18. Most Essential things in an email communication

After you have gotten your design right, you must still verify that your message includes these items:

  1. A working unsubscribe mechanism. You want to make it as easy as possible for your recipient to stop hearing from you. Not only is it a CAN-SPAM requirement, but a properly-designed and well-promoted unsubscribe process builds trust with recipients and reduces the likelihood they will report your message as spam.
  2. Your company name and street address (no PO Box allowed) — a requirement of the CAN-SPAM law.

Kenscio recommends marketers to combine this information with other best practices into a custom footer . By combining the above information with a few other useful pieces of information, you can keep all of the housekeeping items bundled together into one neat package. While not all marketers put this information in a footer, most email recipients now expect to find this information at the end of the email. This location obviously makes people scroll to the end of their emails, but having a standard location across all emails is ultimately better for the entire industry.

The footer should include these items:

  1. A quick explanation of how you got the recipient’s email address (e.g., opted in on your site or a partner’s Website, purchased a product from you, etc.).
  2. Your recipient’s email address.
  3. Link to your privacy policy or email policy. You can also put your terms of service link here if appropriate.
  4. A request to be added to the recipient’s address book to ensure delivery, which also helps to ensure images will be turned on.
  5. Update-profile link where the recipient can change the format, frequency or email address.
  6. Your feedback and contact information: phone number and email address
  7. Forward-to-a-friend link.
  8. Subscription link to help people who received your email from a friend and wish to subscribe.

Read earlier blogs on the subject “Guide to a Better HTML Email Design” on Kenscio Blog.