How to Use the P.S. in Email

As a copywriting tactic, the postscript (P.S.) has made its way from standard direct mail copy to email marketing copy.

With the right approach, all companies need is two paragraphs, a few links, and a P.S. to effectively communicate their message, create urgency, and drive conversions.

What is a P.S. in email?

The P.S. is a sentence or a paragraph added after the main body and signature of a letter (or other body of writing). The term comes from the Latin post scriptum, an expression meaning “written after.”

It takes the same form in an email. By adding a small postscript to marketing or sales emails, companies can capture customer interest and encourage them to take action — if brands can effectively use the power of the P.S.

How to Use the P.S.

How do you use the potential power of P.S. in your marketing efforts? And when is using a P.S. a helpful addition to your lead-generating copy?

According to Copyblogger, this starts with a question: “What’s first, last, and unusual in my copy?”

First is always your headline. Unusual is what sets your brand apart — your messaging, your offer, or your unique perspective.

The last is a P.S., or a final thought. It’s also worth noting that there’s no “right” way to write P.S.

In the United States, postscripts often contain a period between each letter. In the U.K., the letters typically appear without punctuation. Whatever option you choose, however, make sure it’s consistent.

Here are six ways to use the P.S. and enhance your email marketing efforts.

1. The Hook

Use your P.S. as bait, and make sure you attach a hook to it (the clickable URL that sends your reader to the landing page). What usually works best is emphasizing the main selling point one more time but from a different angle.

Why the main selling point? There is always a chance that your reader scrolls down to the bottom of the message without taking in all of your glorious copy.

On the chance that they did read it all, offering another key benefit makes them really want to bite.

For example, if you have been emphasizing the money-saving aspect of your offer, add something else.

2. The Final Plea

MarketingSherpa writes in its “12 Top Email Copywriting Tips to Raise Funds” case study that “adopting the direct-mail tactic of putting a ‘p.s.’ at the end of the copy and marrying it to a ‘Donate’ link is a smart move for raising funds.”

Asking for donations is never easy, but a well-crafted P.S. can be the determining factor. You can either pour on the emotion one more time or you can provide a sense of urgency.