Article first published in May 2018, updated in April 2021
When it comes to email marketing, you probably spend most of your time thinking about the message you want to get across. You will likely focus your energies on making the perfect copy and capturing compelling images.
However, every email you send has a footer. When was the last time you thought of yours? Footers might not be the first thing to think of when creating emails to be sent to your subscribers, but they are an integral part of the puzzle.
At Campaign Monitor, our drag-and-drop email builder offers a number of flexible options for editing your footers so that you can adapt them to your email design and brand.
The footer won’t grab your readers’ attention before they open the email. However, this may be of concern to someone considering opting out. It can also unexpectedly please the people on your list. Read on to find out what your footer should include, plus five examples of fabulous email footers.
What is the footer of an email?
The footer of your email is at the very end of your email and is often referred to as the email signature. This is usually the end of your email where you greet your reader and then include your name and other relevant information.
In our digital age, however, there are a multitude of different ways to maximize the impact of your email signature.
What should I include in my email signature?
The signature is more than your unsubscribe at the end of your email. The purpose of signatures is to provide important information about yourself to your reader. This usually includes your name and some form of contact information, such as:
- Phone number
Most web clients now allow users to customize their email signatures in a number of ways. These typically include:
Plain text signature
These are standard plain text signatures. They are not very fancy and generally contain the most basic information like the name of the sender and possibly an offer or company name.
Take this example from Team Beachbody:
Her email signature is simply “Team Beachbody” with nothing special about it.
HTML signatures are different from plain text signatures because they allow for expanded creativity. Users can customize their email footers with different images, colors, shapes and links.
Here’s an example from Keywee’s Chief Commercial Officer:
Here, the sender not only contains a plain text signature with their name and position, but also a hyperlink with their website and email address, followed by a colored logo / image.
Should you include your email address in your email signature?
The answer is no. It’s just not necessary.
When your customers or subscribers receive an email from you, all they have to do is hit the “Reply” button to get a message back to you. There is simply no need to include your email address in your email footer.
If your marketing team uses an ESP like Campaign Monitor, you can even put personalization tags in the “From” section so that the system can automatically replace the default email address with the most appropriate return address, such as the contact email address -Mail address of a seller in a specific area.
1. Share a motto like United by Blue.
United by Blue sells reliable and durable outdoor equipment. In their email footer, the company includes the motto they live by and stick with the brand. They also make it easy for their customers to get help by providing their phone number and business hours. Everything is organized, easy to find and they have their hashtag to find on social media.
Bring away: Provide relevant information for customers, e.g. B. valuable contact information.
2. Share your business personality like Moosejaw.
Bring away: Obey compliance laws, but don’t be afraid to make it your own.
3. Add pictures.
Alaska Airlines added a lot of personality to the footer of their emails. They have a unique unsubscribe link and address, but they’ve kept their branding by adding colors and their logo. They also have a fun way to ask their subscribers to follow them on social media.
Bring away: Using your logo is a great way to keep up to date with your email footers.
4. Add an email settings link such as Patagonia.
Patagonia has icons with links to some of the programs they run, as well as many social media icons that customers can use to connect with them. They also have great news to get their subscribers to use the Preference Center with the promise that they will then get the right types of emails.
Bring away: An email preference center with links to it in your email footer is a great way to give your readers the freedom to make changes as they see fit.
5. Share your company values like MiiR.
MiiR, a company that makes water bottles and coffee mugs, has a clean and simple footer with a strong message. They have all the information they need, of course, but they made their unsubscribe message friendly and nice. Their goal is to highlight their company mission and remind subscribers who they are and what they stand for.
Bring away: Make your goal and brand stand out by including it in your email footer.
Footers may seem unimportant, but they can be tweaked to add some pizzazz to your emails. They allow you to provide subscribers with more information about you and your brand, as well as ways to customize their preferences and improve their experience with you.
Try Campaign Monitor today to test out our flexible options for editing your footers. You can choose a layout, customize the text color, font and size, add a logo, add hyperlinks, customize the background color, and much more!
These email footer examples are just the beginning of creating a powerful email. Expand that knowledge with our advice on how to create compelling copies and streamlined header, footer, and CTAs for email campaigns that are sure to work.