Urgency sells.
But it’s also where things can get tricky. You’ve seen those emails, right? The ones that scream “LAST CHANCE!!” with 17 exclamation marks.
Yeah, they feel gross. Pushy. Kinda sleazy.
So, how do you use urgency without making people roll their eyes or hit the unsubscribe button?
Let’s talk about it.
Why Urgency Works
People hate missing out. It’s that simple.
When something feels limited—whether it’s time or quantity—our brains freak out a little. We think, “Oh no, if I don’t act now, I’ll lose this forever.” That’s why urgency and scarcity can work so well in emails.
But here’s the thing: it only works if it feels real is real.
If people sense you’re just throwing out fake urgency, they won’t trust you. And once you lose trust, it’s game over.
Be Real, Not Fake
Let’s start here. If there’s no real deadline or limit, don’t make one up.
Saying “Only 3 spots left!” when you know you’ve got 100? That’s just lying. And people can smell it a mile away.
Instead, use real deadlines or limits. Maybe you’re genuinely closing the cart at midnight. Or maybe you only have 50 products left in stock. That’s fine. But it’s gotta be the truth.
Give Them a Reason
Just throwing out a deadline isn’t enough. You need to tell them why the deadline exists.
If you’re offering a sale, why does it end on Friday? Is it because your supplier is raising prices after that? Are you running out of inventory?
Give people a real reason, and they’ll understand why they need to act now. Without a reason, it feels like a gimmick.
Show Them What They’re Missing
Urgency is about what happens if they don’t act.
But instead of yelling “BUY NOW OR ELSE,” show them what they could lose. Focus on the benefits they’ll miss out on. Will their competition get ahead? Will they miss a chance to improve their business or life?
Example:
“If you wait until next week, you’ll miss the chance to start doubling your email list today.”
Now, you’re framing it as what they could gain by acting now, rather than scaring them with a threat.
Keep It Calm
Here’s a tip: urgency doesn’t have to feel frantic.
You don’t need all caps, bold text, and 10 exclamation points to create urgency. You can keep your tone calm and still get the message across.
For example:
“This offer closes in 24 hours. Once it’s gone, it won’t be available again for the rest of the year. Now’s your chance to get in.”
See? No yelling. Just clear, calm urgency. It feels more like a nudge than a shove.
Use Urgency Sparingly
Here’s where most people go wrong: they use urgency in every email.
When every single email says, “Hurry! Last chance!” it loses its power. People stop believing you. They tune it out.
Use urgency when it really matters. If everything is urgent, then nothing is urgent.
To Sum It Up
Urgency works because it taps into the fear of missing out. But it only works if it’s honest, calm, and based on something real.
No fake deadlines. No screaming. Just give people a reason to act now, show them what they’ll miss, and keep it authentic.
That’s how you use urgency without being sleazy.
Keep writing, keep winning.
(Quick, what type of plane has 2 wings?) Bye!
Daniel Matievich