6 components of a reusable email footer
Earlier this week, I posted about the importance of creating a reusable email header, and today I’m going to go through what constitutes a reusable email footer. Even more than headers, footers should remain constant throughout your email templates. You should think of your footer as the endnotes of your email, meaning you should anticipate and provide any information your subscribers may be looking for that you didn’t cover in the rest of your email.
1. Unsubscribe Link
Unsubscribe links are almost always located at the very bottom of an email. If they’re not, they’re located at the very top, but this interferes with the inbox preview of an email (you don’t want the text after your subject line to read “Click here to unsubscribe”). Often, recipients will naturally scroll to the bottom of an email if they’re looking for the unsubscribe link.
While you certainly don’t want your email recipients to unsubscribe, you shouldn’t hide the unsubscribe link –if recipients can’t find it, they’ll be more likely to simply mark your email as spam, which is far worse. Format your unsubscribe link in a smaller, lighter colored font than your paragraph text.
2. Preferences Link
Include a manage preferences link beside your unsubscribe link as an alternative to unsubscribing. This way, it’s easy for recipients to choose to alter their email frequency rather than unsubscribe altogether. This can help you retain some recipients who are not entirely set on unsubscribing.
Your preferences link should direct to a page where recipients can update their profile information, including mailing frequency, content preferences, or other interests. Each of these preferences should correspond with a segment of your mailing list that receives personalized emails.
3. Social Links
If you don’t include social links in your header, include them in your footer. There’s no reason not to use email as an opportunity to grow your social media following, and including these links in your emails allows subscribers to see how your brand interacts directly with its customers.
You can include other links as well as your social links, like links to your site that you left out of your navigation bar. This could be an “About Us” link, a “FAQs” link, or something similar.
Under the CAN-SPAM Act, businesses are required to include an organization address in all commercial emails. So, if you’re emailing subscribers in Canada, you are legally required to include this information in your emails. Beyond this, adding a street address to your emails lends a sense of tangibility to your business.
5. Contact Information
You should include other contact information along with your organization address. Contact information can include an email address or a phone number that your subscribers can reach you at. Whether this contact information directs to sales, support, or another department is up to you, but your subscribers should be able to get in touch with you if they need to — they may have questions regarding a potential purchase, after all, and you want to do everything you can to facilitate the sales process.
6. Personal Signature (Optional)
Adding a signature to the bottom of an email can add a human touch to your marketing emails. Whose signature you choose to include is up to you, but general practice is to include the signature of someone in a position of authority at the company, like the CEO.
Are there any components of an email footer that I didn’t cover? Let me know in the comments!