Let’s be honest—most of us put more effort into our email signatures than into the actual structure of the message. You’ve got the bold name, the inspirational quote, and a headshot where you’re pretending not to be on your third coffee of the day. And yet, despite all that glamour, your open rates are flatter than your third attempt at sourdough during lockdown.
Enter: email tags. These tiny bits of metadata may not wear suits or quote Einstein, but they do know how to get your email noticed. Tags act like polite digital signposts, telling inboxes and readers alike, “Hey! This one’s important, not just another coupon for 20% off printer ink.”
In fact, not using email tags is the online equivalent of standing on a crowded street corner and shouting your message into a megaphone—while wearing a sandwich board. Sure, someone might look, but most will cross the road and pretend they forgot their specs.
Here’s the point: if you want your emails to actually land where people can see them—and better yet, read them—you need tags. They’re not just technical fluff; they’re your golden ticket to better engagement, fewer unsubscribes, and finally escaping the Spam Folder of Doom.
sosonote… Note all Email Service Providers have these tags. Some of these you may not ever be able to do with your current provider.
Now, let’s meet the four heroic tags that will change your email game forever.
Tag #1 – The Subject Line Tag (aka, Your Email’s Pick-Up Line)
If your email were a person at a party, the subject line would be the opening chat. It’s either going to charm the socks off someone—or send them sprinting to the buffet table to avoid you. So why, dear reader, are you still sending emails with subject lines like “Monthly Update” or “Just Checking In”? That’s not a subject line—that’s an apology in disguise.
Subject line tags are like little neon signs that help your reader instantly understand what they’re about to get. Tags like [Newsletter], [Important], or [Event Reminder] set expectations, build trust, and gently whisper, “Hey, I’m not a scam. I promise.” And the best part? They help your email stand out in an inbox that looks like it’s been hit by a digital confetti cannon.
Of course, there’s a fine line between helpful and horribly misleading. Slapping [URGENT] on your email about office yoga mats is a quick way to lose friends and gain unsubscribes. Think of your tags like deodorant: subtle, functional, and best not over-applied.
Instead, tag with intention. Use brackets or a short prefix to say what the email is, not just what you wish it was. For example:
[Weekly Recap] Your quick-fire look at this week’s marketing wins
[New Features] Three tools that’ll make you look like a tech wizard
[Event Reminder] No excuses—your calendar has been warned
See? Clear, charming, and no shouting required.
Stick with us—next, we’re tackling the unsung hero of email success: the humble preheader.
Tag #2 – The Preheader Text Tag (aka, Your Wingman)
If the subject line is your email’s pick-up line, the preheader is its wingman—there to back it up, make it look good, and help seal the deal. And yet, far too many emails leave their preheader blank, or worse, let it fill with tragic auto-text like: “View this email in your browser.” Riveting stuff. Nothing says “ignore me” like a sentence written by a toaster.
The preheader is that little preview text you see after the subject line in most inboxes. It’s your second shot at making a first impression. Think of it as the movie trailer to your email’s blockbuster—minus the explosions, unless you’re in the firework business, in which case… carry on.
Tagging your preheader simply means writing it with intention. No rambling. No filler. Just a punchy, purposeful line that teases the juicy bit inside. You wouldn’t text your mate “You’ll never believe this…” and then disappear for five hours. Don’t do that to your reader either.
Here are a few examples of preheader text that actually pull their weight:
[Sneak Peek] See what’s coming before everyone else does
[Quick Tip] The marketing shortcut that saved us £500
[Free Download] One template, endless compliments
Notice the pattern? They tease value. They sound human. And crucially, they don’t read like legal disclaimers.
So if your subject line is strutting around in its best shirt, make sure the preheader’s not hiding in yesterday’s pyjamas.
Onward we go—to the tag that ensures your nan isn’t getting emails about cryptocurrency investing.
Tag #3 – The List Segment Tag (aka, Don’t Email Grandma Your Crypto Blog)
Here’s a wild idea: what if we only emailed people things they actually care about? Revolutionary, I know. But too many senders still treat their mailing list like one big, chaotic WhatsApp group—everyone gets everything, including the poor souls who just wanted a discount and are now knee-deep in technical updates they can’t spell.
Enter the list segment tag—your key to not being that emailer.
