The P.S. The most underused tool in your email marketing toolkit
Here’s a reassuring truth about B2B email marketing. People are genuinely reluctant to unsubscribe. Even when they don’t engage immediately, they tend to stay — holding onto the possibility that something useful might arrive in the future. The connection, however passive, has value to them.
But staying subscribed and actually reading are two very different things. The inbox is a crowded place and attention is hard won. Which means that even a well-crafted email can be skimmed, half-read, or mentally filed for later, indefinitely.
There’s a simple, elegant remedy that most senders overlook entirely.
The P.S.
It sounds almost too old-fashioned to matter in an era of automated sequences and AI-generated copy. And yet it works, precisely because it feels so human. The P.S. has the quality of a handwritten note added at the last moment. An afterthought that isn’t really an afterthought at all. A chance to catch the reader who scrolled straight to the bottom, or re-engage the one who nearly stopped reading halfway through.
Used well, the P.S. quietly summarises your main point, offers something of value, or simply asks a gentle question about next steps. It’s the feather rather than the wrecking ball. The informal nudge rather than the formal ask.
It signals that there’s a human behind the message, someone who wanted to add one more thought before signing off.
In a world of frictionless, template-driven email, that human signal is rarer and more valuable than you might think.
“The P.S. is the most charming part of a letter. It’s the wink you give as you walk away.” — Shaun Usher
Thank you for reading.
PS: I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Please see the links below:
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
