You receive an email from your friend and scan it quickly to get the gist of the message. She signs the email with her usual “Talk later, Joan,” and adds a post script (P.S.).
Suddenly, she’s got your attention. 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 the P.S. for years, likely beginning with the father of direct marketing, Lester Wunderman, way back in the 1960s. More recently, online marketers have relied heavily on the P.S. to make one final push for a click.