How to Use the P.S. in Email

As a copywriting tactic, the postscript (P.S.) has made its manner from customary unsolicited mail copy to electronic mail advertising copy.

With the best method, all firms 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 electronic 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 type in an electronic mail. By including a small postscript to advertising or gross sales emails, firms 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 utilize 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?

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

First is all the time your headline. Uncommon is what units your model aside — your messaging, your supply, or your distinctive perspective.

The final is a P.S., or a closing thought. It’s additionally value noting that there’s no “proper” method to write P.S.

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

Listed below are six methods to make use of the P.S. and improve your electronic mail advertising efforts.

1. The Hook

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

Why the principle 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 all your superb copy.

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

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

2. The Ultimate 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 great transfer for elevating funds.”

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

3. The Creation of Urgency

The great 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 dangerous factor about emails is that they’ve hardly any shelf life. So that you wish to be sure you give your electronic mail all it’s important to make readers reply both by visiting a touchdown web page or contacting somebody immediately.

All through your electronic mail, you’ve been doing all your finest 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 often a part of a personalised electronic mail — one which indicators off with the title of somebody actual in your organization. The aim of this type of electronic mail is to make it as private as attainable.

The great factor a few P.S. is that it provides to that “private” method, nearly as if it’s an apart directed particularly to the e-mail recipient. So benefit from that inherent profit.

5. The Bonus

A P.S. can also be nice for introducing a bonus. All through your electronic mail copy, you promote the principle product or supply. 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 supply 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 handiest.

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

Examples of an Efficient P.S. in E-mail

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

1. The Hook

If the physique of your electronic mail highlights the cost-effectiveness of your product, you possibly can hook potential prospects by including one other profit layer in your P.S., like so:

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

Professional Tip: Simply when prospects assume they know the place you’re going, change route. By combining low costs with nice high quality, you may 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 deliver 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 rapid 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 adverts all over the 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, consumers are all the time looking out for impersonal, insistent messages that don’t supply worth.

Achieved properly, your electronic mail title and physique ought to persuade prospects that you just’re really desirous about what they want — and your P.S. may also help this alongside.

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

Professional Tip: By giving consumers the prospect to succeed in out with suggestions, firms can generate interplay. The caveat? You may’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, make certain your bonus is smart.

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

Professional Tip: There’s nothing fallacious with taking a slight hit to profitability if it retains prospects 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 spotlight how good you might be at what you do, particularly for high-value purchases, reminiscent of 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? Preserve it fast, and hold it targeted on end-user advantages.

Energy to the Postscript

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

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

If postscripts grow to be 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 steadiness means understanding your message, understanding your viewers, and recognizing that on the subject of the postscript, much less is extra.