Article first published May 2018, updated June 2019
When it comes to email marketing, you probably spend most of your time thinking about the message you want to get across. You’re likely to focus your energy on crafting the perfect copy, as well as including compelling images.
However, every email you send has a footer. When was the last time you thought about yours? Footers may not be the first thing you think of when creating emails to send to your subscribers, but they’re an essential piece of the puzzle.
The footer won’t get the attention of your readers before they open the email, but it can make a difference to someone who’s thinking about unsubscribing. It can also unexpectedly delight the people on your list. Read on to discover what your footer should include, as well as five examples of fabulous email footers.
What is the footer of an email?
The footer of your email is located at the very end of your email and is often referred to as the email signature. This is typically the ending of your email where you wish your regards to your reader and then include your name and other pertinent information.
However, in our digital age, there are a wide variety of different ways to maximize the impact your email signature.
What should I include in my email signature?
The signature is more than your sign-off at the end of your email. The purpose of signatures is to include important information about yourself to your reader. This usually includes your name and some form of contact information, such as:
- Phone number
- Email address
Most web clients now allow users to customize their email signatures in several different ways. These typically include:
Plain text signature
These are standard, text-only signatures. They aren’t very fancy and generally include the most basic information, such as the sender’s name and maybe a quote or their business name.
Take this example from Team Beachbody:
Their email signature is simply “—Team Beachbody,” with nothing fancy included.
HTML signatures are different from plain text signatures because they allow for expanded creativity. Users can customize their email footers with varying images, colors, shapes, and links.
Here’s an example from keywee’s Chief Commercial Officer:
Here, the sender includes not only a plain text signature with his name and position, but he also includes a hyperlink with his website and email, followed by a full-color logo/image.
Should you include your email address in your email signature?
The answer is no. It’s simply not necessary.
When your clients or subscribers receive an email from you, all they need to do is click “reply” to begin drafting a message back to you, so including your email address in your email footer is simply redundant.
In fact, if your marketing team is using an ESP like Campaign Monitor, then you can even enter personalization tags in the “From” area to allow the system to automatically replace the default email address to the most appropriate reply-to address, such as the contact email address for a salesperson in a given area.
1. Share a motto like United by Blue.
United by Blue sells outdoor gear that’s reliable and durable. In their email footer, the business includes the motto they live by, staying on brand. They also make it easy for their customers to get help by including their phone number and hours of business. Everything is organized, easy to find, and they have their hashtag to find them on social media.
Takeaway: Include relevant information for customers, such as valuable contact information.
2. Share your business personality like Moosejaw.
Moosejaw, a lively outdoor gear company, has to include information required by law for their sales and clearance prices. However, they keep it on brand by having fun with the wording, even thanking their subscribers for making it down that far in the email. They also have a link to their privacy policies, a link to an email preference center, and an easy-to-find unsubscribe link. Plus, the link to a picture of a giraffe does, in fact, go to a picture of a giraffe.
Takeaway: Follow the compliance laws, but don’t be afraid to make it your own.
3. Add images.
Alaska Airlines has added a lot of personality to the footer of their emails. They have a clear unsubscribe link and address, but they’ve kept with their branding by including colors and their logo. They also have a fun way of asking their subscribers to follow them on social media.
Takeaway: Using your logo is a great way to stay on brand with your email footers.
4. Include an email preference link like Patagonia.
Patagonia has icons with links to a few of the programs they run, plus many social media icons to help their customers connect with them. They also have a great message to get their subscribers to use the preference center with a promise that they’ll then get the right sorts of emails.
Takeaway: Having an email preference center with links to it in your email footer is a great way to give your readers the freedom to make changes as they wish.
5. Share your company values like MiiR.
MiiR, a company that creates water bottles and coffee cups, has a clean and simple footer with a powerful message. They, of course, have all the required information, but they’ve made their unsubscribe message friendly and nice. They’ve made a point to highlight their company mission, reminding subscribers of who they are and what they stand for.
Takeaway: Make your objective and brand stand out by including it in your email footer.
While footers may seem unimportant, they can be optimized to add some oomph to your emails. They allow you to provide subscribers with more information about you and your brand, as well as ways to adjust their preferences and improve their experiences with you.
These email footer examples are only the beginning of crafting a high-performing email. Take that knowledge further with our advice on creating compelling copy and optimized header, footer, and CTAs for email campaigns that are sure to perform.