When you’re crafting an email for your audience, you’ll probably spend a lot of time coming up with a compelling subject line to try and improve the open rate and avoid triggering spam filters.
You might also spend hours making sure that the content of your email is relevant to the target audience, contains appropriate imagery, and has a clear call to action.
But how much time do you spend reviewing your email footer?
The answer for many organizations is ‘not much time at all’.
Email footer design is often overlooked during the email development process, but it shouldn’t be. Email footers can be just as important as other areas of your email, and failing to include certain information in your footer can mean you don’t comply with legislation.
In this article, we’re going to look at why email footers are so important, the content you should include in your email footer, and share some best practice tips for email footer design to help you get more out of your emails.
Why is email footer design an essential part of an email?
An email footer is an essential part of your email as it provides information to ensure your organization complies with legal requirements, enhances the memorability of your email, and encourages your recipients to engage with you further.
There’s an interesting concept called the ‘serial position effect’ which suggests that people typically have a better memory of the things they see first and last, with content in the middle being less memorable.
With the footer of your email being the last thing your audience sees before they close your message, it’s important that it leaves them with a positive lasting impression of your organization and encourages them to explore your brand further through the use of a clear call to action or signposts to further content.
Your email footer is also where you should include certain information that is required by law.
In the UK, the Companies Act 2006 made it necessary for the email footer of any limited company or partnership to include:
- Company name
- Company registration number and country of registration
- The details of your registered office address
In the US, the CAN-SPAM legislation also requires that an email footer includes reference to a physical address where people can reach you.
Legislation across the US and Europe also requires you to make it easy for your recipients to unsubscribe from your emails. So having a clear and simple unsubscribe link in your email footer is also essential.
Be mindful that legal requirements vary from country to country, so it’s important to seek the right legal advice based on the location of your business and your audience.
What should an email footer include?
Your organization is unique, and your email footer is going to reflect that.
There are certain things that you need to include in your footer to be compliant with legislation.
But outside of this, the things you choose to include in your email footer design depend on your objectives and the impression you want to leave on your audience.
Your logo
Your email footer can help reinforce your brand identity to your email subscribers. So it’s often recommended to include your logo, brand fonts, and brand color scheme in your email footer design. This helps your recipients to recognize your brand and make the connection between your website and other marketing materials.
Social media links
Many email footer designs include links to an organization’s social media profiles. This can be a great way to direct your email subscribers to your other online channels, so you can build stronger relationships and promote your products or services across multiple platforms.
Links to relevant resources
You might also consider including links to relevant blog posts, white papers, or case studies in your email footer if your objective is to establish expertise and authority with your recipients.
Call-to-action
If you want your email to be more conversion-focused, you might consider a clear call-to-action in your email footer design that encourages your audience to take a specific action such as signing up for an event, booking a consultation, or making a purchase. If you’re linking through to your website from your CTA, make sure your landing page is well-optimized.
Testimonials or reviews
If you want to build trust and credibility with your audience, another thing you might include in your email footer is a recent testimonial or review. This can help provide social proof to your audience, and demonstrate the real-world benefit of your organization, service, or product.
Awards or accreditations
Including the logos of any awards or accreditations your organization has won can also be a good way to establish trust and credibility with your audience.
Important news or upcoming releases
Another thing you might consider including in your email footer is the headline of some recent news about your organization, that links through to the full article. Alternatively, you might include a teaser for upcoming products or services to raise awareness amongst your subscribers.
A link to your referral program
If you have a referral program for your business, your email footer template can also be a good place to remind your subscribers of the benefits of referring their colleagues, friends, and family.
A link to your email preference center
The key to successful email marketing is relevancy. An email preference center allows your subscribers to tell you the type of email content they are interested in, and their preferred frequency for receiving emails. If you have an email preference center, including a link to it in your email footer is another good idea.
Branding is important in your email footer design
You have a lot of options for what you might choose to include in your email footer template.
But it’s important to remember that less is often more.
Try to keep your email footer clean, clear and concise, and resist the temptation to include too much information. Decide on what is the most important information for your organization to communicate, and focus on delivering that in the most effective way possible.
Many organizations choose to include their logo in their email footer template. This can help create a visual connection between the email and your brand and can increase brand recognition and recall.
It’s also important to make sure your email footer design aligns with the branding and color scheme of your website and other marketing materials. This can help reinforce your branding and helps create a cohesive experience for users across all your different marketing channels.
Reminder - don’t forget the legal requirements!
It’s easy to get caught up with creative ideas for what you might include in your email footer design, and how it can help you build a stronger connection with your audience.
But don’t forget about the important legal information that needs to be in there.
Failing to include the relevant information in your email footer can result in your organization being issued a fine of up to £1000.
As a quick recap, the information that any limited company or limited liability partnership needs to include in their email footer includes:
- Company name
- Company registration number and country of registration
- The details of your registered office address
You also need to include a clear unsubscribe button that allows your recipients to easily opt-out of receiving further emails from you.
Other legal information you might want to include in your email footer is a link to your terms and conditions. This can be useful for outlining the terms of service for your products or services.
You might also consider including a link to your privacy policy, outlining how you collect, use, and store your customer data.
How to create an email footer
Your email footer design is a really important part of your marketing emails.
It’s important that you design and build your footer in a way that looks professional, is visually engaging for your audience, and delivers maximum impact.
If you have access to an in-house designer or have freelance design support, they will be able to help you communicate the messages you want to convey in a visually appealing way.
If it’s something you feel like you want to tackle yourself, there are a number of pre-existing email footer templates on affordable design solutions like Canva.
If you’re looking for some inspiration for your email footer design, the following articles have some good examples:
- Campaign Monitor - 5 Examples Of Fabulous Email Footers
- Influencer Marketing Hub - 11 Best Email Footer Examples to Inspire You in 2023
- Drip - 9 Email Footer Examples To Inspire Your Own
Remember, for email footer best practice it’s important to keep it simple and easy to read. Try to avoid cluttering your email footer with too much information, and stick to a clean and simple design that is consistent with your branding.
Once you have your footer designed, you’ll need someone to create it as part of your HTML email template. The person who usually produces your emails should be able to translate your design into a working email footer that is ready to be included as part of your next email campaign.
Make sure your email footer delivers a strong ending to your email
If you’ve followed this article to the end, you’ll understand why your email footer is an important part of your email marketing strategy that shouldn’t be overlooked.
Having an effective email footer design can help you comply with legal requirements, leave a lasting impression on your audience, and encourage them to engage with your brand further.
Ready to put these tips into practice? Sign up for a one-month free trial of Simplelists.
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