Email Footer
The bottom section of an email containing required information like unsubscribe links and physical address.
Definition
The email footer is the section at the bottom of an email that typically contains legally required information (physical mailing address, unsubscribe link), company branding, social media links, and additional navigation. A well-designed footer ensures compliance with email regulations while providing useful links and reinforcing brand identity.
Why It Matters
Email footers are legally required under laws like CAN-SPAM and GDPR. Beyond compliance, footers build trust, reduce spam complaints by making unsubscribing easy, and provide additional engagement opportunities through social links and secondary CTAs.
How It Works
Footers are typically templated elements that appear consistently across all emails. They contain standard elements: unsubscribe link (required), physical address (required in many jurisdictions), preference center link, and optional elements like social icons and legal text.
Best Practices
- 1Always include a clear, easy-to-find unsubscribe link
- 2Include your physical mailing address as required by law
- 3Link to your preference center to reduce full unsubscribes
- 4Keep footer design consistent with your email template
Email Footer Compliance Table
| Footer element | Required or optional | Purpose |
|---|---|---|
| Unsubscribe link | Required for marketing email | Lets subscribers opt out without complaining |
| Physical mailing address | Required in many jurisdictions | Identifies the sender and supports CAN-SPAM compliance |
| Sender identity | Required or strongly recommended | Makes the email source clear |
| Preference center link | Optional but useful | Reduces full unsubscribes by offering choices |
Email Footer Link Table
| Link | Best use | Avoid |
|---|---|---|
| Unsubscribe | Clear opt-out path | Hiding it behind tiny, vague text |
| Manage preferences | Topic and frequency choices | Making it harder than unsubscribing |
| Privacy policy | Data usage transparency | Linking to an outdated policy |
| Contact or support | Trust and assistance | Sending replies to an unmonitored inbox |
Footer Design Table
| Design choice | Good practice | Why |
|---|---|---|
| Text size | Small but readable | Compliance links must be findable |
| Contrast | Muted but accessible | Low contrast can look deceptive |
| Layout | Consistent across templates | Builds recognition and reduces mistakes |
| Social links | Include only active channels | Dead or unused links reduce trust |