Taking Advantage Of Link Aliases In Your Realtime Emails

*** NOTE: ALL INFORMATION IS ACCURATE AT DATE OF PUBLISHING ***

Perhaps a slightly under-rated feature, the ability to set the alias for a link exists in Realtime Marketing on your emails. The ability to add link aliases makes it so much easier to review your email insights, quickly reviewing which links are being clicked from which section of your email. By taking time to add thoughtful more meaningful aliases, this can make reviewing the effectiveness of your email a whole lot simpler.

First, let’s look at some components we can add to an email. We might want to link to the same URL in several places, but when reviewing the insights for the email and see how well it did, know exactly what someone clicked on to get to that URL. We’ve got an image below that will be used in the header of the email. Adding the link, the alias can be adjusted so we put main-logo so it’s obvious where someone clicked to access the link.

This next one is common, adding a button with a link to a URL on our site. Again, this goes to the same URL as the logo, but we will give this one an alias of contact-button.

Then this one is a hyperlink that we will put in the footer of the email, so the alias is the learn-more-footer.

Once the email has been sent out we can review the Insights tab from that email to understand how well it did. The Link insights shows clearly all of the clicks on the exact same URL, but the link alias is what now gives clarity to understand WHERE in the email people clicked to land on that page of our website. The link insights can be grouped by URL or Link Alias (or None) which would make it a LOT easier when you have a ton more links and clicks to analyse. You can also click on the three dots to export up to 50,000 records to open in Excel and review in even MORE detail.

If we want to find people in a Segment who have clicked on a specific link, we can use the behavioural option of Email link clicked, then choose the Target Url Is and add in the specific URL. So using the logic below, we would find all of the people who had clicked on any of the places on the email we sent out that linked to this specific page of the website.

Even better, if we get really good at being consistent with link aliases, we could use that in a Segment instead. So if each time we add a contact-button that might link to different places, we could use the email link clicked behavioural option but search where the Link Name is whatever we added as the link alias. This would find all people who have clicked a link where the link alias was contact-button, no matter what email they clicked it from.

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