12 Email Footer Design Best Practices | Mob Tech

E-mail footers are like bookends—they seem on the finish of your electronic mail content material and preserve it neatly contained. 

Efficient electronic mail footers have a number of transferring elements—unsubscribe hyperlinks, addresses, promotional content material, and social media handles. All these parts have to work harmoniously in your electronic mail footer to have a measurable influence in your subscribers.

On this article, we are going to take a look at the important parts of an electronic mail footer, greatest practices for designing an electronic mail footer, electronic mail footer greatest practices, and a few design inspiration.

What’s an electronic mail footer?

An electronic mail footer is the bottom-most portion of your electronic mail. It comes after the physique content material and your electronic mail signature.

What key parts are required in an electronic mail footer?

E-mail postmasters dictate that unsubscribe hyperlinks, desire facilities, and mailing addresses at all times be included within the electronic mail. With out them, your emails are more likely to finish up within the spam folder or be reported as spam by your recipients. Because it has turn out to be widespread observe to search for these parts within the footer, we recommend inserting them there to keep away from complicated your subscribers.

1. An unsubscribe hyperlink

A transparent unsubscribe hyperlink makes it simple for readers to opt-out of receiving your emails. (Maintain studying to discover ways to craft unsubscribe hyperlinks). 

2. Desire middle

An electronic mail desire middle is important as a result of it permits subscribers to decide on how typically they wish to hear from you. A ‘Handle Preferences’ hyperlink makes it simpler for folks to scale back the frequency of your emails quite than opting out of them altogether. 

3. Your mailing tackle 

Emailing with no bodily tackle within the footer is prohibited for industrial manufacturers in the USA and Europe. Mailing addresses additionally set up the reliability of your enterprise. Apart from being legally compliant, they assist your readers simply get in contact with you. 

4. Firm particulars

The entire firm identify, registration quantity, and VAT quantity are legally required to be added to the footer in most European nations. 

5. Contact particulars 

Contact data, buyer assist emails, and telephone numbers make it simpler in your prospects to get in contact with you.

Be aware: Embody your electronic mail with a ‘mailto’ hyperlink so your prospects can shortly write again. 

6. Your emblem and branding

These are widespread electronic mail footer parts as a result of they strengthen the subscriber’s connection to your model. 

7. Social media buttons

Social media buttons permit you to transfer your subscribers from one platform to a different—enhancing their relationship with your enterprise. These are particularly necessary if social media is a crucial advertising channel for you. 

8. Seasonal provides and parts

Seasonal provides similar to vacation gross sales, end-of-season reductions, or promotional provides make your footer dynamic. They add selection whereas conveying revenue-enhancing data.

You may experiment with different seasonal parts, together with quotes, sign-off notes, and up to date achievements, 

9. Product updates 

Product updates are particularly necessary in case you’re promoting software program or a renewable device or service. Product updates within the footer may also help remind prospects of modifications to your product or comparable information they should know.

Be aware: social media buttons, seasonal provides and parts and product updates are non-obligatory parts. 

12 greatest practices to observe

Listed below are a number of greatest practices you must bear in mind when creating your electronic mail footers:

1. Add an unsubscribe hyperlink

We perceive that you simply don’t need your readers to unsubscribe. However actively stopping them from doing it confuses, frustrates, and distances your viewers. To stop this, add an easily-identifiable unsubscribe hyperlink to your footer. 

This instance first addresses a buyer ache level (‘Don’t wish to obtain this electronic mail?’) adopted by a transparent name to motion (unsubscribe right here).

conde nast email footer example

When including an unsubscribe button or hyperlink:

  1. Make it conversational and add a be aware earlier than/after the unsubscribe hyperlink similar to:

    “Do it is advisable go? You may unsubscribe right here, however you’ll be sorely missed.”

  2. Remind them they will rejoin any time. Instance:

    “We’re unhappy to see you go, however you’ll be able to be a part of again everytime you need by our web site or social media channels.”

