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UTM Tagging in Email Marketing Campaigns- Exploring its Whys and Hows!

UTM Tagging in Email Marketing

As an email marketer, you constantly aim to level up your game with each new email campaign you deliver to your subscribers, right? Well, that is only possible if you are in the practice of meticulously tracking your campaign’s performance against vital parameters such as clickthrough rate (CTR), conversion rate, bounce rate, unsubscribe rate, list growth rate, and the like (in case you are wondering, yes, open rates, don’t cut it anymore post Apple’s MPP). 

However, in the current competitive landscape, it no longer suffices to simply monitor how subscribers interact with your campaigns; you also need to assess the actions your subscribers take post clicking on the links embedded in your emails. How can one do that, you ask? With UTM tagging. 

A Brief Introduction to UTM Tagging in Emails

UTM or Urchin Tracking Module codes are nothing but code snippets that are planted at the end of the URL. They help you identify all the different sources and channels from where the visitors constituting your website traffic originate. Thus, they make it extremely easy for you to evaluate the success of your online marketing campaigns. 

UTM tagging refers to the practice of inserting UTM codes in emails and utilizing email UTM parameters to track the performance of links placed in your email. Wondering how to use UTM codes? It’s all pretty straightforward- when a subscriber clicks on a UTM-planted link in your email, the tag relays the information to your analytics tool. From there, you can see what actions the reader takes. Subsequently, by adopting UTM for email campaigns, you gain an accurate idea regarding the effectiveness of your links and can ensure that any changes you effect are strictly data-informed (which, of course, is a recipe for sure-fire success). Links that were clicked the most, number of clicks received by a specific email, source of clicks (geographic location)- all this information will be at your fingertips. Now, isn’t that nifty!

If you are an etymology enthusiast (like I am), there’s a good chance you have had your curiosity piqued by the term “Urchin”. Fret not; we’ve got the answer. You see, UTMs were actually introduced by Google Analytics’ predecessor, which was called, you guessed it, Urchin. As a result, UTMs receive out-of-the-box support from Google Analytics. 

Why Should You Consider UTM Tagging?

Before we dive deep into how to use UTM codes to improve the performance of email campaigns, it is necessary that we first grasp its significance. Let’s take a look!

Understanding The Different Types of UTM Parameters

There are five types of UTM parameters that you can employ for an email campaign.

1. Source: This helps you understand the site or location from where a subscriber was redirected to your page. For instance, if a visitor has arrived on your page by clicking on an ad you had put out on Instagram, then the source will be Instagram.
2. Medium: This parameter reveals the marketing channel via which the subscriber reached your page. Alluding to the example we highlighted above, while the source was Instagram, the medium would be paid social media. Consider another scenario where, rather than putting out a paid ad, you had simply shared a link to the material you wished to promote on your Instagram handle. In this case, the medium would have been organic social media.
3. Campaign: This parameter is used to assign a name to the campaign that is running. It can either be a generic name, a slogan, a particular promo code, or just about anything you find coherent. Just make sure that it is distinguishable enough to be spotted across promotional campaigns and product launches.
4. Content: This parameter is typically used while carrying out A/B testing, for it aids in putting the finger on the differences that exist in the content present in your “source”.
5. Term: With this parameter, you will be able to locate all the paid keywords in your ads that are driving traffic to your page. However, ever since Google Ads rolled out its own tracking feature, the relevance of this parameter has dwindled quite a bit.

Setting up UTM codes in Email Campaigns

Broadly, there are two ways in which one can set up UTM codes- manually and automatically. We will take a detailed look at each approach in this section.

Setting up Manually

If you wish to create custom UTM codes manually, you can take the help of multiple platform-specific builder tools out there. For that matter, Google’s Campaign URL builder is a great option- feed in your website URL and the UTM parameters you wish to (some of them are mandatory) and receive a new UTM-embedded link!

By embracing the manual approach, you exercise a lot of control over the functionality of your UTM parameters. On the flip side, it can be pretty time-consuming.

Automating UTM Codes 

In this approach, you take the help of email marketing tools to both automatically generate as well as tag the UTM codes in all the emails you send out. While saving you a lot of time (and resources), here you won’t be able to tweak the UTM parameters to your own liking. 

UTM Tagging Best Practices to Keep in Mind

Wrapping It Up

If you are new to the world of UTM tagging, it can take some getting used to. But once you familiarize yourself with its nuances, you can propel the performance of your email marketing campaigns to great heights, and perch your business comfortably above your competitors.

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