Email E-News

Links in these types of emails; where there are a collection of stories or round-up of recent promotions. These types of emails are considered E-News. E-News emails will point to lots of different landing pages.

campaign codes for E-News

All links that point to Engaging Networks, Shopify or END.IT landing pages that will include a financial transaction will need a Supporter Fundraising a campaign code as normal.

All the links in the E-News email should use an appeal code of the Type "Newsletter" NEEM_US0223... or "Stewardship" STEM_US0223... Either is fine to use.

The date should match the date the email is being sent out so an E-News email going out in February 2023 would have a code like this "NEEM_US0223" or this "STEM_US0223"

Each of the codes created for the different types of campaigns should sit under the parent campaign that the link relates to. eg if some links point to the EOTL appeal the ST or NE appeal code gets created under the EOTL appeal parent code. Other links might point to a Utah petition for animal welfare, the ST/NE appeal code sits under that campaign's parent code.

Add segment letters for each link type eg a = all the EOTL appeal links, b = all the Utah petition links etc.

With your campaign code created, use the URL Generator to create the UTM tracking using the guide notes above.

The supporter broadcast email should be named using the common campaign code without the segment letter included.

Example:

STEM_UK0225-Enews-NEW-Standard-Feb 2025 or NEEM_UK0225-Enews-NEW-Standard-Feb 2025

EN Campaign Codes

On occasion, there will be requirements to create links to Engaging Networks pages that don't have a donation ask in the journey. Such pages would usually be Data Capture type pages for email sign-up for example, or to receive an information pack. Occasionally there may be a petition or email to target action.

A Salesforce code is always needed for links pointing to Engaging Networks pages, but in these cases select "EN Campaign" from the selection menu upon creating a new code.

There will be reduced options available to select from.

The makeup of the code will be a little different from the usual Supporter Fundraisings type codes.

The examples show the main different options you would select for Type and Sub-Type.

DCOD_US0822_C_020788 = Data Capture Other Data Capture
DCAP_US0822_C_020788 = Data Capture Advocacy Petition
ET_UK0623_C_027697 = Email to Target (no sub-type required)

The Campaign Name of the parent code must match the name of the Engaging Networks page.

Select the appropriate Type value;

Data Capture (use this option for petitions with no donation ask and any other data capture or sign up pages)
Email To Target

Data Capture Type has a Sub-Type menu with two options;

Advocacy Petition
Other Data Capture - used for anything other than petitions.

Create a new variant for each platform, email broadcast, share platforms etc. The six digit id on the end of the code is unique each time and new code is created.

Use the URL Generator to create the UTM tracking using the guide notes above.

Understanding UTM naming: cheat sheet

While, generally speaking, it will be clear which campaign, source, and medium are appropriate in each case, there are a few which have could be interpreted in various ways. As above, the options available are:

Campaign

Campaign	Notes
Antibiotics	Campaigns about antibiotics
Books	Book launches, promotions, sales and events
Broilers	Campaigns about chickens raised for meat
Cageage	Campaigning about caged farming in general, could apply to various animal species
Cloning	Campaigning about animal cloning
Compassion	Catch all for things related to Compassion, but not a specific campaign, eg jobs, about our work, about our trustees/high profile supporters, homepage,
Community	Community fundraising activities such as sporting activities, collection tins, bake sales, competitions etc
Dairy	Campaigns about dairy cows and calves
Donate	For links to donation pages without a particular theme (either on the page or in the ask linking to the page) Upgrade, Gift Aid, Re-Activation should use this parameter
ECI	Specifically related to European Citizen Initiative (ECI) campaigns.
Education	For themes about education, schools, learning etc
Egglayinghens	For campaigns about egg laying hens or eggs in general
Factoryfarming	Catchall for things related to FF, but not covered by one of our specific campaigns, eg environmental damage, food poverty, pandemics, human health. Use this for the "End Of The Line / END.IT" campaign.
Fish	For campaigns about aquatic life forms eg fish, crustaceans etc. (Octopus has its own campaign utm)
Foigras	For campaigns relating to foigras
Food	For links about food products, food technology, recipes etc
FoodBusiness	For anything related to the Food Business arm of our organisation. Business to business, food corporations, retailers etc
Labelling	For campaigns about labeling on food packaging
Legacy	For anything related to Wills, legacy donations
Octopus	For octopus themed campaigns.
Pigs	Campaigns related to pig welfare
Politics	For political matters that either aren’t on a specific campaign or cover several eg Brexit, elections, trade deals,
prizedraw	For gambling type activities eg Raffle, Lottery.
Rabbits	Campaigns related to rabbit welfare
Regeneration	Campaigns about regenerative farming
Seasonal	For holiday-themed communications eg Christmas, New Year, Mothersday, Valentine's, Easter, Halloween, Thanks Giving etc Not Christmas card sales or Year End Emails
Shop	For e-commerce eg shopify stores where merchandise/cards/books etc are being sold.
Slaughter	For campaigns about slaughter practices, slaughter laws etc
Stewardship	Non-campaign, non-seasonal messaging. Mainly informative, good news, updates, thanking, events
Transport	For campaigns related to the live transportation of farm animals
Welcome	For initial welcome emails for new supporters, usually in a welcome sequence

