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An email footer is the bottom section of an email that contains essential information such as contact details, unsubscribe links, company address, social media icons, and legal disclaimers. It appears consistently across all emails sent from a domain or organization and serves both functional and compliance purposes in email marketing.
Email footers serve multiple critical functions beyond just aesthetics. They ensure legal compliance with regulations like CAN-SPAM, GDPR, and CASL that require sender identification and opt-out mechanisms. Footers build trust by providing transparency about who is sending the email and how recipients can manage their preferences. They also offer valuable real estate for secondary CTAs, social links, and brand reinforcement without cluttering the main message.
Email footers are typically configured as templates in email marketing platforms or email clients. When you send an email, the footer automatically appends to the message body. Most email service providers include footer builders that let you add required elements like unsubscribe links, physical addresses, and preference centers. The footer renders at the bottom of the email regardless of content length and remains visible when recipients scroll to the end of the message.
Under CAN-SPAM, commercial emails must include your physical postal address and a clear way to opt out of future emails. GDPR requires identification of the sender and legal basis for processing. Always include an unsubscribe link, company name, and physical address at minimum.
Keep email footers as concise as possible while including all required elements. Aim for 4-6 lines of essential information. Overly long footers look unprofessional and may trigger spam filters. Prioritize legally required elements and limit optional additions.
Yes, they can differ. Transactional emails like receipts or password resets have fewer legal requirements and may use simpler footers. Marketing emails require full CAN-SPAM compliance with unsubscribe links and physical addresses. However, maintaining consistent branding across both types is recommended.
Yes, footers impact deliverability in several ways. Missing unsubscribe links or physical addresses can trigger spam filters. Excessive links, images, or text in footers may increase spam scores. A well-structured footer with proper compliance elements actually improves deliverability by signaling legitimate sending practices.
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