Every commercial email footer must include: a valid physical postal address, a functional unsubscribe link, and sender identification. GDPR adds requirements for data controller info and privacy policy link. CASL requires the sender's name, address, and contact information. Missing these elements violates the law and hurts deliverability — mailbox providers check for them.
Email Footer Requirements: What's Legally Required in Every Email
What the Law Requires
CAN-SPAM (United States)
Every commercial email must include:
- Physical postal address — street address, PO Box, or registered commercial mail receiving agency
- Unsubscribe mechanism — clear link or instructions
- Sender identification — who is sending the email
GDPR (European Union / EEA)
Emails to EU residents must additionally include:
- Data controller identification — who controls the data
- Privacy policy link — how personal data is processed
- Legal basis reference — consent or legitimate interest
CASL (Canada)
Emails to Canadian recipients must include:
- Sender's name and contact information — mailing address plus phone, email, or web address
- Unsubscribe mechanism — must be processed within 10 business days
The Complete Footer Template
<table role="presentation" width="100%" style="max-width:600px; margin:0 auto;">
<tr>
<td style="padding:20px; text-align:center; font-size:13px; color:#666; line-height:1.5;">
<p>© 2026 Your Company Name</p>
<p>123 Main Street, Suite 100, Portland, OR 97201</p>
<p>
<a href="{{unsubscribe_url}}" style="color:#666;">Unsubscribe</a> |
<a href="https://yourdomain.com/privacy" style="color:#666;">Privacy Policy</a> |
<a href="{{preferences_url}}" style="color:#666;">Email Preferences</a>
</p>
<p style="font-size:11px;">
You're receiving this because you signed up at yourdomain.com.
</p>
</td>
</tr>
</table>
Practitioner note: The "why you're receiving this" line isn't legally required in most jurisdictions, but it reduces spam complaints. When people remember signing up, they don't hit the spam button. I recommend it for every marketing email.
Footer Elements That Help Deliverability
Beyond legal requirements, these footer elements improve inbox placement:
Reply-to address mention. "Questions? Reply to this email or contact [email protected]." Replies are the strongest positive engagement signal for sender reputation.
"Add us to your contacts" prompt. Helps recipients whitelist you, which prevents future spam folder placement.
Company branding. Consistent footer branding builds recognition, which reduces spam complaints from people who don't recognize the sender.
Common Footer Mistakes
| Mistake | Why It Matters |
|---|---|
| No physical address | CAN-SPAM violation, up to $51,744 per email |
| Unsubscribe link hidden in 8px gray text | Recipients can't find it, hit spam button instead |
| PO Box expired or invalid | Address must be valid at time of sending |
| Unsubscribe requires login | Creates barrier, increases spam complaints |
| No privacy policy link | GDPR violation for EU recipients |
| Footer text is all images | Screen readers can't parse it, filters can't read it |
Practitioner note: I audit email footers as part of every deliverability review. The most common issue isn't missing elements — it's the unsubscribe link being deliberately hard to find. This always backfires. Make it visible and save your sender reputation.
Transactional Email Footers
Transactional emails (order confirmations, password resets, account notifications) have fewer requirements:
- Include: Sender identification and accurate contact information
- Optional: Unsubscribe link (not required for purely transactional content)
- Required if mixed content: If the email includes any marketing elements, all commercial email requirements apply
When in doubt, include the full footer. There's no penalty for including an unsubscribe link in a transactional email, and it prevents misclassification issues.
If you need a compliance review across multiple regulations, schedule an audit.
Sources
- FTC: CAN-SPAM Compliance Guide
- European Commission: GDPR Official Text
- Government of Canada: CASL Requirements
- Google: Email Sender Guidelines
v1.0 · April 2026
Frequently Asked Questions
What must be in an email footer?
At minimum: your business name, valid physical postal address, and a functional unsubscribe link. GDPR additionally requires a link to your privacy policy. CASL requires contact information. Include all of these to comply with every major regulation.
Can I use a PO Box instead of a street address?
Yes. CAN-SPAM accepts a current street address, a PO Box registered with the U.S. Postal Service, or a private mailbox registered with a commercial mail receiving agency. Any of these satisfies the physical address requirement.
Do transactional emails need a footer with an unsubscribe link?
Under CAN-SPAM, transactional emails are exempt from the unsubscribe requirement. However, they still must include accurate sender information. GDPR requires an unsubscribe mechanism on all marketing email, so if your transactional email includes any marketing content, add the unsubscribe link.
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