Segmenting your email list means tagging contacts based on what they signed up for, what they’ve clicked on, bought, ignored, or rage-unsubscribed from. With the right tags, you can send crypto tips to your crypto fans, cat memes to your fellow feline worshippers, and completely avoid telling your accountant about your new motivational podcast.
It’s a bit like seating guests at a wedding: put the dance-floor lovers near the DJ, the quiet types near the wine, and under no circumstances should you sit exes together without a buffer zone.
Tag your list based on:
Interests (Tech, Design, Biscuits – you do you)
Purchase behaviour (bought once, bought five times, still just browsing)
Location (because no one in Aberdeen cares about your London pop-up shop)
Engagement level (serial clickers vs. digital wallflowers)
When you tag your segments properly, your emails start feeling less like a megaphone and more like a whispered tip from a friend. And that, dear reader, is how you win inbox hearts and minds.
This Tag So Important, I Switched Platforms (Almost in Tears)
I used to be with ActiveCampaign. Then I moved to… well, let’s not name names. It's a bit like leaving a relationship and realising your new partner doesn’t believe in birthday presents.
This new platform? Doesn’t support purchase-based tagging. No way to tag customers who’ve already bought something. Which means no loyalty rewards, no clever “you already own this” filters—just me, awkwardly trying not to re-sell a product someone bought yesterday.
That stings. Because purchase behaviour tagging isn’t a “nice to have”. It’s essential.
Why it matters
If someone buys a product, tag them. Then exclude them from future promos about it. Instead, upsell. Reward. Recommend something fresh. Make them feel seen—not spammed.
No one wants to open an email offering 25% off something they paid full price for last week. That’s how unsubscribe buttons get clicked in a rage.
Say Alex buys your course on “How to Stop Killing Houseplants”. You tag her as a customer. Next time, instead of pitching that same course, you send:
“Thanks again for joining! Want to level up to exotic orchids?”
She feels valued, not exploited.
This kind of tagging increases sales, reduces complaints, and keeps your list happy. Even Mailchimp, once the grumpy uncle of email marketing, supports it now.
If your platform doesn’t? Honestly, switch. I nearly did. And I still might. Ii ev ev otoh
Because this tag isn’t optional. It’s powerful, personal, and worth every click it takes to migrate.
Right—time to talk about tracking those wins.
Tag #4 – The UTM Tag (aka, Your Analytics MVP)
Now, if the other tags are there to help your email look good, the UTM tag is the one quietly working in the background, wearing a high-vis vest and taking notes on everything. It’s the unsung data hero, the Watson to your Sherlock, the Excel spreadsheet of your dreams.
UTM tags (short for Urchin Tracking Module, because why wouldn’t it sound like a sea creature) are little bits of code you add to your links so you can track exactly what people click on, where they came from, and whether they ever do the thing you want them to do. Think of them as GPS trackers for your URLs—but, you know, legal.
Without UTM tags, you’re basically chucking links into the internet and hoping for the best. It’s like throwing a message in a bottle and then being surprised when Poseidon doesn’t send you a read receipt.
With UTM tags, however, you’ll know:
Which email campaign got the most clicks
What content your audience actually engages with
Whether your “FREE CAKE” subject line worked (spoiler: it did)
Yes, it looks like your cat walked across your keyboard. But that jumble of code is pure gold for your analytics. And no—your readers won’t see it unless they’re link-snooping hobbyists.
So don’t just guess what’s working. Tag it. Track it. And strut into your next strategy meeting like the data-powered genius you are.
Tag Like a Pro, Email Like a Legend
Let’s have a quick recap, because like a good takeaway order, you want to make sure nothing’s been forgotten:
Subject line tags grab attention faster than free cake in an office kitchen.
Preheader tags add context and charm—like a best mate hyping you up.
List segment tags make sure you’re not emailing nan about NFTs.
UTM tags track the magic so you can actually prove you’re crushing it.
These four small-but-mighty tags can transform your emails from meh to magnificent. They get you noticed, keep you relevant, and maybe—just maybe—stop your hard work from being binned faster than expired hummus.
Now, if you’re ready to double your open rates, reduce your unsubscribes, and finally start winning the inbox popularity contest, it’s time to start tagging like you mean it.
Sarah x
