How to Use the P.S. in Email

As a copywriting tactic, the postscript (P.S.) has made its method from commonplace junk mail copy to email marketing copy.

With the precise strategy, all corporations want is 2 paragraphs, a couple of hyperlinks, and a P.S. to successfully talk their message, create urgency, and drive conversions.

What’s a P.S. in e mail?

The P.S. is a sentence or a paragraph added after the primary physique and signature of a letter (or different physique of writing). The time period comes from the Latin publish scriptum, an expression which means “written after.”

It takes the identical type in an e mail. By including a small postscript to advertising or gross sales emails, corporations can seize buyer curiosity and encourage them to take motion — if manufacturers can successfully use the facility of the P.S.

Tips on how to Use the P.S.

How do you employ the potential energy of P.S. in your advertising efforts? And when is utilizing a P.S. a useful addition to your lead-generating copy?

Based on Copyblogger, this begins with a query: “What’s first, final, and strange in my copy?”

First is at all times your headline. Uncommon is what units your model aside — your messaging, your provide, or your distinctive perspective.

The final is a P.S., or a ultimate thought. It’s additionally price noting that there’s no “proper” technique to write P.S.

In the USA, postscripts typically include a interval between every letter. Within the U.Ok., the letters sometimes seem with out punctuation. No matter choice you select, nevertheless, ensure it’s constant.

Listed here are six methods to make use of the P.S. and improve your email marketing efforts.

1. The Hook

Use your P.S. as bait, and ensure you connect a hook to it (the clickable URL that sends your reader to the touchdown web page). What often works greatest is emphasizing the primary promoting level another time however from a distinct angle.

Why the primary promoting level? There may be at all times an opportunity that your reader scrolls right down to the underside of the message with out taking in all your superb copy.

On the possibility that they did learn all of it, providing one other key profit makes them actually need to chunk.

For instance, if in case you have been emphasizing the money-saving side of your provide, add one thing else.

2. The Last Plea

MarketingSherpa writes in its “12 Prime E mail Copywriting Tricks to Elevate Funds” case examine that “adopting the direct-mail tactic of placing a ‘p.s.’ on the finish of the copy and marrying it to a ‘Donate’ hyperlink is a brilliant transfer for elevating funds.”

Asking for donations is rarely straightforward, however a well-crafted P.S. could be the figuring out issue. You’ll be able to both pour on the emotion another time or you’ll be able to present a way of urgency.

3. The Creation of Urgency

The good factor about emails is their immediacy. You ship them out, and inside a pair days you realize what your open and click-through charges are.

The dangerous factor about emails is that they’ve hardly any shelf life. So that you need to ensure you give your email all you have to make readers reply both by visiting a touchdown web page or contacting somebody straight.

All through your e mail, you’ve been doing all of your greatest to get them to take motion. Your P.S. is commonly your final probability. Make it depend.

4. The Private Method

A P.S. is often a part of a customized e mail — one which indicators off with the identify of somebody actual in your organization. The aim of this type of e mail is to make it as private as doable.

The good factor a few P.S. is that it provides to that “private” strategy, virtually as if it’s an apart directed particularly to the e-mail recipient. So reap the benefits of that inherent profit.

5. The Bonus

A P.S. can also be nice for introducing a bonus. All through your e mail copy, you promote the primary product or provide. Then within the P.S., you give them extra in the event that they act now. This provides to the sense of urgency.

6. The Testimonial

Not each product or provide wants a testimonial. However within the case of merchandise with longer gross sales cycles (like many B2B merchandise) the place consumers want reassurance earlier than they decide to a big ticket merchandise, testimonials are sometimes simplest.

They provide a third-party endorsement and supply a way of assurance to your prospects — possibly simply sufficient to inspire them towards the subsequent step and phone you.

Examples of an Efficient P.S. in E mail

So what does an efficient P.S. appear like? Listed here are six examples of the postscript in motion.

1. The Hook

If the physique of your e mail highlights the cost-effectiveness of your product, you’ll be able to hook potential prospects by including one other profit layer in your P.S., like so:

P.S. Price-effective doesn’t imply low-quality. Take a look at tons of of 5-star product critiques on Google.

Professional Tip: Simply when prospects assume they know the place you’re going, change course. By combining low costs with nice high quality, you will get consumers to sit down up and take discover.

2. The Plea

The plea is commonly used to lift cash or encourage donations. Right here, the objective is creating a brief P.S. message that resonates with customers however isn’t cloying or insincere.

P.S. [Charity] is near our hearts. That’s why we’re donating [X amount]. Need to assist out? Click on right here.

Professional Tip: Don’t simply ask for cash — make it clear what you’re doing to assist earlier than you carry out the plea.

3. The Urgency

Now, now, now! The earlier prospects act, the higher. However creating urgency is a steadiness between making it clear that prospects can profit from instant motion and making certain your message doesn’t come off as pushy.

P.S. Our Fall Sale is on now. Till October fifteenth, get 30% off all regularly-priced objects.

Professional Tip: Consumers are already bombarded by advertisements in every single place, day-after-day. Maintain your message quick and to the purpose.

4. The Private Method

In the USA, 8 billion spam emails are despatched each single day. Consequently, consumers are at all times looking out for impersonal, insistent messages that don’t provide worth.

Finished nicely, your e mail title and physique ought to persuade prospects that you just’re really enthusiastic about what they want — and your P.S. can assist this alongside.

P.S. How are we doing? Drop us a line [here] and tell us what we may do higher.

Professional Tip: By giving consumers the possibility to achieve out with suggestions, corporations can generate interplay. The caveat? You’ll be able to’t simply acquire buyer opinions — you additionally have to take motion.

5. The Bonus

Everybody loves a bonus, as long as it’s one thing they need.

For instance, if you happen to promote high-end sneakers and your bonus is a hyperlink to how your product is made, that’s no bonus — it’s only a poorly-veiled promoting try. To drive motion, ensure your bonus is sensible.

P.S. Use this code [shoeoff] to get 20% off your first order.

Professional Tip: There’s nothing incorrect with taking a slight hit to profitability if it retains prospects coming again.

6. The Testimonial

Individuals like your services or products, proper?

That’s an enormous a part of why you’re nonetheless in enterprise. Testimonial postscripts are an effective way to focus on how good you’re at what you do, particularly for high-value purchases, akin to these made by B2B consumers.

P.S. Don’t simply take our phrase for it. See how our resolution helped [XYZ company] enhance new buyer acquisitions and gross sales over six months.

Professional Tip: It’s OK to brag a bit within the testimonial. The trick? Maintain it fast, and hold it centered on end-user advantages.

Energy to the Postscript

The P.S. is a strong instrument in gross sales and advertising for lead era, buyer engagement, and product buying.

The caveat? With nice postscript energy comes nice e mail accountability.

If postscripts grow to be too lengthy and concerned, they lose the punchy affect that’s attribute of their P.S. potential. In the event that they’re too quick and too generic, in the meantime, they’re straightforward for customers to disregard.

Discovering a steadiness means realizing your message, understanding your viewers, and recognizing that in relation to the postscript, much less is extra.