Guide
How to run an email signature banner campaign (with UTM tracking)
Every employee sends email all day. A banner in their signature is a free, always-on placement, if you can launch it, end it on time and measure it.
Published October 8, 2026 · 5 min read
1. Plan one goal and one action
A signature banner is small, so give it one job: a product launch, an event, a webinar or a hiring push. One clear message and one link outperform several competing ones.
2. Design the banner for email
Make the banner image about as wide as the signature, near 600 pixels, and export it at twice that size for sharp display. Keep text short and large enough to read on a phone, and write alt text that says what the banner offers.
3. Schedule it, and choose the audience
Decide the start and end dates in advance, and who should carry the banner. A launch might go to everyone, while an industry event might go only to the sales team.
Banners that are removed by hand tend to linger for months. A scheduled start and end avoids stale promotions.
4. Tag the link with UTM parameters
UTM parameters are tags added to a URL so your analytics can tell where a visit came from. Use lowercase, consistent names so reports stay clean.
| Parameter | Example | Purpose |
|---|---|---|
| utm_source | email_signature | Where the click came from |
| utm_medium | The channel type | |
| utm_campaign | spring_launch | Which promotion it was |
| utm_content | banner | Optional: which link in the signature |
5. Measure it in your own analytics
Signature banners cannot be reliably measured by opens, so measure clicks and what visitors do next. In Google Analytics 4, filter your traffic acquisition report by the campaign name and compare sessions and conversions against other channels.
How SigDeploy handles this
SigDeploy lets you schedule a banner with start and end dates, choose the audience by team or by name, and it appends the UTM tags to the https links you choose. It does not insert tracking pixels or scripts, and it does not include its own click dashboards, so results appear in the analytics you already use.
Frequently asked questions
Do I need tracking pixels to measure a signature banner?
No. UTM tags on the links are enough for click and conversion reporting in Google Analytics, and avoid the privacy and deliverability issues of pixels.
How long should a signature campaign run?
Long enough for most of your contacts to see it, commonly two to four weeks, then end it so the banner does not go stale.
Can only some teams carry a banner?
Yes. In SigDeploy you can limit a campaign to the people on selected signatures, or to people you name.
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