Every brand knows this moment: you’ve welcomed a new subscriber, shared your story, built trust, and highlighted your products. They’ve opened your emails, maybe clicked through to your site, but they haven’t purchased yet. They’re interested—but still sitting on the fence.
This is where the last chance email comes in.
The last chance email is designed to be the final nudge that gets hesitant subscribers to take action. It’s not about pressuring people into buying—it’s about reminding them of what they’ll miss out on, reinforcing the trust you’ve already built, and giving them one clear, time-sensitive reason to act right now.
Why the Last Chance Email Works
By the time a subscriber receives this email, they’ve already gone through your welcome flow. They’ve been introduced to your brand, heard your story, and seen what you have to offer. Trust has been established—but they still need a push.
The last chance email adds that missing ingredient: urgency. Done right, it creates a sense of “buy now or miss out” without overwhelming the customer or making the offer feel desperate.
How to Effectively Drive Urgency
Urgency doesn’t mean shouting or being pushy. It means making the choice simple, clear, and time-sensitive. Here are the core elements that make a last chance email work:
1. A Strong Hero Section
Start with urgency front and center. Your headline should clearly state the offer and deadline. For example:
- “Last Chance: 10% Off Ends Tonight”
- “Final Hours to Claim Your Welcome Discount”
This sets the tone immediately: the opportunity is real, and it’s slipping away.
2. Product Highlights
Follow the hero section with a curated product showcase. This could be your bestsellers, a popular bundle, or items directly tied to the offer. The key is to remind them of what they’ll regret missing out on—while showing how your products tie back to your brand’s mission and value.
3. Personal, Text-Based Option
Sometimes less is more. A plain-text style email from the founder or a real person on your team can feel more personal and authentic. This version should:
- Remind them briefly of your brand’s story and why you exist
- Make the discount code crystal clear
- Include a simple “Shop Now” link
This approach often cuts through the noise because it feels like a direct note rather than a sales pitch.
4. The Support-Driven Approach
A powerful variation is to send a final email with a customer support tone. This combines urgency with reassurance and trust. Here’s how it works:
- Remind them of the brand, its mission, and the fact that their welcome discount is still active
- Include risk reversals (e.g., free returns, satisfaction guarantee) to ease hesitation
- Extend the discount for another 24 hours, framing it as a courtesy
- End with a warm note about your support team: “If you have any questions, just hit reply—our team is here to help.”
This makes the email feel like a friendly nudge, not a hard sell. The urgency is there, but it’s softened by genuine support and care.
The Last Chance Email Template
Here’s a simple structure you can use:
- Hero Section – Bold headline with urgency (e.g., “Offer Ends Tonight: 10% Off Your First Order”)
- Product Section – Showcase 2–3 bestsellers or bundles tied to the offer
- Urgency – Use a design element to drive urgency and make it super clear that this is the last chance to get the discount.
- Reassurance – Risk reversals: free returns, money-back guarantee, etc.
- Discount Reminder – Clear discount code with “Shop Now” button
- Support Message – A short, text-based note reminding them the code is still valid for 24 hours, with an invitation to reply if they have questions
The Bottom Line
The last chance email isn’t about pressure—it’s about clarity. By combining urgency, reassurance, and support, you give subscribers every reason to finally take action.
Done right, this email can be the most profitable part of your welcome flow—transforming hesitant browsers into confident buyers and showing them from the very start that your brand doesn’t just want a sale, it wants a relationship.
Subject Line Ideas (pick one):
- Last Chance: Your 10% Welcome Discount Ends Tonight 🚨
- Don’t Miss Out — Offer Expires in Hours
- Final Reminder: Claim Your Discount Before It’s Gone
Email Copy
Hero Section (Headline + Subhead)
⏰ Last Chance to Save 10%
Your exclusive welcome discount ends tonight. Don’t miss your chance to try our bestselling [products/bundle] for less.
Body Section (Product Highlights)
Thousands of customers love [Brand Name] because [insert key benefit/mission — e.g., we make skincare that actually works / our chairs are built for comfort and performance].
Here are a few you’ll regret missing:
- ⭐ [Bestseller #1] – Customer favorite with [benefit]
- ⭐ [Bestseller #2] – Perfect for [use case]
- ⭐ [Bundle/Product #3] – Save more when you bundle
Discount Code + CTA
Use code WELCOME10 at checkout for 10% off your first order.
👉 [Shop Now button]
Reassurance
Still on the fence? No worries—your order is backed by our [30-day returns / money-back guarantee]. Zero risk, all reward.
Personal Note (Text-Based Section)
Hi [First Name],
Just a quick reminder from the [Brand Name] team—your welcome discount is ending soon, but we’ve extended it for another 24 hours just for you. Use code WELCOME10 today and see why thousands trust us for [your mission/product promise].
And if you have any questions, simply reply to this email. Our support team is here to help.
See you inside,
[Founder/Team Member Name]
[Brand Name]
Here’s a minimal, plain-text version of the last chance email — perfect for a founder-led or personal-feeling approach that cuts through the noise:
Subject Line Ideas
- Quick reminder: your discount ends tonight
- Just for you: 10% off, but only for 24 more hours
- Last call to claim your welcome offer
Plain-Text Email Copy
Hi [First Name],
I wanted to send you a quick reminder before your exclusive welcome discount expires. You still have 10% off your first order with code WELCOME10 — but it’s only available for the next 24 hours.
We created [Brand Name] to [insert mission/brand story in 1 line — e.g., make high-quality gear accessible to everyone / design products that actually last], and I’d love for you to experience it for yourself.
Your discount is live now:
👉 [Shop Now link]
And just so you know, your order is completely risk-free with our [30-day returns / money-back guarantee]. If you have any questions, simply reply to this email — our support team (or I personally) will get back to you.
Don’t miss out. This is your last chance to try [Brand Name] with 10% off.
Talk soon,
[Founder Name]
[Brand Name]
