Analytical report: Effectiveness of our clients' e-mail signatures
October 9, 2025
Methodology and definitions
We analyzed telemetry data from the gSignature Analytics module for 22 clients, grouping interactions by industry and e-mail signature type (main CTA section, banner(s), informational links). We define CTR as clicks ÷ opens × 100%. Values above 100% occur when a single recipient makes several clicks during a single open — this is a sign of high engagement and a well-chosen content layout in the html email signature. We aggregated the results at the organizational level, taking into account differences in mailing volume and seasonality.
Global results
The average CTR for the entire sample was 8.84%, which is in the upper range of market norms for e-mail signatures (typically 1–10%). At the same time, the distribution of results was wide: from a stable 5–15% in organizations running ongoing micro-CTA campaigns to extremely high values in technology industries, where users clicked multiple times per open (CTR>100%).
• Total opens: 348,226 • Total clicks: 30,777
• Average CTR: 8.84%
• Period: 45 days (2025)
Industries with the highest CTR — what sets them apart?
Technology (CTR 183.61%): extremely high multiple interactions. Projects that used interactive elements (e.g., a banner with an instant “Schedule a demo” button, quick links to a calendar, shortcuts to documentation) recorded repeat clicks with a single open. This is the classic “bottom of the message hub” effect — the email signature acts as a mini-navigation for the conversation.
IT services (CTR 123.81%): lower volumes, but a great fit for a narrow audience. Personalized messages (role/industry/region) and a clear CTA resulted in more than one click per open. The key was the relevance of the copy to the context: after-sales support, quick SLA quality indicators, shortcuts to the “Status page.”
Consulting (CTR 59.57%): links to reports, tools, and checklists were a strength. The audience came for “value” — knowledge, benchmarks, or calculators. CTAs based on usability outperformed “sales” slogans. Manufacturing (CTR 39.25%): aesthetic product banners and shortcuts to product cards, certificates, or case studies proved effective. A simple, visual message built credibility and curiosity.
Product benchmark (gsignature.com): CTR ~20% is the result of a consistent mix of elements — CTA buttons in the main section (436 clicks), banners (505), other informational links (8). This distribution shows that the central element with a clear call to action “does” the most, but a seasonal/thematic banner can deliver just as much interaction.
Which e-mail signature elements drive clicks?
Main CTA (button/linked text): highest share of clicks, especially when the copy is specific (“Schedule a demo,” “Download the report,” “Book an appointment”).
Banners: they win when they are embedded in the current context (e.g., Black Friday, new report, webinar). In seasonal campaigns, they often achieve a CTR comparable to the main CTA.
Informational links (www, social, “About us”): lower unit CTR, but good “long-term” traffic distribution — especially in correspondence with B2B customers, where the recipient wants to “read more” about the product or team.
What influences the differences in results?
Context and recipient intent: in technology, conversations tend to be longer and more substantive; the e-mail signature then acts as a map of shortcuts to the next steps.
Mockup quality (UX): visual hierarchy, contrast, CTA size, and readability on mobile. Poor hierarchy = low CTR, even with good copy.
Personalization: tailoring to role/department/language market. Even simple variable personalization (position, region, product supported) increases relevance.
Rotation and seasonality: campaigns rotated every 2-4 weeks stay fresh. “Burnt out” banners stop getting clicks.
Marketing conclusions: how to increase CTR in 4 steps
- One strong CTA in the e-mail signature and one “second chance” in the banner
- If you want to drive clicks, don't distract. Keep one priority message in the main section and use the banner as an alternative path (e.g., webinar or case study).
- Rotate every 2–4 weeks
- Set a schedule and treat the e-mail signature as a permanent campaign placement. Rotate creatives and copy, test differences in CTA length (2–4 words work best).
- Internal/external segmentation + domain rules
- A lighter internal e-mail signature facilitates quick contact, while the external one highlights CTAs and clauses. Domain rules allow you to assign a template to a recipient based on their address — this way, the email signature automatically adapts to the context.
- A/B testing on a large scale Test not only graphics, but also communication tones (formal vs. natural), CTA position (above/next to data), and even micro-iconography. In industries with a longer decision-making path, “informational” CTAs (report, calculator) tend to be more effective than “sales” CTAs.
