You can go even further and format your email P.S. as a separate information box or make it a button.
2. It summarizes your content
Let’s face it: people are busy. We’re bombarded with new information from everywhere, and we don't have time to read content word-by-word. In fact, only 16% of people read a web page all the way through. And when it comes to emails, the number is even lower.
It's easier to skim an email with a P.S. line that highlights the gist of the message.
People scroll and read P.S. to get an idea if the email is worth spending time on it. If yes, they can go back to the main body for a more precise reading.
What does this mean for you as a marketer?
If your newsletter or sales email offers discounts, freebies, or any other added value to your subscribers, do your best to mention them in your P.S. so that people notice it at once.
3. It leverages the Zeigarnik effect
The Zeigarnik Effect applies to how people mentally process tasks.
The human mind treats complete and incomplete tasks differently. Those incomplete tasks create tension, keeping them prominent in our thinking, while complete ones are dismissed quickly.
How is this related to emails?
Once opened, an email becomes a task for a person to complete. From there, there are two steps follow:
A user starts reading your email from P.S. because they subconsciously hurry up to complete this action.
Your P.S. (depending on how it's written) prompts them to go back and read the whole email to defuse the tension.
4. It's a habit
People may read postscripts by force of habit.
Some start reading newspapers from the last page, expecting the most exciting stuff to be there (quizzes, anecdotes, promos, etc.). Some prefer eating a dessert first. It can also show strategic thinking.
For example, King George VI received a batch of documents to review every morning, and he would read the papers at the bottom of the pile first.
Similarly, people may start from the P.S. line of your emails, simply by habit.