How to Use Scarcity and Urgency in Your Cold Email Messages

by Vinny Hassan in July 28th, 2022
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In the world of business, there's nothing more valuable than time. Time is money, after all. So, it should come as no surprise that one of the most effective ways to get someone's attention is by playing on their fear of missing out. This is where scarcity and urgency come into play.

Scarcity is the perception that there is a limited supply of a good or service. Urgency is the feeling that you must act before it's too late. When used together, these two concepts can be incredibly effective in getting someone to take action. Here are a few tips on using scarcity and urgency in your cold email messages.

1. Make time-sensitive offers

If you want to increase the chances of getting a response to your cold email, one way to do it is to create a sense of urgency. This can be done by making time-sensitive offers, like discounts that expire in 24 hours or free trials that are only available for a limited time.

By creating a sense of urgency, you'll increase the likelihood of people taking action and responding to your message. So if you're looking to get more responses from your cold email campaign, consider adding a time-sensitive offer to boost your results.

2. Personalize your message

Sending cold emails can be daunting. Nobody likes to feel like they're intruding on someone's mailbox, but personalizing your message is a crucial step to take if you want to get a response. Making a cold email more relevant to the recipient gives them an increased sense of urgency in responding.

Try mentioning something about their company or referring to a recent blog post that might have caught their attention. This way, your cold email isn't just another generic message lost amongst the clutter.

3. Use strong language

Using strong language and emphasizing urgency is a great way to drive action, but make sure you don't overdo it! Keep an eye out for words like "act now," "limited time," and "don't miss out" -- these phrases evoke a feeling of scarcity that encourages people to act quickly.

However, if overdone, these exact phrases can appear too pushy or hopeless and deter your readers from engaging with your message.

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4. Follow up

If you don't get a response to your cold emails, it doesn't necessarily mean that they weren't effective. Sometimes people need a gentle reminder to take action. Following up with an email or two can be a great way to increase the chances of getting a reply.

When sending follow-up emails, try to use language that conveys a sense of urgency and scarcity. For example, you can mention that the offer or free trial period is about to expire or that only a few spots remain for an upcoming event.


By using scarcity and urgency in your cold email messages, you can increase the likelihood that people will respond to your message. Just be sure not to overdo it, or you risk coming across as spammy or desperate. If done right, playing on people's fear of missing out can be an effective way to get their attention and get them to take action.

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