How to create scarcity with your emails? Well, just transform your emails into suspense novels – because who doesn’t love a good cliffhanger?
Having worked in the field of digital and email marketing for nearly ten years, I have seen it all. From the golden age of pop-up ads to the world of social media influencers, one principle has remained consistent: scarcity sells all the time. The tempting nature of a great offer that is quickly fading is obvious.
And if you’ve ever worried because of a “Flash Sale” or “Limited Stock Remaining” sign, you know firsthand how strong scarcity can be in influencing your purchasing decision.
I’ve been using scarcity strategies for a long time in my email marketing campaigns and they work incredibly well. Adding scarcity to my email content helped me to boost engagement and conversions, whether I’m promoting a new launch or sending out a clearance sale update.
In this article, I’ll discuss tried-and-tested methods for instilling scarcity in your emails. Plus, get a chance to explore the mighty WordPress email marketing tool that people use to achieve superior results with their scarcity email marketing approach.
How to create scarcity in email marketing: 17 proven strategies
Feeling that rush when you see “Low-in-stock” or “Last chance”?
As an enthusiastic online shopper, I get it. The fear of missing out (FOMO) kicks in and suddenly, you’re clicking “Buy Now.”
The main takeaway is that email marketers and brands are constantly thinking of innovative ways to use email to highlight scarcity.
It really works when FOMO is played in the online shopping business.
Take a look at the following tools if you’re looking for an email marketing tool that will make creating email campaigns simple and creating scarcity with your email easier.
- Mailchimp: It is the most popular email marketing SaaS tool. You can send 1000 emails each month using the free version.
- HubSpot: This email marketing tool is extremely powerful but can be a little complex if you’re a newbie in the email marketing field. Regretfully, there isn’t a free version and it can be very costly at $800 per month.
- Icegram Express: It is one of the easiest WordPress email marketing plugins to play with. It comes with both free and paid plans. This email plugin works as an email verification tool too.
- Constant Contact: This is also a useful email tool but it doesn’t have a free plan. The base plan starts at $12 per month.
I prefer Icegram Express WordPress email software because it has a minimalist interface and comes with amazing ready-made newsletter templates.
Now for inspiration, let’s explore nine top-notch scarcity email examples.
Playing the number game
While sending emails about your business or ecommerce sales, it’s important to play with the numbers.
Here’s a scarcity-driven example of Mark’s Jewelry Studio email newsletter.
They boast a remarkable necklace collection in the newsletter, but here’s the real twist.
They introduced limited edition pieces, swiftly disappearing or nearing complete sell-out.
The number strategy is simple: the studio crafted only 50 of these necklaces, and it’s a sincere alert that these gems are swiftly finding new customers.
The progress bars—50%, 75%, 90% claimed—provide instant updates. They serve as the most critical scarcity elements in the email. They underscore the soaring demand as these necklaces get claimed rapidly by eager consumers.
The waiting list phenomenon
As an email marketer, you have to apply crazy ideas to bring scarcity of top-notch value.
The waiting list tactic is vintage yet powerful. Many brands highlight the waiting list section just to ignite scarcity.
Consider this email newsletter, which has brilliantly put scarcity words into action.
Shoes Now has made two email newsletters.
In Newsletter 1, they subtly hint at the exclusivity of their shoe by mentioning it will disappear soon.
Then comes the real agenda. A waiting list with 600 people eagerly anticipating their turn to snag a pair. This not only creates a scarcity effect but also emphasizes the high demand for the product.
Now, in Newsletter 2, they further emphasize the urgency aspect.
With only 10 pairs left, they boldly declare the imminent disappearance of the shoe. This time, the waiting list becomes a testament to the product’s popularity, as 600 people compete for the last available pieces.
The waiting list phenomenon, whether subtly hinted at or boldly declared, adds a layer of exclusivity and scarcity, making the product more desirable.
It aptly taps into the psychology of FOMO (Fear of Missing Out) and prompts subscribers to act swiftly before the opportunity slips away.
You can use the Icegram Express WordPress email marketing plugin to create awesome newsletters and highlight the scarcity effect more properly. Grab Express here!
Inventory clearing bait
If you’re in the online business or selling something on WordPress, there comes a time when clearing out old inventory is not just a necessity but an opportunity to shine in sales.
Sally’s newsletter is a stellar illustration of how to turn an inventory-clearing event into a lucrative offer for subscribers.
This newsletter brilliantly combines the urgency aspect of a limited-time offer email with the exclusivity of an inventory-clearing event.
By framing the Black Dragon watch as something special that needs to make way for new arrivals, it creates a sense of scarcity and value.
It entices subscribers to take advantage of the significant discount before it’s gone forever.
The scarcity countdown, “Only 20’s left,” serves as a clear call to action. It has the power to drive subscribers to make a purchase decision swiftly.