Conclusions for sales and service teams
Narrow CTAs = broader effect. Salespeople respond best to “Schedule a call”/“Book an appointment,” but “Check ROI” or “See implementation in your industry” work just as well. Short path to the calendar. When the recipient is “warm,” a direct link to the calendar with a suggested scope of conversation is often most effective.
Usability over form. For support/CS, a visible “Report an incident” or shortcut to the knowledge base is often more important than banner design.
The most common mistakes that lower results
Too many foreground elements — 3–4 equivalent links compete for attention.
Low contrast and small font — especially on mobile. “General” CTA copy — no specifics or benefits (“Check out the offer” is weaker than “Download the 2025 plan comparison”).
Lack of brand consistency — mismatched colors, different iconography, non-standard fields. No rotation and recycling of old campaigns — CTR drops week after week.
How to quickly implement optimizations in gSignature
Use the no-code editor and template library. Instead of digging through code, you build the layout visually; the email signature manager ensures compatibility with email clients. Enable domain rules and internal/external signatures. The application can automatically apply different templates depending on the recipient's domain; the “less inside, more outside” rule often improves readability and CTR. Measure and compare. In the Analytics module, you can check opens and clicks broken down by template, sender, and component. This is the basis for real A/B testing and adjustments. If you want to get started quickly, check out the template library and run at least two variants (CTA “demo” vs. “case study”) in one department — after 2-3 weeks, you can compare CTR and behavior in different scenarios.
Good UX practices and accessibility
Hierarchy and spacing: contact details should be legible “without a magnifying glass,” and CTAs should have a clear margin from the rest.
Contrast and alternatives: graphics/banners must be legible even on a poor-quality screen; a text link is a safe alternative. Mobile-first: column layout on desktop, vertical layout on mobile; html email signature should maintain consistency and legibility in popular email clients.
Short links and UTM parameters: improve aesthetics and analytics.
Security and compliance
Legal elements (GDPR, confidentiality) should be consistent across the organization and easy to edit centrally. In gSignature, the administrator manages this from one place — the update applies to all employees immediately. This is especially important in regulated organizations and departments working with sensitive data.
How to measure results and link them to ROI
CTR is just the beginning. In practice, what counts is the translation into visits, leads, meetings, and sales. An internal ROI model allows you to link clicks from the e-mail signature to leads and customers, and add to that the time saved by your teams. If you want to calculate your own scenario, use the ROI calculator and enter real values: CTR from e-mail signatures, mailing volume, WWW→lead and lead→customer conversions, MRR per customer, and the cost of maintaining signatures. To start working with the data right away, you can review the instructions and resources:
• Browser extension documentation (easy implementation and testing): Extension
• Permission and visibility settings: Settings → Advanced
• Quick layout prototyping in the creator: generator.gsignature.com
Recommended optimization directions for the coming quarter
Set a quarterly rotation schedule: seasonal campaigns (e.g., Black Friday/Cyber Monday), report releases, events. Differentiate CTAs by role: sales — “Schedule a demo,” marketing — “Download report,” HR — “Apply/Job offers,” CS — “Report an issue/Status.”
Enable internal/external segmentation and domain rules to increase message relevance and clarity. Test short and specific copy in CTAs (2–4 words with a verb and a promise of benefits).
Analyze components separately (button vs. banner vs. link) to shift attention where CTR actually increases.
What does this report teach us?
A well-designed, regularly rotated, and wisely measured email signature is one of the cheapest and most reliable marketing placements in a company. It works in every department, with every email sent. Technology industries show that interactive, useful content can generate multiple clicks with a single open. Manufacturing and consulting, on the other hand, prove that aesthetics and substance (product card, report, tool) are the shortest route to valuable traffic.
What should you focus on now?
If you want to quickly improve your results, start with two things: simplify the hierarchy (one strong CTA + one banner) and enable rotation every 2-4 weeks. Then add segmentation (internal/external, domain rules), and finally build a simple ritual of A/B testing of creations and copy.
Are your current email signatures already working for results? If not, where will you start your optimization: simplifying the layout, rotating banners, or implementing internal/external segmentation?
And if you want to calculate how much better email signatures can really give you, check out our ROI calculator. Enter your data and see how the CTR from the e-mail signature translates into leads, sales, and return on investment.