How to Grow Subscribers by Improving Your Email Footer

It’s no secret that newsletters can be a lucrative entrepreneurship opportunity with low costs. Morning Brew, the industry trendsetter, brings in millions of dollars each year. Other newsletter brands, like the Milk Road, scaled their newsletter to over 250,000 subscribers and got acquired in under a year.

Whether you’re thinking about starting a newsletter, monetizing an existing one, or have plans to become the next Morning Brew, success largely depends on subscriber count and the value they place on your content.

But when it comes to email marketing, you probably spend most of your time thinking about the message you want to get across. And that’s okay! Many focus their energy on crafting the perfect copy, as well as including compelling images. But there’s something else successful newsletters have in common.

You’ve probably already guessed it - the email footer. This article will cover what it is, why it’s important, what you should put into the email footer design, and specific email footer examples.

What Exactly Is an Email Footer–and Why Should I Care?

Your email footer appears at the end of your email after the body content and email signature. It can include basic details, such as your company's address and unsubscribe link, or useful information like contact details, social links, or legal disclaimers.

It’s important not to let your attention to the body of the email come at the expense of CTAs. The email footer design of a newsletter is often one of those places that marketers neglect. And if readers have made it to your footer, they're interested in what you have to offer. This is where subscribers are won or lost.

Standardize your email footer now to save time and provide customers with a robust experience. A well-planned footer eliminates the need to think about basic details in every email message.

While your email footer design may not grab readers' attention before they open your email, it can make a lasting impression–especially if they're considering unsubscribing (or sharing). A well-designed footer can even surprise and delight your audience, encouraging more engagement, and more importantly, loyalty.

What Should I Put In My Email Footer?

Email footers serve a dual purpose. Firstly, they provide a platform to include information necessary for spam and privacy laws. Secondly, they serve as a tool for connecting with your readers.

Here are a few elements you should consider incorporating:

• Social channels and a website link to take the customer relationship beyond email

• CTAs to build your list, including a referral link or a suggestion to forward the email

• A view-in-browser link or HTML web page in case your message isn’t displaying properly

• A safelist request to stay out of their spam folder

• A brief disclaimer to link to your Terms of Use, Privacy Policy, and Contact page

• Company branding, including your company name, logo, tagline, and any other marketing assets that can make your footer more recognizable

Here’s a few examples of what those look like.

Make It Easy for Your Customers To Communicate With You

Image source: beehiiv

You don’t have to do everything at once, especially when you’re just getting started building a newsletter. Stay creative, but keep it simple at first as you explore what will resonate with your audience, what brands you're mimicking, and where you draw inspiration from.

Spotify provides a good example of a simple email newsletter footer. Conveying your message clearly and efficiently is the most important priority.

This email newsletter footer effectively promotes alternative ways to use Spotify, such as on an iPhone, iPad, or Android device. It also includes a brief disclaimer and links to the company's Terms of Use, Privacy Policy, and Contact page, making it concise and comprehensive.

Get Creative With Your Email Footer Design and CTAs

Image source: beehiiv

As you become more familiar with the newsletter space, keep an eye out for what brands intrigue you. In this email newsletter footer from Domino's Pizza, they included a QR code along with a catchy CTA that reads 'Scan for a slice of the action.' This prompts users to download their mobile app, which can be easily accessed through links provided for the Google Play Store and App store.

Including an offer in their footer, “Get any size pizza for £9.99’ on the Domino’s app,” was a creative touch, too.

Ask For (And Use) Feedback

Image source: Newsletter Glue

Fresh Fonts gathers reader feedback with a simple survey form, providing three clickable options for subscribers to rate the usefulness of the newsletter. This feedback helps understand their subscribers better while improving engagement numbers.

It also resonates with readers by letting their customers know that they’re committed to improving their content for them. After all, everyone roots for the brand that wants to improve their offerings. And utilizing their feedback is an easy way to show your readers you actually care.

Where To Go From Here

Valuable content, combined with an attractive presentation, are keys to profitable email newsletters for a defined audience.

Investing in a platform like beehiiv is the perfect place to begin. The right platform will help streamline the process of creating beautiful newsletters, templates, CTAs, footers, web hosting, SEO, and most importantly, features explicitly built for growth and profit.

Already have a beehiiv account and want to customize your footer?

Access Email Footer customization by going to Settings, then Email Template > Email Footer.

Create custom footer content at the bottom of the page. The feature takes advantage of our rich text editor—meaning you can add all types of text, lists, images, buttons, embeds, and more.