Countdown Timers
An animated countdown to a launch or expiry date (e.g. for an offer), usually displayed in the hero image. Counts down for a set time period before displaying an alternative image. When the offer has elapsed an expiry image/message is displayed.
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Theory

Distraction

The animation captures the recipient's attention


Curiosity

The recipient will want to find out what the countdown is for


Urgency

The countdown timer will create urgency in the recipient


Scarcity

The countdown timer implies scarcity, utilising fear of loss to motivate the recipient into action


Benefits

Using countdown timer will increase engagement, CTR and conversion