Saturday, 2 November 2019

How Using a Countdown Timer in Email Can Improve Conversions

Email marketing stands as one of the most effective forms of marketing for large and small businesses alike. Email consistently puts your message in front of your target audience—customers who’ve requested to see your content in their inboxes.

The countdown timer—what is it?

A countdown timer is used to create a sense of urgency and to persuade a customer to take immediate action. By giving the impression of scarcity and setting a deadline for your customers, they’re more likely to take action.

5 tips for using a countdown timer in emails

1. Be honest about the timeline.

Creating a sense of urgency is useful for improving conversions, but always be honest about your offer—and its deadline—when using a countdown timer in your emails. You’ve worked hard to earn your customer’s trust. Using fake deadlines for the sake of the sale will alienate your customers, and your company will lose credibility.

2. Be clear about the offer.

Clarity should always be a priority in any marketing campaign. When using a countdown timer in an email marketing campaign, the offer must be stated very clearly for the customer. Provide information that helps the customer and encourages them to meet a deadline. Too many details—or multiple offers—will confuse the customer and may even cause them stress. Keep it to one offer and one countdown per campaign.

3. Don’t overdo it.

Use countdown timers sparingly. They’re fun and beneficial, but, if you start to use them in every email, or even for every sale, your customer may grow tired of the scheme. When a timer is used too often, it may begin to seem like a sales gimmick. Once again, you’ve worked hard to earn your customers’ trust. Countdown timers will be most effective when your customers can believe in the information they’re getting.

4. Keep it above the fold.

Like any critical piece of content, countdown timers should appear above the fold. The deadline is important to the customer, but, if it appears only after scrolling, the customer may be confused about the deadline’s legitimacy—or miss it entirely. Emphasize the urgency of the offer’s deadline by keeping the countdown timer front and center in your email campaign.

5. Position the CTA near the timer.

Simply announcing a sale and setting a deadline isn’t enough. The effectiveness of your countdown timer will ultimately depend on having a strong CTA. Position your CTA close to your countdown timer. Your customer should see how to act and when to act in the same section of your email.
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