The footer is an element not to overlook when designing your emails.
We tend to focus mainly on the body of the email, but the footer provides essential information about your brand that subscribers will be curious to see. A good footer should be informative, clear, and well designed.
Here are the best practices for designing a flawless email footer.
1. What information should be displayed in the footer?
Most email services suggest filling your footer with the company name and address as well as an unsubscribe link. The latter is essential to ensure the deliverability of your newsletters. Also remember to test the unsubscribe link to make sure it works.
Beyond these elements and depending on your industry, you can include other information useful to your subscribers such as:
- A link to your website
- Social media buttons
- Required legal notices
- Copyright
- Privacy policy
- Details or restrictions on a current offer
- A list of your website's sections
Reminding your subscribers of the purpose of your emails can also be a good idea to show them that your messages meet their expectations. For example: 'You are receiving this email because you chose to receive our latest updates.'
Email footer - Nature & Découvertes
2. A simple footer
Don't risk cluttering your footer with too many icons, links, or pieces of information. Make a logical assessment of what you need to include based on your activity.
If you work in the legal field, you will need to focus on legal notices for example. It is advisable to include the bare minimum of information in your footer.
This Google Ads informational email footer charms with its simplicity
3. Organize the information
Now that you know exactly what to include in your email footer, you can prioritize the information logically. Ask yourself which actions you want your subscribers to take first and what they want to learn about your company.
It's an opportunity toinclude CTAs to encourage readers to take action. Start by including the most essential information and finish with those that are less important.
4. Refine the design
Your footer should be well formatted into sections to provide organized content and improve readability.
Check the quality of your icons to avoid pixelated, low-quality images.
The color palette and the text size should be taken into account to improve readability.
You can also include some emojis to draw the reader's attention and make your footer more attractive and playful.
Footer of a Cultura email
5. Colors and contrasts
You can differentiate the body of the email from the footer using an HTML background color. To show where the newsletter content ends, it's easier to use a background color.
Because footer text is particularly small, you should use strong colors and high contrast to improve readability and direct your audience’s eye where you want to encourage engagement.
6. Leave space
There are no rules about footer size. In fact, it can take up as much space as you want as long as it remains proportional to the size of your email content.
Some brands don’t hesitate to strengthen their image by elaborating their footer. You can make it an asset as long as the footer content is spacious and readable.
You can therefore end your email with plenty of information without it feeling intrusive to your subscribers if you do it the right way!
7. Add a playful touch
Some brands treat the footer as a playground. For example, you can include emojis but also quotations.
Your signature is part of the footer, so you can add a playful and original touch there in the spirit of your brand. It’s a smart way to create closeness with subscribers without overt marketing and thereby retain readers.
Sarenza reinforces its rapport with customers by adopting a friendly tone in its email footer
Conclusion
To design an outstanding email ending, gather the essential information and organize it to deliver clear, readable content. A successful footer can communicate a lot about your brand and facilitate subscriber engagement.
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