Learn How to Use Email Tagging in Your Marketing Campaigns

Email tagging is a powerful tool in your email marketing arsenal that allows you to categorize and organize your contacts based on specific criteria. 

By using tags, you can add valuable information to each subscriber’s profile, which can then be utilized in your marketing campaigns. Recent advancements in marketing technology have introduced automated and AI-powered tagging techniques, enabling dynamic segmentation and personalized marketing automation workflow. Read on to learn more about email tagging and how you can use it to maximize your marketing campaigns. 

What Is Email Tagging?

Email tagging is the practice of using tags to label and categorize your contacts within your email list. These email tags can be applied based on various factors, such as the subscriber’s demographics, previous actions, or their level of interest in a particular product or service.

Advanced Email Tagging Techniques

With the rise of AI and machine learning, email tagging has become more sophisticated. Automated tagging based on subscriber interactions and engagement metrics has become a norm, facilitating a more personalized approach in email marketing campaigns.

Email tagging is widely provided by the best email marketing software currently on the market. You can choose the one that is the right fit for your business by trialing a few of them.

Types of Email Tags

1. Profile Tags

Profile tags are a way to add metadata about your contacts based on their interests. For example, when a subscriber clicks a link to a recent article on your website, a smart link can add a tag to their contact record showing interest in the topic of the article.

2. Product

Product tags allow you to segment your email list based on the specific products or services that your subscribers are interested in. For example, if you have an online store selling clothing, you can use product tags to target subscribers who have shown an interest in a specific category, such as “Women’s Apparel” or “Shoes.”

3. Source of Sign-ups

Source tags help you identify the different channels through which subscribers have signed up for your emails. For instance, you can use source tags to differentiate between subscribers who signed up through your website, social media platforms, or events.

4. Action

Action tags enable you to track the specific actions taken by your subscribers. These can include opening an email, clicking on a link, making a purchase, or subscribing to a newsletter. By tracking these actions, you can better tailor your future emails and offers to their interests.

5. Status

Status tags are useful for tracking the engagement level of your subscribers. You can use tags to identify active subscribers, inactive subscribers, or those who have recently unsubscribed from your emails. This information can help you craft re-engagement emails or make adjustments to your overall email marketing strategy.

6. Interest Tags

Interest tags allow you to target your subscribers based on their specific interests or preferences. This can be determined through their actions, such as clicking on a particular link or engaging with certain content within your emails. By using interest tags, you can send highly targeted emails that are more likely to resonate with your audience.

Benefits of Incorporating Email Tags

1. Segmentation and Organization

By using email tags, you can segment and organize your email list effectively. This enables you to send more targeted and relevant content to specific groups, increasing the chances of engagement and conversions.

2. Tracking and Analytics

Email tagging allows you to track the performance of your email campaigns more accurately. With the ability to add multiple tags to each subscriber, you can analyze the impact of different campaigns, strategies, or offers on specific segments of your audience.

3. Improved Efficiency

Tagging can help automate your email marketing by allowing you to set up rules and workflows based on specific tags. This automation ensures that your subscribers receive the right content at the right time, without the need for manual intervention.

4. Security

Tags can be used to ensure the security of your email marketing efforts. By using tags to categorize contacts based on their preferences and consent, you can avoid sending emails to individuals who have opted out or unsubscribed from your list.

Best Practices for Implementing Email Tags

1. Send Welcome Emails

When a new subscriber joins your email list, sending a welcome email can be an excellent opportunity to introduce them to your brand and also gather initial information about their preferences and interests, which can then be used to assign appropriate tags. A well-crafted welcome email can set the tone for future interactions and provide valuable insights into the subscriber’s expectations. 

Additionally, by incorporating interactive elements like preference selection links or surveys in the welcome email, you can collect data that facilitates more accurate tagging and, consequently, more personalized future communications.

2. Reactivate Inactive Subscribers

If you have a segment of inactive subscribers, you can create targeted re-engagement email campaigns. By identifying inactive subscribers through status tags, you can send them personalized emails with special offers or interesting content to encourage them to re-engage with your brand. 

Reaching out to inactive subscribers with tailored offers can reignite their interest and potentially convert them into active members of your community. Furthermore, analyzing the behavior of reactivated subscribers can help in refining your tagging strategy for better engagement in subsequent campaigns.

3. Reward Loyal Customers

Use tags to identify your loyal customers and create targeted campaigns that express your appreciation for their continued support. Offering exclusive discounts or early access to new products can help strengthen customer loyalty even further. Demonstrating appreciation towards loyal customers not only fosters a positive brand perception but also encourages word-of-mouth referrals, which are invaluable. 

