From: J. Crew
Subject Line: Get a piece of this sale event, now with free shipping (hurry, ends today)
Wow, check this out. J. Crew had a one day sale. Instead of blasting reminders throughout the day, they included a timer that counted down to the end of the sale… in real time! It conveyed urgency and allowed people to check back throughout the day to see how much time remained in the sale. As you may be aware, this timer is not easy to pull off. Animated gifs can’t keep real time and complex code can’t be used in emails. So how did they do it? We speculate that this timer was made possible through a company called Moveable Ink. They use a server to generate an image on-the-fly based on the time and date the user loads the image. Genius. It’s not free, but the company provides some really awesome services that wouldn’t be possible otherwise.
Rather than counting down to the end of a sale, this technique would work great for counting down to the START of a Black Friday or Christmas sale (when discounts are large, sales end quickly and your email needs to stand out)! Last year I saw a few companies offering exclusive first dibs on sales for email subscribers, prime members, card holders or high status spenders. The timer could be used to count down the amount of time the sale remains exclusive to those members. And don’t forget countdowns to shipping cut offs as well!