Using UTM Parameters in Your Email Marketing
Your email marketing strategy needs to be evolving for better impact and even better ROI.
The UTM stands for ‘Urchin Tracking Module’ and it is a set of code that helps you find out how many visitors came to your website through your email campaign.
The Email on Acid team has published a comprehensive article on using the UTM parameters to improve your email marketing campaigns.
On the importance of the UTM parameters in your email marketing, the Email on Acid says, “Using UTM codes in your emails can help you better understand what a subscriber does once he/she clicks in your email and visits your website. You’ll be able to better track email performance and engagement, including conversions (and assisted conversions), revenue, sessions, page views, etc.
UTM parameters also give you the opportunity to see what type of email content performs better. For example, if you A/B test different imagery in an email, you use UTM parameters (utm_content) to better track engagement from subscribers that clicked image A vs. subscribers that clicked image B”.
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