Errors to keep away from when including an unsubscribe hyperlink:

  1. When including a click-to-action (CTA), don’t hyperlink ‘right here’, ‘click on’, or different surrounding textual content. This may take your readers longer to find the unsubscribe hyperlink as a result of the related textual content gained’t be highlighted.
  2. Don’t use synonyms for ‘unsubscribe’. E-mail subscribers are accustomed to the time period ‘unsubscribe’. If you happen to change it to ‘take away me out of your checklist’, or ‘exclude me from additional emails’, it’ll in all probability take your readers longer to finish what they wish to do. In flip, they may simply mark your electronic mail as spam.

2. Inform subscribers the place they signed up

Telling subscribers the place they signed up reminds readers of their connection together with your model—whether or not it’s your web site, social media channel, or retailer. When readers have this reminder, they’re much less prone to report your emails as spam; they know they opted in voluntarily. 

Our Litmus Weekly e-newsletter tells subscribers the place they signed up and provides them an choice to replace their preferences.

Litmus Weekly footer

Undecided what to say? Listed below are a number of concepts:

  1. “You signed up through our [social media channel] web page, and we love having you in our group of wonderful folks!
  2. You signed up through our unique electronic mail checklist, so we work doubly arduous to get you the very best provides. 
  3. You signed up through our web site, and we’re glad to have you ever. (Psst! We share our greatest offers right here.)

3. Ask readers so as to add you to their tackle books

Being added to a subscriber’s tackle ebook prevents your emails from ending up within the spam field. When your subscribers do that manually, it signifies to the postmaster that your emails are invaluable to your readers.

This instance offers the choice straight after the mailing tackle. 

Ask readers to add company's address to address book example
Supply: Match Ladies

Undecided what to say? Listed below are a number of concepts:

  1. To be sure you don’t miss our emails, add us to your tackle ebook. 
  2. We love curating particular provides for you. So to ensure these don’t find yourself in your spam folder, add us to your tackle ebook.
  3. To verify extra nice offers land in your inbox, add us to your tackle ebook. 

4. Specify particulars and restrictions on provides

In case your electronic mail comprises promotional provides or reductions, it’s a good suggestion to incorporate particulars within the footer. 

Doing this offers your readers readability on the provide’s period and phrases and circumstances.

For instance, this electronic mail footer instance provides particulars about delivery, order totals, and sale objects. 

Example of enhancing customers' experience with terms and conditions copy
Supply: Draper James

This instance retains it easy with simply two necessary notifications:
“Costs are marked” and “Choose sale objects are ultimate sale.”

Example of final sale copy in the footer of your email
Supply: Hill Home Residence

5. Add a private contact

Personalization is very necessary within the electronic mail footer. That is your final likelihood to make an impactful impression in your readers and depart them on a excessive be aware.

Listed below are a number of concepts:

  1. Add a hand-scribbled electronic mail signature. This stylistic enhancement provides persona to your footer. 

    Email signature example of hand-scribbled signature
    Supply: Mrs. Ebook

  2. Add a sign-off be aware.
    Example of a great place in email footer for sign-off note
    Supply: HarlowUndecided what to say? Listed below are a number of concepts:

    “We love listening to from our customers/prospects, so write again in case you have an fascinating story to share.”

    “We’re at all times watching our inboxes for replies from our superb prospects.”

  3. Inform your readers a bit about your self or your group. This helps them relate to you and reply to you.

    Example of a good place in email footer for personal information
    Supply: Tracey Wallace’s Contentment

  4. Connect a brief be aware to the unsubscribe hyperlink, telling readers they’ll be missed.
    Guarantee subscribers that you simply gained’t take it personally in the event that they unsubscribe.

    Undecided what to say? Use these options:

    “We love having you right here, however we perceive that life will get busy. Unsubscribe in case you should”

    “We’re unhappy to see you go, however we’ll be right here in case you want us. Unsubscribe.”

