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Every single part of your email campaign is important and serves a specific purpose. Your email footer is no different. The footer of each email you send should be fairly static. In other words, it needs to contain the same content in nearly every campaign.

Along with compliance implications, the footer of your email holds a very important part in every campaign’s success.

What is the footer of an email?

Existing anti-spam laws, the increase in data privacy legislation like the EU’s GDPR, and growing attention to consumer data protection mean that the importance of your email footer has surged. Your email footer is valuable real estate which can be used to provide specific information about your brand and vital resources for your subscriber.

According to Statista, 281.1 billion spam emails are sent and enter our inboxes every day. Including the right type of information in your email footer will also help tell email clients that your campaigns aren’t spam. This post will expand on the importance of email footers.

14.5 billion spam emails are sent across the world every day.

What’s absolutely necessary for your email footer?

Your email footer is the best place to provide a few important pieces of information. First of all, there are many anti-spam laws which require you to provide a way for subscribers to opt-out of your list. An unsubscribe link in the footer of your emails is an easy way to give your subscribers the ability to withdraw their consent should they decide to.

Other information, like your physical mailing address or a link to your privacy notice, can also be added to enhance trust with your subscribers or comply with other regulatory requirements, like those contained in the General Data Protection Regulation (GDPR).

What should you include in your email footer?

While you don’t want to bog your footer down with unnecessary information, you do have the option of including plenty of other information here. Consider the following and choose specific aspects based on your brand, products, and services.

  • Social media favicons with links to your accounts
  • Special disclaimers about any unique offers or programs
  • Permission reminders that inform your subscriber why they’re receiving email from you
  • Your company name and copyright information
  • A link to a landing page where subscribers can update their email preferences such as frequency and topics
  • The subscriber’s real name and email address

Notice how this email from Hotels.com contains various disclaimers about the offers, social media favicons, and other important information.

Source: Hotels.com

How to set up your email footer

Log in to your email service provider and create a new campaign.

In your email provider’s drag-and-drop builder, you’ll be able to create your own custom email footer.

Does it really matter?

Your email footer absolutely matters. The footer of each email has become the space that many subscribers look to first when they want to unsubscribe or need information about you or the emails you send. It is often your best opportunity to highlight these elements without getting in the way of your email content.

What now?

Now that you understand the importance of an email footer, you can start browsing templates and creating beautiful email campaigns. Remember that the information in your footer doesn’t have to be bold and bright, but it should at least be legible. Don’t choose a black link color and dark background for your unsubscribe link or any information you’d rather your subscribers didn’t see.

Do you want to create email campaigns that make it into inboxes? Read this post about email sender reputation and why it matters.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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