Iuliia Nesterenko

Technical Writer

How to Create an Email Footer: Design Best Practices and Examples

Design of email marketing campaigns comes in many shapes and faces: plain text, off-grid layout, clear structure, minimalism, photo collages, focus on video, animation, etc. But whatever the design of your emails, they most likely have a footer.

What Is a Footer?

A footer is the last block of the marketing email. Although there is no fixed list of required foot elements, a basic footer typically includes:

  • Contact information (physical address, phone number, website);
  • Icons of social media and messengers;
  • Unsubscribe link;
  • Legal links (Privacy Policy, Terms of Use);
  • Support contacts.

Some other typical elements:

  • Company logo;
  • Copyright mark;
  • Details of an offer;
  • Preference adjustment;
  • View in browser;
  • Find us on map;
  • Forward to a friend;
  • Rate this email;
  • Explanation why you receive this email, etc.

There are numerous ways to organize this information within a template, and it’s up to you to stick to whatever you like. The main requirement will be the same for any design: a footer should be clear, consistent and easy to read and navigate. And definitely all links you provide should lead to the corresponding pages.

Email footer examples

What Is an Email Signature?

Email footers of cold emails, plain-text emails, business emails, or emails written on behalf of a person rather than a company are called email signatures. They’re typically smaller in size and volume and include information on the sender:

  • Name;
  • Photo;
  • Position and company;
  • Company logo;
  • Contacts.

In business emails, especially B2B emails, email signatures provide the important info on the sender and give you the idea of who’s trying to reach you. When it comes to automated emails, personalized email signatures make them look less automated and more human-like.

Sometimes a signature can be part of the body and is followed by a standard footer.

Email signature examples

Below, I’ll be mostly talking about footers, so if you need information on email signatures, see our special guide on how to use email signatures in email marketing. You’ll learn types of email signatures, what to include in them and how to build one using different services like Newoldstamp and Wisestamp. And of course, you can always use ready HTML templates in our drag-and-drop editor and create email signatures in several clicks.

All tools you need to create and send automated mass and transactional emails

Footer Design Best Practices

Include Basic Info

As you’ve hopefully read in the first section, a footer is better to include such info as contacts, social media icons, unsubscribe link, and a legal link. If you send to the GDPR-regulated countries (EU mostly), you need to explain why you’re sending the email.

Email signature with basic info

Stick to a Clear Structure and Hierarchy

Each new logical section should be placed in a separate container or separated from the previous text with enough white space. Don’t make too big paragraphs and sentences and keep your graphic elements simple unless a sophisticated design is part of the overall concept of the particular campaign.

When you need to squeeze extensive info into a limited space, consider using dividers. They help fit big content into a small area without making it look messy.

Use a vertical bar or other glyph dividers to separate pieces of text on the same line. It improves readability and helps save the heights. The technique mostly applies to email signatures, but some footers can benefit from it as well.

Email signature with a clear structure

Make Links Easy to Spot

Any clickable link, especially an unsubscribe link, should be highlighted in color or underlined. The user should be able to quickly find it. First, it improves email usability and accessibility.

Second, if it’s light grey and is incorporated in a long wall of text or disclaimer, those willing to unsubscribe from you will rather click Spam than waste time making it through text volumes.

As an alternative, you can organize links against a contrast background so that they easily catch the eye.

Email signature with visible links

Add Extra Useful Links

Include any links that you believe can improve your users’ reading experience. Typically, these are:

  • Preference update;
  • View in browser link;
  • Referral link;
  • Store locator;
  • My account;
  • Legal requirements;
  • FAQ.

Personally I believe it’s better to include a View in browser link in the header. Its aim is to open the email in a new browser window in case it can’t upload properly or is clipped by an email client. So if the user sees a distorted layout, they may not want to scroll down looking for a solution to fix it. A View in browser placed above the fold would be more preferable. However, you can always duplicate this type of link and add it to both header and footer.

Email signature with useful links

Specify Details or Restrictions on the Offer

If you’re sending an offer that’s valid under certain conditions or has an expiration time, you need to add the explanatory details. Some marketers place them under each corresponding section, but typically all conditions are placed in the footer.

Try not to make too complicated rules. If a discount has too many conditions to be used, it’s no longer a discount but a headache. People often skip it and then abandon their carts after finding out that their promo code is applied to a certain product category or can’t be used for online orders.

Email signature with a disclaimer

Add a Menu

An email menu can be of two types: the menu of the website and the menu of the email itself (built with anchor links). The last option is less often and is used in long emails to let users avoid long scrolling and jump straight to the necessary section.

Most designers prefer to include menus in the header. Others like to add them to the footer. Some do both but with different categories.

I think putting a menu to the footer isn’t a bad idea. After the user scrolls down the copy and decides your offer is interesting and they want to visit your site, a bottom menu allows do it without scrolling all the way up to the header.