The weekend sale stunt
Weekend discounts are a great method to highlight scarcity. Weekends continue to fascinate every customer, so you can’t pass up the chance to persuade them.
This is how it works: you post a weekend deal with limited availability (say for a couple of days) and include product discounts.
This classic email message uses a weekend sale stunt to hint at scarcity.
This newsletter follows a two-fold approach. It tries to create an immediate interest.
So, it introduces a new item with a sense of exclusivity – “Now In Stock” – creating an immediate interest. The mention of a 60% discount adds more weekend delight.
The second part cleverly introduces the “Weekend Sale” stunt.
By emphasizing “Don’t Miss Out!” in the CTA section, it plays on the fear of losing out on a great deal, particularly during the limited window of the weekend.
This tactic capitalizes on the anticipation and enthusiasm that weekends bring. The main aim is to encourage quick decision-making and boost sales through the perceived scarcity of the limited-time offer email.
Freebies alert
Who doesn’t love freebies? I am certainly aware that every eager shopper has an unwavering fondness for freebies.
If you want to build scarcity with your email, you can’t ignore this basic.
Freebies can come in many forms – you can give a free product or free service or free after-sales service.
To understand this more, take a look at the email newsletter below.
This newsletter uses the “Last Chance” tag to create a sense of email urgency. This immediately signals that an opportunity is about to slip away.
The repeated “Last Chance” serves as a consistent reminder, amplifying the email scarcity effect.
The offer of FREE shipping on orders above $50 serves as the perfect freebie. So, the email content also encourages shoppers to add more to their cart to reach the qualifying amount.
The inclusion of specific product prices, such as the $52 brown cardigan and $56 white pants, emphasizes the attainability of the $50 threshold. This is to push customers to explore and make additional purchases to unlock the free shipping benefit.
Here’s a cool idea – Icegram Express can be a helpful email marketing plugin tool (read testimonials) to create top-notch comparison newsletters.
Try Icegram Express (free download here) and take your scarcity strategy to a new level!
Event or launch party schemes
Virtual events or product launch parties are crucial for any business. They give an extra edge to businesses and more to e-commerce entrepreneurs.
Email scarcity content often revolves around such themes. Event or launch party schemes into email scarcity content is a clever and strategic way to build connections, foster excitement and ultimately drive engagement and sales.
Below is a classic example of creating hype or celebration using events.
Firstly, the “Shop Now” and “RSVP Now” buttons present a dual call to action. They invite audiences to explore the new collection while also securing their spot at the virtual launch party.
The countdown timer used by Biome Glasses is the true scarcity element. The timer displays the days and hours until the virtual launch party. It communicates that this exclusive opportunity is momentary, encouraging subscribers to act promptly.
Holiday vibes
Holiday-themed promotions are a time-tested and successful email scarcity tactic.
The Valentine’s Day-themed sample below nicely illustrates this tactic:
This newsletter cleverly combines the joyous sentiment of Valentine’s Day with a time-sensitive offer.
The central message of “Get 50% off till tomorrow!” instantly pushes the scarcity and urgency together.
The use of the discount code “Dickens50” adds a personalized touch.
The “Fill Your Cart” call to action (CTA) encourages immediate action. It is trying to allow readers to take advantage of the limited-time discount before it expires tomorrow.
Pre-launch pricing deals
Pre-launch deals have become trendier in 2023. Many tech and WooCommerce brands are already employing this tactic using the legendary email marketing plugin, Icegram Express.
Here’s how it works.
Pre-launch pricing deals are an enticing way to generate excitement and drive early purchases. The idea is to put products (with limited numbers) at a discounted selling price against the actual price in your pre-launch event.
The following newsletter, for example, introduces a pre-launch offer for its VR Nitro Headset. This is how you set the stage for an exclusive deal.
The highlighted price of $199 is a clear contrast to the “Actual Price” of $599. It’ll immediately capture the eye.
The main scarcity kicker is the text at the bottom that says – only 9 left. So, you can’t wait for the sweet deal to expire.
Want to create similar newsletters for your online WordPress or WooCommerce business?
Get Icegram Express (check pricing) and excel in your email scarcity campaigns!
The deadline storm
Any deadline, including the registration deadline, causes instant scarcity. I have seen many ecommerce businesses using this idea.
The Dribble newsletter that follows is an excellent illustration of how to emphasize scarcity by using registration deadlines.
The Dribble email newsletter brings urgency through the “FINAL CALL” headline, signaling that time is running out for potential attendees to register.
The mention of learning live with Brad Frost or accessing the workshop video recording caters to a broader audience. It can accommodate those who may have scheduling conflicts.
The critical element of scarcity is introduced by specifying that registration closes on 12/13 end of the day. This deadline can prompt interested individuals to make a decision on time.
The added incentive of saving 25% with the promo code DSBF25 serves as an extra push for subscribers to take immediate action. Overall, the email content looks perfect and makes the offer more compelling.
