An email countdown timer is a great way to convey scarcity. If you use timers the right way, they give that “going-going-gone” feeling in a powerfully visual way. That’s how you want customers to feel – but only if there is genuine scarcity or urgency in your offer.
If you overuse them, email countdown timers can have the opposite effect. If readers begin to feel that an email’s urgency is just a sales tactic, this can erode trust. The urgency takes on a hollow ring, and the result is irritation rather than motivation.
You don’t want that. And we don’t want that for you. So in this article, we’re taking a look at email countdown timers, with practical guidance on when and how to use them. We’ll also include a quick guide to our favorite timer app.
When Should You Add an Email Countdown Timer?
Add a timer when you need to show your readers that they need to act fast. Using a countdown timer can skyrocket your click-to-open rate and conversion rate.
Why?
Because timers are a clear, visual announcement which reminds customers that quick action is necessary. And failure to act becomes an action in itself, because the offer becomes increasingly less available.
The point of email countdown timers is to create the fear of missing out (FOMO). This generates a sense of urgency, which can push customers into faster purchase decisions.
Types of Email Marketing Campaigns That Benefit From Timers
Here’s a list of email campaign types where an email countdown timer can create urgency and drive action:
- Limited-Time Sales: flash sales, discounts, or special promotions where the offer expires soon.
- Holiday Sales Campaigns: Black Friday, Cyber Monday, Christmas, or any holiday-themed promotion with a set end time.
- Early Access or VIP Sale: remind VIP customers about their exclusive window of opportunity for early access to sales.
- Product Launch Countdown: build anticipation for a new product release with a countdown leading up to the launch date.
- Abandoned Cart Recovery: create urgency for shoppers to complete their purchase by showing how much time they have left to redeem a discount. Don’t use a timer if there is no discount or special offer in your Abandoned Cart Flow.
Don’t Use an Email Countdown Timer for These Types of Email Marketing Campaigns:
- Evergreen or Long-Term Promotions: if a promotion or offer doesn’t have a specific end date, a timer can feel disingenuous and reduce customer trust.
- Welcome or Onboarding Emails: when introducing new subscribers to your brand, timers can create unnecessary pressure. Focus instead on introducing products, building trust, and sharing brand values.
- Educational Content or Newsletters: in emails designed to inform or educate, such as newsletters, guides, or resource emails, an email countdown timer can detract from the content.
- Re-Engagement Campaigns: these emails should rekindle interest without pressure. A timer can feel too pushy.
3 tips when using countdown timers:
- Be honest
Urgency is an efficient tactic but it has to be used sincerely or you risk irritating your customers. - Don’t overdo it
A countdown timer shouldn’t appear too often, or the customer will begin to lose trust in the information you are providing. If everything is urgent, then nothing is. - Give useful information
Timers are not just gimmicks. To participate in a sale, it’s important to know the deadline, and countdown timers present this information clearly and precisely.
Here’s an example of a timer that gives all the necessary information, and helps the reader to understand why there’s a timer in the first place.
On the other hand, the example below merely tacks on a timer with no explanation. Tests show that unexplained timers like this tend to drive less engagement.
Pro Tip: Don’t Use Round Numbers
The point of an email countdown timer is to show readers they need to act fast. If your timer is on a perfect 24:00:00, that’s hard to believe.
Instead, use a random number, something like 21: 43: 16. This is more realistic, and it creates the urgency you’re looking for. It’s also more helpful for the reader, because it sends a very clear visual signal that they have a limited amount of time to cash in on the offer.
Standard & Perpetual Countdown Timers
A standard timer is the basic timer that you add an in email campaign. You set the end time of your sale and format it with colors, fonts and other design elements.
A perpetual timer is something you would use in your Flows (automated sequences).
For example, Cart Abandon flows often include a discount for 48 hours. This event happens every time someone abandons a cart, a daily occurrence, which means standard timers are inadequate.
In this case, perpetual timers, which work like GIFs, will start counting down from 48:00:00 when the recipient opens the email.
How to Use Sendtric to Add a Countdown Timer for Email
There are many countdown timer options out there. But we prefer Sendtric. It offers an intuitive interface with full functionality. So it’s ideal if you prefer simplicity and no branding limitations.
Step 1: create a new email countdown timer
Under timers, click on Create New to get started.
Step 2: timer setup
In this example, we are creating a Standard type timer. Here you can do the initial setup including the Time Zone and timer end date.
Step 3: customize your email countdown timer
On the next screen you will be able to fully customize your timer’s size, style, language, colors and font. Once done, click on Save. Then click on Copy Code to copy the timer’s code and add it into Klaviyo.
Step 4: add your email countdown timer in Klaviyo
On the next screen you will be able to fully customize your timer’s size, style, language, colors and font. Once done, click on Save. Then click on Copy Code to copy the timer’s code and add it into Klaviyo.
Step 5: dark mode
In Klaviyo, it helps to add the timer into its own Section and then add a background image of the same color to ensure that it looks perfect in dark mode.
And there you have it – a sleek, on-brand timer that sends a clear visual signal to your buyers.
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