As a copywriting strategy, PostScript (PS) has made its way from standard direct mail copy to email marketing copy.
With the right approach, all companies need are a couple of paragraphs, a few links, and a PS to effectively communicate their message, create urgency, and increase conversions.
What is PS in email?
PS is a sentence or paragraph added after the body of a letter (or other body of writing) and the signature. This word comes from Latin after writingAn expression meaning “written later.”
It takes the same form in email also. By adding a short postscript to marketing or sales emails, companies can capture customers' interest and encourage them to take action – if brands can harness the power of PS effectively.
how to use ps
How do you harness the potential power of PS in your marketing efforts? And when is using PS helpful in your lead-generating copy?
According to Copyblogger, it starts with a question: “What's the first, last, and unusual thing in my copy?”
First up is always your title. Unusual is what sets your brand apart – your message, your offer, or your unique perspective.
The last one is a Ps, or final thought. It's also worth noting that there is no “right” way to write PS.
In the United States, postscript often consists of a period between each letter. In the UK, letters usually appear without punctuation. However, whatever option you choose, make sure it is consistent.
Here are six ways to use PS and enhance your email marketing efforts.
6 Ways to Use PS in Email
- Attract recipients with compelling copy and a link.
- Make a final request for donation.
- Create urgency.
- Personalize your PS too.
- Provide bonus information or new offers.
- Share a testimonial.
Use your PS as bait, and make sure you attach a hook to it (clickable URL that sends your reader to a landing page). What usually works best is to emphasize the key selling point once more but from a different angle.
Why key selling point? There's always the possibility that your reader scrolls to the bottom of the message without taking in all of your great copy.
on the occasion that they Did Read it all, offering another important benefit will make them really want to chew on it.
For example, if you're emphasizing a money-saving aspect of your proposal, add something else.
2. Final argument
MarketingSherpa writes in their “12 Top Email Copywriting Tips for Fund Raising” case study that “Adopting the direct-mail strategy of placing a 'Ps' at the end of the copy and linking to it with a 'donate' link is a smart move “Capital raising.”
Asking for donations is never easy, but a well-crafted PS can be the deciding factor. You can either elicit emotions one more time or you can provide a sense of urgency.
3. Build urgency
The nice thing about emails is their immediacy. You send them, and within a few days you know what your open and click-through rates are.
The bad thing about emails is that they have no shelf life. So you want to make sure that you give your email to readers to respond by visiting a landing page or contacting someone directly.
Throughout your email, you're doing your best to motivate them to take action. Your PS is often your last chance. make it count.
4. Personal Approach
The PS is usually part of a personalized email – signed with the name of a real person at your company. The purpose of this type of email is to make it as personal as possible.
The nice thing about PS is that it adds that “personal” approach, almost as if it is directed specifically to the email recipient. So take advantage of that built-in advantage.
PS is also great for starting bonuses. Throughout your email copy, you sell the main product or offer. Then in PS, if they act now you give them more. This increases the sense of urgency.
Not every product or offer needs a testimonial. But in the case of products with long sales cycles (like many B2B products), where buyers need reassurance before committing to a big-ticket item, testimonials are often most effective.
They provide third-party support and provide your prospects with a sense of reassurance – perhaps enough to motivate them to take the next step and contact you.
Examples of Effective PS in Email
So what does an effective PS look like? Here are six examples of PostScript in action.
If the body of your email highlights the cost-effectiveness of your product, you can attract potential customers by adding another benefit layer to your PS, like:
PS Cost-effective does not mean low-quality. Check out hundreds of 5-star product reviews on Google.
Pro Tip: When customers think they know where you're going, change direction. By combining low prices with great quality, you can inspire buyers to sit up and take notice.
Petitions are often used to raise funds or encourage donations. Here, the goal is to create a short PS message that resonates with users but isn't clever or fraudulent.
P.S. [Charity] Is close to our hearts. That's why we're donating [X amount], wanna help? Click here.
Pro Tip: Don't just ask for money – make it clear what you're trying to help before you file a petition.
now now now! The sooner customers act, the better. But creating urgency is a balance between making it clear that customers can benefit from immediate action and making sure your message doesn't seem pushy.
PS Our Fall Sale is on now. Through October 15th, get 30% off all regularly priced items.
Pro Tip: Buyers are already surrounded by advertisements every day, everywhere. Keep your message brief and to the point.
4. Personal Approach
In the United States, 8 billion spam emails are sent every day. As a result, buyers are always looking for impersonal, insistent messages that don't provide value.
Done right, your email title and body should convince subscribers that you're genuinely interested in their needs – and your PS can help with that.
PS How are we? drop U.S. a line [here] And tell us what we can do better.
Pro Tip: By giving buyers the opportunity to access feedback, companies can generate conversation. alert? You can't just collect customer opinions – you have to take action, too.
Everyone likes a bonus, as long as it's something they want.
For example, if you sell high-end sneakers and your bonus is a link to how your product is made, that's not a bonus at all – it's just a poorly disguised advertising effort. To inspire action, make sure your bonus is meaningful.
PS use this code [shoeoff] To get 20% discount on your first order.
Pro Tip: There's no harm in taking a small hit to profitability if customers keep coming back.
People like your product or service, right?
It's a big part of why you're still in business. Testimonial postscripts are a great way to highlight how good you are at what you do, especially for high-value purchases, such as those made by B2B buyers.
Again, don't just take our word for it. See how our solution helped [XYZ company] Boost new customer acquisition and sales in six months.
Pro Tip: It's okay to brag a little in a testimonial. move? Keep it quick, and keep it focused on end-user benefits.
Power to PostScript
PS is a powerful tool in sales and marketing for lead generation, customer engagement and product purchase.
alert? With great PostScript power also comes great email responsibility.
If postscripts become too long and involved, they lose the punchy impact that characterizes their PS potential. Meanwhile, if they are too small and too common, it is easy for users to ignore them.
Finding balance means knowing your message, understanding your audience, and recognizing that when it comes to postscripts, less is more.