The most-read sentence in your email is not the subject line. Nor is it the headline, or the CTA.

It's the P.S.

And 90% use it to say goodbye (or don't use it at all)

How to easily write the most important part of your email:

When someone reaches the end of your email, 2 things happen:

1. They've already invested time. They're committed even if they don't know it.

2. The "they're selling me something" shield lowers.

And 99% waste it.

Here are 8 ways to use the P.S. that work:

1. The P.S. that rekindles the pain

Remind them what it costs them every day they don't do something about it.

"P.S.: Every email without a well-crafted subject line is a reader who doesn't open. This week that's 4. This month 16. This year..."

2. The P.S. that reveals something interesting

"P.S.: The ad for the one-legged golfer ran for 12 years without changing a word. Twelve years. Let's see who the hell can achieve that with a TikTok reel."

3. The P.S. that reverses the logic

You conclude the argument. And then you add the twist that makes the reader go back up to reread everything with new eyes.

"P.S.: Everything I've told you has been working since the 1950s. AI hasn't invented anything."

4. The P.S. that filters

After the main CTA, a P.S. for the reader who's still there with a "I don't know, I don't know..." face.

"P.S.: If you still have doubts, that's normal. Send me a message and I'll tell you if this is for you or not."

↳ It rescues readers that the CTA had already given up for dead.

5. The P.S. that closes the loop

If you opened the email with a story, the P.S. closes it. The reader needs to know how it ends.

"P.S.: The girl from Tinder turned out to be my next-door neighbor. Every time I take out the trash, she greets me with a smile. I don't know if it's a good or bad sign."

6. The P.S. that adds urgency

Deadline or scarcity in the P.S. to make the reader feel like they're missing the train.

"P.S.: The price goes up on Friday. I'm not telling you to rush you. I'm telling you so you don't write me on Saturday asking for an exception."

7. The P.S. that drops a proof point

A testimonial in the middle of the text sounds like a sales pitch. In the P.S., it sounds like a casual comment.

"P.S.: Carlos, who bought in November, wrote to me yesterday: 'I've made more in 3 months than in all of 2024.'"

8. The P.S. that removes fear

The reader already has their card half out but is still hesitant. The P.S. removes the last obstacle.

"P.S.: If you don't see results in 30 days, I'll give you your money back. Just write me 'give me my money back' and that's it."

Summary:

1. Rekindle the pain

2. Reveal what didn't fit

3. Reverse the logic

4. Filter out the doubtful

5. Close the loop

6. Add urgency effortlessly

7. Drop a proof point

8. Remove fear

Ogilvy knew it. Halbert knew it. Bencivenga knew it.

Now you do too.

And that's it! Want more?

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