H&M Copy Options Email Template

This “oops” ad from H&M shows two copy options left in by accident. But it also gives us a peek behind the curtain of how professional marketers A/B test ads before launch.

Marketing Analysis

The two versions test urgency phrases. One rewards being a “Member,” creating exclusivity. The other stresses “before it’s all gone,” sparking fear of missing out. Both hooks drive the same goal: click now, not later.

Why It Works

• Urgency triggers fast action
• Scarcity boosts conversions
• Personalization (“Member”) builds loyalty
• Clean, bold design keeps the focus on the sale

Examples

• Amazon runs “Ends tonight” flash deals to spike daily sales
• Sephora uses “Members get early access” for loyalty lifts
• Best Buy’s “Limited quantity” banners bump urgency clicks