SocialThink the P.S. is just an afterthought? Think again.
In email marketing, the postscript at the end of your message might just be the most read line. Surprised? You shouldn’t be.
What is a P.S.?
“P.S.” stands for postscriptum, Latin for “written after.” Originally used in handwritten letters to add forgotten thoughts, the P.S. still thrives in digital communication because it grabs attention. In fact, studies show that over 90% of readers scan to the P.S. line before anything else.
Why People Read the P.S. First
People scan instead of reading. With inboxes full of distractions, the P.S. line has several advantages:
- It stands out visually
- It summarizes the core message
- It leverages the Zeigarnik Effect, which creates mental tension around incomplete tasks
- It taps into natural habits, like flipping to the back of a book
It’s like dessert before dinner or checking the final scene of a movie first.
How to Use the P.S. Like a Pro
Here are five proven ways to make the most of your P.S. line:
1. Add an Extra Thought
Use your P.S. to slip in something helpful or interesting:
- A bonus tip
- A compelling statistic
- A friendly reminder
You can also use it to make a joke or add personality—especially if your brand voice allows.
Example:
P.S. While you’re thinking it over, just remember this offer delivers an average 20% ROI.
2. Highlight Value or Bonuses
Give your audience a reason to scroll back up. The P.S. is a great place to:
- Mention a discount or freebie
- Drop a helpful link
- Share a quick testimonial
- Tease exclusive content
Make it clear what readers gain by acting now.
3. Insert a Clear Call-to-Action
Use your P.S. as your last—and sometimes most effective—CTA:
- “Start your free trial here.”
- “Download the checklist.”
- “Reserve your seat now.”
Position it as a natural next step, and keep it simple.
4. Create Urgency
Want to drive faster action? Add time pressure or scarcity:
- “Offer expires Sunday at midnight.”
- “Only 5 seats left.”
Urgency is a proven motivator. The P.S. is a subtle but effective place to use it.
5. Make Personal Connections
If your email’s goal is relationship-building instead of selling, use the P.S. to:
- Invite subscribers to follow you on social media
- Promote your next event
- Encourage replies or engagement
This adds a human touch and builds long-term loyalty.
Final Thought
The P.S. line is more than a postscript—it’s a strategic tool. Use it to summarize your message, reinforce your CTA, create urgency, or make personal connections. It stands out, it’s memorable, and it works.
P.S. Don’t treat it like an afterthought. Test different types of P.S. lines, and you may find they outperform the body of your email. Sometimes, the smallest line delivers the biggest results.
