How to Express Urgency in an Email Example
Since emails became popular, businesses have used different marketing tactics to drive engagement. Even today, urgent email subject lines increase the average open rates by 22%, according to a study by Porchgroupmedia.
Whether it’s a time-sensitive deal or an update about your business, sending an urgent email can do the trick.
However, conveying urgency without sounding demanding or overpowering can be a challenge. You need to create scarcity, time it right, and persuade people to convert, all without being pushy.
We’ll look at how to express urgency in an email example and understand the common problems to avoid.
Time-sensitive Email: What is it and Why Use it?
Due to their urgency, time-sensitive messages require immediate action or response. They are often used in critical business situations or in email marketing to sell products or services.
An urgency in email can be used in other situations, such as:
- Critical business decision: When a company needs to collectively reach its employees and shareholders to make a swift decision.
- Time-limited offers: When your business runs a limited-time discount or promotions.
- Urgent requests: When there’s a crisis, and someone needs your help urgently.
- Emergency situations: When the situation demands expert help.
Why Should You Use Time-Sensitive Emails?
Urgent emails always hold a special place in the receiver’s inbox — often, they are opened quickly and without questions asked. That’s why it’s critical you don’t misuse them.
Urgency in email is helpful because:
- It has a faster response time: When you express urgency in an email subject line, people likely will prioritize and respond promptly.
- It improves efficiency: Using time-sensitive emails can help you maximize sales and streamline communication.
- It helps in crisis management: In emergency situations, such as sending a business update or service information, time-sensitive emails can quickly coordinate a response.
- It sells products quicker: Properly implementing FOMO (Fear of missing out) and other psychological triggers can increase email marketing conversions.
A well-timed urgent email can push customers to take immediate action. However, ensure your email flows right and contains the critical elements outlined in the following section.
Key Elements of an Urgent Email
You can include the words “Urgent” or “Time-sensitive” in your subject lines. But that’s not enough to lead people to your offers and coupons or other sensitive brand information.
A typical urgent email contains the following elements.
| Key Element | Why it’s Important | How to make it compelling |
|---|---|---|
| Subject line | It’s the first element people notice in your emails. | ‣ Use action-oriented language ‣ Use time-sensitive phrases |
| A clear deadline | People are more likely to act when the time is running out. | ‣ Include a countdown timer ‣ Mention an explicit offer end-time |
| Scarcity | Customers are motivated to purchase when the offer is rare. | ‣ Make the offer available to select recipients to increase prompt action ‣ Mention limited-stock items |
| Highlight the consequences | It subtly reminds your recipients what they might miss out if they don’t act immediately. | ‣ Create FOMO and a sense of potential loss |
| A strong call-to-action (CTA) | It drives users toward a specific action. | ‣ Create a sense of time-sensitivity ‣ Use action verbs |
| Personalization | It increases relevancy and fosters a connection. | ‣ Use the recipient’s name ‣ Recommend products based on their previous purchases |
More importantly, keep the message short and direct. People must immediately understand the urgency and know what action to take without sifting through unnecessary information.
If it’s your first time writing an urgent email, you might want to get it right without overwhelming your email marketing subscribers. We’ll discuss common mistakes while sending these types of emails, so you can steer clear of them.
Common Mistakes in Sending Time-sensitive Emails
While urgency can prompt certain subscribers to take action, discount-based offers in subject lines usually have a below-average performance, according to the study mentioned above.
Including too many offers or pushing readers to respond can overwhelm them, eventually leading to email fatigue and higher unsubscribe rates.
Avoid making these costly email marketing mistakes in your next urgent email.
| Mistake | Why is it a Mistake? | Solution |
|---|---|---|
| Using fake urgency | Fake urgency can damage long-term trust with recipients. | Use urgency only when it’s authentic. Example — limited-time offers, discounts, or similar. |
| Overloading people with too many urgent emails | If every email feels urgent, it’ll lose its impact. | Space out urgent emails to increase their effectiveness. |
| Unclear or confusing deadlines | Recipients may think they have more time without a clear deadline. | Always provide a clear deadline in the subject line and email body copy. |
| Lack of clear CTA | Recipients may be unsure what to do next. | Use one strong and direct CTA. |
| Overcomplicated email design | Too many design elements can distract readers from the main message. | Highlight the key message and keep the design simple. |
| Ignoring mobile optimization | Poor mobile optimization can lead to many people not responding to your emails. | Ensure the text, design, and CTA is readable and responsive. |
| Not aligning urgency with customer needs | Recipients will ignore urgent emails if it does not correspond to their interests or needs. | Use customer data to send urgent offers or brand information. |
| Forgetting to follow-up | Readers may overlook or forget about it. | Reinforce the deadlines with a follow-up message. |
Carefully evaluate the circumstances while sending urgent emails, and convey urgency in the email subject line.
