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Email Structure

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

Frequently Asked Questions

At minimum: a way to unsubscribe (required globally) and your physical mailing address (required by CAN-SPAM). GDPR requires additional information about data processing. Include the sender's identity and contact information.

Never hide the unsubscribe link. This frustrates recipients who will mark you as spam instead, damaging your reputation. Make unsubscribing easy to protect your deliverability and maintain good list health.