Email + UTM tags + Omniture Tags. How to save time by enhancing the email template?

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Email + UTM tags + Omniture Tags. How to save time by enhancing the email template?

Hi, any smart idea welcome πŸ™‚

  • We have a number of nurture emails as part of a campaign, all based on the same email template
  • We track the performance of those emails by the number of forms fills as a result.
  • We track this both by passing UTM tags (in each hyperlink of the email) from the email to the form.
  • We also have Omniture site catalyst tag (cmpid) in place to track form fill from the email campaign

Now, in an ideal world, I would have directly in the email template some css code, that would specify the tags for each hyperlink in the email, rather than doing it each hyperlink at the time, something like:

hyperlink?utm_campaign={{my.Campaign-Name}}(1)&utm_content=Name(Or subject) of the email(2)&cmpid={{my.Campaign-Name}}&"subject-of-the-email(3)

(1) utm_campaign={{my.Campaign-Name}} ==> Token

(2) utm_content=Name(Or subject) of the email sent

(3) Cmpid (omniture site catalyst) ==> (1) and (2)

I am not sure I am approaching the challenge from the right angle, but I am trying to find a way to capture the name(Marketo name) or subject of the email as a tag after each URL of the email, automatically in the email template.

Has anyone been looking into this?

Thanks you for any contribution



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Level 10 - Champion Alumni

Re: Email + UTM tags + Omniture Tags. How to save time by enhancing the email template?

there are a ton of threads on this topic.

Yes, using My Tokens could help you run this faster. I wrote about approaches here:
Level 8

Re: Email + UTM tags + Omniture Tags. How to save time by enhancing the email template?

Josh - this is moreso about forms, the question pertains to Email Templates, and I'm wondering the same thing.

Any way to go into the HTML or CSS of the template and add something that would automatically add the utm parameters to each link sent out?

I've been able to do this manually, which actually wasn't so hard, but for some reason whenever I try to add the UTM parameters for our company logo that is featured on each email, it doesn't populate correctly.


ends up looking like this, when I click it

The "?" mark is completely ignored, and the parameters are inserted as if they were part of the actual URL

this only occurs with the company logo link, the rest of the links work fine (including graphics and text links)

Not sure why this would be occuring, only difference I see is the class for the URL is "class="mktNoTrack"

EDIT: Looks like it only happens when UTM parameters are added to the homepage, so I'm guessing this is a normal thing?

EDIT 2: I was able to add UTM parameters to all TEMPLATE links (contact us, etc), but how do I make sure all links added to the actual body of the email also use the same UTM parameters? I know it's only a matter of time before someone forgets to make sure to manually add the correct parameter to every link included in the body of the email.

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Re: Email + UTM tags + Omniture Tags. How to save time by enhancing the email template?


Even though you provided a lot, we kinda have to infer some things about what you might be doing or not doing.  If I read the first part right, then you just use a token for both the Email Title AND the "utm_content" (parameter) that goes in the URL.

If that's not what you meant, then it also sounds like you might keep all these nurture emails in the same program.  When you want a new one, you just clone one of those emails to the same program.  This has the unfortunate side effect of using the same token and when you want to change the token for the new one, it would unfortunately change one or more of the prior emails.

Perhaps you would want Marketo to automatically detect the need to create a new set of tokens for the newly cloned item.  If this was the case, you may want to begin cloning the whole program and keeping one email for each program.  That way you can change the title & link for each nurture email.  Plus you can still create a single/connected nurture flow for emails in separate programs.

Hope that helped.