We’ll examine a few urgent email subject lines to inspire your next time-sensitive email.
15 Urgent Email Subject Line Examples
The email subject line is often the first element recipients notice after the email sender name. The subject line allows customers to prioritize their response, and mentioning ‘Urgent’ in the subject line might make the readers respond quicker than usual.
However, your subject line must remain authentic without creating undue alarm. Check out these 15 urgent email subject lines to get your creativity flowing.
Limited-time Offers
- “Your 50% off ends tonight”
- “Last chance: Only 24 hours to save big”
- “Flash sale: Only 5 hours remaining”
- “Final call — extra 20% off – Today only”
Scarcity and Low Stock
- “Only 5 items left – Claim yours now”
- “Stock running low, claim yours before they’re gone”
- “Low stock alert – Grab yours now”
Event Registration Deadlines
- “Last chance to register — Don’t miss out”
- “Reserve your place — 24 hours left to sign up”
- “Experiential learning webinar — Only a few seats left”
- “Registration closes tonight — sign up now”
Urgent Reminder for Payment or Renewal
- “Action required — Your subscription ends tonight”
- “Don’t forget, payment due in 24 hours”
- “Your account will expire soon — renew it now”
- “Payment reminder: Last chance to avoid late fees”
It’s okay to be creative while expressing urgency, but remember to follow email security best practices. Adding phrases such as “Hurry” or “Urgent” can trigger spam traps and reduce your email sender reputation.
The same applies to your email body copy. It’s critical to use compelling copywriting techniques while maintaining a sense of authenticity.
Let’s review a few examples below.
Examples of Urgency in Email Copy
Just like your subject lines, the email body copy must subtly express urgency. Instead of pushing people to act, give them valuable information and guide them toward your website or landing page.
We’ll go through examples for each scenario that requires people to act swiftly.
Limited-time Offer Email Body Example
“Don’t miss out on the biggest sale of the year. For the next 24 hours, enjoy 50% off on all the items in our store. This deal won’t last long – act now!
CTA: Shop now and save 50%”
Event Registration Deadline Email Copy Example
“Time is running out. Secure your seat for the most awaited [Webinar Name] by [Speaker Name]. Learn the tricks to [Mention the benefits].
Don’t miss the chance to learn from industry experts and grow your business.
CTA: Register now before it’s too late”
Low Stock Email Alert Example
“Your favorite product is flying off the shelves. Only a few items remain and we don’t know when they’ll be in stock. Don’t wait — place your order before it’s too late.
CTA: Get your favorites before they are gone”
Flash Sale Urgent Email Copy Example
“Get 30% off site wide for the next 4 hours only. This offer will disappear by 4 PM sharp, no exceptions. Act now to grab your favorites at an unbeatable price.
CTA: Shop the flash sale now”
Cart Abandonment Urgent Email Copy Example
“It looks like you left something behind. The items in your shopping cart won’t stay for long, and we don’t want you to miss out. Complete the purchase now before the items go out-of-stock or the promotions end.
CTA: Complete your purchase”
Subscription Renewal Reminder Example
“Your subscription is about to expire. Don’t lose access to the features you love. Renew within the next 48 hours to keep your subscription active and avoid any interruptions.
CTA: Renew your subscription”
To give you a more vivid picture, let’s check out a few real-life urgent email examples below.
How to Express Urgency in Emails Example
The email examples below demonstrate the techniques to create urgency in emails.
1. Doordash
Subject Line: “Protect your privacy from potential country ordinance threat”
In the example above, Doordash knows how to rush someone politely by urging customers to take action against people misusing their data. Their CTA is straightforward and appears twice to ensure people take prominent action.
This type of urgency email differs from general sales emails, where customers have more room to respond.
2. Joggy
Subject Line: “Last chance: 20% off Joggy energy”
Joggy understands that the most critical information should be placed first. The urgent email starts with a bold font and colorful email design, grabbing customers’ attention. The promotional email also reinforces urgency by mentioning the timeline until the offer is valid.
For marketing purposes, the brand combines social media and email marketing to get more eyes on its content.
3. Delta Airlines
Subject Line: Prioritizing urgent travel needs
Delta’s Urgent email emphasizes their need to prioritize immediate travelers and those affected by the U.S. government’s travel restrictions. Their email footer contains important links and information for customers to check for further updates.
4. L’Amaru
Subject Line: “30% off ends at midnight”
The brand tries to create urgency by giving customers a timeline. The 30% off sitewide is applicable until Black Friday, and the email insists people shop before the sale ends. Customers are more likely to purchase because the brand offers a free gift and makes it easier to shop by category.
If customers do not respond, you can follow-up with reminders to ensure they move down the email marketing funnel.
