Most small businesses know they should be tracking their marketing efforts — but they often overlook everyday emails. While traditional newsletters and outbound campaigns are easy to measure, what about the daily one-to-one emails your team sends to clients, prospects, or partners?
With WPES (WP-Email-signatures), you can turn every email into a trackable marketing asset. Each signature can include a dynamic banner, and with built-in support for UTM parameters, you’ll know exactly how recipients interact with your content.
UTM (Urchin Tracking Module) parameters are simple text strings you add to a URL — they help analytics tools like Google Analytics or StatsVO identify where traffic is coming from. For example, instead of sending people to yourwebsite.com/offer, you send them to:
yourwebsite.com/offer?utm_source=email_signature&utm_medium=email&utm_campaign=spring_offer
Each parameter serves a purpose:
utm_source: Identifies the source of the traffic (here, set as "email_signature")utm_medium: Specifies the type of communication (set as "email")utm_campaign: Labels the specific campaign or promotion (customized by you)According to Smashing Magazine, using consistent UTM parameters across campaigns allows you to compare performance, refine messaging, and understand user behavior with greater precision.
Easy integration via WPESFrom the WPES interface, campaign tracking is quick and intuitive. Just enter your campaign name and description — WPES will automatically generate the correct UTM parameters and append them to your banner link. No manual tagging required.
Once implemented, you’ll be able to measure:
By using WPES, your email signatures become a measurable marketing channel — one that runs in the background, passively collecting valuable insights to optimize your outreach.
Want to go deeper? Learn more about campaign tracking in Google Analytics or check out this guide from Smashing Magazine.