Intro
When you receive an Email what is the first thing that catches your interest? Is it the content body delivering the message from your favorite brand? Or the header right above the body of the Email defining what it is, or why it is here and you are gonna read it.
Unless you are not alien from the other planet it would be the later. It would be the Header of the Email that would be presenting itself. But Isn\’t Email made up of three components?
- Header
- Body
- Footer
So what is this Footer thing? And is it important? Well if you would recall having read any Emails recently you might’ve seen the little body at the bottom with social buttons and legal information. If so that was Email Footer and while it is not as important as a header could be for influencing Open Rate. Failure to include one could have a devastating effect on campaign ROI.
And we don’t want that, right?
What Is Email Header?
Email Header is the HTML block of code that sits on the top of the body of an Email. While it’s not just included for the sake of appeal to make the design brighten up, and there are authentication keys in the code embedded for ISPs, it wouldn’t be prudent to assume the design is not the major factor.
When you are creating a campaign and you have to decide the tone and key message of an Email – whether it\’s the promotion of any upcoming seminar or awareness related to a rising issue – it would always be advisable and wise to use the header to clarify the meaning.
After all, isn’t it the first piece of the puzzle that your customer would see…
What Is Email Footer?
Unlike the Email Header which resides at the top of an Email. You would never see the Footer anywhere but at the bottom of the tab. Which makes sense, it is the footer after all, have you ever seen a person having their legs up at the top?
And it is important. Not the legs. Email Footer.
If anyone tries to claim otherwise, you shouldn’t take their garbage advice. Despite being a minimalistic part of an Email that usually is ignored. The Email Footer holds important information about the company, social channels, legal documentation, unsubscribe option, and abiding laws of the country of the client.
In case you failed to include it there could be consequences…
Why Email Header Is Important?
You could think of an Email Header as an advertisement for what is about to come next. If your Email body is a TV show that you want your subscriber to consume, then you should work extra hard on Email Header – An advertisement for the TV show.
An uninspiring design with little to no imagination behind could lead to lackluster results. In worst-case scenario a customer can even close your Email just because the header wasn’t enough to capture their attention.
While we would delve deep into the process behind coming up with the right intricate tactics to form an almost perfect Email Header. For now, I want you to think about the questions your Email Header should be answering.
Because let’s be honest would you read an Email that wouldn’t be answering your “Why should I care” questions in the very beginning?
Psychology Behind Email Header.
As an Email Marketer, you should have enough reasons to bother your subscriber. Since Email Marketing directly puts you in one-to-one conversation mode it is not worth it to annoy and lose a worthy asset.
Your company is called NASA and you have found two aliens living on Mars. Now, this is a great opportunity to let your subscriber know what has been discovered.
When they would receive the Email from you they won’t ask why it was sent or why should I care. The reason is already there, and it is enough. However, not everyone works for NASA or has managed to find Aliens.
So we should all give up and never Email anyone?
Not at all. But we have to be more cautious. While forming an Email message it is your job to find the basic theme, and that theme should be crystal clear in your header.
In other words, your Email Header should be a product of a well-thought message with a theme running behind that your customer actually cares about…
How can you do that?
Try to answer the following questions through your Email Header.
- The reason this Email is being sent? Did the customer ask for it? Or they signed up to get it?
- Who/What has sent the Email?
- What is the intent behind the Email? Is it a promotion that you want to give your customers? Or is it information that you feel your subscriber should be well-aware of?
- Is the message clear, concise, and compiled in a way it is easily understood the first glance?
JUST MAKE SURE YOU MAKE IT CLEAR TO YOUR AUDIENCE THAT YOU HAVE VALUE TO OFFER!
Why Email Footer Is Important?
It is true Email Footer might not be the most pressing matter for you and the customer. There is a reason it exists, and it is not just confined to making the Email feel complete.
Yes, it is one of the factors, without a footer in place, it would feel eerie to read and skim through the text. It might even lead to poor User Experience which is not what you want. There is more to it than just being for aesthetics.
