In the last marketing email you received, you may have noticed a little nugget of text tucked away at the end after the sign-off, separated from the main message. It’s called the Postscript, or the P.S. for short.
The P.S. is useful in email marketing and email copywriting because so many readers skim emails or jump straight to the end. This makes the final line prime real estate, and even more valuable than the body copy. Adding a final call to action or re-stating a critical piece of information in the P.S. can increase your click-through rate and drive more revenue for your business.
Where Does The Postscript Come From?
The P.S. dates back to a time when handwritten letters were the primary mode of long-distance communication. In the age of quills and inkwells, once a letter was finished and sealed in an envelope, there was no easy way to add more content. So, if you remembered something important you forgot to include, you’d tack it on after your signature at the bottom of the page.
As time marched on, this practice carried over into typed and printed correspondence, and eventually into the digital realm of email. The P.S. became a tried-and-true method for emphasising key points or adding that extra touch of persuasion.
How Is A P.S. Used By Email Copywriters?
Many copywriters and email marketers view the P.S. as a secret weapon. That’s because so many people skim to the end of their emails without reading the body content.
When opening direct mail, it’s estimated that more than 90% of people read the P.S. before the letter. Of course, email is a different medium – but the behaviour holds true. Many people jump straight to the bottom of the email without reading the body content. Including a carefully worded P.S. can completely change the performance of your email, which is why so many copywriters do it.
Examples Of A P.S. In Marketing Emails
The P.S. is often overlooked by email copywriters and marketers. But when used effectively, it’s a fantastic way to increase engagement, drive clicks and boost revenue.
Here are some examples of ways you can incorporate a P.S. into your marketing emails:
Re-State Your CTA
Mentioning your offer once more in your P.S. can capture the attention of people who skip straight to the end of the email – and your offer is something you don’t want people to miss!
P.S. Don’t miss out! Click here to save 20% on your next purchase before it’s gone.
Re-State Your Guarantee
If you offer a strong guarantee that reverses the risk of purchasing your product or trial, the postscript is a great place to remind people. It can overcome any objections people may still have about your product or service.
P.S. Every portable water filter we sell comes with a 30-day money-back guarantee. If you don’t like the taste of the water, or simply change your mind about buying it, send it back and we’ll refund your money instantly – no questions asked! Buy your water filter now.
Mention A Bonus
The word “bonus” is considered a power word in copywriting because it draws attention and captures clicks. Of course, if you use it over and over again, it loses its power. But if you do offer bonuses, mentioning them in places of prominence – such as the postscript of your email – can increase your conversion rate.
P.S. If you book a free consultation with one of our SME Loan Specialists, you’ll receive a bonus copy of our guide, ‘How To Grow Your Business To 7 Figures Without Start-up Capital.’ Book your consultation now.
Promote Your Other Products Or Platforms
Not everyone is going to buy what you’re selling in your email… but they may do something else that benefits your brand in the short term. You could use the postscript to promote your other platforms or social media channels or mention other products.
P.S. We just launched our YouTube channel with free skincare tips and advice. If you haven’t subscribed you’re missing out! Subscribe here.
P.S. Not a chocolate lover? We also stock a super smooth vanilla protein drink that’s just as delicious! Check out the rave reviews here.
Provide A Short Summary Of The Email
A lot of people will skip over important details of your email. If you use the P.S. to provide a TL;DR summary, they might still click the link… or even go back and read the email from the beginning.
P.S. Skimmed to the end? Here’s the deal: you can save 50% off our flagship course ‘Learn To Draw In 1 Month’ for the next 24 hours. Just add the code 50OFF at checkout. We won’t be extending the sale under ANY circumstances, so act fast.
Tease Your Next Email
Writing intriguing subject lines aren’t the only way to increase your email open rates. You can also use open loops where you tease something your readers will find in an upcoming email you’re going to send (if you’re interested, you can read more about open loops here). The perfect place to use open loops is in the postscript of your email. It’ll get readers excited to open your emails before you even send them!
P.S. Loved today’s video? Then you’ll love the next one too! It’ll include a simple yet powerful strategy to boost your returns on the stock market by an extra 25-50%. I’ll send it in a few days so keep an eye on your inbox!
P.S. Next week we’re launching an exciting new supplement that promotes healthy hair, so keep an eye out for it!
Include A List Of Products Or Services
If you offer a few different products or services, listing them in your P.S. can be a simple way to increase your revenue. Of course, this works better if you only sell a handful of products… because you won’t have enough room to include a 10-page catalogue!
P.S. Here’s how you can work with me when you’re ready…
1. Get my Amazon best-selling book, ’13 Facebook Ads Secrets Even Zuckerberg Doesn’t Know About.’ It’ll teach you everything you need to know about running Facebook ads. Get The Book.
2. Enrol in my online course, ‘Double Your ROAS In 7 Days.’ This is perfect if you want step-by-step advice on how to run more profitable ads. Includes access to a Facebook group where I actively answer questions! Enrol In My Course.
3. Hire my agency, Atlas Agency. We offer done-for-you Facebook ads, from start to finish (including all research, copy, creatives, and ad management). Hire My Agency.
Mention A Time Limit Or Price Increase
The postscript of your email can be a fantastic opportunity to increase urgency around your offer. Incorporating a deadline or time limit behind your offer creates FOMO that convinces people to act.
P.S. Our ‘Buy One, Get One Free’ offer is only valid until Friday at midnight. Don’t miss out… Shop now.
P.S. Starting next month, we’ll be increasing our rates. It’s the first time we’ve done this in 4 years, so it’s long overdue. You can lock us in at the current rate but you need to do it now.
Need Help Writing Better Emails For Your Business?
If your email copywriting is falling flat, try some of the tips above! Of course, if you’d rather save yourself time and effort, you can always hire an email copywriter to do the work for you! Get in touch here for a free chat with a copywriter here.