UTM Targeting Parameters (Email)

*Record Scratch* Yup, that’s me. You’re probably wondering how I got here.

UTM parameters are one of the easiest things to add to your marketing campaigns that will not only vastly improve your tracking and traffic attribution but also help optimize your overall site experience.
UTM Email Targeting Banner


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.

  1. First go to your Design Canvas, for this type of campaign we recommend creating Banners, so they display the messaging throughout the site experience in an unobtrusive manner. Create a Banner that’s on brand and complements your site experience.
  2. You’ll want to add the following two strings of code into your promotion’s text to pull in your UTM coupon and campaign name.    {{UTM_campaign}} and {{UTM_ coupon}}
    1. Note: These need to be typed in lowercase for the UTMs to properly pull into the promotion.
      1. If you want the coupon code to be copyable by customers, you’ll need to enter this code string into the multi-use coupon code field under coupon options or use our CTA layer.
      2. Otherwise, you can include this code string in another text layer in your design.
    2. Note: Make sure the name is something you want the customer to see reflected in the final promotion as this part of the dynamic aspect of UTM parameters.
    3. Keep in mind that since you are using a dynamic campaign and coupon code in these promotions, it’s best to leave padding around both these code strings, so they have room when they populate.
  3. Now hit save and then next to add in your rules. For the ones Something Cheeky used, a basic rule set will suffice.
  4. Here you’ll select from the ‘Choose When’ section the specific page option. Below that you’ll refine this to on “any page” and “every page” so it follows them throughout their visit.
  5. If you’d like for the pop-up to be closable (a best practice), you should select under the ‘Stop Showing’ section, the option for “If promotion has been closed THIS visit.”
  6. Next, under the ‘Target Traffic Source’ section, select email. Underneath there’s an option for Tracking URL ‘contains’ (there is also an option for equals, but we recommend contains for this) and that is where you’ll include the UTM URL parameter.
  7. You can add as many options as you’d like and because of the way we set up these promotions, they will display different campaigns as different promotions.
    1. Note: This is what provides a segment’s specific experience and personalizes their interactions with the site.
  8. That’s all you need to do to set up an email-based UTM targeted promotion. Get started simplifying your marketing campaigns today

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