Summary
The practice of including ads for other brands in email footers presents a nuanced challenge for email marketers. While some view it as a legitimate monetization strategy, others raise concerns about brand consistency, recipient trust, and potential deliverability impacts. The core issue often revolves around user expectation and the relevance of the advertisement to the original content and subscriber's opt-in intent. Ultimately, the acceptability hinges on balancing potential revenue generation with maintaining a positive sender reputation and adhering to best practices that prioritize the recipient experience.
Key findings
- Audience Resonance: If the ads resonate with the audience and do not detract from the primary email content, some marketers see little issue with their inclusion.
- Monetization: Monetizing email messages by including third-party advertisements (often affiliate links) is a recognized strategy for generating supplementary revenue.
- Brand Alignment: Concerns often arise when the advertising brand or content is not aligned with the brand to which the recipient originally opted in, potentially eroding trust.
- Compliance Scope: Broad language in an acceptable use policy (AUP) may be used to address and potentially restrict this type of content.
Key considerations
- Deliverability Impact: While not always immediate, irrelevant or excessive third-party links can negatively impact email deliverability over time. Learn more about how to avoid your emails going to spam.
- Recipient Experience: The primary consideration should be the subscriber's experience. If ads feel intrusive or off-topic, it can lead to higher unsubscribe rates or spam complaints.
- Legal Compliance: Ensure all advertising adheres to regulations like the CAN-SPAM Act and GDPR, especially regarding clear identification of advertisements.
- Sender Reputation Risk: While not directly tied to footer ads, overall content choices can affect domain reputation. Understand the impact of linking to different domains.
What email marketers say
Email marketers have varying perspectives on including ads for other brands in email footers. Some emphasize the potential for monetization and view it as acceptable if it aligns with audience interests and does not negatively impact deliverability. Others express discomfort with the practice, particularly when the advertised brand does not align with the recipient's initial opt-in, fearing it may appear unprofessional or diminish brand trust. The consensus often leans towards caution, advising careful consideration of audience relevance and overall impact on the email program.
Key opinions
- Acceptable Monetization: Some marketers believe that monetizing email messages through relevant ads is a valid business practice, especially if the ads resonate with the subscriber base.
- Brand Dilution Risk: Many express concern that including ads for unrelated brands can dilute the primary brand's message and confuse recipients.
- Recipient Trust: There's a strong sentiment that maintaining recipient trust is paramount. Ads that seem out of place could undermine the relationship built with the subscriber.
- Subjective Acceptability: The perceived 'shittiness' of the behavior is often subjective and depends on the egregiousness of the ad placement and its relevance.
Key considerations
- Audience Expectation: Consider what subscribers expect when they opt into your emails. Unexpected third-party ads could lead to negative reactions. For more on links, see link shorteners.
- Deliverability Monitoring: Closely monitor deliverability metrics if implementing such a strategy to catch any negative impacts early.
- Clear Disclosure: If ads are included, ensure they are clearly distinguishable from editorial content to avoid misleading recipients, as Mailchimp suggests for footers.
- A/B Testing: Test different approaches and ad placements to understand subscriber reaction and impact on engagement rates.
Marketer view
Email marketer from Email Geeks indicates that their initial instinct suggests including irrelevant ads in email footers is generally not a good practice. They recall instances where entire emails were filled with affiliate links, which were clearly egregious violations of best practices. This marketer notes that the current situation, where the ad is more subtle and in the footer, is less overt than past extreme cases, making it a trickier judgment call.
Marketer view
Email marketer from Spiceworks Community suggests that adding promotional banners to email signatures is an effective method for reaching a broad target audience. This implies a positive view on leveraging email for advertising. They see it as a good use of business email, indicating that if implemented well, it can contribute to marketing efforts.
