In travel, it might be a countdown until your departure date.Fashion brands also use them for new launches, events, and fashion shows.two hours left to shop for next-day delivery). They’re also used a lot to visually show delivery information (e.g. In retail, they’re predominately used to countdown until the start or end of a promotion.What happens after a countdown timer hits zero? With dynamic content, you can have your content flip after its done so that you’re not serving up an image with 00:00:00 to subscribers if they open after the event.Ĭheck out this screengrab of a dynamic Litmus Personalize countdown timer in one of our very own emails! Pro tip: With a tool like Litmus Personalize, you can easily add countdown timers to your emails, along with other personalization widgets, like progress bars, sentiment trackers, and more! Learn more → When should you add a countdown timer in email?Ĭountdown timers are extremely versatile! They can be used in a variety of ways: Relevant-even after the clock strikes zero.A dynamic countdown timer will always be correct because, well, it’s dynamic! The very nature of dynamic content is that it will change based on a set of rules, data, preferences, etc., and for that reason, it will always be up to date. Instead of scheduling each campaign send time to match up with your animated GIF-or creating one for each different time zone-you can send one email that updates dynamically based on a subscriber’s location. For example, lets say you’re promoting a nationwide concert where tickets will be available to purchase at 10am, local time. With dynamic content, you can be more specific-without the extraneous planning and design work. animated GIFsĪt Litmus, we opt for dynamic content with our countdown timers. Let’s dive into the pros and cons of each. So-how should you approach countdown timers in email? There are two approaches you can take: animated GIFs or dynamic content. We’d also recommend not using timers when the promotion ends too far in the future-short bursts and short time windows mean openers are more inclined to take action. Use them for big events, promotions, or personal things like a birthday or holiday countdown. You don’t want your subscribers to become fatigued. Reminder: while they can be powerful elements to add to your emails, avoid using countdown timers too frequently. They can also serve as reminders for an important date. That’s why they’re impactful-they grab your attention and make you act fast.Īside from promotional purposes, countdown timers can be great for creating excitement for an upcoming event, e.g. They make you feel like time is running out, and something special is slipping away. So, what’s the connection to countdown timers? Well, countdown timers bring together both urgency and scarcity. As humans we have a tendency of wanting what we can’t easily have. When you see one, you might automatically start thinking, “Do I want to miss this?” And here’s the twist: when something is rare, exclusive, or hard to get, it becomes more desirable. Now, let’s talk about limited-time offers, like discounts. What happens then? It triggers a sense of urgency, a feeling of “I should act fast!” This sense of urgency is like a mental nudge that tells us to get moving quickly. When you see a clock ticking, it reminds us that time is moving forward.īut now, imagine that clock as a countdown timer, ticking closer to zero by the second. Why should you use countdown timers in email? Think about regular clocks they help us keep track of time. The science of urgency: Why email countdown timers work
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