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Is including a physical address in an email footer required and does it improve deliverability?

Summary

Including a physical address in your email footer is a standard practice driven by both legal requirements and email deliverability best practices. While its direct impact on inbox placement algorithms may be minimal, its indirect benefits through enhanced trust and compliance are significant. Adhering to these regulations and fostering transparency can lead to better engagement rates and a stronger sender reputation.

What email marketers say

Email marketers widely acknowledge the importance of including a physical address in email footers, primarily due to legal obligations and the positive impact it has on recipient trust. While the direct impact on deliverability algorithms is often considered minor, the indirect benefits from increased engagement and reduced spam complaints are highly valued.

Marketer view

Email marketer from Email Geeks confirms that including a physical address in an email footer is required by law in the USA and other regions.

29 Aug 2023 - Email Geeks

Marketer view

Email marketer from AWeber states that the CAN-SPAM law specifically requires all email senders to include a physical address in their emails.

22 May 2022 - AWeber

What the experts say

Deliverability experts consistently underscore the foundational importance of including a physical address in email footers. While not a direct factor for filtering algorithms, it's a critical component of legal compliance and contributes significantly to sender legitimacy and overall reputation. This transparency ultimately helps reduce spam complaints and improve engagement.

Expert view

Deliverability expert from Email Geeks advises that following the practices of other reputable entities in your market is generally beneficial, as EU newsletters often include company identification in their footers.

29 Aug 2023 - Email Geeks

Expert view

Deliverability expert from Spam Resource identifies the inclusion of a physical address as a fundamental component of legitimate commercial email, which signifies both compliance and professionalism.

29 Aug 2023 - Spam Resource

What the documentation says

Official documentation from regulatory bodies and industry associations consistently outlines requirements for commercial email senders to include identifiable information, often specifying a physical address. These mandates are designed to ensure transparency, accountability, and consumer protection, playing a crucial role in distinguishing legitimate email communications from unsolicited spam.

Technical article

Documentation from FTC defines commercial messages under the CAN-SPAM Act as any electronic mail message whose primary purpose is the commercial advertisement or promotion of a commercial product or service.

10 Aug 2023 - FTC

Technical article

Documentation from FTC details the physical address requirement, stating that your message must include your valid physical postal address, which can be a street address, a registered P.O. box, or a private mailbox registered with a commercial mail receiving agency.

10 Aug 2023 - FTC

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