What’s Missing in Your Email Footer? Find Out Now

Boost your email’s effectiveness by addressing these common footer gaps.

August 26, 2024

In partnership with

Prefer to receive fewer emails from us? Let us know here.

Hey there

Hello, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Think Email Footers Are Just a Formality? Think Again.

Recent studies reveal that including clear contact information and an unsubscribe link in your email footers can significantly reduce spam complaints and boost deliverability rates.

In this edition of our newsletter, I'll dive into why your email footer is more than just a formality and how a well-designed footer can dramatically enhance your email marketing strategy. Don’t miss out on these essential insights that could transform your approach!

Your Personal Board of Directors is here.

Being a leader is hard. And every day, there’s a ton of things you’d love advice on, but there’s no one to ask.

Enter Sidebar. A staggering 93% of users say Sidebar has been a game-changer in their professional path. Using their matching engine and a unique vetting process, Sidebar finds your people. Think of it like a personal board of directors. Sidebar’s small groups are led by world-class facilitators, so you’re never wasting time. Get the advice you need and get back to crushing your goals.

Think of it as the closing statement of your email—it reinforces professionalism, builds trust, and subtly reminds your audience of who you are.

A well-crafted footer can also help you manage legal requirements, such as including an unsubscribe link, which is mandatory in many countries. Beyond compliance, a thoughtfully designed footer can enhance your brand’s visibility and make it easier for your audience to connect with you on multiple platforms.

Why are email footers important?

Think email footers are just a small detail? Think again! Here’s why they’re crucial:

  • Reinforce Your Brand: Your footer is a prime spot to remind people about your brand. Include your name, logo, and a tagline, and keep it consistent with your brand’s colours. Don’t forget to add links to your website and social media.

  • Earn Trust: Adding your company’s address and phone number shows transparency and builds trust. It also helps keep your emails looking professional, so they’re less likely to be marked as spam.

  • Make It Easy: Having clear contact information in your footer makes it simple for customers to reach out. This can improve their experience and lead to more interactions with your brand.

  • Stay Compliant: Including required info like an unsubscribe link keeps you compliant with laws such as the CAN-SPAM Act. This helps avoid any legal issues.

  • Boost Your Social Presence: Links to your social media profiles can help increase your followers and engagement. It’s a great way to enhance your brand’s online presence.

  • Increase Website Visits: A website link in your footer can drive more traffic to your site. Make it easy for people to visit your homepage, FAQs, or online store.

Ensure your email footer includes key elements like your address, an unsubscribe link, and a privacy policy for transparency. Adding your brand’s logo and social media icons can enhance engagement, while options for email preferences keep your content tailored to recipients’ needs.

Tips for Crafting a Killer Email Footer

To make your email footer both effective and engaging, keep these tips in mind:

Test, Test, Test: Regularly check your footer to ensure all links work and monitor your unsubscribe rate. Gather feedback from heat maps, focus groups, or simply ask colleagues for their impressions.

Avoid the River of Gray Type: Use high-contrast colours and ample white space to make your footer easy to read. Don’t let important links get lost in a sea of text.

Show Off Your Brand’s Personality: Your footer should reflect your brand’s voice. It shouldn’t sound like it was written by a lawyer or a robot.

Ditch “Click Here”: Opt for clear, action-oriented language like “Unsubscribe” or “Manage Preferences” to guide your subscribers effectively.

Make It Mobile-Friendly: Ensure that CTA buttons are easy to tap and that your footer is navigable on small screens.

What to Test for Better Results

When was the last time you refreshed your email footer? This often-overlooked section can play a crucial role in boosting engagement and meeting your goals. Here are some key elements to test and tweak in your email footers to see what works best for your audience:

1. Social Proof Incorporate customer ratings and reviews to build trust. Test including dynamic links that display your latest ratings, as seen in Zenni emails.

2. Social Media Links Evaluate the effectiveness of your social media links. Experiment with different placements or formats to boost activity and connections.

3. Refer a Friend If you have a referral programme, add a link in your footer. Ensure it’s distinct from your unsubscribe and email preferences links to avoid confusion.

4. Payment Options Highlight various payment methods, including buy-now-pay-later services and digital wallets. Test whether showcasing these options in the footer drives more sales compared to other placements.

5. Customised Footers Tailor your footer for different segments, like inactive subscribers. Consider focusing on value propositions or making unsubscribe links more prominent to re-engage or remove disengaged users.

6. BOPIS (Buy Online, Pick Up In Store) Add an image and link to your BOPIS information to gauge its impact on customer engagement and drive traffic to your site.

7. Sign Up for Texts/Mobile App Test adding a mobile opt-in or app download link to your footer. Adjust the invitation copy to highlight the benefits and see if more people sign up.

8. Secondary Email Signup Include a secondary email opt-in link in case your email is forwarded or received by non-subscribers. This can help grow your subscriber list.

9. App Links Experiment with QR codes or dedicated app images in your footer. Determine whether people prefer scanning QR codes or clicking direct app links.

10. Animated GIFs Add some movement to your footer with animated GIFs to catch the eye. Test whether this increases engagement with key elements.

Here are five email footers that caught my eye and what I like about them:

1. Patagonia: Mission-Focused

Patagonia’s footer stands out by linking to Yvon Chouinard’s letter, “Earth is now our only shareholder.” This letter dives into Patagonia’s commitment to environmental causes, giving the footer a meaningful touch. It’s a great way to align with the brand’s mission and make a connection with subscribers who care about sustainability.

2. Supergoop: Smart CTA Design

Supergoop’s footer makes good use of space with a tidy 2x2 grid of CTAs—website, referral program, product quiz, and help centre. The layout is clean and the brand’s colours pop without being overwhelming. It’s an efficient way to guide users to what they need without clutter.

3. Qatar Airways: Trust-Building

Qatar Airways uses its footer to build trust by showcasing social proof and offering CTAs to download their app. The design features a wavy purple gradient that matches their brand’s premium feel. It’s a reassuring touch for anyone considering flying with them.

4. Semrush: Interactive Feedback

Semrush gets creative with their footer by including a quick feedback survey with emojis. Asking “How did we do?” and letting users click an emoji is a fun and simple way to gather feedback. The footer also has handy CTAs and essential links, making it both interactive and useful.

5. Remote Year: Lead Engagement

Remote Year turns their footer into a lead-generation tool with CTAs to schedule a call or ask questions. They also include glowing Trustpilot reviews to build credibility. The bright orange background makes these elements stand out and helps convert interest into action.

These email footers show how a little creativity and thoughtful design can make a big difference in how you connect with your audience.

To sum it up, your email footer is like a friendly sign-off that leaves a good impression. It helps reinforce your brand, keeps things professional, and ensures your audience has all the info they need. So, make your footer work for you—it’s a small but mighty part of your email that can really boost your communications.