How to Track Link Clicks in Email Signatures
Brought to you by Exclaimer
Do you track link clicks on display ads or email newsletters? What about email signatures? If your organization uses branded email signatures that include a hyperlinked company logo or promotional banner, it only makes sense that you should track these too.
Why should you track link clicks in email signatures?
Think of a corporate email signature as a free tool that drives traffic to your website and social media channels. Tracking link clicks in email signatures can be done easily by using linked social media icons, promotional banners, and hyperlinks.
Companies that send emails by the thousand every day will no doubt have many recipients clicking the links in the sender’s email signature. If these link clicks in email signatures aren’t tracked, it’s hard to determine which banners and links are most effective.
Promotional banners used in emails signatures as part of a marketing campaign are just as important to track as any other advertising channel. This is particularly true if you are A/B testing different designs. Adding a tracking link to your email signature marketing campaigns allows you to evaluate how successful the campaign is. It also informs you as to whether or not you should continue to use a specific banner or test a new creative.
How can you track link clicks in email signatures?
Depending on the analytics platform you are using, there will be the ability to create custom campaign tracking URLs. In Google Analytics, for example, you can create a campaign URL with their Campaign URL Builder.
Within Google’s Campaign URL Builder, you will choose custom parameters, often known as UTM tags. The UTM tags are what you will use to identify the traffic source within Google Analytics.
The different parameters are:
utm_source: Use this to define where the traffic came from, e.g. email_signature_banner
utm_medium: This identifies the medium, e.g. email
utm_campaign: Typically the name of the campaign, such as a product promotion, e.g. exclaimer_cloud_demo
utm_term: Use this for paid ads to define the keyword, e.g. email_signature_trial (optional)
utm_content: Use this for A/B testing and content-targeted ads, e.g. link1 (optional)
We advise keeping the same UTM source and medium tags the same across all email signature marketing campaigns. This is to make it easy to track and measure results consistently so it's easy to track the link clicks in email signatures effectively.
Seeing the data in Google Analytics
Once the campaign is over, you can analyze the data in Google Analytics. Login to your account and go to Acquisition > Campaigns > All Campaigns.
Choosing an email signature solution for marketing purposes
Exclaimer Signature Marketing Cloud is the perfect solution for eliminating the burden of email signature updates on IT and handing control over to marketeers.
This allows email signatures to be transformed into new opportunities for promoting messages, engaging across social media, sharing awards, and establishing your brand’s personality. You can then use analytics dashboard to ascertain which link clicks in email signatures are the most effective and optimize your campaigns accordingly.
This means you can finally take full advantage of the opportunity the real estate within emails represents.