What Is the Footer of an Email?

Definition

An email footer is the section found at the bottom of an email, often overlooked by recipients but crucial from both a compliance and brand perspective. It contains key details like unsubscribe links, business contact information, disclaimers, and other legal or branding elements.

While it may not be the flashiest part of your email, the footer is legally required in many regions and serves as a trust-building tool. It balances function with form. It makes sure your emails are compliant, professional, and informative, without overwhelming the reader.

Example

A SaaS company sends monthly product update emails. At the bottom of each message, their footer includes their logo, a support email address, a one-click unsubscribe link, and a brief note: “You’re receiving this email because you signed up for updates. Manage preferences here.” It’s simple and compliant and reinforces their user-first tone.

Common Elements in Email Footers

The most effective email footers are clean and readable and include only the most essential details, such as:

• Unsubscribe link: Required by laws like CAN-SPAM and GDPR. It must be visible and easy to use.
• Company name and physical address: This adds legitimacy and complies with anti-spam regulations.
• Contact options: Links to customer support, a “reply-to” email address, or even a phone number.
• Legal disclaimers: Especially important for financial, healthcare, or legal industries.
• Privacy policy: A link to your company’s data protection or privacy statement.
• Social media links: Icons directing users to your brand’s social pages.
• Email preferences link: Allows users to manage the type and frequency of emails they receive.
• Branding elements: Logos or taglines to reinforce brand identity.

Optional add-ons include referral program reminders, seasonal promos, or loyalty rewards. However, only add them if they’re subtle and don’t clutter the space.

Best Practices for Email Footers

A well-crafted footer does more than meet legal requirements. It also strengthens credibility and user trust. Here’s how to get it right:

• Keep it clean and simple: Don’t overload it with too much information. Stick to the essentials and use clean formatting.
• Use a smaller font: This signals that the content is secondary but still accessible.
• Stick to one column: Avoid multi-column footers, which can confuse readers and complicate responsive design.
• Include clear unsubscribe instructions: Use simple language like “Click here to unsubscribe” rather than burying the link or using vague phrases.

Related terms

• Opt-in Email
• Email Opt-out
• Unsubscribe Rate

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