The Email Footer contains vital information. If Email Header clarifies the intent behind sending an Email. Footer is a perfect place to arm your customers with a wealth of information and the ability to perform actions.
You could think of it as an extension of your brand that should be attached to every document, email, blog, advertisement, website page, and whatnot.
It should pave the path for the client to take the next big step. Whether that’s unsubscribing from your Email list, or visiting the website and completing the conversion.
Because let’s be honest once we have read an inspirational piece or something that actually touch our heart and mind. We do wish to get more of it. It’s in human nature to seek more of what it likes the best.
And Email Footer can be a perfect block to influence the next point in the funnel.
Psychology Behind Email Footer.
In order to leverage the best of the Email Footer in your overall marketing strategy, you should try to understand a few things: Just like the Email Header, there should be a clear intention at play here. You don’t want fluff turning the perfect conclusion into a jarring experience.
There is no need to add more than what is required.
There is no need to code Google Maps into the footer. Just a simple line with an address can be enough. Your customer doesn’t want to see the number of social followers you boast, a simple button with a link behind is satisfactory and consistent with the overall experience. If you are adding an unsubscribe button make sure it is complying with the legal laws of the country and best practices of Email Marketing. Tens of warnings of what they might miss are not going to change anyone’s mind.
Simply, just be consistent, concise, and considerate.
Ask yourself while designing the footer, ‘would I like to see that?’ If it was my inbox and I’d received this Email how would I like to remember it?
And think of the possibilities that an Email Footer can create.
- A due reminder to the user about whom or what has sent the Email.
- A time in the spotlight for distinct components of your brand.
- A Call-To-Action with a strong hook that can lead to instant conversion.
- An option for social media channel marketing and leaving your customers with a choice to follow the trail.
- Complete contact information in the happenstance someone wants to reach out.
- Serving a professional appearing experience to the end user to reinforce their faith in your brand.
PROVIDE A SATISFYING CONCLUSION WITH OPTIONS IN COURT FOR THE CUSTOMER TO MAKE THE CHOICE HOWEVER IT SEEMS FIT TO THEM. USE EMPATHY TO CREATE A STRONG BOND FOR A LATER FRAME OF REFERENCE.
Things To Consider While Creating Two…
It is good practice to be prepared before sitting down and designing the Email. Hence it is an even better approach to know what you are gonna do, how you are gonna do it, and why you are gonna do it.
Headers
Although I don’t think there has been an instance where a perfect Email Header was designed and delivered, there is always room to improve. After studying the hundreds of examples from Industry best I have reached the following conclusion.
Your Email Header is made up of many minute components, featured images, a logo, major and minor headings, and a navigation menu.
Depending on the brand and the industry it falls into there could be further variations. The fundamental remains the same everywhere. You have to add an eye-catching image. There should be the main heading.
And there are good reasons for each one of them…
Featured Image/Main Image: When a user would click on your Email and it would be opened on their device. If it’s a well-designed Email your featured image should be there, and it shouldn’t be a stock image or suffering from resolution issues. That could result in poor UI. What you want is an attention-grabbing visual that forces your customer to stay on the page. It could be an infographic, or it could be a real image, whatever it is make sure it’s original and carries your branding signals.
Heading (Major/Minor): To have the best shot at having the eyes of your customer. Make sure your copy is well-written. If the featured image can grab the attention. It is the words of your heading that would keep it.
Logo: This one is pretty self-explanatory. Your logo is proof of authenticity, credibility, and expertise that your brand carries: An ideal opportunity to personify the message of the Email and the brand itself.
Navigation Menu: Although having a navigation menu isn’t a necessary requirement for an Email. It is always a welcoming sight to form and format Emails with the end-user experience in mind.
Footers
Unlike Headers, you don’t have to flex your creative muscles to make the footer. A simple block with the right information can be enough for 90% of the business.
Of course, if your brand relies on heavy visuals and distinct combinations of colors it would be recommendable to act accordingly. I haven’t seen many fancy footers.
Either way, just like the Header, there are various components that make the footer vital to your Email. Those can be social media channel buttons, unsubscribe buttons, a text block with addresses, legal information related to copyright infringement, and CTAs.
