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