This type of email is sent directly to customers as a last-ditch effort to get them to buy the product. Last chance emails aim to get people to act on expiring offers, and they do it by triggering “fear of missing out”, or FOMO for short.
It is a powerful mechanism that may get people to feel anxiety or insecurity over missing something or being left out, isolated, from things everyone else is part of.
Usually, companies send last chance emails close to the end of the deal. Depending on your business and audience, you may want to send it on the last day, 24 or 48 hours before the end, and in some cases, an hour or a few before.
Also, different situations need different messages. Here are the most common types of last chance emails and email marketing tips.
One of the reasons time-limited deals work is because anxiety fuels impulse. Like countdown timers on landing pages and in reminder emails remind your customers that time is running out and they have to act now.
It works wonders for e-commerce and just as well for many other businesses. For example, here is how Elna Cain, a freelance writer and author of a course for writers, uses it to drive sales for her course.
Elna starts with a reminder about her course plus some social proof of how good it is. She continues with her student’s success story (check out the basics of storytelling in our article here), and then suggests the reader can achieve it too. Finally, there’s a “special bonus offer, expiring today”.
The “Other customers are interested in…” type of last chance email works on two fronts. First, it suggests to the reader that products in the email are popular with other people, thus they might get out of stock soon. Second, it provides social proof that the products are worth their cost.
This is a “…This product is now out of stock. It’s a pity, but no worries, you may still get it at the next opportunity”… type of message. It reminds people about products they might have wanted to purchase but postponed and ended up missing out.
A message about a lost opportunity calls upon the fear of missing out and works great for travel agencies and e-commerce. But it can and should carry value for the customers — give them an idea whether that product is going to be back and when; offer an alternative; or even simply a promise to let them know once it is back.
“Out of stock” reminder is only half the trick — the second and most important half is the “Back in stock” message. This is the email that will actually get you sales — since people can only buy it if it’s available.
This approach works for both potential customers and promotes customer loyalty and retention of existing clients.
Banner sends a clear message that the reader can see immediately after they open the email. The downside is that some email clients may not show the image by default — in which case your potential customers won’t see the banner. This is why it’s best to repeat the same information in text after the banner and make sure the email still looks good even if the banner is not there.
Countdown timers help visualize the time that is ticking away. You can use an actual ticking clock.
You could also design a countdown email campaign — a series of three or more emails counting down to the deadline. Each email shows less time remaining, increasing the sense of urgency. You could also increase the discount with each next email — or do the opposite, decrease it if you sell popular limited edition products and want to maximize profit.
Limited edition suggests the product is exclusive so that the person who has it can differentiate themselves from everyone else. The thought of owning something that only a few can get is the idea attractive to many. It can drive sales by itself and works even better in combination with other tactics.
A limited number of tickets for an event, remaining spots in a valuable course, or items in stock create pressure and motivation to get them before others take everything away. It works even better in combination with limited time availability.
Neil Patel used these tactics for his Sales Funnel Playbook offer. He does not forget to add social proof by stressing how in demand this product is, telling readers it was all sold out in just a day.
Jacob McMillen, a six-figure copywriter and an author of The Internet’s Best Copywriting Course, uses a combination of scarcity and limited time to sell his 1-to-1 coaching session. Hinting that it might never be available again adds even more pressure and desire to grab it while it’s still there.
Subject lines often determine if people open your emails or send them to the trash folder. Luckily, there are a number of templates you could use (that work great for others).
When crafting a subject line for your message, remember these few things.
SAXX Underwear makes comfortable men’s underwear and loungewear with proprietary designs and cool patterns. Their products have a number of unique features, and the trademark is what they call a “ballpark pouch” — a 3D hammock of sorts, that is meant to hold men’s manhood in place while limiting chafing and perspiration.
The last chance email from SAXX Underwear immediately captures attention with a big red banner. It then goes on to explain why this is the last chance — since any later and the purchase won’t arrive in time for Valentine’s. The email also cuts out extra steps — it shows the products right there so that the reader can choose and go on to buy.
Valley Cruise Press is an art and design-focused press label specializing in limited edition pins, patches, books, and other accessories. They “have been making cool stuff and sharing good designs since 2014”.
Valley Cruise created a beautiful artistic design, consistent with their website. They use exclusivity tactics by offering a discount to newsletter subscribers only and added a limited-time availability tactic by selling for only one day.
Grammarly is an AI-based writing assistant that reviews spelling, grammar, punctuation, clarity, engagement, and delivery mistakes while also offering specific suggestions to help you improve your writing.
Grammarly gets straight to the point with a big bold 50% offer on the premium plan and makes it immediately clear that readers need to act quick — the offer ends today. The email goes on to compare the free and premium plan and make it clear to the reader what they would lose if they don’t act.
Goodreads is one of the world’s largest sites for readers and book recommendations. It also has a community, and in its database, there are both paid and free-to-read books.
Goodreads’ “last chance to vote” email uses a clear subject line, explains the details with a beautiful banner, and then shows the books with their covers.
Bob Bly is a top-level copywriter and author of 100 published books on copywriting and marketing. Here is the last chance email he sent to his subscribers promoting a free webinar. It goes without saying that Bob Bly should have marketing resources to create any type of impressive email with banners and whatnot — however, he opted for plain text to persuade his subscribers. And in his case, plain text is enough.
Bob Bly uses plain text only for his last chance email yet the message is still clear and persuasive. He combines tactics: training is exclusive, and available spots are limited. Plus, he adds a big fat bonus for attendees: a free library of swipe files useful for his audience — marketing professionals.
Last chance emails take advantage of the FOMO mechanism to create a shopping urge and to nudge your users to buy now. They try to create a situation where people buy on impulse, without having time to deliberate for long.
Apply these proven tactics when crafting your own last chance emails.
