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The bottom of your emails isn’t just an afterthought or bunch of legal requirements. It’s another place to create trust, build brand awareness, and leave your reader wanting to connect more.
Your footer doesn’t need to be very long but it should include:
1. An unsubscribe button or link
Sure, this is legally required, but more importantly it helps you send emails only to the people who want to hear from you. An engaged email list means better metrics, more conversions, and less of a chance you get marked as spam.
2. A link to your website or online store
Reduce Friction. Make it easy for people to learn more or make a purchase.
3. Links to your social media
Invite the reader to connect with you outside of your emails.
4. A brief statement about your mission or values
Remind your audience of why you do what you do, and why they want to support you.
Present these elements in a section that is on-brand, simple, scannable, and clearly organized.
Here are some examples of footers that are adding value to the end of the email:
The Painterland Sisters' call to action is to find a store selling their yogurt near you, providing a clear next step after finishing the email.
Fishwife's footer is simple, but still includes all the necessary information. The arched “Hot Girls Eat Tinned Fish” slogan is a reminder of their brand voice and aesthetic.
Rahua leans into their mission and values in their footer. They remind you of the benefits of purchasing, then provide convenient links to shop straight from the email.