Marketers usually focus on open and click rates. But using UTMs to help you complete the picture will allow you to measure user behaviors and conversions for each automated email or newsletter you send.
The best way to connect emails with user behavior is to add a UTM to each link in your emails. Doing so will give you concrete data showing which emails convert best. Once you know which emails convert best, you’ll also know which emails to write more of.
Unfamiliar with UTMs or need a quick refresher? Check out our complete guide.
When you’re ready, here are the steps to create guidelines for your UTMs.
Create set guidelines for your UTMs.
The number one thing to remember is to keep your UTMs consistent. Decide how you’re going to tag your sources, mediums, and campaigns. Whether you decide to tag your email source as “mail” or “email,” it should always be written the exact same way. If you use more than one name for a source or medium, it’ll be harder to segment them later.
Your campaigns, on the other hand, will be different every time; you’ll name those according to their content. So before moving on to Step 2, decide on the guidelines you’ll use. You can use this template to keep track.
Step 2: Include UTMs with every link you send.
If you’re sending automated emails or newsletters, add UTMs to the links that appear in them. From now on, you’ll be including UTMs with every link you send.
Oribi’s UTM builder makes creating UTMs super easy. Once you’ve created a UTM link, just copy and paste it into your email wherever you’d like it to appear—just like you’d do with a “regular” link. Here’s an example of what it might look like:
When someone clicks a link in your email, data will be captured, and you’ll be able to see later on which UTMs were responsible for bringing the most traffic or conversions.
Share your UTM guidelines with everyone involved in your email marketing.
Since you want to stay consistent with your UTMs, share the guidelines you created in Step 1 with everyone on your team who creates or sends emails.
Once you start adding UTMs to every email you send, analyze them. Head to the UTMs section in Oribi (under Channels) to see which email campaign performs best (i.e., converts more visitors).
Here’s an example of what you’ll see in the UTMs section of Oribi:
You can also use UTMs to understand how visitors arriving to your site from different email campaigns behave across your funnel. You may find that an email with a low open rate gets visitors further down the funnel than one with a higher open rate. In that case, it would make sense to optimize the subject line of that better-converting email since its content is doing a good job of increasing readers’ intent.