Last chance email examples and tips to maximize conversions

How do you get readers ' attention when your sale ends tomorrow or it's the last day to register for your event? With inboxes more crowded than ever, it's a challenging feat, but not impossible.

What is a last chance email?

A last-chance email prompts customers to take advantage of an opportunity that is about to end. It could be sent in the final hours of a big sale or when a contest is about to close. 

A last-chance email creates a sense of urgency for customers who may have thought about shopping your sale or registering for your event, those who just need one last push to strike. At the same time, the iron is hot, or a reminder so they don’t forget and miss the opportunity. 

For you, it can be the final factor that determines whether you land a sale or conversion.

A good last-chance email should be brief and to the point because you have a time-sensitive message to convey. Some core components include:

• A deadline that creates urgency for readers to act, or even a countdown to the deadline
• A specific offer or reason for readers to take action before the deadline
• A call to action like a visually prominent button, making it easy for customers to be able to take action
• Personalization, ideally, like including the person’s name to get their attention or highlighting some sale products they have viewed which will increase in price after the deadline
• Language that encourages readers to take action right away

Strategies for improving the impact of your last-chance emails

A last-chance email isn’t just your customers’ last chance to get in on a deal or an event. It’s also your last chance to secure a conversion during this opportunity, so you want to make it count.

Highlight FOMO and urgency 

Let’s be real. We all experience the fear of missing out to some extent. Sometimes, a final push highlighting the value of your opportunity is all that’s needed.  Some ways to do this include:

• Notating products that are low in stock to encourage customers to buy before they’re gone
• Embedding a countdown timer so customers can physically see their opportunity shrinking

Include animations and interactive elements 

GIFs and other interactive elements can be particularly effective during the final countdown, helping to grab readers' attention in those final moments. Timers are a great way to really illustrate the element of urgency to customers.

Create specific and targeted CTAs

A clear and compelling call to action can push your customers from considering to actually buying, signing up, or whatever you’re urging them to do. The CTA button should be visually prominent so it’s easy for customers to know how to take advantage of this last-chance offer.

Your button should be specific about where it leads, such as:

• Sign up now – 1 day left!
• Shop the sale – ending soon!
• RSVP – 10 seats left!  

Emphasize time-sensitivity in the subject line

A last-chance email is an opportunity to grab customers’ attention and prompt them to act right now, and to do that, your subject line needs to be urgent enough to stop them from scrolling by. Put the urgent and time-sensitive nature right up front. Some examples could include:

• Don’t miss this event - registration closes TOMORROW!
• Only two hours left in our biggest sale of the year!
• Only 10 seats left at our one-time-only event!

Now, let’s see these strategies in action.

Last chance email examples that convert

#1: Ursa Major

Subject: Hours left to save 10%

Why it works:

• Visuals add to the message: Instead of using a typical product photo of its face wash, Ursa Major uses this clever shot to emphasize that time is running out. It’s eye-catching and clever while getting the message across.
• Concise message: it has one obvious purpose and doesn’t clutter the email with other messages, offers, or content blocks.‍
• Standout CTA button: The bright blue color stands out against the white background, drawing the reader’s eye to the desired action.

#2: Nest

Subject: Last call for these savings on Nest Hello.

Why it works:

• The limited-time sale is clear: They list the special offer “save up to $60” at the top of the email to emphasize what customers could miss if they don’t act soon.
• Clear deadline: “Ends November 27th” is communicated in bold font and surrounded by white space so it visually stands out and communicates urgency.‍
• Product highlight: Nest further encourages conversions by showcasing the products that the reader can save on. A PRO tip is to use segmentation and dynamic content to personalize which products are shown to users based on their interests.

#3: Koio

Subject: LAST CALL FOR FREE EXPRESS SHIPPING

Why it works:

• Playfulness: This email from Koio takes a playful approach to nudging their customers to take action. ‍
• Simplicity: The message’s design is abundantly concise and simple so that it stays on message and so that the call to action stands out.

#4: Everlane

Subject: Sale items are sailing away

Why it works:

• Intentional design: As a brand built on sustainability, the minimal design of this last-chance email for Black Friday, a holiday built on consumerism, is intentional. The minimal design serves to give the feeling of a "gentle reminder," without pushing too much on hyper-consumerism.
• Personable: The "stay warm," feels like a receiving a goodbye when hanging up from a family member or friend.

#5: Rag & Bone

Subject: Last Call for Overnight Shipping

Why it works:

• On-brand: Rag & Bone sticks with its signature brand look of black and white designs, so the stark contrast is immediately recognizable and helps to grow its brand recognition.
• Use of animations: The GIF at the top ensures customers immediately see the limited time offer.
• Relatable message: The “it’s not too late” message refers to the fact that Christmas is just days away, relating to customers struggling to find a gift at the last minute.

#6: ClassPass

Subject: LAST CALL: Get 1 free month

Why it works:

• Uses animations: The timer creates the sense that time is slipping away, inspiring urgency in customers to take advantage of the sale before it’s gone.
• User-generated content: The quote from a Classpass user at the bottom is relatable and positions ClassPass as a method for readers to meet their resolutions.

#7: THINX

Subject: Finalcountdown— 30% off ends in 5 hours!

This last-chance email from THINX uses a super bold HTML background color and live text to shout it out, plain and clear: This offer is ending!

Why it works:

• Familiarity: The full-bleed red background is stark and it snatches the reader’s attention, mimicking the effect of a red stop sign - it makes you pause and take notice.
• Animations: The timer builds the sense of immediacy that this offer is about to be gone, urging readers to act before the timer is up.
• Clear and bold CTA: The call to action is visually prominent and clear about where it’s taking you, if you want to save 30%, you click there.