Every marketing email footer needs two things by law in the US: your valid postal address and a clear, working way to unsubscribe. UK rules add that you can't hide who you are and must offer an opt-out in every message. Good footers then add a line on why the reader is getting the email, a way to update preferences and one useful link, and stop there.
The rule people underestimate is the timing. The US Federal Trade Commission's CAN-SPAM guide says you have 10 business days to honour an unsubscribe request, and your unsubscribe link has to keep working for at least 30 days after you send. A broken link in an old campaign still counts.
Must have, should have, nice to have
Use this table as a sorting tool. Anything in the first column goes in every footer. The last column is optional and should earn its space.
| Must have | Should have | Nice to have |
|---|---|---|
| Your business name, so readers know who sent it | A one-line reminder of why they're getting it | Social profile names in plain text or small icons |
| A valid postal address (US: street address, registered PO box or registered private mailbox) | A link to manage preferences or email frequency | A short sign-off line in your brand voice |
| A clear unsubscribe link in the body of the email | A reply-to address that a person reads | A link to your privacy notice |
| One-click unsubscribe headers if you send a lot to Gmail | Your company registration details if your country expects them | A small, quiet call to action, such as a booking link |
The catch for bigger senders: Google's email sender guidelines say that since February 1, 2024, anyone sending more than 5,000 messages a day to Gmail accounts has to support one-click unsubscribe and show a clearly visible unsubscribe link in the message. Your email platform handles the one-click part in the headers, but the visible link in the footer is still your job.
8 email footer examples to copy
Swap the square brackets for your own details. Each one is written in plain text so it works in any email tool.
1. Weekly newsletter
You're getting this because you signed up for [Newsletter name] on [website name].
Too many emails? Switch to the monthly digest or unsubscribe here.
[Business name], [Street address], [Town], [Postcode], [Country]
2. Online shop
Questions about an order? Just reply and a real person will answer.
Manage your email preferences | Unsubscribe from marketing emails
Order emails will still arrive if you unsubscribe from offers.
[Shop name], [Registered address]
3. Freelancer
Thanks for reading. If this helped, forward it to one person who'd like it.
Not for you any more? Unsubscribe in one click, no hard feelings.
[Your name], [Trading name], [Postal address]
4. B2B software company
You're receiving product updates because you have an account with [Company].
Update your preferences | Unsubscribe | Privacy notice
[Company legal name], [Registered office address], [Company number if required]
5. Nonprofit
Every email we send goes to supporters like you who asked to hear from us.
Prefer fewer updates? Choose what you get here, or unsubscribe.
[Charity name], [Registration number if required], [Postal address]
6. Coach or consultant
Want to work together? Reply to this email and tell me what you're stuck on.
You can leave this list at any time with the unsubscribe link below.
[Your name], [Business name], [Postal address] | Unsubscribe
7. Event
You're on this list because you registered for [Event name].
Only want the essentials? Get event-day reminders only, or unsubscribe.
[Organiser name], [Postal address] | Accessibility questions: reply to this email
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8. Plain-text style
[Your name] at [Business name]
[Postal address]
Unsubscribe: [unsubscribe link] | Change how often you hear from me: [preferences link]
A plain footer like the last one suits personal newsletters. It looks like a real person wrote it, which tends to help replies. If you also want a neat sign-off in your one-to-one emails, email signature tools can keep it consistent across your team, but keep that separate from your marketing footer.
Footer mistakes that hurt deliverability
Mailbox providers watch how people react to your emails. When readers can't find the unsubscribe link, many hit the spam button instead, and spam complaints do far more damage than unsubscribes.
- Tiny grey text. Light grey on white at a small size is hard to read and looks like you're hiding something. Use normal contrast.
- A hidden or tricky unsubscribe. Making people log in, type their email again or answer a survey before they can leave breaks the spirit of the rules and annoys everyone.
- An image-only footer. If the address and unsubscribe sit inside an image, they disappear when images are blocked and can't be read by screen readers. Keep them as live text.
- No postal address. In the US this is a requirement, not a style choice.
- Too many links. A footer stuffed with every page on your site dilutes the one link that matters.
- A no-reply address. It tells readers you don't want to hear from them, and replies are a good sign to mailbox providers.
Checklist before you hit send
- Send a test to yourself and click the unsubscribe link. Make sure it works and confirms the change.
- Check that your postal address is current and complete.
- Read the footer on your phone in dark mode as well as light mode.
- Turn images off in your test inbox and confirm the footer still makes sense.
- Check the line explaining why the reader is getting the email matches how they signed up.
- Confirm your email platform adds one-click unsubscribe headers if you send in bulk.
- Make sure someone checks the reply-to inbox.
If you're starting from scratch and still planning what to send, this explainer on what a newsletter is and how it fits into email marketing helps you decide the content before you style the footer.
What I'd use
I'd keep it short: my name, why you're getting it, my address and an easy way to leave. One friendly line on top makes it feel human. Everything else is optional, and most footers are better with less.
Frequently asked questions
What should be in an email footer by law?
In the US, CAN-SPAM requires a valid postal address and a clear way to opt out of marketing emails. In the UK, PECR says you can't hide who you are, must give a valid contact address and must offer an opt-out in every marketing message.
How quickly must an unsubscribe be processed?
Under CAN-SPAM in the US, within 10 business days, and the opt-out link must keep working for at least 30 days after the email is sent. Most email platforms process it straight away.
Can I use a PO box in my email footer?
In the US, the FTC says a PO box registered with the US Postal Service or a private mailbox registered with a commercial mail receiving agency is acceptable. Check the rules in your own country.
Should my email footer include social media links?
Only if they help your readers. A few small links are fine, but they shouldn't crowd out the unsubscribe link or your address.
