Email signatures are a valuable asset for maintaining professional branding and driving traffic to important online properties like your website or social media. When it comes to tracking link clicks within email signatures, however, there’s a right way and a wrong way. In this article, we’ll look at why using a link tracking feature or service is problematic and why UTM parameters are a safer, more effective choice.
Two Ways to Track Link Clicks in an Email Signature
Let’s break down the two main ways people try to track link clicks from an email signature:
1. Link Tracking Service
Link tracking services work by replacing your original url with another url. They then capture and log the user's click before sending the user to the final destination. This is often achieved by using link tracking feature built into another email signature app or a short link such as bit.ly or other third-party services. When someone clicks the link, they’re first sent to a third-party tracking site, and then redirects them to the intended destination.
2. UTM Parameters
UTM parameters, on the other hand, are simple codes added to the end of a link. They provide information to your analytics platform, like Google Analytics, about where the click originated, without adding an intermediary tracking site. Unlike link tracking services, UTM parameters don’t interfere with the user’s journey, and they work particularly well for tracking clicks to your own website.
However, UTM parameters don’t allow tracking for links you don’t control—such as links to your social media profiles. Still, for most businesses, tracking visitors to their own website is the top priority, so UTM parameters offer a reliable solution without the drawbacks of third-party tracking services.
Risks of Using a Link Tracking Service
Despite the allure of tracking services, they come with significant risks that can ultimately harm your email delivery and reputation. Here are some key concerns:
A. Risk of Your Emails Going to Spam
One of the most serious issues with link tracking services is that they can cause your emails to land in spam folders. Spam filters are sensitive to links that redirect, as they often signal an attempt to mask the final destination—a tactic commonly used in phishing schemes. Redirecting links from third-party tracking services are frequently flagged by these filters, increasing the chance that your emails won’t make it to your recipient’s inbox.
B. Potentially Seen as Misleading or Untrustworthy
Recipients today are increasingly wary of online privacy and transparency. Redirect links, especially those that don’t show the final destination clearly, can raise red flags for email recipients who may view them as misleading. Even when your intentions are entirely genuine, link tracking can give an impression of untrustworthiness, which is a reputation risk no business wants to take.
C. Lack of Control Over Your Links
When you rely on a third-party tracking service, you’re entrusting them with control over your links. If you stop paying for the service, or if the provider goes out of business, all of your tracked links could stop working. This disruption can be disastrous, especially if your email signature links are intended to drive traffic to key resources or provide contact information. A broken link in your email signature not only frustrates your recipients but also leaves a poor impression of your brand’s reliability and professionalism.
Why UTM Parameters Are a Better Choice
Unlike link tracking services, UTM parameters avoid these pitfalls by sending information directly to your analytics platform without affecting the user’s experience. By using UTM parameters, you can effectively track clicks on links to your website, helping you measure the effectiveness of your email signature without the risks that come with third-party tracking.
Here’s how to create a UTM parameter-based link:
- Start with your website’s URL.
- Add parameters like utm_source, utm_medium, and utm_campaign to distinguish where the click came from.
For example:
https://yourwebsite.com?utm_source=email&utm_medium=signature&utm_campaign=website_link
You can also use Google's Campaign Builder tool if you need a little help with this!
While UTM parameters are visible to recipients and can sometimes be lengthy, they’re far less likely to cause spam filters to flag your email. They also give you complete control over tracking information for your own website.
Why We Don’t Offer a Link Tracking Service in Signature.email
At Signature.email, we prioritize user experience, deliverability, and your email reputation. Other email signature generators that advertise their amazing link tracking ability aren't telling you the whole truth. Link tracking features often compromise these priorities, which is why we haven’t included them in our platform. Instead, we encourage you to use UTM parameters to gather data without the risk of triggering spam filters or seeming untrustworthy.
While tracking link clicks in email signatures is useful, the way you track them matters. Avoid third-party link tracking services that may redirect and raise red flags, and instead, opt for UTM parameters. With this approach, you’ll ensure that your emails remain professional, transparent, and most importantly, deliverable.
