diff --git a/superset/config.py b/superset/config.py
index a3fc3df00..64ff09a5c 100644
--- a/superset/config.py
+++ b/superset/config.py
@@ -1259,6 +1259,9 @@ ALERT_REPORTS_QUERY_EXECUTION_MAX_TRIES = 1
 # A custom prefix to use on all Alerts & Reports emails
 EMAIL_REPORTS_SUBJECT_PREFIX = "[Report] "
 
+# The text for call-to-action link in Alerts & Reports emails
+EMAIL_REPORTS_CTA = "Explore in Superset"
+
 # Slack API token for the superset reports, either string or callable
 SLACK_API_TOKEN: Optional[Union[Callable[[], str], str]] = None
 SLACK_PROXY = None
diff --git a/superset/reports/notifications/email.py b/superset/reports/notifications/email.py
index f8b38cc3e..4b061c8ef 100644
--- a/superset/reports/notifications/email.py
+++ b/superset/reports/notifications/email.py
@@ -128,7 +128,7 @@ class EmailNotification(BaseNotification):  # pylint: disable=too-few-public-met
         else:
             html_table = ""
 
-        call_to_action = __("Explore in Superset")
+        call_to_action = __(app.config["EMAIL_REPORTS_CTA"])
         url = (
             modify_url_query(self._content.url, standalone="0")
             if self._content.url is not None