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P.S. Five Tips to Increase Email Click-Through Rates

by Sid Smith  |  
April 23, 2012

In this article, you'll learn...

  • Why email marketers should use post scripts in their messages
  • Five ways to create powerful email post scripts

You receive an email from your friend and scan it quickly to get the gist of the message. She signs the email with her usual "Talk later, Joan," and adds a post script (P.S.).

Suddenly, she's got your attention. You know that she's going to share a juicy tidbit that might even be the primary reason for her email.

Direct marketers have used the P.S. for years, likely beginning with the father of direct marketing, Lester Wunderman, way back in the 1960s. More recently, online marketers have relied heavily on the P.S. to make one final push for a click.

Simply put, the post script is a powerful tool, whether used in a direct mail piece or a simple email. Here are five things you can do with your post script to generate more clicks in your emails.

1. Restate your key benefits

Hopefully, you've made your point in the body of your email and provided the key reasons recipients should take action. Usually, those reasons are the key benefits of responding to the call to action. For example:

  • You'll discover an oft-maligned word that increases conversion 113%.
  • We finally reveal the one thing we did to practically double our opt-in rate.
  • We explain why using a "siege mentality" will get you more business.

In case recipients have read your message through to the P.S. and still haven't taken action, simply repeat the key benefits one more time and include your link.

(P.S. This approach also works really well for any call to action, including an opt-in form or add to cart button.)

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Sid Smith is lead copywriter and marketing automation specialist for Albertson Performance Group. Sid has written on topics ranging from flex circuits to motherhood, but gets a real kick out of putting together the puzzle pieces of complex marketing automation strategies. Reach him via

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  • by Denysedd Mon Apr 23, 2012 via web

    Love the article; you mention some good and relevant ideas for any business.
    Thanks Sid
    PS Wouldn't it have been better for REI to have kept their promise to you of 30 degrees comfort in the first place?! Would you really buy anything from them again and risk disappointment a second time?

  • by Sid Smith Mon Apr 23, 2012 via web

    @ Denysedd - I had to give REI some slack because ratings like this have to be averaged out, and I tend to get cold easily. The good news is that whether it's something they did or something I did (like inadvertently melting the rubber tube on my gas stove), they'll take it back. Can't beat that!

  • by Michelle Mon Apr 23, 2012 via web

    I tend to give people and companies the benefit of the doubt, so I'm thinking the failure was a fluke. At least I hope it was. I would have a few doubts, but I probably would ask the rep if they had frequent returns on that particular product and google some reviews to see what others have experienced with it.

  • by Denysedd Tue Apr 24, 2012 via web

    Of course Michelle, we should wherever possible.
    True that many of us search the web before buying so this probably was a fluke as you say.

  • by Stephan Wed Apr 25, 2012 via web

    I love the idea, but am concerned when you have those ultra-long email signatures that the PS will get buried/disregarded.

    Although not technically proper, when I use a PS it's before my signature (or I'll double-sign, like:

    Cheers, Stephan
    [regular signature block]

  • by Sid Smith Wed Apr 25, 2012 via web

    Stephan, great ideas. I like to include the bulk of the signature block in a footer, rather than mucking up the PS. I do it like you do, and depending on the message (and client I'm working with), I'll include a thumbnail photo of the sender to the left of the signature and PS.

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