And finally… don’t overlook the footer elements at the bottom of your email – they’re a great last chance to hook your reader and a great way to bypass the search engines.

It’s last but by no means least. The bottom section of your email – the various footer panels below your sign-off – is an area that tends to be rather neglected by marketers, yet is actually a very potent piece of screen real estate.

First off, the footer area is where you can gather everything you might still want to say or repeat or remind your subscribers about. It’s a space where you can work in additional information that’s important but not campaign-specific – store opening times, money-back guarantees, gift card information and so on.

Other elements that are typically included are:

• alternate category links

• last-chance incentives, deals and offers

• hygiene elements: forward to a friend, subscription preferences, contact information, copyright message

The other big advantage of this area is that you can include links to all possible areas of your website that relate in any way to the content of your newsletter. This means that you have effectively planted a menu of targeted links in to your website that completely bypasses the search engines and will sit in your subscriber’s inbox, where they could be activated at any time.Here are a few examples of inventive approaches to the footer area:

Top Table

Top Table have a great, graphical footer to promote their international bookings. The attractive image provides a very informative explanation of their global offering and social networks.easyJetآ easyJet’s email puts the whole of its website navigation bar content into the footer. This provides an opportunity to be more creative with the nav tabs that appear at the top of the newsletter. Subscribers intuitively understand how these tabs work, and the fact that these elements are targeted to the core content of the newsletter creates a greater sense of personalisation.

wizzair.com

Like easyJet, wizzair leads off with a simplified set of tabs targeted to the email content, which means it can use the footer to provide a full range of options to add on to your trip. This neatly reflects the order of priorities people are likely to think through in planning their travel: book flights and accommodation first, add on extras such as car hire and airport transfer after.D-storeآ D-store’s footer area is used to provide an overview of all their retail departments as a last chance to catch someone’s eye. If you like buying from D-store but weren’t engaged by the offers in the main email content, this area might still provide a nudge to make a purchase you have been planning. The display of plastic payment logos also acts as a shorthand reminder of the convenience of transacting online.

Sky

Sky uses the footer area of its email newsletters to ask for feedback. It’s often noted that customers who have a complaint satisfactorily dealt with become much more positive brand advocates than customers who simply transact satisfactorily and have no complaint. So if you’ve read a Sky email and been disappointed or frustrated by its contents in some way, you now have an opportunity to express yourself at once. And in so doing, you are interacting with the brand, giving Sky the chance to turn a disenchanted brand critic into a delighted brand evangelist.

Last updated: Nov 05, 2014  admin

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