift – offer ends at midnight!’ is much nicer and more effective than ‘Get it by midnight or you’ll miss out forever!’
The Results of Well Done Scarcity
With email marketing, analysing your data is essential, so if you try a little scarcity and urgency, make sure to track the metrics! If it’s done right, you should see:
- Increased engagement shown by higher open rates and click-throughs and a greater number of website visits.
- Better conversions and more sales; plus, if you have been ethical, continued repeat custom.
- Improved brand connections and trust, with your reputation for honesty and reliability growing with each carefully placed offer.
Improve Your Email Marketing with Nathan Littleton
Ethical scarcity and urgency are tools that can transform your email marketing. To understand how to effectively incorporate it into your email marketing campaigns, book a consultation with me, Nathan Littleton.
And hurry because I only have space for five more consultations this month!! (Not really!)
