Headers and Footers: More Than You Think

While headers and footers may seem like a legally required part of you email marketing campaign, make full use of this space to achieve your email marketing goals.

Many email marketers forget to pay attention to their anchor real estate. The header and footer have the power to capture the user’s attention, influence the brand, teach and create a foundation of trust through consistency.

During the brief time an email is viewed, it must be evident that it is being sent by someone trustworthy enough to have been given permission to get into the inbox. The email must show who it is from, offer options to change preferences, opt-out and emphasize CAN-SPAM compliance. Other overlooked aspects of the headers and footers include being consistent in its branding to build on the trust the recipient has in the sender. It also must be forthcoming with information to maintain the ongoing message.

Meanwhile, IT departments and web-based email providers are continually tightening their policies in effort to protect their users and maintain members. This makes it that much more difficult to reach your email subscribers.

Use your headers to educate recipients. Ask to be whitelisted, and post instructions on how to do so. Provide other options such as a hosted HTML version of your message.

Because inboxes are becoming more and more difficult to crack, headers and footers should be considered the critical finishing touches that will help your email be received and help you fight list erosion.