Seven Email Footer Template Best Practices

How to comply with the rules of sending an email newsletter, while providing your customers with friendly ways to keep in touch, and maintaining the rights to your content.

We developed the Email Newsletter Scorecard with our friend and email marketing expert Jeanne Jennings. In this “email audit checklist”, we have 10 items to pay special attention to, and four best practices that go with each. Today we’re going to focus on the email footer template.

Readers have come to expect that they can find certain information in the email footer template of your mailings.

So, when developing or scoring your own email newsletter, make sure you can check these four best practices off the list:

  • The email newsletter includes a mechanism to allow readers to unsubscribe. It’s also a good practice to have these links in your header to deter users from hitting the misleading “junk” button on their email client.
  • The email newsletter provides a link to a subscription management page where subscribers can update their email address or change their preferences.
  • The email newsletter includes a U.S. Postal Service address for your company – this adds credibility.
  • The email newsletter includes a copyright notice to protect your intellectual property from those who might take it as their own.

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A way to unsubscribe is required by CAN-SPAM regulations (assuming the email’s purpose is promotional, not transactional). Other information is just customer-friendly, like including a link to your subscription management page where readers can change their preferences or update their email address.

In addition to the above must-have items, here are three more things your email footer template should include:

  • The email newsletter includes information on how to whitelist your sending address, so that the user continues to receive their emails from you.
  • The email newsletter includes a link to a complimentary product, incase the email is forwarded to a friend.
  • The email newsletter offers way for users to contact you by phone or email, should they have some feedback on content, delivery or formatting.

To see the rest of our best practices, check out our Email Newsletter Scorecard.


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