Instead of letting a countdown timer stay at zero, replace the timer with a banner message that provides value or some motivation to email recipients to take a next best action. When someone opens your email promoting a sale, an event, or webinar and your countdown timer has reached a static zero, not only is it a poor customer experience but it’s potentially a lost opportunity. Post-expiration: One of the obvious areas that a lot of email marketers ignore is what happens with the countdown timer once it reaches zero. Incorporate multiple sources of data: Provide value to the recipient beyond the timer by including usage data, loyalty points or status level, account status, items in shopping cart, etc. (I’ll share examples later in the article.) Here are three overarching approaches to consider to wake up your timers:Īdd personalization: Instead of just including a timer, think in terms of a smart banner that has personalized information and offers that may be triggered off the timer. In this article I will share several ideas that I gleaned from a recent webinar from email smart banner company Zembula, that email marketers can deploy to get the most out of their email countdown timers. If you are currently using countdown timers in your emails, perhaps you’ve basically put them on autopilot and in turn your recipients have hit the proverbial snooze button in their mind. At some level they have basically become table stakes for ecommerce and retail marketers, and can be expected by recipients rather than providing a “wow.”ģ Ways to Think Differently About Countdown Timers The value of countdown timers is that they create a sense of urgency, add an element of interactivity, and increase the fear of missing out (FOMO) among your recipients.īut using a countdown timer in your emails today is no longer especially unique or differentiating. I admit being a bit skeptical back then, but since those early days, countdown timers in general have proven to be successful, helping ecommerce stores, for example, increase sales by 400% for Black Friday promotions, according to OptinMonster. If I recall correctly, this client did see an increase in engagement - which made them pretty happy. I think it was around 2010 and I was presenting to a very large entertainment company client and they asked what I thought about countdown timers.They had recently tested them in their email program and were excited to add something new to their email program. Do you remember when countdown timers in email first became “a thing”?
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