Use UTM code within your email signature to track the success of your email marketing

Within Patronum email signature management, you can embed UTM codes that can be used to help track the success of banner campaigns embedded within your user’s email signatures.

What is a UTM code?

OK, so maybe you didn’t know, but UTM codes, also called UTM parameters, allow you to see where traffic to your website is coming from and ultimately track the success of your various marketing initiatives including your banner campaigns within your email signature.

UTM codes are super simple. They’re just text added on to the end of a URL, like this:

The link above contains the website address ( as well as a number of parameters after the question mark. This extra information is the UTM code.

If someone clicks on the above link it will appear within Google Analytics with all the campaign information making it easy to track how many people are clicking on our email signature banners, and what information is of interest.

Setting Up UTM code

Creating your own UTM code from within Patronum is really easy, we’ve built directly into Patronum a URL Builder. This feature automatically adds the correct UTM codes to all links within your email signature so that any clicks will be tracked.

When you add your domain and the campaign details Patronum will automatically tag all links to your website without you having to go through the time-consuming process of manually generating and adding the links.

Measure the success of UTM in Google Analytics

Once you have tagged all the links within your email signature with UTM codes and applied them to your Google Workspace users, you will be able to track the success of your campaign in Google Analytics.

Channel Report

You can compare how your email signature campaign is performing against over drivers of traffic to your website via the Acquisition > Channels report. This report will show you how much traffic your website is getting from each type of channel grouping. Here you’ll see how much direct versus social media versus referral traffic you get.

Campaign Report

To see exactly how well your email signature campaign is performing, select the Acquisition > Campaigns > All Campaigns report. This report will show you how many website visitors you’ve had from each campaign. If you have goal tracking or e-commerce tracking configured, you will even see how many people actually made a purchase and the value from those purchases. Linking all these together allows you to better understand where your customers are coming from and more importantly which sources convert to a sale or a lead within your business.

The importance of email signature tracking

Website traffic is one of the main ways in which people get to know about your organisation and what you can offer. So the more people who visit your website it’s likely that the more people will purchase from your. This is why tracking email signatures and email marketing is so critical to the success of your organisation.

By tracking who reads your emails, and more importantly, who acts upon them, you will be able to see your primary demographic and therefore you’ll know who you’re targeting in order to get the most visits and purchases/leads from your website.

Tracking emails sent by your organisation also helps you understand who your customers are, and how much time they spend reading your website. You don’t want people who simply click and go, you’re looking for customers who spend time on your website and then making a call or a purchase.

By using UTM tracking codes within your email signature, you can track the performance of your campaigns beyond the simple click thru rate. Use UTM codes to track:-

  • Traffic Volumes
  • Source and Medium of the traffic
  • Bounce Rates
  • Goal Tracking
  • e-Commerce conversations
  • and much, much more

By using UTM codes within your email signature banner campaigns you can see exactly how much revenue each campaign is generating and the return on that investment.

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