UTM tags in emails or how to analyze mailing results

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More and more often, email marketers are looking for new ways to evaluate the mailings they have sent. Of course, you can work with the built-in metrics of email services, but this way you will only capture the actions inside the letters - openings, click map, transitions to the site or social networks, etc. By adding UTM tags, you will be able to british student b2c mobile number database connect statistics services (Google Analytics and/or Yandex. Metrica) and get comprehensive information about user behavior, taking into account the performance of target actions on the site.

UTM tags: a quick primer for those who aren't in the know
UTM tags (or Urchin Tracking Module) are a module that, when added to URL links, allows you to track traffic sources and provide more information about the quality of the channel itself. The tags themselves came fromcontextualAndtargeted advertising, but now they are also readily used ine-mail marketing. For example, if you want to A/B test email templates or individual blocks to choose the best one for further mailings.

UTM-tags in letters or how to analyze the results of mailings - image

What information can be obtained using UTM tags:
determine the best time, day of the week and acceptable schedule for mailings to each segment;
test content separately to select the best banner/ad text/calls to action, etc.;
evaluate the effectiveness of the e-mail channel in comparison with others and in general.
UTM tags: the tool in action
Now let's move on to decoding UTM tags, which you can find in any letter. Just point the arrow at the banner or button and you will see a pop-up link, in which after "?" the tags will be located (sometimes they are shortened or encrypted, so it is not necessary to look for "UTM"). There are only 5 of them, 3 of which are considered mandatory, and two are additional.

Let's list them with brief explanations:



utm_campaign — the name of the advertising campaign, in which you can specify the date, the tested block, etc. to make the work easier;
utm_source — a traffic source that allows you to analyze transitions from e-mail (for convenience, this can be specified in the tag itself);
utm_medium — a channel type that allows you to specify mailings and obtain data only for assessing the effectiveness of e-mail marketing compared to PPC advertising, etc.;
utm_content — an optional tag that can be used to set up tracking for specific links within the email itself;
utm_term is another optional tag where you can enter keywords (relevant for PPC).
UTM-tags in letters or how to analyze the results of mailings - 2 - image

You can enter the text of the tags yourself after the question mark or use the automatic filling that is available in the mail services themselves. So, you can significantly supplement it by introducing more details for tracking and see its display when hovering over an element (image, link, etc.). One click from the subscriber is enough for all the information about the user to go to your reports. And how to correctly create and register UTM tags can be read in the blogeSputnik.