The P.S. has evolved as a copywriting technique from standard direct mail copy to email marketing copy. Two paragraphs, a few links, and a P.S. can effectively reinforce the message, create urgency, and generate value.
How to Make the Most of the P.S
The postscript, abbreviated as P.S., is a sentence or paragraph added to the end of a letter after the main body and signature (or other body of writing). The term is derived from the Latin post scriptum, which translates as “written after.”
So how can you leverage the P.S.’s incredible power in your marketing efforts? And when is it appropriate to include a P.S. in your lead-generating copy?
According to Copyblogger, ask yourself, “What’s first, last, and unusual in my copy?” The first is always the headline. The unusual is the story or example that helps to differentiate your offer. The last …well, the last is a P.S., the final thought. Here are six awesome ways your can use the P.S. to enhance your email marketing efforts.
5 Ways to Use P.S. in an Email
1. Hook recipients with compelling copy and a link
Utilize your P.S. as bait and ensure that it is attached to a hook (the clickable URL that sends your reader to the landing page). What typically works best is reiterating the primary selling point, but from a different angle. Why is this the primary selling point? There is always the possibility that your reader will scroll to the bottom of the message and miss the entirety of your glorious copy. On the off chance that they did read it all, adding another critical benefit makes them want to bite even more.
For instance, if you’ve been emphasizing the cost-effectiveness of your offer, include something else.
2. Make a final plea for a donation
According to MarketingSherpa’s case study “12 Top Email Copywriting Tips to Raise Funds,” “adopting the direct-mail tactic of including a ‘p.s.’ at the end of the copy and coupling it with a ‘Donate’ link is a smart move for fundraising.” While soliciting donations is never easy, a well-written P.S. can be the deciding factor. You can either reinforce the emotion once more or instill a sense of urgency.
3. Create a sense of urgency
The attractive feature of emails is their immediacy. You distribute them, and within a few days, you’ll know your open and click-through rates. The disadvantage of emails is that they have a very short life. Therefore, you want to ensure that your email contains everything necessary to compel readers to respond, either by visiting a landing page or contacting someone directly. Throughout your email, you’ve attempted to compel them to act. Your P.S. is frequently your final chance. Make it meaningful.
4. Personalize your P.S., too
A P.S. is typically included in a personalized email – one that ends with the name of a real person at your company. This type of email is intended to be as personal as possible. The nice thing about a P.S. is that it contributes to the “personal” feel of the email, almost as if it were an aside addressed specifically to the recipient. Therefore, take advantage of this inherent advantage.
5. Include information about a bonus or a new offer
You sell the primary product or offer throughout your email copy. Then, as a P.S., you offer them additional benefits if they act immediately. This heightens the sense of impending doom.
6. Share a testimonial
Not all products or services require testimonials. However, for products with longer sales cycles (such as many B2B products), testimonials are frequently the most effective method of reassuring buyers before they commit to a large ticket item. They serve as a third-party endorsement and instill confidence in your prospects – perhaps just enough to nudge them toward the next step of contacting you.