As a copywriting tactic, the postscript (P.S.) has made its approach from normal junk mail copy to e-mail advertising copy.
With the correct strategy, all firms want is 2 paragraphs, a couple of 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 primary physique and signature of a letter (or different physique of writing). The time period comes from the Latin put up scriptum, an expression that means “written after.”
It takes the identical type in an e-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.
Methods to Use the P.S.
How do you employ 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 keeping with Copyblogger, this begins with a query: “What’s first, final, and weird 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 ultimate thought. It’s additionally price noting that there’s no “proper” approach to write P.S.
In america, postscripts typically include a interval between every letter. Within the U.Ok., the letters usually seem with out punctuation. No matter possibility you select, nevertheless, be sure that it’s constant.
Listed below are six methods to make use of the P.S. and improve your e-mail advertising efforts.
6 Methods to Use P.S. in an E-mail
- Hook recipients with compelling copy and a hyperlink.
- Make a ultimate plea for a donation.
- Create urgency.
- Personalize your P.S., too.
- Present bonus data or a brand new provide.
- Share a testimonial.
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 primary promoting level yet one more time however from a distinct angle.
Why the primary promoting level? There’s at all times an opportunity that your reader scrolls all the way down to the underside of the message with out taking in your whole superb copy.
On the prospect that they did learn all of it, providing one other key profit makes them actually wish to chunk.
For instance, when you have been emphasizing the money-saving side of your provide, add one thing else.
2. The Closing Plea
MarketingSherpa writes in its “12 Prime E-mail Copywriting Tricks to Increase Funds” case research 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 simple, however a well-crafted P.S. could be the figuring out issue. You may both pour on the emotion yet one more time or you’ll be able to 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 unhealthy 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 must make readers reply both by visiting a touchdown web page or contacting somebody immediately.
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 depend.
4. The Private Strategy
A P.S. is normally a part of a customized e-mail — one which indicators off with the title of somebody actual in your organization. The aim of this type 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” strategy, virtually 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 e-mail copy, you promote the primary 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 patrons 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 — 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 e-mail highlights the cost-effectiveness of your product, you’ll be able to 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 tons of of 5-star product opinions 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 will get patrons to take a seat up and take discover.
2. The Plea
The plea is commonly used to boost 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 clients act, the higher. However creating urgency is a steadiness between making it clear that clients 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 objects.
Professional Tip: Patrons are already bombarded by advertisements in all places, each day. Maintain your message brief and to the purpose.
4. The Private Strategy
In america, 8 billion spam emails are despatched each single day. Because of this, patrons are at all times looking out for impersonal, insistent messages that don’t provide worth.
Completed effectively, your e-mail title and physique ought to persuade clients that you simply’re really serious 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 patrons the prospect to achieve 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, be sure 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 a good way to spotlight how good you’re at what you do, particularly for high-value purchases, comparable to these made by B2B patrons.
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? Maintain it fast, and maintain it targeted on end-user advantages.
Energy to the Postscript
The P.S. is a robust instrument in gross sales and advertising for lead technology, buyer engagement, and product buying.
The caveat? With nice postscript energy comes nice e-mail accountability.
If postscripts develop into too lengthy and concerned, they lose the punchy impression that’s attribute of their P.S. potential. In the event that they’re too brief and too generic, in the meantime, they’re simple for customers to disregard.
Discovering a steadiness means realizing your message, understanding your viewers, and recognizing that in relation to the postscript, much less is extra.