Hi,

Ever notice how you craft the perfect marketing email, spend hours on the copy, nail the subject line... only to watch your click-through rates barely budge?

You're missing the most-read part of your entire email.

💡 This week's 80/20 rule - Add a postscript (P.S.) to the end of your marketing emails with a clear call-to-action and watch your click-through rates jump by double digits.

🧠 The P.S. leverages a fascinating quirk in how our brains process written communication. When Professor Siegfried Vögele studied direct mail in the 1970s, he discovered that over 90% of readers jump straight to the P.S. before reading anything else.

It's like walking into a room and immediately checking who's in the corner—our eyes naturally seek out the unexpected. The P.S. sits outside the formal structure of your message, making it feel more personal, more urgent, and more trustworthy.

This behavior persists in digital communication. Eye-tracking studies show that readers scan emails in predictable patterns, and the P.S. acts as a visual anchor that captures attention during that initial scan. Plus, the Zeigarnik Effect—our brain's tendency to fixate on unfinished tasks—makes that P.S. feel like essential information we can't ignore.

⛳ BombTech Golf combined email and SMS strategies with focused messaging that included strategic postscripts. The result? Their product launch generated a 47.5% increase in sales compared to email-only campaigns, making it the second-highest revenue day in company history.

📊 Karbon (workflow platform for accounting firms) teaches their users to add P.S. messages to every client email. Their recommended approach: "P.S. We saved our clients $1M in taxes last year. Reply to this email to see how we can help lower your taxes." This transforms routine correspondence into marketing opportunities.

📧 Marketing Professional Richard Hayes ran a controlled experiment with 3,000 emails—half with P.S. lines, half without. The emails with postscripts saw a 12.79% boost in click-through rates, proving the measurable impact of this simple addition.

Make scheduling effortless with P.S. booking links

Add direct calendar links to eliminate friction: "P.S. Ready to discuss your project? Book a free 30-minute consultation here—no obligation." This removes the back-and-forth of scheduling and captures prospects when they're most engaged.

Use social proof to build trust

Include specific results in your P.S.: "P.S. We helped 200+ businesses reduce costs by 35% last year. Reply to see if we can do the same for you." Concrete numbers create credibility that generic claims can't match.

Turn every email into a referral opportunity

Add to client emails: "P.S. Know someone who could benefit from our services? Forward this email—we'll extend your contract by one month as a thank you." This makes referrals effortless while providing clear incentive.

Adapt P.S. content to cart value

High-value carts justify deeper discounts, while low-value carts might just need a gentle reminder. For apparel: "P.S. Not sure about sizing? We offer free returns and exchanges within 60 days—order risk-free."

Test different P.S. formats systematically

Try product recommendations ("P.S. Customers who bought this also loved..."), shipping deadlines ("P.S. Order within 6 hours for Friday delivery"), or social proof ("P.S. Join 2,000+ five-star reviewers"). A/B test to find what resonates with your specific audience.

Use P.P.S. sparingly for bonus impact

When you have two distinct messages, use both P.S. and P.P.S.: "P.S. Sale ends tonight at midnight. P.P.S. Check out what customers are saying—50+ five-star reviews this month alone!"

1️⃣ Audit your last 10 marketing emails right now. How many included a P.S.? If the answer is less than 100%, you're leaving money on the table.

2️⃣ Write your P.S. first, not last. Since 90% of people read it before anything else, craft it with the same care as your subject line. Make it your most compelling call-to-action.

3️⃣ Keep it to 1-2 sentences maximum. The P.S. works because it's scannable. Include one clear action, one compelling reason to take it, and one easy way to do so (usually a link).

4️⃣ Test questions vs. statements. "P.S. Ready to double your revenue?" often outperforms "P.S. We can help double your revenue." Questions create open loops that demand answers.

🔎 For this week's website review, let's look at Bite. Bite is a sustainable oral care company based in the United States that creates plastic-free toothpaste tablets and other eco-friendly dental products. 

💡 The Good:

Immediate Value Clarity: The product page instantly communicates the core value proposition with "Our best-selling toothpaste alternative, made without harsh chemicals, plastics or fluoride" positioned prominently at the top. This headline immediately addresses three major consumer concerns—chemical safety, environmental impact, and fluoride-free options—allowing visitors to understand within seconds whether this product aligns with their values and needs.

Educational Product Usage Guide: Bite includes a simple four-step visual instruction set that removes any uncertainty about how to use an unfamiliar product format. 

Subscription Value Communication: The product clearly indicates "248 Bits (4oz) / 4 Month Supply" and includes subscription options with visible pricing. By framing the purchase as a four-month supply rather than just a quantity of tablets, Bite helps customers understand the true value and makes the price point more palatable. 

🔧 Suggestions:

Enhanced Lifestyle Imagery: While the product photography is clean and professional, the page would benefit from more lifestyle images showing real people in bathroom settings using the product, or "before and after" smile photography. Adding relatable, human-centered photography would make the product feel less like a science experiment and more like an everyday ritual. 

Prominent Bundle and Cross-Sell Strategy: While individual products are showcased well, there's an opportunity for strategic bundling. A "Complete Oral Care Kit" featuring toothpaste bits, mouthwash bits, and floss positioned prominently on the page could significantly increase average order value. Adding a "Frequently Bought Together" section with one-click bundle adding would capitalize on the customer's existing purchase intent.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team