Mention a set deadline
One powerful motivation that works for most businesses is the fear of missing out or FOMO. Basically, email marketing content or newsletters are full of deadline statements that provoke fear of missing out instances.
The main aim of these newsletters’ content is to push readers into action. So, you can definitely play with it. Say by announcing a limited-time offer or scarce resource in your email content, you can push people to click or even buy instantly.
For example, you may like to promote a free trial that’s only available for the next 48 hours. Or advertise a webinar with only 25 spots left. Readers will be more likely to sign up ASAP if they worry the chance will disappear.
You can also set internal deadlines, like offering a 10% discount on orders placed before the end of the week.
Putting an expiration date on special deals and perks creates a sense of urgency to purchase now rather than later.
Here’s how you can use deadlines subject lines in your emails:
- Flash sales: “Score 50% off these epic sneakers, but only until midnight!”
- Limited-edition offers: “Grab the last few spots in my exclusive public speaking workshop before they’re gone!”
- Early bird specials: “Get 10% off your order if you shop before the end of the week!”
Remember, the key is to make the deadline clear and exciting. Think countdown timers, scarcity numbers and words like “last chance” and “limited time.”
Time-sensitive content
Now, let’s talk about promoting content that’s all about the here and now.
If you’ve got a new blog post, online course or virtual event, it’s time to shout about it. People who speak on stages, write blogs or run online stores are masters at this. And you can be too!
You just have to play with the right content for your readers.
So, consider this: You create an email or email newsletter teasing an upcoming webinar next Tuesday at 2 PM.
What does that make you want to do? Sign up, right?
Or you can create a newsletter that talks about a new podcast episode airing this weekend. You wouldn’t want your readers to miss that, would you?
And here’s a cool trick – release your best content for free, but at a specific time or holiday.
By detailing specific dates and times, it makes the content feel like a momentary opportunity. It’s saying, “Hey, engage right now because this won’t be around forever.”
Tease just enough to get you interested, but not too much to give everything away for free.
Low inventory alerts: “Almost sold out”
Imagine checking your inbox and stumbling upon an email that screams urgency – your favorite product is on the verge of selling out!
As a shopper, it’s a thrilling yet slightly nerve-wracking experience.
Now, as someone who loves crafting compelling emails, I’ve witnessed the power of scarcity.
Sure, some businesses fear customer frustration, but here’s the secret: Strategically allowing brief sell-out periods can create a rush like no other.
Here are a couple of more email subject line examples that you can use to highlight low inventory –
- Quick action needed! Our best-seller is vanishing fast.
- Limited stock remaining – grab yours before it’s history!
Back in stock excitement
Ever had your eyes on a product that always seems to be out of stock?
Well, let me share a marketing trick with you.
Imagine receiving an email notifying you that the product you’ve been longing for is back in stock.
As an email marketer, turning this scarcity into a marketing advantage is pure genius. You play on the anticipation and loyalty of your customer base, who rush to grab the product before it sells out again.
Here’s a subject line example that emphasizes back-in-stock excitement –
It’s back! Your favorite product is back in stock. Act fast – it disappeared quickly last time!
One-time releases and flash sales
To become an influential email marketer, you have to focus more on the experience rather product. My newsletters or B2B emails mostly speak about experiences. As a marketer, I want my readers to feel special or unique.
The magic happens when you can introduce exclusive collections, one-time releases or flash sales. I love flash sales and always keep a narrow time margin like 24-48 hours. It can work for you too.
If you have exclusive collections, you can pair up with an influencer and notify your email readers about it. Or, offer a super discount code for that special product.
But make sure that you use this tactic sparingly for maximum impact. Too much of a good thing can dilute its magic.
Cause-driven email commerce
If you’re a good Samaritan and believe in leaving a lasting positive impact, this is for you too.
In my experience as a marketer, attaching a charitable cause to our offers has not only driven sales but also positioned our brand as socially responsible.
I do that often in my email newsletters.
Here’s the game plan: Instead of offering a discount, I pledge to donate a percentage of proceeds to a specific charity on certain days.
It’s a win-win – customers get the satisfaction of contributing to a cause they care about. And, I get to make a positive difference.
Case studies, reviews and social signals can give readers confidence to take the plunge. However, you should be transparent about incentivized reviews.
In your email newsletters or email sequences, you can share any helpful testimonials or customer spotlights to humanize your brand.
Additionally, I also try to quantify engagement whenever possible.
For example, I keep track of how many people have already signed up or how few products remain. I frequently use such insight as a social proof.
Additional tools and elements
While email is a powerful tool, remember, urgency can be woven throughout your customer experience.
Here are some bonus marketing urgency ideas:
- Website countdown timers: Create a sense of anticipation for upcoming sales or limited-edition releases.
