Footer
An email footer is the section at the bottom of a marketing email that contains standard compliance information and navigational elements required on every send. At minimum, a compliant footer under GDPR and CAN-SPAM must include a clear unsubscribe link, the sender’s physical business address, and the company’s legal name or trading name.
Beyond the legal basics, most footers also include links to a privacy policy, a preference centre, social media profiles, and a web version link. In B2B, footers sometimes carry legal disclaimers, company registration numbers, or industry certification marks. The footer is the most standardised section of an email, which makes it easy to overlook, but it is where recipients instinctively look when they want to manage their subscription or verify who sent the email.
For B2B email marketing teams, the footer should be treated as a locked, audited section of every template. The unsubscribe mechanism should always work. The physical address should be current. Any permissions language should reflect your actual legal basis for sending. A well-maintained footer is invisible to recipients who are happy receiving your emails; it matters enormously to those who are not.