Building Emails
The campaign email footer
What has to be in the footer of a marketing email, where it is set, and why you should not remove the unsubscribe link.
Last updated September 2, 2026
Every marketing email needs a footer that says who sent it and how to stop receiving it. It is set once for your campaigns rather than rebuilt in every email.
What belongs in it
- Who you are — the trading name people will recognise.
- A postal address, which most anti-spam laws require.
- A clear unsubscribe link.
- Anything your industry or country requires on commercial email.
Never remove the unsubscribe link
HIDING IT COSTS YOU MORE THAN IT SAVES
Someone who cannot find how to unsubscribe marks the email as spam instead. That is far worse: complaints damage your ability to reach everybody else, and in most countries an easy opt-out is a legal requirement rather than a courtesy.
Keep it plain
Small, quiet text and a visible link. A footer that tries to be another advert makes the email longer, hides the thing people are looking for, and does not sell anything.