- Live chat pop-ups: Offer exclusive deals or limited-time discounts to chat participants.
- Social media scarcity updates: Tease upcoming product launches or hint at limited quantities of popular items.
- Mobile app notifications: Send targeted alerts for personalized offers or flash sales happening in real time.
The right way to create scarcity with your emails
When using scarcity in my strategies, I’ve found that authenticity and relevance are key.
For instance, scheduling limited-time meetings in specific cities adds a genuine sense of scarcity.
It’s not just a sales tactic but a practical approach to efficiently manage time and resources.
Offering a limited number of spots for events or consultations not only creates exclusivity but also ensures a more personalized and impactful interaction.
So, I believe, the key is to align scarcity with a logical reason that enhances the overall value for the audience.
Consider the following right scarcity-building tips.
- Hosting exclusive webinars with a limited number of participants for a more interactive and personalized experience.
- Introducing limited-time access to premium content or features for early adopters.
- Offering personalized consultations for a select group during specific time frames.
It’s crucial to remember that, in order to produce exclusivity and achieve the desired outcomes, email sequences should be your first preference over individual emails.
Email sequences, scheduled over specific days, are deemed very effective in scarcity email strategies. They always provide an opportunity for ongoing engagements.
Check out these couple of email newsletters made with the right approach.
How not to create scarcity with your email marketing campaigns?
On the other side, I’ve learned that employing scarcity in a sales-focused or forced manner can lead to negative responses.
Bombarding initial cold emails with aggressive, limited-time offers might come off as pushy and insincere. It’s crucial to avoid situations where scarcity feels out of place or manufactured, as this can undermine trust and authenticity.
Here are some examples of the wrong scarcity approach. Don’t ever do this to build scarcity in your email marketing campaign.
- Sending constant reminders about expiring discounts without considering the recipient’s engagement level.
- Creating false scarcity by artificially limiting product availability when there’s no genuine constraint.
- Using exaggerated countdowns or timers that don’t align with the actual urgency of the situation.
Conclusion
Finally, scarcity should be applied effortlessly in email marketing efforts to avoid coming off as inauthentic or pushy.
A lot of businesses fail to do it the right way. I would recommend you to apply the strategies with caution. Add more impactful elements if needed in your content. Pick a solid subject line that is driven by scarcity.
As for how to create scarcity with your emails – genuine scarcity, when smartly used in email campaigns, can significantly improve engagement and conversion rates.
If you want to make the most of your scarcity email campaigns, try Icegram Express today. Learn more about Express here.
Read Icegram Express’s documentation to become a rockstar of scarcity email marketing.
Here’s one useful piece you must read to get started with an Icegram Express readymade template.
FAQ
Should I use countdown timers in emails?
Yes, but only when they’re accurate. Countdown timers visually reinforce urgency and are effective when paired with real deadlines—e.g., flash sales or cart closings.
Can I automate scarcity-based campaigns?
Yes. Use email automation platforms to trigger scarcity emails based on time, user action (e.g., abandoned cart), or behavior (e.g., viewed product, clicked offer).
How can I prove my scarcity is genuine?
Use elements like:
- Inventory counters
- Social proof (e.g., “5,000+ already claimed”)
- Expiry timestamps or product removal after the deadline.
Honesty builds long-term trust.
What is scarcity in email marketing?
Scarcity in email marketing is a strategy that highlights limited availability, whether of time, quantity, or access, to encourage subscribers to act quickly. Examples include “Only 5 left in stock,” flash sale announcements, waiting lists, and countdown timers.
What is the difference between scarcity and urgency in email marketing?
Scarcity refers to limited quantity (“Only 10 pairs left”), while urgency refers to limited time (“Offer ends at midnight”). The two often work together — a scarce product with a deadline amplifies both effects and drives faster purchasing decisions.
Why does scarcity work in marketing?
Scarcity triggers FOMO (Fear of Missing Out), making people act before an opportunity disappears. It also increases perceived value — people tend to want things more when they appear rare or exclusive. Additionally, it helps brands stand out in crowded inboxes by creating a compelling reason to open and act on an email immediately.
What are the best scarcity email subject lines?
- “Score 50% off these epic sneakers — only until midnight!”
- “Quick action needed! Our best-seller is vanishing fast.”
- “Limited stock remaining — grab yours before it’s history!”
- “It’s back! Your favorite product is back in stock. Act fast!”
- “Grab the last few spots before they’re gone!”
What are examples of scarcity marketing emails?
- Progress bar emails showing “75% claimed” on a limited-edition product.
- Waiting list emails highlighting hundreds of people competing for the last few items.
- Inventory clearance emails with a clear count (“Only 20 left”).
- Pre-launch pricing emails contrasting a discounted price against the full retail price with limited units available.
- Deadline emails using “FINAL CALL” with a specific registration close date and a promo code to act now.