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Email Signature Glossary

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A/B Test

A/B Test is a term that is widely used to compare two different measurements. In Email signature campaigning terms it means that signatue campaign A and another signature B is run at the same time under exact similar conditions, and the campaign which performs best will win. Hence the winning campaign will be displayed. Read more about A/B test in our blog.


API is an abbreviation for “Application Programming Interface”. It makes it possible to interface with Xink to retrieve signatures and other information through the API. This information can be used in other systems via the cloud or in on-premises solutions developed by the customer. An API user is needed to be able to access the API, and this API user is created through the Xink admin interface.

Assistant Signatures

The term Assistant signatures are used often in connection with signatures for assistants and users who needs to send on behalf of someone. With Xink’s Assistant Signatures it is possible to make any signature for any user available form the assistant to select from. We often call it “send-on-behalf-of signatures” and ‘signature sharing’ and can be manages by the users themselves if permitted by the administrator.



In email signature terms a banner is a marketing strip placed in the bottom of the email signature as an email signature campaign. With Xink banner clicks can be tracked and measured. See an example of a banner here:


Abbreviation for Bring Your Own Device and is a widely used IT Term. Refed to the situations where an employee can brigs her own devices and used them for work, and the IT department will make sure that the use is secured. This can be laptop, mobile phones and/or tablets.


The term ‘client’ is often used as referred to an ’email app’ or ’email client’. This is the program you use to send your emails with, i.e. the client. ‘Client’ is also sometimes referred to as the computer itself, which can be called a ‘client. Moreover we also call our Xink app for ‘Xink Client App’, which means the Xink App for the client, i.e. the computer. It would be clear from the context what ‘client’ is referred to.

Client App

See Xink Client App.

Conversion Rate

A conversion rate is essentially a figure that measures the success of a campaign, e.g. what percentage of all users clicking a campaign will end up buying a service. There can be many different interpretations of this depending on scenario. In Xink we use the term for measuring the success of email signature campaigns which can also bee seen in the dashboard.

Conversion Rate


Abbreviation for “Call to action”. Especially considered in the email signature marketing space, where a call to action is prioritized. A better “call to action” can be adding images, better words and similar initiatives.

CTR (Click-through-rate)

Your CTR is determined by dividing the total number of clicks by the volume of Opens. You find it in the dashboard here:



The Xink dashboard is an overview of your email signatures, signature campaigns and performance such as clicks and openings.

Email App

An ’email app’ is short speak for ’email application’ or just an ’email program’. The term is used both on desktops and mobiles, e.g. Outlook 2016 is an email app and so is the built-in email app on iPhones, iPads etc. An email is the program you use to receive and send emails and in general in email signature termes we call it an ’email app’ which covers them all. Read more about ’email apps’ in our blog.

Email Signature

An email signature is the part of your email where you have your closing information such as company logo, name, contact details, social links and advertising.

E-Mail-Signatur Beispiel

Email Signature Campaign

An email signature campaign is typically the lower space in your signature which contains a banner or other information than can be clicked.

Email Statistics

Email Statistics is our term for getting usable data about the recipients: Which email app is mostly used to view emails, which operating system and devices. An example of email statistics in the Xink dashboard:

Exchange Connector

Exchange Connector by Xink is referred to as a piece of software installed on-premises which connects a Xink account with a local setup at the customers’ site. This is typically used for Exchange on-premises so ensure email signatures are added when sending emails from mobiles via Exchange Server on-premises. The Exchange Connector is controlled from a local interface like this:

Exchange Connector


A field is often called a placeholder. It is a place in your email signature template where there is made space for information to be merged in from the employee database. E.g. a field ((FirstName)) would be replaced with “John” if your name is John.

HTML Signature

A signature designed in HTML can contain images, formatting and everything else you are used to see on a web page. However there is not free and unlimited design possitbilities because the signature lives within the borders of the email body. See blog post about design thoughts. Other email formats are plain text and rich text.


The term ‘Integration’ means that Xink can integrate with other systems, both cloud tools and on-premises tools. With Xink Integration it is possible to use the email signatures stored in Xink in e.g. salesforce.com and Zendesk so when a user sends an email in other systems, the same email signature is used as when sending an email from e.g. Outlook or another email app. Xink also offers integration with on-premises via Xink Exchange Connector, so Xink signatures can be used in own developed on-premises systems.

MSI Package

An msi package is a piece of software that can be installed on a PC. The msi package can be installed manually or centrally from IT. The Xink client app can be installed manually and centrally from IT as it comes as an msi package.


Oauth2 is an authentication method. When an email invitation is received you receive a unique code which identifies you as a user. With this code you will be able to retrieve your signatures from Xink. The method used to authenticate the user is called OAUTH2.

Office 365

Office 365 is a cloud based email system by Microsoft.


On-Premises is referred to as a server installation on-site, i.e. in the customer’s own premises. This is not in the cloud, but locally installed on own servers. It is often referred to “Exchange Server on-premises” or “Active Directory on-premises” which just means that this is hosted in own environments.


Abbreviation for ‘Operating system’, e.g. Windows, Mac OS etc.


See ‘fields’. Example of a signature with placeholders:

Red X

Red X is a term often used when a picture is missing in emails. If the images cannot be displayed for various reasons you will see a “Red X” instead.

Example of an email with red x’s:

Rerouting for Office 365

The Rerouting feature for Office 365 ensures that an email signature is added to the email e.g. when sent from mobiles and tablets. In most cases the signatures in email apps on phones and tables can only be edited manually by the user. By rerouting the email through Xink servers we ensure that the signature is added appropriately, not stacked but it will sit at the right place. Supported only for Office 365.

Rich Text Signature

A Rich Text formatted signature exists in a rich text formatted email. This format is rarely used, however it is still used in Outlook’s Out-of-office messages (for some unknown reason).


In our terms a template is an email signature template. This is the your email signature design but with added placeholders (or fields) so each employee’s information can be merged in, hence producing finished email signatures for everyone.

Two-factor Validation

Two-factor Validation is an extra layer of security. Xink will launch optional two-factor validation when logging in to the Xink account (see product road map). When this is used, a text message with a code will be sent to either mobile or email.

Xink Client App

The Xink Client app is the software installed on a PC or Mac to ensure that a signature generated by Xink is visible in Outlook when you compose the email. It also generates the reply/forward signature as well as all optional signatures available at right-click on the signature in Outlook.


What We’ll Cover in Our Demo

  • Creating Company Signatures
  • How To Share Signatures
  • Running Signature Campaigns
  • Tracking Results And ROI
"With Xink, we’re able to execute signature updates and new campaigns with ease, knowing we’ll always have a consistent customer-facing experience."
- Tim Buchanan

Every Xink Trial Includes...

  • Unlimited Users
  • Unlimited Signature Templates
  • Xink Campaign
  • Unlimited Email Tech Support
  • No Credit Card Required!
"With Xink, we’re able to execute signature updates and new campaigns with ease, knowing we’ll always have a consistent customer-facing experience."
- Tim Buchanan