Learn · email signature glossary
TL;DR
A CTA in an email signature is a call to action: a short prompt with a link, styled as text, a button, or a banner image, that asks the reader to do one specific thing. Common examples are 'Book a 15-minute call', 'Read our latest case study', 'Leave us a review', or a webinar registration link. It sits below the contact details, where a reader's eye lands after finishing the message, and it rides along on email the sender was going to write anyway.
Re: In practice
One-to-one email gets read by exactly the people a business wants to reach: customers, prospects, and partners mid-conversation. A signature CTA puts a next step in front of them at zero marginal cost, and because the surrounding message is personal rather than promotional, it tends to feel like a suggestion instead of an ad. The discipline is choosing one action; a signature with four competing links converts worse than one clear prompt. Match the CTA to the sender's role (sales links a calendar, support links the help center) and rotate it when campaigns change. Add UTM parameters to the link so the clicks show up attributed in analytics, which is also how you find out whether anyone actually uses it.
Fwd: Worth a look
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