While often overlooked, the footer is one of the most crucial elements of your marketing emails. It signifies the end of your message and is often the last thing readers see before ending their interaction with your email. This incredibly versatile section of your emails can dramatically affect your email’s impact on your customers. Because a good email footer is so vital, we wanted to share some best practices that can help you take full advantage of it, while fostering the relationship with your readers.
1. Your company’s contact information.
One of the best places to provide basic contact information to your customers is the footer. In fact, per some region’s spam laws, it is illegal to send emails without sharing your organization’s name and a method through which the recipient can contact your company.
We recommend sharing your company’s name, address, phone number, a reply-to email and any other contact information you believe will help your recipients connect with you. Like a good business card, the order, weight and hierarchy of this information matters. Styling the information in a way that drives customers to your preferred contact method is going to make life easier for both you and your recipients. In addition, to make the process easier for individuals who need to reach out to you by phone, you can make the phone number a callable link. You could also share the days and times you are available to answer the phone.
2. Your branding.
Your email, like every interaction with your customers, is another opportunity to form connections and build trust. A footer is a great way to tie your message back to your brand by sharing your logo, a brief “About the Company” message, a note about your values or even a photo of your team. However, keep in mind that less is more. A succinct reminder about your brand can have a more powerful impact than a lengthy description.
3. Subscription management options.
For the sake of compliance and customer satisfaction, it is always important to provide email recipients the opportunity to manage their subscription preferences and/or opt out of emails from your organization. The footer is a great place to host that vital link.
As you likely know, if you want to offer the ability to opt out of all emails, the global unsubscribe link can remove the recipient from all mailings. To manage their preferences, the customer would benefit from a subscription management page. But you can also offer links to both. The combination of the two can make it clear that the customer has the ability to not only opt out of emails, but also make decisions about the kinds of data they receive and even opt in to new topics.
4. Information about the email communication.
The footer can be a great opportunity to clarify to whom the email was sent, how you got the address and help them continue to receive emails from your organization.
To address that first concept, you could simply let the recipient know the email address to which the message was sent. This is especially helpful if recipients are forwarding the message to other individuals. The recipients receiving forwarded emails can use that information to manage their subscriptions in the future. The image above shows how it can be easily done using FreeMarker code to populate the recipient’s email address when the email is sent.
Regarding how you got their email address, we recommend a permission reminder. These statements indicating how they opted in to your emails allow you to clarify to customers how they began receiving these messages and, again, can assist them if they need to manage their email preferences in the future. Permission reminders can be structured like the following:
Why are you receiving this email?
Because “you signed up for our xyz mailing list”
You will most likely have customers who expressed their permission in different ways. To dynamically display the recipient’s opt-in method, you can include FreeMarker code that pulls a value you store on their contact or lead record in Dynamics 365/CRM. To do this, you would need to have recorded the method by which they opted into your messages within a field on their record. Here and here you will find resources on how to record their source.
Finally, you could include a note for the recipient about adding the email address you used to send the email, to their Safe Senders list. Including this message will allow your customers to increase the chances of successful email deliveries into their inbox in the future.
The footer is often the last thing customers see before the end of their interaction with your emails. If the customer has finished reading your email and has not clicked on the call to action, this is the last chance to make that connection. Here are some of the kinds of links you may want to put in your emails:
- Website – If your recipients do want to learn more, talk to your team or want to buy your product or service, they can go to your website to do so. To make that transition from email to online, you need to offer them a convenient link to your website.
- Links to content above – Internal hyperlinks can redirect customers to a section they may want to revisit or highlight an area they may have missed. Those anchor links can easily be added as shown here and here.
- Social Icons – Providing links to your social media pages or for recipients to share the email on their social media profiles can encourage interactions with this email’s message on other platforms.
Having these links in your footer makes it a useful navigational tool for email recipients.
Emails come in a variety of shapes, lengths and appearances. While the final appearance of your email will depend on your company’s personal design style, there are some common style choices we see in footers across a variety of industries. The first is that companies often reverse the color scheme of their email message. For example, if you have been using a white background and dark blue text, inverting those so that your background is now dark blue and your text is white can help emphasize the transition from your email’s body into the footer of your message.
Second, simplicity is key. Customers need to be able to find the important information in your footer right away. A simple, minimal layout makes the content of the footer more accessible. It is helpful to keep in mind that this is not the message of your email, but a helpful way to reach out and learn more. By limiting the data in your footer to a few, select pieces of information, you make the chances of a positive interaction with your footer far greater than if you were to include all possible components you think a customer may ever need.
We hope that with these six ideas, your organization will be able to begin designing the best footer for your messages.