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The footer is the bottom section of an email template containing essential information about the sender. It typically includes company details, physical address, contact information, social media links, and the unsubscribe link. Email footers serve both legal compliance requirements (like CAN-SPAM and GDPR) and help build trust with recipients.
Email footers are legally required under regulations like CAN-SPAM and GDPR, which mandate sender identification and unsubscribe options. Beyond compliance, footers build credibility by showing recipients who you are and how to contact you. A well-designed footer also reduces spam complaints by making it easy to unsubscribe, protecting your sender reputation.
Email footers are coded as part of your email template and appear at the bottom of every message sent. Modern email platforms include footer builders that automatically insert required elements like unsubscribe links and physical addresses. The footer content is typically consistent across campaigns, while dynamic elements like unsubscribe links are personalized for each recipient.
Yes, for commercial emails. CAN-SPAM requires a physical postal address and unsubscribe mechanism. GDPR requires identification of the sender and a way to withdraw consent. Failure to include these elements can result in fines and legal penalties.
Keep footers concise while including all required elements. Typically 100-200 pixels in height is sufficient. Focus on essential information: company name, address, unsubscribe link, and 3-5 social or contact links. Overly long footers can distract from your main message.
Core elements like unsubscribe links and company information should remain consistent. However, you can customize secondary elements based on campaign type. Transactional emails may have minimal footers, while newsletters might include more promotional links.
Instead of hiding the unsubscribe link (which increases spam complaints), focus on improving email content and frequency. Consider adding a preference center link that lets subscribers adjust email frequency rather than fully unsubscribing.
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