What the experts say
Experts in email deliverability and compliance often approach the inclusion of third-party ads in email footers with a focus on risk mitigation. While acknowledging the potential for monetization, their primary concern is typically around acceptable use policies (AUPs), sender reputation, and overall subscriber experience. They emphasize that any such practice should not be egregious or lead to issues like increased complaints or blocklistings, advising a cautious stance, especially when the content might violate agreed-upon terms or negatively affect deliverability.
Key opinions
- AUP Enforcement: Experts suggest checking Acceptable Use Policy language, as it may contain provisions against reselling access or functionality, which could prohibit third-party ads.
- Risk Tolerance: Unless the practice becomes egregious and causes significant problems for the ESP, some experts view it as a minor issue.
- Sender Intent: The overall behavior of the sender is a factor. If they are generally a good sender, a subtle ad might be tolerated more than if their sending practices are already questionable.
- Deliverability Over Compliance: The direct impact on deliverability is often a more pressing concern than abstract best practices, according to some experts.
Key considerations
- Policy Review: Regularly review and update AUPs to ensure they cover emerging monetization strategies and align with your platform's standards.
- Behavioral Thresholds: Define clear thresholds for what constitutes 'egregious' behavior regarding third-party ads to guide enforcement actions.
- Impact on Reputation: Be mindful that even if not directly causing blocklisting, a poor user experience can lead to lower engagement and ultimately harm sender reputation. You can read more in our guide to blocklists.
- Content Guidelines: Provide clear guidelines to senders about acceptable content and placement of third-party promotions. This is especially true for promotional content in transactional emails.
Expert view
Email expert from Email Geeks suggests that their experience involved using AUP language to shut down instances of improper third-party advertising in emails. This highlights the importance of having clear contractual terms to address such behaviors. They found that a well-defined policy can be an effective tool for managing content that deviates from intended use.
Expert view
Email expert from Spam Resource discusses the nuances of what constitutes spam, suggesting that user perception plays a significant role. Even if an email is technically compliant, if recipients perceive it as unwanted advertising, it can still lead to negative feedback. This implies that footer ads should be carefully considered to align with user expectations.
What the documentation says
Official documentation and legal guidance often focus on transparency, consent, and avoiding deceptive practices when it comes to email content, including advertisements. While not always explicitly banning third-party ads in footers, they mandate clear identification of commercial messages and adherence to consumer protection laws. The emphasis is on ensuring that recipients are not misled and that their preferences regarding marketing communications are respected, reinforcing that legal compliance is a baseline for any email content strategy.
Key findings
- Commercial Message Clarity: Laws like the CAN-SPAM Act require that commercial emails be clearly identified as advertisements.
- Deceptive Practices: Misleading claims about products or services, even in an ad, can fall under laws against deceptive advertising.
- Opt-Out Mechanisms: All commercial emails must include a clear and conspicuous way for recipients to opt out of future messages.
- Affiliate Disclosure: If affiliate links are used, relevant regulations may require disclosure that the sender earns a commission.
Key considerations
- Legal Compliance is Key: Before including any ads, ensure full compliance with all applicable laws, such as CAN-SPAM and GDPR.
- Identify Advertisements Clearly: The FTC's Section 5, concerning deceptive advertising, implies that even footer ads should not be designed to trick recipients into believing they are part of the original content.
- Transparency on Source: Even if a disclaimer isn't legally binding, it helps manage recipient expectations and reduces perceived deceit. See also LiveIntent ads in emails.
- Data Privacy: If third-party ads collect user data, ensure compliance with privacy regulations like GDPR and CCPA.
Technical article
Documentation from the Federal Trade Commission (FTC) states that email which makes misleading claims about products or services may be subject to laws outlawing deceptive advertising, such as Section 5 of the FTC Act. This applies to all commercial content within an email, including ads in footers. It highlights the importance of honesty and transparency in all promotional material.
Technical article
Documentation from Ongage explains that businesses with engaged email lists can supplement their revenue by renting ad space to other brands. They consider this a good strategy for maximizing revenue from existing subscriber bases. This indicates that the practice is recognized and utilized within the industry for monetization purposes.
Related resources
13 resources
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