Footer
Every email term you need to master email marketing and email deliverability, explained clearly and simply.
Email Tools
Definition
The footer is the bottom section of an email template containing essential information about the sender. It typically includes company details, physical address, contact information, social media links, and the unsubscribe link. Email footers serve both legal compliance requirements (like CAN-SPAM and GDPR) and help build trust with recipients.
Common Use Cases
Display company name, logo, and physical address for legal compliance
Provide unsubscribe and preference management links
Include social media profile links to grow your following
Add contact information like phone numbers and support emails
Show copyright notices and privacy policy links
Include certification badges or trust seals
Display app download links for mobile applications
Promote referral programs or secondary CTAs
Why Footer Matters
Email footers are legally required under regulations like CAN-SPAM and GDPR, which mandate sender identification and unsubscribe options. Beyond compliance, footers build credibility by showing recipients who you are and how to contact you. A well-designed footer also reduces spam complaints by making it easy to unsubscribe, protecting your sender reputation.
How Email Footers Work
Email footers are coded as part of your email template and appear at the bottom of every message sent. Modern email platforms include footer builders that automatically insert required elements like unsubscribe links and physical addresses. The footer content is typically consistent across campaigns, while dynamic elements like unsubscribe links are personalized for each recipient.
Best Practices
Always include a visible and functional unsubscribe link
Add your physical mailing address as required by CAN-SPAM
Keep footer design consistent with your brand identity
Make the unsubscribe process simple (one-click if possible)
Include links to your privacy policy and terms of service
Use a readable font size (minimum 10-12px)
Test footer rendering across different email clients
Avoid cluttering the footer with too many links or information
Frequently Asked Questions
Is an email footer legally required?
Yes, for commercial emails. CAN-SPAM requires a physical postal address and unsubscribe mechanism. GDPR requires identification of the sender and a way to withdraw consent. Failure to include these elements can result in fines and legal penalties.
What is the ideal length for an email footer?
Keep footers concise while including all required elements. Typically 100-200 pixels in height is sufficient. Focus on essential information: company name, address, unsubscribe link, and 3-5 social or contact links. Overly long footers can distract from your main message.
Should the footer be the same for all email campaigns?
Core elements like unsubscribe links and company information should remain consistent. However, you can customize secondary elements based on campaign type. Transactional emails may have minimal footers, while newsletters might include more promotional links.
How can I reduce unsubscribes from footer clicks?
Instead of hiding the unsubscribe link (which increases spam complaints), focus on improving email content and frequency. Consider adding a preference center link that lets subscribers adjust email frequency rather than fully unsubscribing.
Related Terms
Related Articles
Ready to Verify Your Emails?
Start using BillionVerify today. Verify emails with 99.9% accuracy.
99.9% SMTP-level accuracy · Real-time API & bulk verification · 5-minute setup