Social Media Buttons: It is necessary and good practice to have an outbound linking path available at your user\’s discretion. In the happenstance they would like to explore your brand further, having social media channels in place can go a long way to establishing a more fruitful relationship.
Unsubscribe Option: It is mandatory by CAN-SPAM and GDPR regulations to give the option to opt-out to users. Failing to do so can lead to consequences, and I don’t think anyone would want to tangle themselves in legal hassle.
Address/Contact Info: If you are doing Email Marketing for a company that sells products and have a brick and motor stores. It is likely that a user might want to visit it in person themselves. Hence contact information with the right and updated address are very necessary.
Copyright Law/Trademark: You should always seek to appear as authentic as possible. And I don’t think there is a better way to do it than by showing established trademark and copyright information.
CTA: It’s not the part of usual practice to have CTAs in the footer of every Email you would send. In case it’s an Email that demands a CTA in place then yes you shouldn’t hesitate from adding it there. After going through your insightful email your customer – hopefully – would be more than ready to commit themselves.
Tips To Keep In Mind…
In this world, it’s hard to come up with perfect solutions. You’d always feel you missed something, and I think that’s okay. It’s human nature to feel so. However, sometimes there are really big opportunities that we let go of us, and that’s not okay okay.
Or very okay.
Therefore to make you feel just okay I have listed down the opportunities you should pounce upon and make your Email Marketing campaigns one to remember.
Headers
Personalizing email headers will boost their efficacy. Greater open rates are possible if you can include the subscriber\’s name in the header.
It\’s crucial that you use concise but effective headers.
It is important to communicate the purpose of the email to the readers as clearly as possible.
When creating the headers, make every effort to follow the brand\’s criteria. Avoid using typefaces or colors that clash with the image of your brand. Try to include the same bold personality that has always been a part of your brand\’s image in the header.
Make sure there is adequate white space in the header design, and incorporate the menu element into the header.
Finally, experiment with a variety of header designs before settling on one for the email campaign you are creating.
Footers
As good as the initial impression should be your last impression shouldn’t play second fiddle either. Therefore, be careful to adhere to these suggestions while creating the footer for your email.
When creating the email footer, the objective is to keep things simple. The footer doesn\’t have to contain anything. Just provide the essentials, and try to keep the footer information to a minimum.
The data ought to be displayed in chronological sequence. You must conduct research, decide what best meets the demands of your users, and then add it to the footer.
Choose a backdrop color and text font that you think best conveys the image of your brand. You ought to pick colors that express the tone of the email.
Concluding Note
So there you have it!
You understand the concept of Email Header and Footer and how they come into play and make what could be boring text into a memorable reading experience.
I hope that armed with this newfound knowledge you would thrive in your Email Marketing endeavors.
Frequently Asked Questions – FAQ
- How do I create an Email Header and Footer?
You can create an Email Header and Footer using any ESPs program you have in use. HubSpot and MailChimp are great options depending on your needs. Likewise, if you like to keep things simple, even a Notepad is enough to create the Header and Footer.
- What is a good Header for an Email?
It depends on your business, but if we have to judge by the basics that should be ticked by every \’good\’ header then there your Email Header should contain: Logo, Organization Name, Heading, Text (If there is space to it), pictures (again – if space and design can compensate for it). Just make sure your Header is enough to paint the picture of the rest of the message.
- How do I create a professional Email Header?
As we have discussed above ESPs today offer intuitive designing options, so if you\’re a user of them, you can always use their drag-and-drop editors. Otherwise, there is always the option to lean to a developer friend and have them code you a beautiful-looking Email Header in HTML.
- What should an Email Footer include?
A well-designed Email Footer would have social channel links, an unsubscribe button to put the user in the driving seat, website or blog links, and information regarding the legal ramifications. to show credibility.
- Is it important to include both Email Header and Footer?
It\’s hard to say if that\’s important or not, but it is good practice, yes. At times Footer is ignored by design teams, but it shouldn\’t be, it is important just as a header. So if you are planning a campaign you should create both of them with the same effort and concentration.