4 Things Your Email Footer Needs (and 1 Thing it Doesn’t)

February 19, 2018 Heather Cherry

email laptop illustration

You spend time crafting email marketing messages for your insurance agency. You select a subject line, type up your message, and select a send schedule.

But, you may be forgetting an important component of your email: The footer.

Limbiani Insurance Email Footer Example

The email footer is often underrated and underappreciated. But, it can provide a huge opportunity for you.

Footers can include extra information to keep emails legally compliant. They can keep recipients engaged. And, they can keep messages consistent with your insurance agency’s goals.

Here are four items your email footers need, and one item they don’t.

1. CAN-SPAM Compliance Items

If you’re using commercial email in your insurance agency, it’s vital you follow the CAN-SPAM Act. This act lists several rules you must follow when implementing email marketing. Add these items to your email footer to maintain compliance.

  • Clearly identify the sender. This includes information like company name, website, and a reply-to email address. Add a simple statement about who sent the email. Include links to a website and email address.

    AgencyBuzz Footer Screenshot

  • Tell recipients where to find you. You must clearly list your a postal address. This can be your location, a registered postal box, or a private mailbox registered with the USPS.

    AgencyBuzz Adress

  • Provide an obvious way for subscribers to opt out. Every commercial email you send must have clear instructions for unsubscribing. An ordinary recipient must be able to easily see and understand it. Most commercial emails include a sentence with a link to unsubscribe.

    AgencyBuzz Opt Out Example


2. Conditions and Disclosures

Always include a statement that your emails are purely informational. They do not necessarily contain legal and/or insurance coverage advice.

Your email footer can be a great place to add a link to a message about conditions and disclosures for the email content.

AgencyBuzz Conditions and disclosures

Here is a sample conditions and disclosure statement.

Sample conditions and disclosures


3. Social Icons

Email footers can be prime locations to mention your social media platforms. Simple icons avoid interrupting the main call to action of your email message. Meanwhile, they still provide extra ways for recipients to connect with you.

A bonus: Many emails include social media icons in their email footers. Your recipients are not only receptive to these, they almost expect them.

Select two or three of your most valuable social media platforms. Then add clean, noticeable icons to your email footer. Link them to your social profiles. You may soon start to see an increase in social media traffic!

AgencyBuzz social icon email footer


4. Secondary Call to Action

Your emails should already have some type of call to action within the body of the message. But, the email footer can be a great place to add a secondary call to action.

Secondary calls to action can give more direction to recipients. They can also provide more ways for them to interact with your insurance agency.

Examples of these secondary calls to action are Refer a Friend, Contact Us, or Find a Location Near You.

Email footer Call to action Limbiani insurance

One Thing You Don’t Need

You may want to cram everything into your email footer, whether it’s needed or not. After all, I just talked about how valuable that piece of real estate is to your email. But, I urge you exercise caution.

Only include relevant, valuable information. Don’t detract from your message with a cluttered and confusing mess at the bottom of your emails.

Remember one of the golden rules of email marketing: Quality is always preferred over quantity. Keep it simple, include the necessities, and leave the fluff out.


Email footers are an important piece of the email marketing puzzle. Don’t forget to make yours count and work for you. 

About the Author

Heather Cherry

Heather Cherry provides training and support on AgencyBuzz to ITC customers, leads AgencyBuzz Academy and presents on email marketing at Masters of Marketing. She has a bachelor’s degree in rhetoric and writing from The University of Texas at Austin. Heather’s email marketing specialties include newsletters, unique content, contact segmentation, and targeted marketing. She is also a self-proclaimed social media junkie, cat lover, hopeless romantic, and music buff.

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