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Chris Hexton joins us on the Optimizely Blog once again, for the third in a five part series on email marketing optimization. Chris is the CEO and co-founder of Vero, a B2B company specializing in email conversions and customer satisfaction.

We’ve already talked about (cough: become experts in) email CTAs and dedicated landing pages (pro-tip: they work) in earlier posts. Today, in true #ThrowbackThursday fashion, I’d like to hone in on an old school marketing tool that can drive email optimization in a big way: the good old-fashioned P.S. (or postscript).

There is no doubt about it – people read the P.S.! It’s like evolution has hotwired our brains to ensure we read the postscript: a throwback to the days of handwritten letters.

So, given that customers are likely to read your P.S., what should you put in there?

The most powerful thing you can do is simply reiterate your CTA. Generally it’s a good place to talk to the customer a little more personally, particularly if you’re sending an email from someone directly on your team (Co-founder, Director of Marketing, etc.).

Here’s an example taken directly from a KISSmetrics email advertising one of their webinars:

Altering the wording a little can make the repetition more palatable. You can also include a personal note (from the author of the email), an extra discount, or a reminder of urgency (P.S. Did I mention that if you are the first of 30 people to contact us for this offer, you will get an additional 20% off?).

Kick it old school and embrace the P.S. in your email marketing campaigns. It’s a guaranteed winner.

P.S. What killer tactics drive you to click through an email? What has worked for you personally? Share your AB testing tool stories in the comments.

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