[FAQ]

Hi,

I’m a marketing manager for an events company in Chicago, and we’re sending out promo emails for an upcoming webinar with a limited registration window. I really want to create a strong sense of urgency for the sign-up deadline.

I’ve seen some other brands with animated countdown timers directly in their emails that actually tick down in real-time when you open them. Is this a special feature of certain email platforms, or is it something that can be created and added to any email?

I’m just wondering how these timers actually work and what the best way is to get one into our campaigns.

Thanks for any tips on this!

[Jeff Bullas]

A great question. Countdown timers are a powerful tool for creating urgency when used correctly.

Short Answer: Yes, you can put a live countdown timer in an email. It works by embedding a dynamic image, usually an animated GIF, that is generated by a third-party service. This service creates a new image frame every time it is requested by the email client.

The key is to understand that you are not embedding a piece of code that runs in the email, but rather an image that is being constantly and instantly updated on a server.

It’s a common misconception that there is complex code running inside the email itself. For security reasons, email clients block scripts, so a different approach is needed. The countdown timer is actually a dynamic image generated on the fly. When a subscriber opens your email, their email client sends a request to a server to download the images. The third-party timer service receives this request, instantly generates an animated GIF image showing the correct time remaining until your deadline, and sends that image back to the email.

To create one, you use one of the many online countdown timer services. The process is simple. You go to their website, enter your specific deadline date and time, and customise the timer’s appearance with your brand’s colours and text styles. The service will then provide you with a small snippet of HTML code. You simply copy this code and paste it into your email template’s HTML where you want the timer image to appear. Your email marketing platform will then display the live, animated timer.

The most important best practice is to ensure the urgency is real. A countdown timer for a fake deadline will quickly erode your customers’ trust. The timer image should also be placed directly above a clear call-to-action button with text like “Register Before Time Runs Out,” so the urgency is immediately followed by the solution.

Cheers,
Jeff

[Author]

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