Email marketing is supposedly dead. I love it when I hear people say this, because it usually comes from one of the people that pound their list everyday with a the “latest greatest offer” for that day.
Email marketing should be dead for those folks because it gets old really quick. Think about it, if this is the latest greatest offer, does that mean that yesterday’s offer now stinks. And what about tomorrow’s offer? Etc. etc.
But, if you are taking really good care of your list community your emails will be welcomed. Here are a few ways to increase the open rate of your emails with strategic use of the PS.
Many people will scan down to the PS in an email, just like they do in a sales letter. So why not make yours powerful for pulling in prospects and profits.
For each tip, be sure to include in the PS the link you want your reader to click. (I know that sounds so obvious, but you should see what I see sometimes…
7 Universal Laws for the Email PS
The Law of the Recap – Since many people scan to the PS of an email for the bottom line, this is a good place to review what you have said in your email. Here’s a template: This is what I have for you, this is what it will do for you, this is what I want you to do next…
The Law of Scarcity – Remind your reader that their is a limit to what is offered in the email. For example: only 200 lines available for the call, just 17 slots left, only selling 20 more packages, etc.
The Law of Urgency – Best used when you want someone to act quickly. For example: Offer ends at midnight tonight, last chance to register, register before all the lines fill up, etc.
The Law of Colombo – Some of you will remember the great character Lieutenant Columbo, the detective in the rumpled overcoat, played by Peter Falk. He had a way of waiting until someone thought the conversation was over before driving home a point with “Just one more thing…” So an example for our purposes would be: “And, of by the way…”
The Law of Humor – You are allowed to have fun with this, ya know? Sometimes just to do something different, and spread a little good will, I’ll stick a short clean joke. Just Google “short clean jokes” to find ones you can use.
The Law of Oops – Related to the Law of Columbo, this is when you start your PS off with “Oh, I almost forgot…” and then add in something that will get them to click on the link you want.
The Law of Blank – This is a bit silly, but it’s fun and spreads goodwill. Since folks will almost always look at the PS, every now and then I’ll type in after the PS – “This PS left intentionally blank.” It’s funny because now it is no longer blank. I got this idea from the phone company that used to print that on a previously blank sheet of paper in the bill. I am not making this up.