The 'Order Today or Lose Out' Strategy
Deadlines are a key part of getting prospects to move. If they think the deal is going to be there for eternity, they'll often punt on the "buy now!" decision. Hence, installing a deadline for a purchase is usually effective, whether it's Black Friday, three days later (such as with many Groupons) or two weeks from now.
But what about an email with a subject line that reads "End of the Day Deadline"? It's rare, but you can see how it'd be effective with a company's customers who need a serious nudge to click "buy."
Okay, but then what about an email that declares "Order Today by 3pm ET" and was sent at 12:56pm? That was an email send by Fannie May for a Father's Day promotion for its chocolates and it's pretty much virgin territory. The reward is "free 2nd day shipping," so the customer can still complete an order using the link ... but will lose out on the shipping deal.
Ethan Boldt is the chief content officer of Direct Marketing IQ, the home of direct marketing research and Who's Mailing What!, the most complete library of direct mail and email.