Your emails are getting deleted. Here’s how to fix it.

emails get deleted

There is a big problem with email marketing these days.

The problem is that people donʼt read your email. Yes, you need a great subject line to get someone to even open the message. But after they open it they make a snap judgment.

They decide whether or not itʼs even worth reading. They make this decision as fast as possible to save them time. Itʼs a defensive tool in a world of information overload.

They scan the first paragraph and maybe the second paragraph. They get bored quickly and turn their attention to the scroll bar. They scroll down to the very bottom of the email to help you get to your point faster.

If your reader doesnʼt see anything particularly interesting at the bottom, your email gets closed and deleted.

The P.S. statement is usually the last thing the reader takes in. This opens a window of opportunity for you. Used properly, the P.S. section can drive people to actually read your content again, prompting action. It saves your email from being deleted without doing you any good.

The problem with most P.S. statements:

The problem with most P.S statements is that they function as an overt call to action.

Hereʼs a typical example:

“P.S. This product rocks, and the discount pricing wonʼt last. Go get it NOW before itʼs too late!”

… and naturally part of the P.S statement would be hyperlinked back to your product or your affiliate link, right?

Guess what? For the average Joe who has scrolled straight to the bottom of your email, that P.S. statement is a hard sell with no warm up. He feels like heʼs being “sold to”, which people hate.

Your email gets deleted because of a bad P.S.

How to use a P.S statement properly

You use it to capture their curiosity and go back to actually read your email. Andy Jenkins calls this an “assumptive loop”.

An assumptive WHAT? A “loop” is a complete message. An open loop is an incomplete message. Open loops create tension. We want to know how the story ends.

You can use a P.S. statement to draw attention to some value-added content in your email in the mind. Since the reader skipped over the content, he will need to go back and re-read your important tip to resolve the tension.

The key is to make sure you are pointing out a solution in your P.S. statement. People hate missing out on solutions to their problems. It compels action.

Here is an example of this in action

“P.S. Remember that tip from the 2nd paragraph? Implement it. Missing this in your business will cost you money.”

Writing the P.S statement in this way assumes that theyʼve read your content. Thatʼs why Jenkins calls it an assumptive loop. Itʼs less pushy. We know they probably didnʼt read the email. But now they feel they need to go back and read it.

Joe Reader will probably now go read the 2nd paragraph. And if it delivers value, he will continue reading and absorb your message. The side benefit is heʼll probably start reading your future emails too.

You must deliver value

This technique is powerful, but only if you deliver real value in your emails. Are you the type of list owner who slaps an affiliate link on every possible product you can promote? Are all of your email pitches with no value? Then donʼt bother with this. It wonʼt help you.

The obvious “problem” is that you need good stuff to send to your list. Offer them great tips, and soft-sell by mentioning products or services that they may want to look at. Let them buy without being sold do.

But HOW do you find this wonderful content to send to your email list?

One great method for finding content is to pay someone else to do it for you. Hire a virtual assistant (VA) and train him to spot great content that is published all around the web. Have him check blogs, forums, email blasts from others in your niche, google alerts, etc.

Have your VA collect his 3 or 4 best ideas for value-added content every week. Pick one topic or all of them and turn them into articles, blog posts or emails. If your VA is not a super strong writer, just train him to send the ideas to an agreed-upon article writer on your team. Then have your VA load up the finished product in your autoresponder account or publish to WordPress for you.

This whole concept is discussed in detail on my blog post about content curation.

As a leader and manager in your business, your effort should be placed on getting new ideas implemented. Always outsource the implementation when you can to free up your time to drive new growth through new ideas.

Really super important tip: If you are doing email marketing you MUST use a known autoresponder company to send your messages. Think about why this is true. Then read this article to find out if you had the right answer.


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Leave A Reply (1 comment so far)

  1. Amanda T
    9 years ago

    Great tip, I never thought about that! I’ve used it in my emails when it comes to getting them to read through my opt-in report better.

    In my first follow up, usually the day after they get the opt-in report, I will say something like “If you didn’t get a chance to read that report, take a minute and look at the information in Chapter 3, I think it’ll be just what you need.” Sometimes something like “Remember that list of tips on page 23 of the report I sent you in the last email? If you haven’t yet, take some time to really think on number 5 and try and use it in your everyday marketing activity.”

    Another thing that I like to do is email a link to a blog entry and always make sure to mention it in the next email.