In email communications, every word, sentence, and even postscript (PS) has a purpose. Whether you're reaching out to a client, colleague, or business prospect, how you craft your message influences how your recipients perceive you and your organization. While many focus on perfecting the main body of their email, one often-overlooked area of professional communication is the PS — the postscript.
In the days of letter correspondence, a postscript was simply an afterthought, added after a message was completed. In emails, however, the PS has evolved as a powerful tool for PR-driven content. It allows the sender to seamlessly incorporate key links, success stories, articles, or promotional material without disrupting the core message while adding an extra layer of engagement that can guide recipients to additional resources or highlight a brand’s strengths.
When used effectively, the PS can be a valuable extension of your communications. Here's how to leverage it in your emails:
Add Value Without Overloading the Main Message
Your email’s body should be focused and to the point, especially when communicating with busy professionals. Overloading your message with too much information could overwhelm or confuse the reader. By adding a PS with relevant links, you offer your recipient the chance to explore more details at their convenience without disrupting the flow of your email.
For instance, if you're introducing a new service or product, the PS could contain a link to a related case study or customer success story. This gives the recipient the option to dive deeper into the topic if they’re interested, without cluttering your main message.
Highlight Important Content or Promotions
Sometimes, you have information that is too important to bury in the middle of the email but not quite relevant enough to be in the main body. This is where the PS comes in.
For example, if you are emailing a potential client and want to highlight how your services have positively impacted other businesses. Include a link to a customer testimonial or a case study in your PS to reinforce your credibility and showcase the successful results.
Create a Personal Touch
The PS is a conversational, almost personal touch that can break up the formality of a professional email. As an additional note, it makes it feel more friendly and approachable. Use a PS to share a new blog post or an insightful article about the company or its leadership helps reinforce the human side of business communication. Plus, it offers the recipient extra insight into your work while making them feel more connected to you and your company.
Reinforce Key Messages and Calls to Action
A PS at the end of your email can serve as a final nudge or reminder about something important. If your email includes a call to action, such as scheduling a meeting or signing up for a service, a link in the PS can reinforce that action, and be the gentle push the recipient needs to take action.
For instance, after outlining all the reasons why your product is the right choice, use the PS to offer a simple next step like: "PS: Don’t forget to schedule your free consultation here – we’d love to discuss how we can help your business grow."
Boost Brand Awareness
Sharing links to media coverage, blog posts, or customer success stories in the PS can help keep your brand top-of-mind for recipients, especially when they are not yet ready to engage with you directly. This type of link adds credibility to your brand and helps build trust with your email recipients.
For example, you could include a PS like: "PS: See how we've helped businesses like yours in this latest case study!"
Best Practices for Using PS in Professional Emails:
Keep it concise: The PS should be short and to the point. A few sentences or a single link is enough.
Make it relevant: Ensure that what you’re linking to aligns with the interests and needs of the recipient.
Don’t overdo it: Too many links can feel cluttered. Stick to one or two important links.
Be friendly: Use a conversational tone to keep the PS feeling natural and not overly formal.
Incorporating a PS in your professional emails with carefully selected links to articles, testimonials, success stories, or your latest brochure can significantly enhance your email communication strategy. It provides recipients additional value, promotes engagement, and can even serve as a subtle reminder of the next step.
So, the next time you send an email, leverage the power of the PS. With the right approach, this little afterthought can have a big impact on your sales efforts.
To learn more or for more information, contact us at info@acepublicrelations.com or book a meeting at acepublicrelations.com/book.
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