Put Your Address in the Footer. Please.
An example found in my personal inbox just this morning.
I’ve always been a stickler for the rules.
On the edge of goody-two-shoes, really. I like to know why rules exist… and I like to make sure I’m not the one breaking them!
Which is why my eye starts to twitch when I scroll to the bottom of a marketing email and there’s no postal address.
I get it — it feels like such a small, unimportant thing. Like, “Does anyone even notice?”
Yes: a missing address matters. Unlike email addresses, which can be easily created or faked, a physical address is harder to falsify. It gives recipients a tangible way to contact you — or opt out — if email options fail. Beyond compliance, it’s a trust signal and protects your deliverability.
To be clear, I’m not pointing the finger at small brands here! I’ve spoken to a lot of founders who worry about sharing a personal address. But as you’ll see below, there are plenty of other options. And honestly? I see this happening just as often in the emails of bigger, household-name brands.
Let’s dig into why this drives me nuts (and why it should bother you too)…
1. It’s the law.
If you send marketing emails, you legally need a valid physical postal address in your footer. Not “optional.” Not “best practice.” Required.
US: CAN-SPAM Act
Canada: CASL
You can use your office address, registered business address, or even a PO box — as long as it’s a real, valid address where you can receive post. That’s it. You just need to be contactable.
💡 There’s a co-working space near me that lets you use their address as a ‘virtual office’ for £35 a month. Do a quick Google for options near you — there are plenty of affordable solutions.
And yes, these rules are enforced. In 2023, Verkada was fined $2.95 million by the FTC for multiple CAN-SPAM violations, including missing a physical address, skipping unsubscribe links, and ignoring opt-outs. So, this stuff really matters.
2. It builds trust.
A real address says: We exist. We’re a real business. You can find us if you need to.
When it’s missing, it can make your email feel a bit… spammy. Even if the rest of your email is gorgeous and well-written, this tiny detail affects how people perceive you.
3. It affects deliverability.
Spam filters are smarter than ever. They’re not just scanning for dodgy subject lines; they’re checking structure, consistency, and credibility.
Missing or incomplete contact details can nudge your email closer to the spam folder. A proper footer with a valid address helps confirm you’re legit and boosts sender reputation.
4. It’s easy to do (or fix).
Most email platforms include an address merge tag in their template footers by default. If yours has gone AWOL, or you’re designing a footer from scratch, you can easily find the merge tag and drop it in. Set it up once, and your platform will handle the rest — automatically adding your postal address in every email campaign.
If you’ve already done the hard stuff — segmenting, automating, designing beautiful templates — don’t fall at the lowest hurdle!
So, in short…
Your footer isn’t just for pretty social media icons. It’s a compliance checkpoint, a trust signal, a deliverability booster, and a way to provide traceability for your subscribers.
Please: double-check it. Make sure it includes your address — any address where you can receive mail — and breathe easy knowing you’re doing things right.
Stripped-back, minimal, and… non-compliant.
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