Email Footer Design Best Practices

Oksana Zhylka
Email Footer Design Best Practices
5 (100%) 11 votes
Email Footer Design Best Practices
June 26, 2017 | 5,430 views

This article is for those who targets not only on email marketing campaign success but also on perfection in every action. Seems that email footer is not a thing that deserves long discussions. I have never heard that someone likes one or another newsletter only because the footer looks awesome but don’t depreciate the importance of details. In this post are collected examples that will help you to improve your email footer design.

Nevertheless, the footer is the last element of your email template so it should leave good impressions and accent everything that was written above. One more point is that the footer shouldn’t break all the email construction. The examples of the best and the worst email footer design samples will be observed in this article.

Here is the short remark for noobies. Email footer is the bottom line of an email which gives the general info about the brand or the company and has few links to social media or an unsubscribe button. I hope that everyone has known it before, so at the very this moment let’s get down to business!

The email footer structure

There is no constant rule what to include in email footer design but all the footers have a similar structure which includes:

  • the general contact info,
  • the address of the company,
  • the link to the website,
  • links to social media,
  • call to action section,
  • unsubscription option.

The main target of the footer is not only to provide general information about the company which makes email marketing campaign but also to improve on the email structure and brighten the user experience.

Some companies also add to the footer structure a line where they clarify why the message had been sent to user believing that it decreases chances of spam complaints. I honestly think that this line useless because the answer is more than clear – the message had been sent because of subscription.

Here is the example of an elegant email design for your inspiration:

email footer design, footer example for inspiration


By the way, here is an example of a bad practice in email footer design:

email footer design, almost invisible text on footer


The point is that the first sentence is impossible to read, so why is it written there? The next thing is that using pictures as a footer background is a way to slow down a loading speed of your email.

Email footer dimensions

I recommend using a standard width of 600 pixels and a height in a range from 90 to 150 pixels. The only thing you should care about is a proportion. Don’t make your footer bigger than a header if there is no need to do that.

The web resolution of your email footer design should be of 720 dpi and besides that, it should be displayed appropriately in a 100% zoom. In most situations, footers and headers have a JPEG or PNG format or an animated GIF format less commonly.

Keep the email footer design simple

The main and the most common rule that you obviously hear from experts or read in a marketing research is an advice to keep email design simple. It’s quite logical because not only design but also an email size matters.

Choose the optimal solution. For example, if you use in email footer too many social media links, it’s the extra code which leads to slow loading speed. No one is gonna wait! Use only that social media icons that lead to direct communication with a customer. Don’t copy the website’s footer or any other information that could be easily found on the main page of your website.

Here is the example where is extremely difficult to choose a social media because of their amount:

email footer design, too many social media icons for footer


Call to action in footer

There is no general rule to use a call to action button in footer, but a lot of companies exactly do this. In my opinion, if you have already used a call to action in email’s body, there is no need to duplicate this element and place it to both footer and text.

Your email shouldn’t have several different call to action because they will probably unphase the user and will not give results consequently. “One message is one intent” – remember this rule.

Here are a couple of cool email examples with CTA in the footer:

email footer design, buttons as a CTA in footer


Unsubscribe option

Although no one wants to lose the subscribers, the unsubscribe option should be available and visible. Why? Because you don’t provide a good service while it’s compulsive. Give an optional benefit to users. Otherwise, a lot of your emails will go to spam which influences your brand reputation as well as the company trustworthiness.

Here is an example of good unsubscribe option design:

email footer design, easy to unsubscribe


As you can see, it’s easy to find the unsubscribe option even if it is used as an anchor but not the button. The design is a minimalistic one, there are only those elements that you expected to see so there are no difficulties to find something that you were searching for.

Here is the bad solution of the footer with an unsubscribe option:

email footer design, bad example of unsubscription option


It’s not clear enough that you may unsubscribe in one click. There is a feeling, that you will have a list of options and scroll up and down in order to find exactly unsubscription feature. This example is too complicated and the anchor with unsubscription could be easily lost among other links.

The address & contact info

In my opinion, it’s unnecessary to put the full address of your company as a contact information because no one will come directly to your office after reading an e-mail. This information is already given on your website so it doesn’t worth too many efforts to find it out. You may even place in the email footer the button for speed linking to the “contact us” page. The are only a few things that 100% should be on email footer:

  • Link to your website with a copyright or even without it;
  • Full name, job position and an email of a person to contact with;
  • Phone number.

And that’s all! Don’t think that the more information you give the more interesting email becomes.

Here is the example where everything is clear:

address info, email footer design


Here is the alternative way to give many lines of text beside the footer (which is already weird) and not to show exactly where the office is:

email footer design, too much text for address info



Remember that email footer is just not the same as a footer on your website though they execute the same function.

Email footer design is not the art which is accessible only for design pros. It’s possible to make the perfect one even without design skills, just use the Stripo email editor and you’ll spend no longer that 1 minute for making the excellent footer.

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