How do you read a casual email from a friend? In all likelihood, you scan it to get the general idea, write a quick reply and click back to your inbox.

But what if—below her sign-off—she adds a P.S.? "Suddenly, she's got your attention," writes Sid Smith in an article at MarketingProfs. "You know that she's going to share a juicy tidbit that might even be the primary reason for her email."

Direct marketers have used this technique for decades, and Smith argues for its value in email campaigns. Here are a few ways to make a postscript work for you:

Restate your key benefits. And make it tantalizing. For example: We finally reveal the one thing we did to practically double our opt-in rate, or We explain why using a "siege mentality" will get you more business.

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