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Which UTM Tag Helps Monitor the Traffic from Email?

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

08 February 2024

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Which UTM Tag Helps Monitor the Traffic from Email?

Understanding the origins of your website traffic is crucial for optimizing your digital marketing efforts, especially when it comes to email campaigns. Among the various tools and techniques available for this purpose, UTM (Urchin Tracking Module) parameters stand out for their simplicity and effectiveness. But with several UTM tags available, which one is pivotal for monitoring traffic from email? The answer lies in the utm_medium parameter.

The Role of UTM Parameters in Email Marketing

UTM parameters are snippets of text added to the end of URLs to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They provide invaluable insights into how users interact with your marketing content, enabling you to make data-driven decisions to enhance your strategy.

Identifying Email Traffic with UTM Tags

Among the five main UTM parameters (source, medium, campaign, term, and content), the utm_medium tag plays a critical role in identifying traffic that originates from email campaigns.

  • utm_medium: This parameter specifies the marketing medium used to reach your audience. For email traffic, the utm_medium is set to "email" to distinguish it from other traffic sources like social media (social), pay-per-click advertising (cpc), or organic search (organic).

How to Use the utm_medium Tag for Email Campaigns

When crafting a URL for an email marketing campaign, appending the UTM parameters to the end of the link is essential. Here's a breakdown of how to incorporate the utm_medium tag, along with others, for comprehensive tracking:

  1. Start with your base URL: This is the page on your website you want to direct your email audience to.
  2. Add UTM parameters: Begin with a question mark (?) followed by the parameters you want to track, separated by ampersands (&).
  3. Specify the utm_medium as "email": This is crucial for ensuring that all traffic from your email campaigns is correctly categorized in your analytics tool.

Example of a UTM-tagged URL for an Email Campaign:

https://www.yourwebsite.com/product-launch?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

In this example, utm_source=newsletter indicates that the link is being used in a newsletter, utm_medium=email categorizes the traffic as coming from an email, and utm_campaign=spring_sale specifies the campaign associated with the link.

Analyzing Email Traffic with UTM Parameters

Once you've implemented UTM parameters in your email campaigns, you can use analytics platforms like Google Analytics to monitor the performance of these campaigns. Navigate to the Acquisition section, then Channels, and select "Email" to view detailed reports on traffic, behavior, and conversions stemming from your email-marketing efforts.

Best Practices for Using UTM Parameters in Emails

  • Consistency: Use consistent naming conventions for your UTM parameters to ensure accurate tracking and analysis.
  • Clarity: Make your UTM tags clear and descriptive to easily identify the campaign, source, and medium in your analytics reports.
  • Shortening URLs: Consider using URL shorteners for cleaner, more user-friendly links in your emails, especially if you're concerned about the length or complexity of UTM-tagged URLs.

Conclusion

The utm_medium=email tag is indispensable for marketers looking to track the success of their email campaigns accurately. By strategically incorporating this and other UTM parameters into your URLs, you can gather precise data on how recipients interact with your emails and what actions they take on your website. This insight allows for the optimization of future campaigns, ensuring your email marketing continues to engage and convert your audience effectively. Remember, leveraging analytics tools like Flowpoint.ai can further enhance your ability to analyze and act on email campaign data, driving even greater success in your digital marketing endeavors.


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