The footer, I used to think, was like the back corner of my fridge: an out-of-the-way spot that didn't contain anything important.
Geesh, was I wrong. Turns out, the footer in a campaign or automation message is hugely important and can generate real benefits. Let me explain.
In a previous article, I showed you how to update sender details for tinyAlbert campaigns and automations. My aim here is to demonstrate best practices for message footers so that you can improve customer engagement
Tips for footers
A quick review of email marketing best practices.
Give yourself a professional makeover
A business address in your campaign and automation footer oozes professionalism. Even better, a physical location inspires trust and helps readers conclude, "Yeah, this looks legit."
Comply with regulations
Displaying an address could be a legal requirement. In many countries, commercial emails must include the sender's physical address. For example, in the US, the CAN-SPAM Act says commercial emails must include the sender's valid physical postal address.
Demonstrate transparency and trustworthiness
An address in the campaign or automation footer communicates an impression of business transparency. That image can help build trust with your audience, which might remove a possible objection and encourage people to click the BUY button.
Make contact frictionless
A street address in the footer gives readers another way to make contact. This could be good for individuals or businesses with a physical location that is open to customers and clients.
On the other hand, including your home address is definitely not recommended. You know, privacy concerns. If you run a business from home, consider these alternatives.
Post office box - The US postal service offers mailbox (PO box) rentals for as little as $4.67 a month.
Rent a physical mailing address from a business - Google get a physical mailing address, and you’ll find heaps of options.
Virtual mailbox - Some companies won't ship to a PO box, so this might be a better alternative. These places typically offer mail scanning services, so you can see what’s been delivered to your box without going there. If there's some mail you want, the service can send it to you.
Does a mailing address in emails help improve deliverability?
Short answer: yes. Some email clients (e.g. Yahoo, Gmail, and Outlook) crawl the content in the messages they receive. If the crawlers don't find an address, the algorithm might direct the message to the spam folder. Why? Because most spam doesn't have an address.
Wrap up
That's it for my footer overview. If you have any questions, give our support team a shout.