How to Express Urgency in Emails: Professional vs. Marketing Approaches

People don’t appreciate urgency. It creates additional stress and pressure on our already stressful lives. Nonetheless, it is also unavoidable, as there will always be deadlines, work overloads, or simply matters that require our immediate attention. 

When it comes to expressing urgency in emails, it is important to express it right by properly selecting the wording, since there’s no way to use our voice or body language to soften the message. That’s why knowing how to express urgency in an email matters just as much as the urgency itself. If the message is too aggressive, it may put pressure on the recipient, making them feel irritated rather than motivated. If it’s too vague or hesitant, it might not be taken seriously at all. 

Urgency in emails is about making sure tasks get done on time and decisions aren’t delayed. A workplace email might require urgent approval before a deadline. A marketing email could need to create FOMO so customers act before a deal expires. Even in informal emails, urgency plays a role—like reminding friends about RSVP deadlines or getting someone’s attention before an important event.

No matter the context, urgency is a tool. Used correctly, it speeds things up without creating unnecessary friction. And since emails lack tone and facial expressions, the wording has to do all the work. Let’s look at how to write an email when an urgent response is needed.

Professional Emails (Workplace, Business Communication)

In business communication, there are times when you need a response now, not later. If you know how to express urgency in an email, you might get just what you need and on time. However, there’s a fine line between urgency and coming across as demanding or abrupt. Let’s look at some crucial elements of an urgent business email and see how to approach them right.

Urgency email subject lines

Your subject line is the first thing the recipient sees. So, in urgent situations, you need to make urgency obvious in your subject line. The goal is to keep the balance between grabbing the recipient’s attention while not triggering alarm or sounding too demanding. Some urgent email subject line examples can be:

• “Urgent: Approval Needed for Project Budget Before EOD”
• “Time-Sensitive: Client Request—Response Needed by 3 PM”
• “Action Required: Finalizing Tomorrow’s Meeting Agenda”

If you’re wondering how to say urgent in an email politely, using phrases like “Time-Sensitive,” “Action Required,” or “Response Needed” in the subject line helps communicate urgency in a clear yet professional way. 

Get straight to the point

With urgent requests, clarity is what brings you to your goal. So, don’t bury the key message under excessive details—state what you need upfront. If you wonder how to write an email for requesting something urgent, try answering these questions in the first few lines: 

• What needs to be done?
• Why is it urgent?
• What’s the deadline?

Like this, the user can get the essence of your request right away, while all the additional details can be provided afterwards.

Clear structure 

After greeting the recipient and stating your main request in the email opening, you can provide some additional details of your request. By clearly structuring your urgent request, you make sure the recipient quickly understands the matter. Try to follow this format:

• State the urgency: Use polite yet direct phrases like “This is a time-sensitive matter.” 
• Provide details: Be concise but include necessary context.
• Set a deadline: Instead of saying “ASAP,” be specific—“by 4 PM today” is much clearer.
• Offer assistance: Show that you’re willing to collaborate rather than just making demands.

Closing with a strong call to action

An urgent email should end with a clear next step. Avoid vague closings like “Let me know what you think”—it will only confuse people and delay the required outcome. Instead, use the following sentences:

• “Please confirm once received.”
• “I’d appreciate your update by [specific time].”
• “Can you confirm if this will be possible by 5 PM?”

Urgent email example

Subject: Time-Sensitive: Final Approval Needed for Proposal

Hi [name],

I hope you’re doing well. I’m reaching out regarding the client proposal we discussed. We need final approval before sending it out by 3 PM today.

Could you please review the attached document and confirm if everything looks good? If any changes are required, let me know as soon as possible so we can make adjustments before the deadline.

Your quick response would be greatly appreciated. Let me know if you have any concerns or need more details.

Thanks,
[Your name]

Marketing Emails (Persuading Customers to Act Quickly)

In marketing, urgency should not be expressed in a direct way. In the end, your goal is not about getting people to act but about making them want to. But urgency needs to be implied in a subtle way. Overdo it, and your email sounds desperate. Underdo it, and people will scroll past, thinking, I’ll get to this later (spoiler: they won’t). How do you find the right balance? Let’s see.

Urgency subject lines that create FOMO 

Again: your subject line is your first and sometimes only shot at getting someone’s attention. If urgency isn’t obvious from the start, your time-sensitive email won’t even get opened. The hardest part—you need to make it sound pressing without being obnoxious.

Some urgent email subject lines examples that do this well:

• “Hurry! Final Hours to Snag 40% Off”
• “Going, Going… Almost Gone!”
• “Only 3 Left in Stock—Get Yours Before They’re Gone”

Persuasive and time-sensitive language

The words you use should do the work for you. Instead of just telling people to hurry, make them feel the rush. Compare these two lines:

• Wrong: “We have a sale right now.”
• Right: “Just a few hours left before this deal disappears!”

