Your footer. It’s easily the most neglected portion of your message. It is usually just where all the “boring” parts of your message go – the legal jargon, your contact info, and so on. But if your reader gets down that far, it means that they’ve read your entire message. So, congratulations. Though it might seem unlikely, your email footer can easily be ruined (just like the title, header, and any other section of an email).
What sets professional e-marketers apart from thieves and spammers is the complete transparency of their offer and contact details that allow your reader to identify the company you work for. So, a footer is pretty important.
There’s a question you should be asking yourself…
What goes in the footer?
Let’s start with what each law-abiding marketer should place in the footer of a commercial newsletter sent by e-mail.
Depending on your country’s laws and regulations, you will probably have to place the company’s name and address, tax registration number, etc. Western marketers take this information for granted, that yes, you do indeed need to put your real address and company information where people can actually find it.
A lot of the spammers don’t work that way. Let’s be grateful that we can be so transparent with our audience. It builds a massive amount of trust when you give someone a real name, an honest e-mail address, and accurate contact info.
Your unsubscribe link is legally needed
Probably the least popular item for all of us marketers is the fact that we must include an unsubscribe link in our footer.
It’s really surprising that there are some who will complicate the unsubscribe process for their readers as much as they can. The subscribers may even have to click through several pages, log in to two or three websites, or send a request email before their address is removed from a list.
But let’s face it – by making your customer jump through hoops, you shoot yourself in the foot. Not only will this make the subscriber hopping mad, it may also cause them to mark your message as spam – or send your messages straight to the junk folder. This may seriously harm your reputation as a sender, leading to problems with deliverability.
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