Footer: What It Is and Why Your Emails Need One
Footer is the bottom section of an email.
Footer example
What a footer consists of
To keep your emails out of spam folders and ensure they are useful to recipients, the footer must include several essential elements:
- Unsubscribe link. Provide subscribers with an easy way to opt out of your emails if they no longer wish to receive them. This not only improves their experience with your emails but also reduces spam complaints. Please note: don’t use synonyms for “unsubscribe.” People are accustomed to seeing the word “unsubscribe,” and alternative phrases like “decline further emails” or “stop sending me emails” might confuse them. As a result, users may spend more time looking for the right link or simply mark your email as spam.
An example of a footer from the Blonde Abroad. There is an unsubscribe link, the update profile link and the company address
Information about the terms of the promotion. It is important to comply with email marketing requirements. This means that the email must include: the dates and rules of the promotion, the organizer, the number of prizes, and how, where, and when they can be collected.
Subscription management center. Allow people to decide how often they want to receive updates from you. Instead of unsubscribing completely, they can choose a convenient schedule for receiving emails.
Company’s physical address. If you are selling products through email marketing, the email must include legal information about your company: the name, address, and other details. This is necessary so that subscribers can contact you officially. Including the address is a good way to show that your business is legitimate and trustworthy.
Feedback form. You can ask users what they think about your emails. This not only engages readers but also helps you improve your messages based on their feedback.
Contact information. Include an email address, phone number, or other contact methods. This makes it easier for customers to reach out if they have questions or need assistance.
Logo and branding elements. Add your logo or signature branding elements to remind subscribers who sent the email and strengthen their connection to your brand.
- Social media buttons. Give subscribers the option to visit your social media pages and engage with you on other platforms.
Omnisend email footer with social media buttons
- Mobile app. Remind users about your app and provide links to download it from different stores (Google Play, App Store).
Disclaimer. This is a small block at the end of the email with legal and technical information in fine print. Include the reason why the email was sent. Email services require you to specify why the recipient received the email. This is also helpful for your subscribers—remind them where and why they shared their address. This can help avoid emails being marked as spam and reduce complaints. If you collect emails through different channels, segment your mailing list. That way, each email can specify a reason tailored to a particular audience.
Link to the privacy policy. This document assures clients that their data is secure and explains how the company plans to use and protect it. While links to the privacy policy are often placed at the bottom of a website or near subscription forms, you can also include it in your email. This reassures subscribers about your commitment to their privacy.
Some elements, like social media buttons, are optional but can make your footer more functional and helpful.
Why your email needs a footer
Strengthening brand identity. Include your company name and logo in every email to make your brand more memorable. Use brand colors or short slogans. Don’t forget to add links to your social media and website so recipients can easily connect with you.
Building trust. Providing contact information, such as your office address or phone number, demonstrates transparency and professionalism. This helps strengthen trust in your company. Additionally, a well-designed email is less likely to end up in the spam folder.
Ease of contact. Including essential details — address, phone number, social media links — makes it easier for clients to reach out. This speeds up issue resolution and enhances their experience with your brand.
Legal compliance. Laws require emails to include an unsubscribe link and other mandatory information. Adhering to these regulations protects your business from potential legal issues.
Engaging social media followers. Social media links in your emails help engage clients and increase your reach. This can lead to new orders, purchases, and other interactions.
Driving additional traffic to your website. A link to your website in the email directs users to your homepage, FAQ sections, or online store. This is an additional way to attract attention to your business. In the past, emails often included links to a web version of the message, which was particularly useful for Outlook users since emails there frequently displayed incorrectly. While email formatting has improved and Outlook has declined in popularity, it’s still worth including such links, as they may still prove useful.
How to improve your email footer
Add a logo. A logo represents your business, so it should be prominently displayed in every email. It reinforces your brand and its mission. Ensure your logo is high-quality, clear, and optimized for all devices.
By the way, how can you create an engaging logo and protect it? Check out the article: “Logo: What It Is and How to Create It.”
Simplicity and consistent style. Keep your footer design minimalistic and aligned with your brand’s overall style. Use the same fonts, colors, and imagery as in other communications. A neutral background can help emphasize the text and links.
Mobile-friendliness. Most emails are opened on smartphones, so your footer needs to be mobile-friendly. Avoid using small text or images to convey information. Ensure phone numbers are clickable links so customers can use them directly.
Clear structure and easy navigation. Organize information by priority using different font sizes, colors, and formatting to highlight key elements. Add spacing between text blocks to make navigation easier for readers.
Include a call-to-action (CTA). Make your footer more functional by adding CTAs that align with your campaign goals and encourage audience engagement. For instance, invite recipients to follow your social media, leave feedback, visit a product page, or explore popular blog posts.
Need tips on creating effective CTAs? Read the article: “CTA: What is It, Why do You Need It and How to Create One.”
Test different versions. Use A/B testing to determine what works best.
Track analytics. Utilize analytics tools and trackable links to identify traffic sources and understand user behavior on your website. Monitor metrics such as open rates, clicks, conversions, and bounce rates to refine your strategy based on insights.
Collecting statistics is easy! The Altcraft CDP system processes large amounts of data quickly and provides instant analytical reports. Try it today!
Keep it updated. Stay informed about trends and legal requirements to ensure your emails remain relevant and compliant. For example, update footer information promptly when rebranding or addressing new email marketing regulations.
Highlight the ease of working with you. Showcase your key benefits clearly and concisely: break information into small sections, use stylish icons, or briefly explain who you are and how you can help.
Avoid using generic hyperlinks like “click here.” Clickable text such as “click here” makes it harder for readers to locate the desired link because the key words remain unhighlighted and fail to grab attention.
Ask subscribers to add you to their address book. If readers save your email address in their contact list, your emails are less likely to end up in the spam folder. For email providers, this signals that your content is genuinely valuable to readers. Not sure how to ask? Here are some examples:
“To make sure you don’t miss our emails, add us to your address book.”
“We curate only the most exciting offers for you. To ensure they don’t get lost in spam, save our address.”
“Want to stay updated on the best deals? Simply add us to your address book!”
Highlight uniqueness. Personalization in the email footer is particularly important since it serves as the final touch to leave a positive impression.
Here’s how you can achieve it:
Add a signature that looks handwritten. This simple element adds warmth to the email and makes it feel more human and personal.
Say goodbye sincerely and in a friendly manner to end your email on a positive note.
Example of an email with a signature
Conclusion
A footer is not just a standard block of information at the bottom of an email. It’s an essential element that shapes your brand’s impression. The footer includes elements such as unsubscribe links, contact information, and social media links, making it easier for subscribers to engage with you.
The “bottom” of an email plays a key role in delivering important details and building readers’ trust. Even small touches, like a friendly goodbye or a personalized signature, make the email feel more genuine and complete.
A well-designed footer leaves a positive impression on the recipient and encourages them to take action. Thoughtful attention to such details not only strengthens the connection with your audience but also motivates them to open your emails again in the future.