    “We perceive if you wish to unsubscribe. We beloved having you and hope to see you again sometime (quickly).”

    Be aware: When including private touches to your electronic mail footer, guarantee they’re in step with your model and group pointers. For instance, quirky notes work nicely for small and medium companies, however won’t be a match for bigger companies.

6. Menus

Menus let your electronic mail subscribers discover completely different elements of your model. They’ll store gross sales, view new arrivals, and study your organization—all by an electronic mail footer menu. A menu additionally offers your subscribers extra management as a result of they will navigate to the elements they like.

This electronic mail footer lists ‘Trending’, ‘Sale’, ‘Holidays’, and ‘New’ of their menu. The hyperlinks take subscribers to the web site, the place they will browse and buy extra merchandise. 

Example of driving email clients to a specific call-to-action
Supply: Spearmint Ventures

Be aware: If you need your subscribers to observe a selected CTA—like becoming a member of a waitlist or attending a webinar—chorus from utilizing a menu. Menus encourage shopping however aren’t efficient whenever you need your subscriber to carry out a selected motion.

7. Add social media buttons

When your viewers connects together with your social media channels, it offers them an inside view of your prospects, merchandise, and processes. Social media icons are an effective way to encourage your electronic mail subscribers to attach with you on different platforms. This provides them a number of methods to succeed in out.

When including social hyperlinks to your footer, give your readers context.. “If you happen to’re placing social media buttons in, it is advisable give folks a purpose to go there,” says Carin Slater, E-mail Advertising Specialist at Litmus. 

This instance is a snippet of the model’s Instagram feed within the electronic mail footer earlier than the deal with. 

Robust email footer example including social media buttons
Supply: Surprise Valley

Undecided tips on how to add social media hyperlinks conversationally? Use these concepts:

  1. Our Instagram account is the place we share [what you share on Instagram]. To remain up to date with [what you share], observe us there!
  2. Fb brings collectively all our superb prospects. To tune into [brand] group chatter, be a part of our Fb group. 
  3. Twitter is the place we share memes. Come say hello!

8. Optimize your electronic mail footers for cell

Cell optimization ensures that your electronic mail footer works as nicely on a cell system because it does for these utilizing a desktop.

When footers will not be optimized for mobiles, there’s an opportunity your message will get clipped. Your reader may lose out on related information, or worse, your contact particulars. 

9. Add plain textual content to your footers

Plain textual content is textual content added on to the e-mail copy and never embedded inside photographs.

It makes your footer textual content simply downloadable, even over gradual web connections. Digital assistants also can learn plain textual content—making your emails extra broadly accessible. 

10. Ask subscribers to fee your electronic mail

Asking subscribers to fee your emails with polls encourages engagement. You may select a sliding scale or a thumbs-up/thumbs-down ranking system. We carried out this at Litmus and noticed a big uptick within the variety of folks participating with our emails. 

We additionally began sharing with our subscribers how different folks appreciated our emails with a happiness scale.

Attention grabbing email footer example asking for rating
Supply: Litmus

Undecided tips on how to phrase it? Listed below are some concepts:

  1. We thrive on suggestions and yours means loads. Inform us how we did this month. 
  2. If you happen to appreciated this electronic mail, give us a thumbs up. If you happen to assume we are able to do one thing to enhance, tell us.
  3. Inform us how you are feeling about our emails by ranking us from one to 10.

If you ask subscribers for suggestions, ensure your electronic mail tackle accepts replies and that somebody is monitoring it.

11. Replace your electronic mail footer periodically

By updating your electronic mail footer periodically, you’ll be able to preserve your emails contemporary and your viewers . It’s much more necessary to replace your electronic mail footer when your model has undergone a revamp, otherwise you’ve made some modifications to your branding. Unified branding and messaging throughout all channels builds your organization’s recognition. 

At Litmus, we replace our electronic mail footer yearly. 

12. Add app obtain buttons

Very similar to social media buttons, cell app obtain buttons give your subscribers a solution to work together with you on one other platform. Including app buttons to the e-mail footer is a delicate however related product plug.

