As a publisher, it's important to clearly understand your audience and their behavior on your website. One way to do this is by tracking reader activity, and one of the most effective ways to do this is by using email addresses.
With today's release, Letterhead will now automatically append reader email addresses, a user unique ID, and a campaign ID to links you include in your newsletter that point to content on your domain.
What's the benefit?
Using email addresses to track reader activity has several benefits for publishers. First and foremost, it allows you to gain a deeper understanding of your audience. By tracking which articles or pages a reader engages with, you can get a better idea of their interests and preferences. This can help you tailor your content to better serve your audience and increase reader retention.
In addition, using email addresses to track reader activity can also help with monetization efforts. By knowing which content is most popular with your readers, you can identify potential opportunities for sponsored content or native advertising. You can also use this information to better target your advertising efforts and increase the effectiveness of your ad campaigns.
Another benefit of using email addresses to track reader activity is that it can help you better serve ads to your readers. By knowing which articles or pages a reader engages with, you can serve them ads that are more relevant to their interests. This can lead to higher click-through rates and ultimately, more revenue for your business.
Customers who use solutions like Google Analytics and LiveRamp will be able to see clicks, traffic, and user journeys for every customer email address. This can also be used for membership and subscription sales and paywall implementations.
This feature also works with Promotions in Letterhead, which means if you're running house ads or promotions for your own content, you'll be able to track performance and conversion through to your site.
How to access and use
This feature is enabled by default on all customer accounts using our new composer (beta.app.tryletterhead.com).
Letterhead will automatically match any links you insert in your content. If the link's domain (for example, tryletterhead.com) matches the sending domain of your newsletter, the UTM records (unique ID, campaign ID, email address) will be added to the resolved link address.
If you're currently sending through our domain (letterhead.email) you'll need to switch to sending on a custom domain in order for this feature to be available.
In a future release, we'll add the ability to control your UTM tags and the link domains you want to match/append with, through your Settings panel. We'd love to hear from customers what else you'd like to see on this feature. If you'd like to dig more into the world of UTM tags you can check out these resources from Buffer and Hubspot.
As always, you can give us a shout out on Slack, on Twitter, or at email@example.com.