Some email endings are like swinging doors: you pass through them without realizing, and the opportunity to act closes immediately. Closing an email is no longer just a simple “Sincerely” that neither encourages clicking nor responding and is perceived as perfectly impersonal. Today, you need to craft and refine the conclusion of your message because it plays a role in conversion, experience, and regulatory compliance. In this article, discover six ways to properly end an email, as well as the necessary legal elements and common mistakes to avoid.
6 Engaging Ways to End an Email
1) Conclude with a Clear Action
The last sentence should clearly indicate what you expect from the reader.
Avoid vague phrases like “Feel free to contact us” as they do not really encourage action. Instead, opt for a directive and precise sentence, focused on benefit, with a clear time limit. Thus, the recipient knows what to do and when to do it. They are guided all the way.
Example:
“Book your slot before Friday to take advantage of the offer.”
2) Remain Consistent to the End
The conclusion should be in continuity with the subject and the content of the email. If your message promises a white paper, it would be unwise to end it by offering a phone call.
Consistency promotes trust and improves clicks. In closing, reformulate the promise of the subject and the body with the same vocabulary.
Example:
Subject: “Download our SEO guide”
End: “Download your free guide by clicking here.”
3) Use a Strategic P.S.
The postscript naturally attracts the eye. You can use it to lift hesitation or to remind a key advantage. Make sure your P.S. is a single concise and strong message, and not a second paragraph.
Example:
P.S.: No credit card required to try our tool.
4) Craft the Signature
Your signature is not just an ornament; it also has its importance. It should:
- Be readable on a smartphone,
- Contain useful identification elements (name, position, company, website, contact methods),
- Include if you wish a single small call to action.
Example:
Sophie Dupont
Email Marketing Consultant
sophie@example.com
01 23 45 67 89
[Schedule a meeting]
5) Offer Quick Response Option
On mobile, many users prefer to respond rather than click on a link. To facilitate engagement, therefore, offer an exit without a click.
Note that this option complements the unsubscribe link but does not replace it.
Examples:
“Reply ‘OK’ to receive the study”
“Reply ‘DEMO’ to schedule a slot”
“Reply ‘PAUSE’ to pause your emails for 60 days.”
6) Personalize the End Based on the Recipient
This shows the reader that the email is truly intended for them and is not a mass send. The company addresses them directly, so they feel more concerned and are more likely to read and act.
To personalize, go beyond just the person’s name by using a reference to context, their city, their current project, or previous exchanges or actions.
Examples:
“Laura, I’m eager to know what you think about your new watch. Give us your feedback!” (engagement email after purchase)
“Great progress on your website redesign project, and see you soon to discuss it!” (relationship email)
Must-Haves for Marketing Emails
Include a “Buffer” Sentence
In B2B, you must offer recipients a simple and free way to object to solicitation at any time from the initial send. Just before the signature, insert a short sentence that makes message management easy. This shows that you respect your interlocutor as well as the law.
Example:
“If this message doesn’t concern you, forward it to the responsible person or click here to opt out of our emails.”
Offer a Preferences Link
Rather than pushing the reader to unsubscribe completely, give them the option to adjust sending frequency, themes, or the channel. This is a softer alternative to complete unsubscribing as you respect readers’ wishes while keeping contact with those who simply want fewer messages.
As with quick response, note that this link complements but never replaces the one-click unsubscribe requirement by some ISPs.
Example:
“Manage my preferences”
Make Unsubscribing Easy
Some providers require a one-click unsubscribe link. This has been the case with Gmail and Yahoo since 2024. This link must be clearly visible to the recipient, either in the body of the email and not hidden somewhere in microscopic letters.
Example:
“Unsubscribe” (direct link)
Include Essential Legal Mentions
To remain readable while respecting the law, group identification information at the end of the email. There’s no need for a full legal page; you can simply mention the business name followed by a link to the privacy policy.
Example:
Company X – Address
[Legal and Privacy Notices]
Common Mistakes That Undermine the End of an Email
- Stacking links: Too many directions kill direction. Stick to the essentials with one CTA and an opt-out link.
- Imposing too many steps on the user: The final button or link should lead directly to the desired action, without unnecessary steps.
- Hiding the unsubscribe link: Beyond non-compliance, you increase the risk of complaints, hence spam placements.
- Using an image as the only signature: Many clients block images by default, so text is the best option. However, it can be accompanied by a logo or another image.
The end of a successful email is definitively not an administrative footer or a filling zone. It’s a decision area. The winning combo is simple: a clear main action, a no-pressure response option, a signature that clarifies who you are, and a well-visible and clickable unsubscribe. This organization serves the reader, reassures email providers, and, through a domino effect, boosts conversions. A plus for deliverability, trust, and ROI!