What’s more, a footer menu has more options for customization as you can experiment with the grid, colors and icons.

Email signature with a menu

Add Your Logo

A corporate logo is added to the footer for the same reason it’s added to any other section that is to build brand recognition. When after reading a hopefully useful and interesting copy the user sees your logo they establish (often subconsciously) a connection between good content and your company.

Personally I would recommend adding it when you have a simple text-based footer without extra graphic elements, symbols or emoji. Your logo should be the main visual focus.

Email signature with a logo

Last post

Include Your Achievements

A mention of your awards and other achievements serves as social proof that your company is trusted and preferred by other users. Some brands, especially B2B, like to include partners and collaborators to show they have wide networking and a reputation of the professional service.

Email signature with achievements

Add Download Buttons for Apps

If you have a mobile app, add corresponding CTAs offering to download it. While your old customers already know you, new subscribers can be unaware of all platforms you operate on. Adding links to the app in the footer can encourage downloads.

Email signature with download buttons

Ask to Rate the Email

Email marketers struggle a lot to deliver their subscribers useful and interesting content. In most cases, a high open rate and click rate are good indicators that you’re on the right path.

However, if you feel they’re not enough to assess the subscriber engagement and determine whether you’re sending worthy stuff, ask people directly. Add a scoring system to the footer and ask users to rate your emails.

Make sure your feedback system is easy and involves simple answers like yes or no. If you offer to select an option, it’s better to stick to two or three variants.

Email signature with feedback request

Credit Copy Contributors

For most news digests, it’s considered good style to mention copy authors in the footer. If you send newsletters that include copy pieces written by different people, don’t forget to include their names as well.

Email signature listing email authors

Use a Contrast Background

You can apply different types of background (color or image) to a footer stripe or structure or separate containers within it. This helps organize content better and visually divide parts of one logical block. You can use one color for the entire footer or different colors for each structure.

The thing to remember is that if you use an image background, back it up with an alternative equivalent color in case email images fail to upload for any reason. This way, your footer won’t end up with white words against a white background, and the email will more or less follow the designed concept.

Email signature with a contrast background

Add a Personal Touch

Add anything you feel is separating you aside from other brands. It can be a fun image, a quote of the founders, a wish to have a good time, a custom graphic element related to your product. Such little things make your emails look more human-like and make it feel like communicating with a friend rather than receiving automated messages.

Email signature with a personal touch

How to Create an Email Footer in eSputnik

You can make use of any of the above practices to create an email signature our email editor. The eSputnik drag-and-drop editor offers multiple options for footer creation and editing.

  • Use ready templates. You just pick the template that fits your current needs, edit it and fill in all blocks, including a footer, with the necessary content.

Email templates in the eSputnik system

  • Use your existing template. You can copy the HTML code of your whole corporate email or footer only to our code editor and use it for further campaigns.
  • Save a footer stripe, structure or container as a module and use in all emails without creating it from the start. What’s more, you can set such a saved module as a synchronized module.

A synchronized module is a module in which information is automatically updated in all emails that contain this module and you don’t need to edit manually each campaign. For example, you change the email address in Contacts or add a new social media icon in one footer. If it’s synchronized, email addresses and social media buttons will be changed in all other synchronized footers automatically. See how to create a synchronized module.

Easily create emails in a drag-and-drop editor

  • Add custom icons of social media, chats and messengers. You can stick to the standard four of Facebook, Instagram, Twitter, and YouTube or add any other channel you’re using. Select one of the system designs or upload a custom one to create an original look. See how to add social media buttons to an email.
  • Add custom fonts. You can add a custom font from Google Fonts or other sources to create an original style for your footer.
  • Create a multilingual template. If you send messages in several languages, create unlimited versions within one template. You can switch between them in a click and see each new version in the same window. See how to create multilingual emails.

  • Add a background image or color to a stripe, structure or container. A contrast background can help emphasize the most important information.
  • Optimize for mobile. Mobile optimization means that your emails have a responsive layout that is displayed as intended on both mobile and desktop. If you use a multi-column grid for the footer menu or icons, its elements will be placed above each other on mobile. In eSputnik, responsiveness is enabled by default. You can disable it if needed.

Non-responsive vs. responsive email


A footer is an important part of your emails. While the body mainly explains why to choose your brand, the footer shows how to do it. The users see all important information about your company and choose the most suitable way for interaction. What’s more, a footer lets your brand’s personality shine by allowing to include little customized elements that don’t fit the body but are totally ok at the bottom.

It’s also a way to say “Thanks for reading our email. In case of any questions, feel free to reach us at these contacts. If you need quick access to the website, here are the links. And we also have an app to simplify the shopping experience. Take care!” So don’t ignore footers and create them as thoughtfully as the rest of your campaigns.

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Iuliia Nesterenko

Technical Writer

A technical (but still very creative) writer at eSputnik with a strong focus on design, current digital marketing trends, and new solutions for email automation.

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