Sticking the Landing: How to Create Winning Email Closings

email closing
Is there anything so awe-inspiring as a twisting, tumbling, triple-backflipping gymnastics routine? Their captivating performances are fantastic and fearless throughout, but when it comes down to it, what really matters is the ending. A flawless floor routine can be undone by a missed landing, making the difference between medalling and going home empty handed.

Email marketing isn’t so different. You might have a killer email, but if you can’t convince the reader to make a move, you’ll be watching from the stands as another company’s national anthem plays (or, at least their commercial jingle). Fortunately, perfecting your email closings doesn’t involve as much blood, sweat, and tears as gymnastics. Not usually, anyway.

Here’s a few things to consider before your next email routine.

Check Your Call-to-Action

email closings

The call-to-action is the most important part of the email. After all, it’s your whole reason for sending the email in the first place: you want the reader to feel compelled to do something else, whether it’s look at an article, buy a subscription, or complete some other task. Without the CTA, you may as well have never sent that email.

Even the simplest notification email can include a CTA. With their especially high open rates, confirmation emails are a great opportunity to keep your users engaged. After letting the reader know that their order or newsletter signup went through, you can take advantage of their attention by directing them towards related articles or products.

Emails should be constructed so that they guide the reader to the call-to-action. If it’s a text-centric email, the copy should logically flow towards the CTA; likewise, a graphic-oriented email should be designed in a way that leads the eyes there. Also, don’t crowd your emails with too many possible actions: if readers have too many options to click, they may be confused into not acting at all.

Mind Your Ps and Qs!

When it comes to email copy, sometimes the most anxiety-inducing part is deciding what closing word to use. Is “sincerely” too formal? Do I really want to wish this person the “best?” What does that even mean? Before you panic and accidentally send out your next serious business email with “love,” consider taking the time to just thank your reader.

thank you emails

In their latest email study, Boomerang found that the highest performing email sendoffs were all variants of “thanks.” The email inbox is a great place for building connections with your audience, and at the risk of sounding like an after-school special, a little thanks goes a long way. Showing gratitude towards your audience can humanize your campaigns and build trust. It might just be what you need to keep your audience around a little while longer.

Don’t Forget Best Practices!

No email closing is complete without that little bit of text at the end that keeps you in compliance with email regulations: a physical address and a place for readers to opt-out of your emails. It’s not just good practice; it’s the law. For many email marketers, it’s almost an afterthought, but that doesn’t mean there aren’t some tweaks that can be made to optimize this space.

At first thought, it seems to make sense to hide your “unsubscribe” link: after all, readers can’t leave if they can’t find the door, right? On the contrary, holding onto subscribers who don’t want to be there can hurt your deliverability. Best case scenario, they won’t engage with your emails; at worst, they’ll mark you as spam, which can send your inbox placement rate plummeting. It’s best to make the opt-out link clearly visible, and if you’re worried about subscribers leaving, you can pair the unsubscribe link with an option to receive less email.

Finally, while it’s illegal to send out emails that don’t include this text, it’s not against the law to have a bit of fun with it. As long as the message remains clear, this section can retain the voice of the rest of your email. The Hustle’s daily newsletters do a good job of this:


The rest of your email is too good; don’t let a misstep at the end undo all your hard work. Bring home email marketing glory by sending your readers email that ends with a solid two-foot landing. Or on one foot, if you want.

email best practices

You might not win any bonus points for writing your emails while standing on one foot, but you’ll definitely be a hero in our book.

Editor, PostUp PlayBook