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Footer and email

29/06/2020

Good foot as an eye as they say!

The footer is the end of the email. Never easy to end a message, or how to say "goodbye" properly.
The footer will be your last impression to the reader. It is also the last area where you can hang a possible click if the rest of the email has not done the job.
Voluntarily, there will be no footer illustration because there is no will to influence, to designate good or bad students.

Beware of the lexicon!

Be careful that "footer" does not become a derivative of "mess"!
Let's go to our site, we put our contact, social networks, legal notices, the link of desabo, the last news of Tata Josiane and an animated gif of the coloring of the last one...
In short, we stack up!

As you can see, the header and the body of the email are often refined. The footer is a critical area because it is good practice that it is not too large and can give a maximum of information.
A thoughtful layout and a few tests later, and you'll have a great footer!

What to put in fact?

A footer is not even mandatory in itself. You can almost do without it. But if you're reading this, it's because you want to know more. So here are some keys to have a concrete footer:

  • First of all it all depends on your sector of activity. Indeed, a part of your job will determine certain mandatory boxes to fill.
    Example: a banking or insurance service will necessarily have more legal mentions and small lines imposed by the legal service and the legislation.
  • It depends on the type of message sent.
    Example: A welcome email will have a more simplistic footer than an online sale with purchase confirmation.
  • Who do we send it to? B2B, my loyal customers or prospects.

These 3 parameters being the most important, I invite you to list everything you could put in your footer.

  • My customers need to be reassured?
    ==> Some pictos/texts with a few selected links that will lead to a purchase/delivery/square service
  • Am I present on social networks?
    ==> We add the pictos with the links. Be careful, if I don't animate my facebook or insta regularly, is it worth it to make a link to something that will ultimately cause more harm than good.
  • Show your credentials?
    ==> Yes, it is always useful to put your cards on the table. Clarity and honesty must pay off.
  • What are the mandatory legal mentions?
    ==>Hard to escape with the rgpd and the obligations of your activity. Be careful that legally this point is not underestimated!
  • A last reference to my site?
    ==> It's up to you to see if it's useful.
  • A listing of everything on my site: menu, products, sections, blog, ...
    ==> It's up to you to see if it's useful and if it's not too spacy.
  • An unsubscribe link?
    ==> last item on the list but so important. If there is only one thing to put, it is this one. Whether you manage it yourself or your routing platform does, make sure that the unsubscribe feature is present, functional AND HIGHLY VISIBLE. This has a direct impact on your deliverability. Yes, it always hurts to end up in the spam box or to remain at the door of webmails.
    And test this link... because by dint of seeing it every time, you add it mechanically and you only test the rest of the email. But if the unsubscribe is ko, it can make you blacklist sympathetically and you rot your future sendings. And then a customer who does not unsubscribe, will report your campaign as spam. And nobody wants that!

Ok it's only a footer, what else is there to say?

  • Also be careful not to write in 6px. A block of indigestible and too small texts is not great.
  • And what about the mobile?
    Who says mobile says scroll. Who says big footer, says big scroll... Think about your responsive version. We can certainly purify and go to the essence.
  • Be careful with the quality of the pictos / images. Often we will leave low quality and we see not pretty and pixelated things. We take care of everything until the end! Hence the invention of nail polish 😉
  • Will the footer be in the color of the email frame so that it stands out a bit or will it be fully integrated right after the body? It's up to you.

What is the difference between a good footer and a bad footer?

Sober, discreet, with just the right touch! That's my opinion! I beg your pardon? Yes, it's subjective, absolutely.
If you are reduced to hoping for a maximum of clicks there, I invite you to review your message as a whole and have interesting content above.
Remember only what is mandatory: the desabo and being in line with the law.
Everything else is up to you. Don't forget to test! These are the click zones that will speak for your footer. We often stay on anecdotal % (1% or less). Except sometimes the link of désabo if we floppe the campaign. Afterwards, even if you don't get many clicks in the footer, this is no reason not to put some information that you consider essential: for the image of the company, the design, the coherence of the communication, the usefulness for the customer, ...

To conclude: do not neglect what may "seem" the least important.

Photo credits:
Monica Silva - Unsplash
Laura Cleffmann - Unsplash
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