Email Footers And Their Importance In Your Marketing Emails


Email marketers devote a significant amount of time and attention to laying out their email content, creative assets, and email template layouts. It's crucial to remember email footers while creating email messages and layouts. While footers aren't the most prominent part of an email, they do serve a purpose in a design. While the importance of email footers varies by industry, it is critical to analyse and optimise them on a frequent basis.

What Is A Footer

To begin, what is an email footer? An email footer, simply put, is the final element of the email template. It is a section of the email that normally contains all of the terms and conditions (T&Cs) as well as an unsubscribe link. As you may be aware, many promotions include disclaimers, terms and conditions, and preference center links. The ideal location to put these is usually in the footers.

Your email receivers may look for corporate information or even contact information in the footers. Despite the fact that footers aren't the most visible place for marketing magic to happen, they have a lot of weight in the email template.

Legal Language

There's a reason why footers exist. There are numerous regulations and norms governing advertising materials, privacy, and data legislation, some of which are more stringent than others. Furthermore, many trustworthy Email Service Providers may demand legal text in the footers, such as your company's actual address. As a result, make sure you're familiar with your local legislation as well as your ESP requirements.

A link to the company's privacy policy and your website URL are also effective marketing practises. If these details are not provided in the footer fine print, a link to your contact information page may be useful to your readers. Remember that emails with no information about the sender's company may appear suspicious and scammy to recipients.

Email footers are ideal for storing information like terms and conditions. Instead of putting out all the rules and limits that may or may not apply to your promotions, you can use the top email space for message that reflects your brand's voice and converts your subscribers.

Your Unsubscribe Link

Do not conceal your opt-out mechanism, ever. To begin with, that is illegal in many nations around the world. Unless it's a transactional message, most Email Service Providers won't let you send a campaign without an unsubscribe mechanism.

Second, it's critical to realise that receiving an unsubscribe is preferable than receiving an abuse complaint, which involves your email recipients marking your email as spam. If they can't discover a means to unsubscribe, that is exactly what will happen.

It's a good idea to include a permission reminder, such as a sentence in the footer fine-print stating why the recipient is receiving this email, for transparency. An explanation like this can influence whether or not someone opts out or marks an email as spam.

Use Gloabal Footer Content Blocks

You could save time by creating global content blocks, depending on the functionality of your Email Service Provider. Some of these content blocks could be set aside for footer text. Depending on the sophistication of your marketing initiatives, identical small print may appear in your email footers on a frequent basis. They can, however, differ depending on the type of email. For transactional emails, for example, you might use short and basic footer wording. Promotional emails, on the other hand, may include more small print.

Here's an example of how using footer content blocks can help you compose emails faster. Let's pretend you've generated a number of templates. They're up and running, and they're used in a variety of automated email journeys and trigger sends. After that, you decide to make a change to the footer. Manually updating footers in each template could be a time-consuming and tiresome operation. Not to mention obnoxious. When there are so many other things marketers may test and work on, who wants to spend time improving footers in many templates?

You could create many footer content blocks if you have content block capabilities, such as a transactional or promotional footer content block. You could then segment it by email type, such as having a specialised newsletter footer content block, a welcome email, or a webinar-specific email footer block. Using footer content blocks instead of manually coding them in your email designs will save you a lot of time. If you ever want to change the footer, all you have to do is edit the necessary content block rather than going through each and every active email template.

Use Dynamic Merge Fields

Using merge tags and dynamic data to manage email footers is another useful idea. Merge tags can save you a lot of time and limit the chance of human error. There may be some tiny text in your footer that is always included in the email. These fields could be dynamically extracted from the system.

Any marketer can gain from merging areas. Tags that automatically display the year of email deployment, for example, could be used. Some marketers may even add the date on when the message was sent. The values of such data can be dynamically inserted into the footer. You could also change your company's address or contact information. Merge tags can be used to dynamically display that information in the footer. As a result, look into the possibilities your ESP offers and, if possible, use these dynamic capabilities to speed up the creation of email templates.


As you can see, email footers play an important role in every email. They assist marketers by offering a place for businesses to post numerous T&Cs and other legal statements in order to comply with a variety of laws and regulations.

Keep in mind that they also assist the email subscriber. Not only for opting out, but also for locating vital information such as specifics of a promoted campaign or contact information for a company.

As a result, strive to check your footers on a regular basis and identify methods to improve them to benefit both your business and your readers!

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