If you think your email subject line or direct mail headline are your only shot to engage readers, you’re missing something.

Research has shown that a post-script, or  P.S., gets about the same attention as the headline in direct communications. Use it to restate your offer, or add to it with time-sensitive dates or  a bonus to motivate customer response.  The post-script can be incorporated into any A/B tests as well. When designing successful promotion communications, remember the post-script to get noticed , P.S. – don’t forget to use it.