Playbook22 May 20263 min read
The one CTA rule every signature should follow
By EmailArt team
Most signatures have zero CTAs. A handful have four. Almost none have exactly one, and that's the number that actually works.
Why one
Every additional link dilutes the click-through of the one you actually care about. If your signature offers a demo, a case study, a webinar and a whitepaper, recipients pick none of the above. Pick the single action that matters this quarter and put only that one in the signature.
How to change it without emailing the team
The whole reason to run signatures through a central template is so marketing can swap the CTA in one place and it propagates. If your current setup requires 30 people to update their signature by hand, you don't have a signature system — you have a Google Doc.