How to Use the P.S. in Email

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

With the proper method, all corporations want is 2 paragraphs, just a few 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 submit scriptum, an expression that means “written after.”

It takes the identical type in an e mail. By including a small postscript to advertising and marketing 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.

The right way to Use the P.S.

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

In line with Copyblogger, this begins with a query: “What’s first, final, and weird in my copy?”

First is all the time 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 last thought. It’s additionally price noting that there’s no “proper” method to write P.S.

In the US, postscripts usually include a interval between every letter. Within the U.Okay., the letters usually seem with out punctuation. No matter choice you select, nevertheless, be sure that 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 be sure to connect a hook to it (the clickable URL that sends your reader to the touchdown web page). What normally works greatest is emphasizing the primary promoting level yet one more time however from a distinct angle.

Why the primary promoting level? There’s all the time an opportunity that your reader scrolls all the way down to the underside of the message with out taking in your whole superb copy.

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

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

2. The Last Plea

MarketingSherpa writes in its “12 High 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 great transfer for elevating funds.”

Asking for donations isn’t straightforward, however a well-crafted P.S. might be the figuring out issue. You possibly can both pour on the emotion yet one more time or you may 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 recognize what your open and click-through charges are.

The unhealthy factor about emails is that they’ve hardly any shelf life. So that you wish to be sure to 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 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 normally a part of a customized e mail — one which indicators off with the title 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 couple of P.S. is that it provides to that “private” method, 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 patrons 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 — perhaps simply sufficient to inspire them towards the subsequent step and speak to 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 may hook potential clients 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 a whole lot of 5-star product critiques on Google.

Professional Tip: Simply when clients assume they know the place you’re going, change route. By combining low costs with nice high quality, you will get patrons to take a seat up and take discover.

2. The Plea

The plea is commonly used to lift cash or encourage donations. Right here, the purpose 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]. Wish 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 deliver out the plea.

3. The Urgency

Now, now, now! The earlier clients act, the higher. However creating urgency is a stability between making it clear that clients 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, each day. Preserve your message quick and to the purpose.

4. The Private Method

In the US, 8 billion spam emails are despatched each single day. Consequently, patrons are all the time looking out for impersonal, insistent messages that don’t provide worth.

Accomplished nicely, your e mail title and physique ought to persuade clients that you simply’re really taken with what they want — and your P.S. will help 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 patrons the possibility to achieve out with suggestions, corporations can generate interplay. The caveat? You possibly can’t simply gather buyer opinions — you additionally must take motion.

5. The Bonus

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

For instance, for those who 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, be sure that your bonus is sensible.

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

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

6. The Testimonial

Folks like your services or products, proper?

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

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

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

Energy to the Postscript

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

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

If postscripts change into too lengthy and concerned, they lose the punchy impression 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 stability means realizing your message, understanding your viewers, and recognizing that with regards to the postscript, much less is extra.