Social blocks

Social blocks provide a clear way for readers to continue engaging with your agency after they finish the email. They surface official channels in a recognisable, scannable format.

Social blocks help agencies create a clear bridge from email communication to ongoing engagement. They make it easy for readers to find trusted channels for updates, service information, and community connection.

When to use

Use a social block when you need to:

• encourage ongoing engagement on official social platforms
• support campaign reach with follow-up channels
• provide optional pathways to updates, video, or community content
• present multiple channels in one consistent, accessible layout

Place social blocks near the end of the email, typically above the footer, so they support engagement without competing with core calls to action.

When not to use

Avoid using social blocks when:

• the linked channels are inactive, unmoderated, or not officially maintained
• the email is strictly transactional and should minimise non-essential actions
• there is no clear user benefit from leaving the email context
• icon-only presentation would create ambiguity for your audience

Variations

Choose a variation based on visual style, spacing needs, and device behaviour. Use denser layouts where space is limited, and larger/tile-based layouts where discoverability and tap targets are the priority.

Design guidance

• Use only approved platform icons and official account URLs
• Keep icon order consistent between campaigns for familiarity
• Provide descriptive alt text so each destination is explicit
• Ensure contrast and spacing remain clear across themes
• Limit channels to those most relevant to the audience and message