UTM parameters are tags added into a URL, so when a link is clicked, it can be traced back to where the customer originated. Sounds simple right? It is!
But UTM parameters can help you get granular with your targeting efforts–meaning each campaign can target hyper-segmented audiences appealing to a specific buying motivation.
Not only are these tags helpful to use when designing and running your campaigns but also afterward, when analyzing your marketing’s performance and determining future budget allocation. Focusing your marketing budget and resources on more profitable segments and popular products means you’ll get the most ROI for your marketing buck.
Let’s take Something Cheeky, an adult novelty store wanting to segment their email marketing more granularly based on their customer’s previous purchase or behavioral history. By sending emails featuring products geared towards their client’s interests, they could use UTM parameters to track link clicks back to their site and attribute page traffic accordingly. This also allowed them to use dynamic messaging in their ads, so the promotions sent in the emails were reflected on-site during their visit.
Since these emails were based on previous orders or product collections browsed, these segments were “self-selected.” That means that customers indicate their interest via on-site behavior, placing themselves into segments based on their own accord rather than demographics or other basic segmentation factors. Segments like these are more personally relevant to the consumer and indicate much stronger buyer intent or future purchases.
Extremely targeted emails such as these often have higher engagement and click-through rates since they’re filled with content the subscriber wants to browse but also sets up a great use case for UTM parameters.
Let’s take a look at the UTM targeting parameters that Something Cheeky used in their promotions to reflect the offers they sent in their emails, on-site once a recipient had clicked through. These promotions reflected the codes displayed in the emails, reinforcing the messaging that enticed them to click through to their site in the first place.
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