5. MacPaw
Subject Line: “Something happened 15 years ago”
MacPaw captures people’s attention with its subtle urgent email. The brand increases curiosity through the subject line and retains customer’s attention through their email copy.
Similar to marketing emails, urgency can be used in business settings or outside. For example, you can nudge your teammates to complete the factsheet by the end of the day. Including certain details can help your urgent emails stand out in a sea of similar business messages.
We’ll look at the different aspects of writing urgent emails for businesses.
Expressing Urgency in Emails for Business Purposes
Expressing urgency the right way in your business emails can lead to better response rates and ensure the deadlines are met. Whether you’re addressing a client, a shareholder, or a teammate, giving them visual cues and explicitly stating your urgency can help.
Below are key strategies and examples to help you convey urgency in a professional setting.
1. Use a Time-sensitive Subject Line
People are usually busy at workplaces and skim through emails. The subject line is often the first thing they notice. A time-sensitive subject line sets expectations even before the recipient opens the email, making it more likely that they’ll prioritize your message.
Here are subject lines communicating urgency in a business setting:
- “Action required: Final feedback by 5 pm today”
- “Submit the report by the end of the day”
- “Reminder: Deadline approaching for project proposal”
2. Include a Clear Deadline
Tell recipients how much time they have until the deadline. For example, you can mention the exact time and date.
Check out these subject line examples:
- “We need your final decision on the contract by 5 PM on Friday.”
- “Please review and provide feedback by 4 PM today.”
- “Submit your expense reports by 10th October to avoid delays in reimbursement.”
3. Use Direct and Action-oriented Language
In business emails, using direct language can help readers know the urgency of the situation. The action-oriented language leaves little room for misinterpretation, ensuring the job gets done quickly.
Use these power-packed subject lines while expressing urgency:
- “This is a high-priority task and needs your immediate attention”
- “Please confirm your attendance today”
- “Approval needed for the budget today”
4. Follow-up Before the Deadline
Sometimes, people can get busy and forget to respond to your emails. Promptly send a follow-up email before the deadline to ensure the job expectations are met.
Here are a few examples to get you started:
- “Just a reminder — your response is required by 4 PM today”
- “We’re still waiting for your feedback”
- “Please respond ASAP – only 2 hours left”
5. Use Visual Cues
Visual cues such as clocks, colors, and different fonts draw customer attention. It’s best to stick to a few emojis and visual elements that complement the text without overwhelming readers.
For example, use the following:
- Include a countdown timer for a special deadline.
- Highlight urgency with a bold “Act now” button.
- Emphasize key phrases such as “Deadline: 12 hours left”
Best Practices for Creating a Sense of Urgency
Creating urgency in your marketing emails or business communication can help you increase revenue or meet deadlines, depending on the context. However, urgency must be tactfully presented to avoid overwhelming your recipients.
We’ll discuss the best practices for effectively generating urgency:
- Be authentic: Avoid using false urgency as it can lead to trust issues and damage brand reputation.
- Align urgency with value: Urgency paired with valuable benefits and offers likely have higher email engagement.
- Be consistent but sparing: If every communication feels urgent, it diminishes the effectiveness of the email. Reserve urgency for special promotions or critical business tasks.
- Include social proof: Use testimonials and reviews to give customers a chance to trust your business.
- Manage your timing: Send emails at the right time, when recipients are the most receptive.
If emails are your primary communication channel, Campaign Refinery can help you automate your email campaigns with the highest inbox placement rate on the market.
Craft Urgent Emails the Right Way — Presenting an Intuitive Platform With Unique Features
Campaign Refinery is a powerful email marketing platform with unique features such as Evergreen Flash Sales, audience group segmentation, and engagement gamification.
Our cutting-edge tools and features are designed to help you optimize your campaigns and achieve the highest ROI from your email marketing.
Whether it’s an urgent email, a Christmas sale campaign, or anything in between, our platform helps you with robust:
- Real-time data analytics: Gain insights into your email campaign performance to make data-driven decisions.
- Automatic email list cleaning: Ensure your urgent emails reach the right recipients by using our integrated email list cleaning feature that removes harmful and invalid email addresses.
- Personalized messaging: Use the dynamic email content fields to deliver personalized urgent emails to each subscriber.
We don’t let your hard work slide — our email deliverability team constantly monitors your email campaigns for potential issues and promptly addresses them.
Our one-of-a-kind email deliverability ecosystem makes it possible for clients to see a 600% increase in their inbox placement rates after onboarding with us.
P.s. All clients are handpicked and undergo mandatory domain authentication to protect their sender reputation. Use this opportunity to become a part of a reliable and safe sender community.
Just apply to become our client and we’ll take care of the rest!
