When writing email sales copy a powerful P.S. tacked on at the end can be a very effective way to draw attention a key point in your marketing message and get the clicks you are looking for.
Let’s take a look at...
- Why you should include a P.S. at the end of your marketing emails
- How to write a P.S. that will reinforce your email sales message and get clicks
- What kinds of P.S. messages you can use in email
Why use a P.S. in marketing email messages?The P.S. is a tactic that has been in use by direct marketing copywriters for decades and has now foud its way into email copy writing. Marketing pros began using the P.S. when they discovered that people often open up their mail (postal mail at that time) and go directly to the price to see if it is something they can afford.
Since the end of the message is often the first part read (even in an email) the P.S. gets attention. You may even want to write the P.S. first because it is so important to get right.
How to write P.S. messages for your marketing emailA simple technique is to consider the P.S. as a bonus at the end of your email message. It’s a little something extra that your didn’t have time to include or that didn’t fit into the flow of the main message.
Your P.S. is just one more thing that pushes the reader over the edge of decision into taking the action that you want them to take… It’s like an afterthought, similar in nature to saying “oh, I almost forgot to tell you… “ .
You’ll also find that a P.S. at the end of your email marketing message adds a nice personal touch and reminds your reader that you are a real human being who wrote the email that they are reading.
Effective P.S. types used in email marketingThe testimonial P.S. – one major goal of writing effective email marketing copy is to answer your reader's questions or objections in advance.
A testimonial is a great way to overcome your readers doubts about whether your product works in the real world or is of value to someone like them.
By seeing that other people just like them have tried this product or service an gotten great results the reader can visualize how the product will work for them.
Example:
P.S. You don’t have to take my word for it just listen to what John Smith had to say after a few weeks…”wow, I took Craig up on hs offer to optimize my website and bring me more traffic and I started to see results almost immediately, my website traffic from Google is up 100% since I started!”
The Extra Discount P.S. – a simple tactic to use when you are doing a joint venture with someone. You’re throwing in some extra motivation to reaffirm the decision to click.
Example:
“P.S. Wait, I have another piece of good news to share. I’ve just made a deal with John Smith and he’s agreed to offer an extra 20% off his regular price if you order by midnight on Friday. So, hurry up and check out the URL below before he change his mind!”
The “I forgot to mention” P.S. – this one sounds goofy but it works.
Example:
“P.S. Uh Oh… I almost forgot to mention, I’ve just made a deal with John Smith and he’s agreed to offer an extra 20% off his regular price if you order by midnight on Friday. So, hurry up and check out the URL below before he changes his mind!”
The Recap P.S. – the recap is often used for longer form letters but does have application for email marketing as well. It’s a short pithy summary of the strongest benefit in your message. This plays off the idea that your readers cut to the chase and read the P.S. first. With email the reason for cutting to the end is different but the result is the same. Often people will scroll down to the bottom of your email to see how long it is before deciding if they want to spend the time to read the whole thing. Adding a powerful P.S. at the bottom of yoru message is another chance to hook them.
Example:
P.S. Remember, You’ll get x, y and z plus the free bonus if you send in your request within the next 24 hours.
Now that you know why and how to write a great P.S. go forth and write! P.S. I almost forgot to mention... if you'd like to get more clicks from your email campaigns give me a call at (919) 469 2281 or send me an email. I offer en-to-end service, strategy, writing, sending, automation and a whole lot more!
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