As a copywriting tactic, the postscript (P.S.) has made its means from normal unsolicited mail copy to e-mail advertising and 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 principle physique and signature of a letter (or different physique of writing). The time period comes from the Latin put up scriptum, an expression which means “written after.”

It takes the identical kind 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 best 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 accordance with 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 last thought. It’s additionally price noting that there’s no “proper” technique to write P.S.

In the US, postscripts typically comprise a interval between every letter. Within the U.Okay., the letters sometimes seem with out punctuation. No matter possibility you select, nevertheless, ensure that it’s constant.

Listed here are six methods to make use of the P.S. and improve your e-mail advertising and 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 principle promoting level yet another time however from a special angle.

Why the principle 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 your entire superb copy.

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

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

2. The Remaining Plea

MarketingSherpa writes in its “12 High Electronic mail Copywriting Tricks to Increase 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 simple, however a well-crafted P.S. might be the figuring out issue. You possibly can both pour on the emotion yet another time or you possibly can 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 wish to be sure to give your e-mail all you’ve got 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 rely.

4. The Private Method

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

The good factor a few 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 make the most 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 principle 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 best.

They provide a third-party endorsement and supply a way of assurance to your prospects — perhaps simply sufficient to encourage them towards the following step and call you.

Examples of an Efficient P.S. in Electronic 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 possibly can hook potential clients by including one other profit layer in your P.S., like so:

P.S. Price-effective doesn’t imply low-quality. Try a whole lot of 5-star product critiques on Google.

Professional Tip: Simply when clients suppose they know the place you’re going, change course. By combining low costs with nice high quality, you may get consumers 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 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]. 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 convey out the plea.

3. The Urgency

Now, now, now! The earlier clients act, the higher. However creating urgency is a steadiness between making it clear that clients can profit from fast motion and guaranteeing 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 gadgets.

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

4. The Private Method

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

Performed nicely, your e-mail title and physique ought to persuade clients that you just’re really thinking 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 possibly can’t simply acquire 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, in case you 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 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 an enormous 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, equivalent to these made by B2B consumers.

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? Hold it fast, and preserve it targeted on end-user advantages.

Energy to the Postscript

The P.S. is a robust software 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 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 simple for customers to disregard.

Discovering a steadiness means figuring out your message, understanding your viewers, and recognizing that on the subject of the postscript, much less is extra.