This footer instance encourages readers to obtain their app from the App Retailer or the Google Play retailer. All of the clickable buttons are positioned collectively on this footer, making it simple for subscribers to entry them from one place. 

Mobile app download buttons in email footer example
Supply: Rocket Lawyer

Listed below are a number of concepts on tips on how to add persona to your app obtain buttons:

  1. Like us? Give us a ranking on the App retailer or the Google Play retailer. 
  2. Do you benefit from the content material we share? We’d adore it in case you have been to fee us. 
  3. Don’t need this electronic mail to finish? We obtained you! We put out much more such content material on our app’s newsfeed. Click on right here to obtain. 

Examples of GREAT electronic mail footer designs to repeat

Good electronic mail footers are available all styles and sizes. Some are quick and snappy, others are lengthy and considerate. On this part, we share our favourite electronic mail footers and what we like about them—to get your inventive juices flowing. 

1. The Black Ballerinas

We love that this footer ends on a private be aware. The founder, Vae Savage, is happy about sharing her upcoming moments with readers, which makes folks really feel like part of her journey. The hand-drawn electronic mail signature design provides much more persona. 

Example of showing readers you're a real person with a personal note in email footer
Supply: The Black Ballerinas

2. Roots

This electronic mail from Roots introduces what is occurring on their Instagram web page earlier than introducing the social media buttons. They even add three of their newest Instagram photos to offer readers a sneak peek.

In line with Slater, “An interactive and descriptive social media point out within the footer works higher than simply including social media buttons.” 

Example of grabbing the attention of your readers with instagram pictures in email footer
Supply: Roots

3. Litmus

We developed this footer after a number of tweaking and testing. What we like in regards to the ultimate design is its simplicity and the clear hierarchy of textual content.

Simple email footer example with background color
Supply: Litmus

4. Methodical Espresso

Methodical Espresso’s footer tells its readers how necessary their electronic mail group is to them. Additionally they inform their readers what they share through emails—necessary data, particular provides, and updates on merchandise. 

This helps prospects perceive what to anticipate from the model. 

The completely different coloration hierarchy from daring white to gray is an impactful solution to convey which a part of the e-mail is a very powerful. 

Example of thanking customers in the fine print of email footer
Supply: Methodical Espresso

5. Greatist

This electronic mail footer from Greatist provides an necessary disclaimer to their footer. They point out that the recommendation shared of their emails is simply informational and shouldn’t be substituted for medical recommendation. Additionally they add a hyperlink to the whole disclaimer. 

Including a disclaimer to the footer is an effective observe for any model that curates content material on bodily or psychological well-being. 


Example of email footer with legal disclaimers
Supply: Greatist

6. Moo

This electronic mail footer from Moo exhibits readers they’re necessary by saying: “we’ll transfer metaphorical mountains to be sure you love your order”. This makes their electronic mail human, personalised, and thoughtful. 

Example email footer from Moo
Supply: Moo

Listed below are another concepts you should use to make your buyer really feel seen:

  1. Inform them a bit about your enterprise and acknowledge their contribution.
    For instance: “Three years in the past, Stephanie and I got here collectively to create cushion covers from high-quality materials. We will solely proceed to make them since you assist our little enterprise. So from all of us right here at Zeya Cushions, thanks ❤️”
  2. Share a latest milestone. 
    For instance: “After 8 years as inside designers, we have been nominated for the Trendy Interiors award and it couldn’t have occurred with out your love for our model. Thanks for getting us right here.“If you share an achievement, do it in an interactive, customer-centric method—don’t brag”, says Slater.

Take your electronic mail from good to nice together with your electronic mail footer

Armed with electronic mail footer greatest practices and design inspiration, you can also make fairly an influence together with your electronic mail footer.

Experiment with a number of footer sorts and add a personal touch to each electronic mail marketing campaign utilizing Litmus!

12 Email Footer Design Best Practices