"Call to Action" Tagline
When a “Call to Action” tagline is used with an email signature, three guidelines apply.
The first is that all text in the tagline should be in Arial Italic and appear in black only.
The second is that the type size of the tagline should be in 10 point, unlike the email message which should be set in 11 point.
The third guideline applies when a URL appears within the “Call to Action. ” The web site address should appear in all lower case letters and be underlined to indicate an active link.
These style guidelines will make this “Call to Action” tagline stand out from the rest of the email text.