Marketing Email Footers: A Guide to Creation and Effective Use

In the big picture of email marketing, the footer may seem like a minor detail. But it actually plays a very important role in the success and legality of your campaign. It is the final touchpoint in your message integrating legal requirements, reinforcing brand identity, and providing essential contact information.

But what makes an email footer effective? And how can you design a footer that is not only legally compliant but also engaging?

This is what we will be looking into today.

Importance of Email Footers in Email Marketing

A footer, as small and seemingly simple as it may be, is an important element of email marketing. Leave it to the body of your email to get the reader interested in valuable content. The footer, on the other hand, will be there to provide essential details to keep both you and your subscribers protected.

Here’s why the footer matters.

Legal compliance and trust

• Legal requirements: Marketing emails must comply with various international, federal, and state laws. Depending on your location, these may be the CAN-SPAM Act in the U.S. or the GDPR in Europe – and other similar regulations worldwide. In most cases, these laws require that you include specific information in your email footer: such as your business’ physical address and an easy-to-find unsubscribe link. Failing to comply can result in fines and legal issues. 
• Building trust: To make your subscribers comfortable, make sure to include transparent information about your company and what your readers can do to stop receiving emails.

Branding and consistency

• Brand reinforcement: A well-designed email footer will reinforce your brand identity. When you consistently use your logo, brand colors, and other visual elements, you make your emails instantly recognizable for your subscribers. This goes on to build and maintain better brand awareness.
• Professional image: Take the time to make your email footer look professional. This will enhance the overall image of your brand. It will demonstrate attention to detail and a commitment to quality in every aspect of your communication.

Engagement and accessibility

• Further engagement: Footers often contain links to social media profiles, websites, or other resources. These links invite readers to engage with your brand beyond the email, and get to know your business on a more personal level. It can be an effective way to increase genuine interaction with your content and deepen the connection with your brand.

• Accessibility and inclusivity: Use your footer to offer subscribers information on how to access your services and content in alternative formats. This is particularly important for readers with disabilities and lets your content reach a wider audience.

Protection and Documentation

• Proof of compliance: In case of disputes or complaints, having a well-documented footer in every email serves as proof of compliance with legal requirements. It can protect your business by demonstrating that you have taken steps to follow the law and respect recipient preferences.
• Clear communication: The footer is also an opportunity to communicate other legal or policy information, such as trademarks, copyright notices, and disclaimers. This can protect your intellectual property and limit liability by setting clear expectations for how your content can be used.

Essential Components of an Email Footer

So, you will need to write an email footer that meets the legal standards, supports your branding, and enhances your professional image. Here are some key elements to include:

1. Contact information

Include your physical address, phone number, and email address. This is a legal requirement for many jurisdictions – but it also gives you a direct line of communication with your subscribers. 

2. Unsubscribe link

It is also legally necessary (under the laws  like CAN-SPAM Act and GDPR)  to include an easy-to-find unsubscribe link. This way, you respect your subscriber’s choice to have control over their inbox and substantially reduce the risks of your email being marked as spam.

3. Social media links

Add links to your social media. This will encourage your readers to engage with your brand beyond the email. This opens up additional channels for interaction, content consumption, and community building, extending the relationship with your audience to a more dynamic, multi-platform environment.

4. Company details

For businesses, including company registration details, such as your company name, registered address, and registration number, is often a legal requirement. This information lends credibility and transparency, reassuring recipients of the legitimacy of your organization.

5. Privacy policy link

Providing a link to your privacy policy in the email footer reassures recipients about the safety and handling of their personal data. It’s a gesture that builds trust, demonstrating your commitment to data protection and transparency about your data processing practices.

Special Components of a Marketing Email Footer

In marketing emails, beyond the essential components mentioned, footers often include additional elements. These extra elements are meant to improve on the marketing strategy, provide a better user experience, and deliver additional value. 

Here are some examples of these additional components:

1. Email preferences link

Unlike the simple unsubscribe link, a link to manage email preferences lets recipients tailor their interactions with your brand. They can choose what type of content they wish to receive and how often. This is a proven way to reduce unsubscribe rates – as subscribers generally value a personalized approach. 

2. Legal disclaimers

Specific to the nature of your email content, legal disclaimers can protect your business by clarifying the intent of your communication and any liability limitations. For instance, investment firms might include disclaimers about the risks of investing.

3. Copyright notices

You can protect your content by clearly stating copyright information. Make sure that the people reading your emails are aware of ownership and unauthorized use of your material.

4. Feedback links

Welcome feedback via a simple link or survey. This can bring you  insights into what your readers like and how they perceive your brand. It will also signal that you value their opinion and are seeking a strong long-lasting relationship.

5. Tailored recommendations

Some advanced email marketing tools allow for the inclusion of dynamic content in the footer, such as personalized product recommendations based on the recipient’s previous interactions with your brand.

6. Recent blog posts or articles

Automatically including links to your latest blog posts or articles can drive traffic to your website and keep your audience informed about the latest news or resources.

Designing Effective Email Footers for Marketing

Consistency with branding

Your email footer is an extension of your brand. As such, it should be in line with your overall branding strategy. This means you will need to use your brand’s logo, color scheme, and typography – these elements should stay consistent across all communications. 

This consistency reinforces brand recognition. It makes your emails instantly recognizable for subscribers. 

It’s not just about aesthetics. It’s about creating a cohesive brand experience.

Readability

Most of the information in your footer is legally required and important for your recipients. Make sure it’s clear and readable. Select the right fonts, colors, and spacing. Keeping in mind that the footer’s background should contrast with the text color. Simple, legible fonts will work the best here and can substantially improve user experience.

Mobile optimization

Most people open and read emails on their phones. So, this is not at all the right time to ignore mobile optimization. 

In a mobile-optimized email footer, all elements are easily viewable and clickable on smaller screens. Consider the size of text, the spacing between links, and the overall layout to prevent pinching and zooming.

Mobile optimization not only improves accessibility but also complies with best practices for email design, enhancing the overall effectiveness of your campaigns.

Use of HTML and plain text

Not all email clients render HTML content in the same way, and some of your recipients may prefer or need to receive emails in plain text. Including a plain text version of your email, including the footer, ensures that all recipients can access the information, regardless of their email client or personal preferences. This consideration is also important for accessibility, as screen readers for visually impaired users rely on text to convey information.

Common Mistakes to Avoid

One of the most common mistakes in email footer design is including too much information. This makes your whole email look cluttered and may overwhelm subscribers. This is when you need to prioritize the most important elements: legal information, unsubscribe links, and concise contact details. Remember, simplicity is key.

As we’ve mentioned right above, most people read their emails on mobile devices. If your footer is not optimized, it will probably go unnoticed. Your emails may get ignored. Or, worse yet, people may start unsubscribing. Make sure your footer is responsive, comes with clickable links that are adequately spaced for touch navigation.

Neglecting the legal requirements for email footers can result in hefty fines and damage your brand’s credibility. Always include a clear unsubscribe link and your physical mailing address to comply with regulations like the CAN-SPAM Act and GDPR.

An email footer that never changes can quickly become outdated. Regularly update your footer to reflect the most current information, offers, or legal requirements. This dynamic approach keeps your content fresh and relevant, adding value for your recipients.

Footer Examples

It’s always up to you how many elements you want to include in your marketing email footer. If you’re looking for some inspiration, consider these two footers:

To Sum Up

Even as time goes by, emails continue to be an important channel for commercial communication. And the role of even a minor email here – such an email footer — can turn out to be much bigger than you may think. Use your email footer as a strategic part of email design. Make sure it not only meets the necessary legal requirements but also improves overall brand perception.