I wanted to suggest a potential feature enhancement that I believe could add significant value for marketers using HubSpot's email tools—particularly for campaign tracking and performance attribution.
Currently, while we can manually add UTM parameters to links in marketing emails, there doesn’t appear to be a way to dynamically insert contact-specific information (such as First Name, Last Name, or Company Name) into those UTM values, particularly within parameters like utm_content.
For example, our goal is to be able to generate personalised URLs in the format: https://www.domain.com/utm_source=email&utm_medium=referral&utm_campaign=spring&utm_content=[firstname]-[lastname]-[companyname]
Each recipient would then receive a unique link with their own identifying info inserted into the utm_content field—something like:
...utm_content=John-Doe-ACME
This would be extremely helpful for tracking who shared a link and attributing traffic or conversions based on the specific contact that forwarded or promoted it—almost like lightweight affiliate tracking within email.
Feature Request:
We’d love to see the ability to use personalisation tokens (e.g., {{ contact.firstname }}) directly in link URLs, including within UTM parameters, and have those tokens dynamically rendered at send time—just like they are in email body text. Ideally, this would also integrate cleanly with HubSpot’s existing email tracking and analytics.
Please let me know if this kind of functionality is on your roadmap, or if there are any current workarounds we may have overlooked.
Regards (submitted on behalf of a HubSpot customer)
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