Source

Source	Notes
Appeal	NOT AN APPEAL EMAIL, but other appeals (eg postal)
Care2	Coalition campaigns with care2 organisation
eafemail	This is to use for email share buttons (stands for ‘email a friend email’)
Email-appeal	All kinds - direct donation asks usually themed but not always, appeal, crowdfunder, legacy/gifts in Wills etc) Links will point directly to a donation page or a page about leaving a legacy/Will. (Gifts through tax, re-activation, upgrade have their own parameters - see below)
Email-action	Action emails asking supporters to sign a petition, email a target, to fill in a data capture form, social media actions
Email-enews	Emails that are a collection of stories from the recent past
Email-media	For press and MEP/MP type emails (mainy send from Campaign Monitor).
Email-Reactivation	For emails asking lapsed regular donors to re-start their regular gifts
Email-indirectgifts	For donations received through indirect sources such as a fundraising event, competition, bake sale, shop, raffle, lottery, book sales etc
Email-Re-engagement	For emails trying to re-engage supporters who have not interacted with our emails for a period of time
Email-stewardship	For updates on campaigns (where the primary message is not asking supporters to do anything), for eg happy new year emails, general information, updates on the outcome of a campaign, impact report publication etc. It can include a soft/secondary ask but the email is principally about sharing news or thanking supporters in a general way.
Email-taxrelief	For broadcast emails asking supporters to increase the value of their gift through tax relief/gift aid.
Email-upgrade	For use on upgrade broadcast emails asking regular donors to increase their regular gift donation amount.
Email-welcome	For welcome sequence emails
Email-thank you	For auto-responder emails only. Thank you email thanking supporters for taking an action or donating.
Bluesky	LinkedIn share buttons, posts and ads
Facebook	Facebook share buttons, posts and ads
FAV	UK only - urls created for use in Farm Animal Voice magazine
Google	Google ads
Instagram	Instagram posts and ads
Link	For things not from a specific platform, eg short URLs for sharing (in this case, medium would be set to ‘shared’), external websites (medium would be ‘external’ e.g When an external group (company, organisation) wants to link to our site.)
LinkedIn	LinkedIn share buttons, posts and ads
MesOpinions	For France only - use with MesOpinions
Print	For non digital platforms such as paper billboards and other printed media. Not for postal appeals, use appeal for
Sms-appeal	Appeal sms campaigns (all kinds - direct donation asks usually themed but not always, crowdfunder, gift aid/gift through tax, regular donation upgrade etc)
Sms-action	Action sms campaign asking supporters to sign a petition, email a target, to fill in a data capture form
Telegram	Telegram share - only some countries use this platform
TikTok	Tiktok share - only some countries use this platform
Twitter	Twitter share buttons and posts
WhatsApp	WhatsApp share
YouTube	YouTube posts

Medium

Medium	Notes
CIWF	This will usually be for social media posts we make. Not shared posts, but things we put out via our Facebook, Twitter etc account timelines
CPC	For paid social media ads and SMS campaigns
Email	For emails we send out (can be paid for emails sent on our behalf), but if you are creating a share by email link, then the medium should be ‘shared’
External	For when other organisations or companies want to place a link to us on their website
Offline	Anything non-digital, billboard ads etc
QR Code	For links on QR Codes
Shared	For use on share buttons and short urls
Redirect	For use on closed pages where a redirect is required. eg Closed action page redirecting to a closed campaign information page.

Term/Keyword and Content

Term or Keyword:

A free-form text field that can be used to add additional information to the link tracking when further definition or customisation is desired.

Term must also always be used on Facebook and Instagram paid adverts. See the Facebook Campaign guide for more information.

Content:

Must be used on Shopyify links. See the section on Shopify links for more information.

Otherwise this field is not used.

Welcome Automation / Program Sequences

Emails in the welcome sequence will use the WL (Welcome) type appeal codes in all the emails.

The utm_campaign should be "welcome" for the generic welcome-type emails, or an appropriate campaign type for the emails which are promoting an appeal or action.

The utm_source will be "email-welcome" for all emails in the sequence and utm_medium will be "email".

Any share buttons in the linked-to actions or donation pages will use the appropriate Appeal or Campaign type appeal codes.

Engaging Networks pages being linked to from paid adverts or automation sequences should be duplicated so the performance of the ad or sequence can be reported on separately from the general traffic.

Appendix - Tracking Destination and Link Location Terms

Link Destination Definitions

Internal Sites

All Engaging Networks pages
Food Business (Umbraco)
CIWF domain sites (Umbraco)
Eggtrack and End The Cage Age sites (Umbraco Microsites)
Better Chicken (Umbraco Microsite)
Shopify

Tracked External Sites

These are sites we don't own but we can source tracking data from, therefore we need utm tracking on links pointing to them.

Save Our Antibiotics

External Sites

Extinction conference ticket booking system
Social Media Pages
Meta Ads (excluding Google Ads)
Offline & Postal
Anything else!

How to create tracked links