The last phrase is often remembered best, a statement that easily applies to emails. Not only might an email footer be your last chance to make an impression, but it might also be your hidden connection tool that drives subscribers to your business.
But it’s only if you know how to design compelling footers that serve you beyond ensuring compliance. At the very least, an email footer links to your social networks, reinforcing omnichannel experiences and continuing the customer journey. Not for nothing do 97% of email marketers leave social links in footers.
Source: Mailmodo
However, simply using a footer and using it effectively aren’t the same.
Read on to learn everything you need to know about email footer design, with fantastic footer examples.
What Is the Thing at the Bottom of an Email Called?
Think back to the last time you received a professional email from an online cosmetics store or tire company. Did you notice the neat section at the bottom of the email?
That’s a footer, a virtual business card of the email sender that:
- provides the necessary information for multichannel feedback
- concludes the email by asking for feedback
Most footers have a similar structure:
- Contact info is at the bottom of the email
- Link to the company’s website
- Links to social networks
- Call to action
- The unsubscribe link
Size-wise, the default width is 600 pixels, which is enough to provide readability on most screens without making the footer bulky. The height ranges from 90 to 200 pixels, depending on the information you want to include and the design itself (the relationship between header, main text, and footer)/
Usually, email footers should not be significantly larger than the header. However, enlargement is allowed if it contains important information (for example, a subscription form) or if it is a key element of your branding.
Images should be clear and easily readable, even at 100x. The recommended resolution is 720 dpi. Suitable formats are JPEG, PNG, or GIF.
Why You Need Creative Email Footers
| Provide Contact Information
| A footer is a convenient place to provide recipients with contact information such as email address and phone number. You can also add links to your social media pages to connect with the audience.
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| Increase Credibility
| A footer provides an option to unsubscribe from receiving emails in the future. Of course, unsubscribing is undesirable for you, but you will be considered a more reliable sender. Likewise, using your brand logo, colors, and fonts in your footers will strengthen your brand identity.
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| Engage Readers
| A footer allows you to reach out to your recipients for the last time and get them to take some action. There are many options to do this: “Visit our website” or “Subscribe to our newsletter,” etc.
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| Increase Conversions
| By using a footer to direct recipients to your online resources, you potentially increase the likelihood that they will convert. This may be a newsletter subscription or registration for the purchase of goods/services, etc.
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Last but not least, depending on your industry, the law may require you to include certain legal disclaimers in your emails under CAN-SPAM (USA) or GDPR (European Union) regulations. Email footers are the perfect place for that.
Footer and Signature: the Nuances
Users receive dozens of emails every day, so it’s important to pay attention to the details that make communication clearer and more professional. One such nuance that often causes confusion is the difference between an email signature and a footer:
| Email Signature
| An email signature is a kind of personal autograph that represents you as the sender: name, title, contact details, and maybe a link to your LinkedIn profile. It’s a quick way for the recipient to know who you are and how to contact you.
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| Email Footer
| An email footer is a company-oriented section. It contains legally required links (such as unsubscribe) and may include branding elements such as a logo or company colors. It is a brand stamp that provides recipients with more information about your company.
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Here is the email footer template from the Constant Contact service, where the footer section is clearly visible:
Source: Constant Contact
How To Add a Footer to the Email
Both email signature and footer can be added directly in the settings of the mail client (for example, Gmail or Outlook). In addition, you can use the functions of online generators.
Remember, though, the signature is about you, and the footer is about your company.
What Should an Email Footer Contain?
Each footer element makes a strong contribution to the overall impression. There are two types of them – mandatory and additional.
Mandatory Elements
Legally required elements ensure that your emails comply with applicable laws and provide clear information about your company.
Mandatory elements include:
Unsubscribe link
In the United States and Europe, you are obliged to place an unsubscribe link at the bottom of each email. Therefore, it is not recommended to hide it in fine print or complex links. Clicking on the link should automatically unsubscribe the recipient.
Physical mailing address
Indicating the company’s physical address makes the emails more transparent and believable, giving your customers one more communication channel.
The physical address must be clearly indicated and correspond to the actual location of your company. You can also add a phone number for more convenience.
Copyright information
Protect your content by clearly stating your ownership rights in your email footer. This is achieved by including the copyright symbol (©), the year the content was created, and the name of the copyright holder. This way, you will avoid plagiarism and inform the recipients about your copyright policy.
In practice, it may look like a company email footer by One WTC.
Source: SendPulse
Additional Elements
Additional elements give recipients more opportunities to interact with you and your brand. You do not necessarily have to include them in the footer, but they usually have a positive effect on the conversion rates.
Additional elements in email footers include:
| Website link
| Makes it easier for recipients to access your site
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| Contact info
| Contains clear and accessible contact details
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| Disclaimers
| Limits your legal liability by clearly delineating the terms of use
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| Branding
| Increases brand awareness and makes emails more visually appealing and personalized
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| Whitelist request
| Encourages recipients to whitelist their email addresses to prevent spam
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| Social media icons
| Directs traffic to your social media
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Formula One’s email bottom banner is a good example of stylized and recognizable social media icons:
5 Compelling Email Footer Examples
Although the footer contains some legal information, it is a place for creativity. Don’t know where to start? We have selected 5 beautiful marketing email footer examples for inspiration.
The Skimm: laconic questions to interest the recipient, pastel motifs and logos in brand colors to show individuality, and convenient placement of social media buttons to boost social media engagement
Source: Stripо.email
Litmus: clear hierarchy, subtle branding that doesn’t distract and an emotional ending with the use of emoji, which definitely draws attention to the most important thing – native advertising.
Source: Litmus
Moo: customer-centric messaging that makes the reader feel valued, which is manifested in the use of informal language (avoidance of overly formal greetings – “hello”).
Headspace: minimalist design with ample white space creates a sense of calm for users, and links placed in a logical order simplify navigation.
Source: Influencer Marketing Hub
Charity: Water: inspiring mission statement and impactful video thumbnail to thank you for your help to the charity.
When creating email footers, the most important thing is to experiment, be creative, and focus on the needs of your subscribers.
How To Make a Perfect Email Footer
To make your email footer powerful, you need to approach its creation thoroughly and know your audience well in the first place.
Here are some footer best practices:
| Simplicity
| Do not overload the footer with information. Choose only the most important elements, such as contact information, social media links, and calls to action. |
| Visual Hierarchy
| Use fonts, colors, and spacing to separate different elements of the footer |
| Mobile-Friendliness
| Make sure your footer is optimized for smartphones, tablets, and PCs |
| Branding
| Use your brand colors and fonts, but don’t overdo |
| Clarity
| Short and clear text that is easy to read is the best solution. Avoid complex phrases or jargon, and stick to the chosen tone of voice. |
| Personal Touch
| If appropriate, add something special, such as a quote or fun fact. Get closer to the reader. |
Before sending your email, check the footer on different devices and browsers to ensure the layout looks good.
The Power of the Perfect Footer
A footer is more than a legal formality; it is a chance to make an unforgettable impression on the audience. Add contacts, links, and calls to action, and keep your corporate style, adaptability, and a place for a friendly welcome.
Last but not least, remember that a well-thought-out email footer can significantly increase brand trust and attract readers. Psychologists have proven that people remember best what is written at the beginning and at the end. So why don’t you use the power of the last impression to the fullest?!
