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Email Marketing Footer Best Practices

What is the best way to use your email marketing footer? Take some tips and examples from top brands, as well as running through some of the most common questions asked when it comes to these email marketing footers. For your email marketing footer to be effective, it has to contain all the right information without being too cluttered or difficult to understand. The best way is to have a professional copywriter write the footer for you. A good footer has a few key components and you should always have at least the following pieces of information.

Many marketers overlook the value of the footer, but they shouldn’t. Securing your email marketing footer properly can help you find yourself a more engaged and receptive audience. Since most of us utilize third-party messengers to engage with our followers and customers, this is one piece of advice that couldn’t be more relevant to how you do business. For those of us in Marketing, here are some best practices on how to handle your email footers. Take the time to format it towards your brand, but also think about the reader, and let them know if this is their last stop with you. Make sure they are engaged in the process, and receive the full content they paid for. With just a little bit of forethought and planning, you can implement many different things into your footer that will help complement your email marketing campaigns. The keys are thinking about how to provide value to your leads/customers by using the content within the footer and making it something that you want to visit for information or to see current updates on.

Make sure to start with the basics: you should use a professional looking from address, contain some sort of compelling call to action, and link to your contact page. Beyond that, don’t be afraid to get creative, and ensure that each email you send has something worth reading in the footer. Good luck, and happy marketing. It’s good to know that there are some best practices when it comes to email marketing. However, the industry is an ever-changing group of people and businesses, so we cannot know for sure what will happen in the future. These changes will have to come from the companies marketing their services through these platforms, along with the services themselves.

Your email footer is the first thing your contacts see when they open your emails, and it’s the last thing they see before they unsubscribe. So why do so many people overlook this portion of their email marketing campaigns? The truth is, many marketers treat footers like an afterthought—but that couldn’t be further from the truth. In fact, if you look at it as a way to leverage free marketing real estate for your business, you can capitalize on all the important elements of a well-designed email template: branding opportunities, social media links, CTAs, and more. To help you get started (or spruce up an existing template), here are some best-practices for an awesome footer that will keep subscribers happy and engaged instead of hitting “unsubscribe.”

Use text size and font style to provide hierarchy to your footer.

To provide hierarchy to your footer, you can use text size and font style. Use a larger font size for the most important information and a smaller font size for less important information. For example, if you have an unsubscribe link in your footer, it should be bolded to draw attention to it.

You can also use italicize or underline certain text in order to highlight it. For example, if you have a legal disclaimer in your footer that users need to agree with before they complete their purchase of something through your email marketing platform (such as MailChimp), then underline this text so that people know that agreeing with these terms is required before proceeding with their purchase.

Color also helps add visual interest and hierarchy when formatting your footer text content. You can use color-coding on certain pieces of information so users understand the different types of content within each block on their screen without having to read through everything at once—this makes things much easier for them!

Bullet points are another great way of organizing information into different sections while still making sure there’s enough space between each bullet point so readers don’t feel overwhelmed by all these different things happening at once!

Make sure you have permission to hit your contact’s inbox.

You should always make sure you have permission to hit the inbox of your contact. You can do this by using a double opt-in process and only sending emails to people who have opted in.

To make it easy for customers to opt out, include a clear unsubscribe link at the bottom of every email that you send. Also include your physical address and phone number so recipients know where they can contact you if they want their information removed from your database.

Provide a call to action (CTA) in your footer.

  • Provide a call to action (CTA) in your footer.

A CTA is a button or link that tells the reader what to do next, such as “Register Now,” “Learn More,” or “Shop Now.” They are often placed at the end of an email and should clearly tell readers where they need to go next. CTAs should be simple, straightforward and relevant to both the sender and recipient so that they can easily understand what action they need to take on their part.

Add social icons with links to your footer.

Social media icons are a great way to get your audience involved and also help you keep your brand consistent across every channel.

If you’ve already included social links in the body of the email, it makes sense to include them again at the bottom of your footer. This way, even if they didn’t see where you put them before, they can easily find them now.

Include a link to your privacy policy, terms and conditions, and unsubscribe page.

It’s important to have a link to your privacy policy, terms and conditions, and unsubscribe page in your footer.

That way you can let your subscribers know that they can easily find information about how you use their personal data and what they should do if they no longer want to receive emails from you.

Make it mobile-friendly.

For a footer to be mobile-friendly, it needs to look good on a small screen and be easy to read, navigate and use.

To make sure that your footer is mobile-friendly:

  • Make sure it’s responsive. The best way to make any page or website responsive is by using CSS media queries. However, if you don’t have any coding experience or access to an editor with this functionality then you can just manually resize your browser window until things look good or ask a friend who knows what they’re doing (like me!)
  • Make sure links are clearly labeled. You should label all the links in your footer so readers know where they’ll go when they click them. For example, “Click here for more information about my business” will be clearer than just writing out the URL for each link as “https://www.”

Having an email footer is just as important as having a good subject line and body content.

You might be thinking that it’s too late to add a call to action or privacy policy links to your email. After all, you sent the email and now it’s out there. But as early as 2015, studies have shown that consumers are viewing an average of three emails per day that could potentially include footer information. In fact, according to Litmus:

  • “Footer content is one of the most frequently viewed areas of an email, with nearly half (48%) of emails having some footer content visible on mobile devices and more than two-thirds (69%) of emails having at least some footer content visible on desktop devices.”
  • “Footer lines are also commonly used by marketers to bring attention to important information such as customer service links and contact details.”

The bottom line is that having an email footer is just as important as having a good subject line and body content because it’s where recipients look when they’re deciding whether or not they want to read further into an email message or delete it altogether without reading anything further than what they’ve already seen in their inboxes.


It’s important to remember that email marketing footer best practices can help you build a better relationship with your audience. A strong footer will not only help you comply with CAN-SPAM regulations and improve deliverability, but it will provide your contacts with valuable information they may not have had before receiving your email. Your email footer should be an opportunity to continue the conversation and build a stronger relationship with your audience, so take the time to craft one that makes them feel appreciated.Hopefully, you’ve learned some valuable lessons about email footers and how to optimize them for your email marketing campaigns. If you follow the advice given here, you’ll be writing content that is helpful and relevant to your subscribers, which is sure to get the results you want from future marketing emails.

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