Have you ever opened your inbox and felt like every other email is like a loud alarm going off?
„ONLY TODAY!”
„LAST CHANCE!”
„ENDS AT MIDNIGHT!”
Sounds familiar, eh?
In the marketing world, creating urgency has always seemed like a useful and effective tactic. But is it always a smart choice? We can compare it to cooking: urgency is like pepper – added at the right time and in the right amount, it can brighten a dish, but too much can leave a bitter taste and mask other flavors. Should we still sprinkle urgency into every campaign?
It’s time to step back and think deeper: what does urgency actually do to our brand, customer relationships, and campaign results? Read on to learn how to balance engagement and sales in a way that urgency supports, rather than undermines, the trust between you and your subscribers.
Not every message needs to be loud
Sense of urgency works – it’s proven.
It’s one of the strongest extensions of FOMO (Fear of Missing Out). And FOMO also works – in marketing and in life in general.
But at the same time, it’s also true that when everything feels rushed, nothing really matters.
Someone who receives dozens, maybe even hundreds, of marketing emails a week can no longer tell which offers truly deserve their immediate attention and which don’t. A sort of immunity develops. Every “last chance” becomes just another regular, noisy message in their inbox. In the worst case, the brand’s message in the inbox causes more tension and distrust than genuine interest.
Ask yourself: what feelings do you want to be associated with your brand?
A brand is not just a collection of design elements, an active online store, and a physical storefront. It’s how your customers perceive your company and the emotions it brings out in them.
If every email you send makes people feel pressured and afraid to miss out on something, is that what you are aiming for?
Do you want your brand to be like a friend who occasionally drops cool hints about a good deal? Or like a sales consultant who shouts every time you enter the store, “THIS IS THE LAST ONE! DON’T MISS OUT!” Personally, we’d avoid walking past such a store in the future.
However, urgency does have a role
Time-limited offers work because sometimes people need a little push to make a purchase.
We’ve all experienced how a clear deadline helps us reach a decision faster, rather than endlessly pondering. That’s why campaigns that include special offers, discounts, and new product promotions are often fast-paced and energetic.
Urgency in this context can be a valuable tool to help people move from interest to action. But like the spice in any recipe, it’s not a question of whether to use it, but how much and when. Too much stress can overshadow the entire value of an offer, but a moderate amount of motivation added at the right time brings out its best sides.
How to approach urgency sensibly?
We’ll explore some ways to use urgency effectively without causing unnecessary stress or resentment.
1. Clear time frame
Don’t just say, “Hurry up before it’s too late!” Say, for example, “The offer is valid until midnight on Sunday.”
This provides clarity and allows people to plan ahead. If they read the email in the middle of the workday or on the go, they can consciously decide, “I’ll check it out tonight” or “I’ll buy it over the weekend.”
Here’s another thing you should consider when creating your campaign: give people some time to make a purchase. If you advertise an offer in the morning that ends the same evening, most people may not have the opportunity to purchase at the right time – and many transactions simply don’t happen.
A specific time frame doesn’t reduce urgency – on the contrary, it increases credibility and helps people manage their time better. If the offer is credible and the information is clear, people are more likely to return to it and take action.
2. Highlight the benefits – not just the end of the offer
Emphasize why the person should consider the offer, not just that it ends soon. People want value, not just a quick deal.
If the entire focus is on the fact that time is running out, it can feel like the offer itself isn’t strong enough. Instead, highlight the benefits: Will the person save money? Will they get something exclusive? Is it a new or limited-edition product that has added value?
When the value is clearly communicated, the time constraint becomes a push, not a pressure argument. This creates a better balance and helps the customer make an informed decision, rather than an impulse purchase that they may later regret.
3. Use some humor
A campaign doesn’t always have to announce a serious race against the clock. Sometimes an offer that relies on urgency can be delivered in a light, human, and slightly ironic way – the kind of thing that sets your email apart from the competition in the depths of your inbox.
For example, you can introduce the offer with a little humor that takes the pressure off but still gives a little boost:
“Yes, this offer ends tomorrow night – but don’t worry, we won’t remove you from our best offers list if you don’t take advantage of it. We just hope you’ll give this amazing product a chance (before someone else grabs it).”
Or, for example:
“The offer is valid until midnight tomorrow – after that, it’s… just a nice memory. We don’t mean to pressure you, but honestly, it’s a good deal.”
Humor helps urgency feel less intrusive and more personal. This is especially suitable if you can be playful with your brand messaging, or you want to give the impression that interacting with customers is not just about sales, but also about communication and humanity.
4. Take it easier
Sometimes it’s enough to say, “We’re not saying this will change your life, but it might make your mornings a little better. The sale is valid until Friday night.” This approach can sometimes be even more effective than the most provocative FOMO message with an unconventional subject line.
A truly confident brand doesn’t need to “shout out loud” to get attention. If the offer is valuable and presented respectfully, the reader will also respond with curiosity rather than stress.
A more relaxed approach builds trust between the brand and the customer. It says, “We’re not pushing you, we believe in our product – and we trust that you’ll recognize when it’s right for you.”
5. Offer a Choice
Finally, one extremely important but often forgotten aspect – the ability to choose.
If you regularly send time-sensitive offers, give people the option to opt out of those without having to unsubscribe from the entire mailing list. For example: “Don’t want to receive time-limited offers? No worries! Update your preferences here.”
This small gesture can save you from losing a subscriber and, at the same time, build trust.
In conclusion: urgency is also a matter of balance
Using urgency as a marketing tactic can be effective, but only if it’s done intentionally and consciously, not as a default. Not every offer needs to sound like an alarm bell. If every email has a “last chance” message, it will eventually just become background noise.
Before you send your next campaign, ask yourself:
- What do I want the person to feel when they read my email?
- Does urgency support my brand image and message?
- Have I given people enough time and information to make a decision?
- What other approaches can I use?
A strong brand doesn’t have to shout to be heard. Sometimes, a calm and clear tone proves to be the most effective.