See the difference? One is just a statement. The other adds urgency.

Words like “ending soon,” “selling fast,” and “one-time offer” all create an immediate need to act. They don’t yell “BUY NOW!” but they make people feel like they’d be crazy to wait.

Creating a sense of scarcity

If there’s one thing people hate, it’s losing an opportunity they could have had. This is why scarcity is so powerful. When customers believe something is running out, hesitation disappears, and they act.

These are examples of how to express urgency in an email:

• Stock alerts: “Only 2 left in your size—order now before they’re gone.”
• Time-sensitive deals: “Flash sale: 50% off, but only for the next 6 hours.”
• VIP exclusivity: “You have early access—but only until midnight.”

The key is making them feel like waiting is not an option. If they don’t act now, they won’t get another shot.

Adding urgency with visual elements

Words are great, but sometimes people need a little extra push. A well-placed visual cue can do wonders for making urgency feel real. Here’s how:

• Countdown timers: Nothing says “act now” like watching time tick away.
• Bold colors: Red, orange, or high-contrast buttons grab attention.
• Icons & emojis: A simple ⏳ or 🔥 can make your message pop.

For example, if you’re writing an urgent email requesting something like a sign-up, a countdown timer with “Only 2 hours left to claim your free gift!” will get way more clicks than a generic CTA.

Example: How to express urgency in an email

Let’s put it all together. Here’s an example of how to write an urgent email that gets customers to act:

Subject: ⏳ Final Hours—Get 50% Off Before It’s Gone!

Hey [name],

Quick heads-up—this deal is disappearing in just a few hours. After midnight, it’s gone. No extensions, no second chances.

If you’ve been thinking about grabbing this, now’s the time. Click below to lock in 50% off before the clock runs out.

[Get my discount now]

See you at checkout,

[Your brand name]

Informal Emails (Using Humor to Create Urgency)

Urgency doesn’t always have to be serious. Actually, sometimes the best way to make people act quickly is by making them laugh. So, how to say ASAP politely in an email that is less formal? A touch of humor can disarm resistance and grab attention. Nonetheless, you still need to make the urgency feel real. Otherwise people will smile at your email… and then do nothing. Let’s see how to combine humor with urgency in the best way.

Lighthearted subject lines

A playful subject line sets the tone for the rest of the email. But humor alone isn’t enough—it still needs to create a sense of urgency. Try to combine both in a way that your subject line sparks curiosity and makes people willing to open the email right now.

For example:

• “We Hate to Rush You, but… (OK, Fine, We Love It!)”

In this example, the subject line acknowledges the urgency in a fun, self-aware way. The effect: a reader feels like they’re being rushed but without the usual pressure, so they are more likely to engage.

Playful yet urgent openings and content

An informal email thrives on personality. If you can wrap up urgency into lighthearted, friendly words, your audience will definitely appreciate it and will be more likely to engage.

Let’s say you’re selling concert tickets. Instead of: “Tickets are almost gone! Get yours before it’s too late!” use: “Bad news: We can’t personally hold a front-row seat for you. Good news: You can still grab one—before that one guy who takes forever to check out beats you to it.”

A bit of exaggeration, a casual tone, and suddenly, urgency feels like a fun challenge.

Humor in the CTA

The call to action is where urgency needs to hit your recipient in a way that they have no other choice but clicking.

Compare these CTAs for a last-chance deal:

• Wrong: “Click here before it’s too late.”
• Right: “Hit this button like your Wi-Fi depends on it.”

The humor adds just enough entertainment value to make clicking feel like part of the fun.

General Tips for Expressing Urgency Effectively

• Be polite but firm: Too many pleases can dilute the urgency. Rather, keep it professional and direct. Instead of “Please, if you could, kindly send this soon,” say “I need this by 3 PM. Let me know if that works.”
• Avoid sounding desperate or aggressive: Urgency works best when it feels important, not panicked. “Limited spots left” sounds compelling; “BUY NOW OR REGRET IT FOREVER” sounds like a scam.
• Use formatting for readability: Bold key details, use bullet points, and keep paragraphs short. If the email looks overwhelming, it will be ignored.
• Follow up tactfully if necessary: If there’s no response, a polite nudge works: “Just checking if you’ve seen this—still need it by 4 PM.” Avoid passive-aggressive phrasing like “I emailed earlier but haven’t heard back.”

To Sum Up

Occasional urgency is inevitable in our lives and emails, and how we express it makes all the difference. While depending on the context, urgency might require different wording. There are elements that work universally well: clear subject lines, specific requests or proposals, politeness, and sometimes a dash of humor. By properly combining them, you can use urgency to your advantage and get what you want, be it an accomplished task, a sale, or a client, without ever sounding pushy or impatient.