Moreover, maintaining a separate tag for loyal customers enables you to monitor their engagement levels and preferences over time, ensuring that your reward programs remain effective and appreciated.

4. Compliance and Privacy

In the era of stringent data privacy regulations, email tagging can assist in ensuring compliance by categorizing contacts based on their consent and preferences, thereby avoiding inadvertent communication with unsubscribed or opted-out individuals. Maintaining a tag that indicates the consent status of each subscriber ensures that you are communicating within the legal frameworks, safeguarding your brand reputation. Additionally, in the event of a privacy audit, having a well-organized tagging system can expedite the verification process, showcasing your brand’s commitment to data privacy and compliance.

Compliance and Privacy Considerations

With the increasing emphasis on data privacy and the enactment of regulations like the GDPR and CCPA, it’s crucial to ensure your email marketing practices comply with legal standards. Email tagging can be instrumental in managing the consent and preferences of your subscribers. By categorizing contacts based on their consent status and preferences, you can avoid sending emails to individuals who have opted out, thereby maintaining compliance with data privacy laws.

Integration with Email Marketing Automation Platforms

Email tagging integrates seamlessly with marketing automation platforms, allowing for more streamlined and efficient campaign execution. By setting up rules and workflows based on specific tags, you ensure that your subscribers receive the right content at the right time, enhancing engagement and conversions.

Here’s how:

Automated Segmentation

Email tags allow for the automated segmentation of your email list based on various criteria, such as subscriber behavior, preferences, or demographics. When integrated with marketing automation platforms, these tags trigger specific workflows tailored to each segment, ensuring a more personalized and relevant engagement with your audience.

Triggered Campaigns

Tagging enables the creation of triggered campaigns where a particular action or set of actions by a subscriber, like a purchase or a click on a specific link, triggers a corresponding email or series of emails. Through marketing automation platforms, these triggered emails can be sent automatically, saving time and ensuring timely communication.

Dynamic Content Delivery

Email tags can be utilized to deliver dynamic content within emails. Based on the tags associated with each subscriber, marketing automation platforms can dynamically alter the content, images, or offers in an email to better resonate with the individual recipient, thereby increasing the chances of engagement and conversions.

Behavioral Tracking and Retargeting

By tagging subscribers based on their interactions with your emails or website, marketing automation platforms can track and analyze these behaviors over time. This data can be used for retargeting campaigns, helping to re-engage subscribers who may have shown interest in particular products or services.

Explore our Email Tools Resources page to discover email tools that seamlessly integrate email tagging.

While email tagging is crucial for segmentation and personalization, ensuring your emails actually reach the inbox is equally vital. That’s where email deliverability tools come into play. These tools are specialized in email deliverability, ensuring that your well-segmented and personalized emails don’t end up in the spam folder. By integrating them with your email marketing strategy, you can optimize both the content and deliverability of your campaigns, ensuring maximum impact.

Case Studies and Real-world Applications

Email tagging in invoicing apps has profoundly transformed financial operations across various businesses. This innovative feature streamlines the tracking process by automatically associating related email conversations with the corresponding invoices, thereby removing the tedious task of manual email sorting and significantly reducing administrative workload. The automation further strengthens the punctuality and reliability of payment follow-ups, leading to more consistent cash flow.

Impact on Engagement and ROI: Email list segmentation, which is akin to email tagging, has been shown to significantly enhance email marketing performance. According to the Lyris Annual Email Optimizer Report, when surveyed marketers were asked about the results of segmenting their email lists, their observations were as follows: 

  • 39% reported higher open rates
  • 28% reported lower unsubscribe rates
  • 24% reported better deliverability and greater revenue​

Creative Email Marketing Case – Dropbox: Dropbox focused on design in their email marketing, moving away from fancy copy. While not directly mentioning email tagging, this case demonstrates how focusing on specific elements, potentially informed by tags indicating subscriber preferences, can contribute to a company’s growth, helping Dropbox build a $10 billion empire​.

“Think of email tagging as putting clear labels and comments in your code. It’s about organizing and categorizing your contacts, just like how you structure different parts of your code. These tags are like little notes on each subscriber’s profile, helping you communicate with them in a personalized way.

Imagine using smart algorithms that automatically sort and respond to how users interact. That’s similar to how automated tagging works—it helps categorize your audience based on their actions, making sure you’re sending the right emails to the right people.

In simple terms, email tagging is about using organized labels to reach out to your audience effectively. It’s like having a well-organized code that runs smoothly and does exactly what you want it to.” – Stoyan Mitov, CEO of Dreamix

These examples and insights provide a glimpse into the tangible benefits and applications of email tagging. They underscore the importance of understanding subscriber behaviors, preferences, and interactions to tailor email content, design, and delivery for better engagement and higher ROI.

Future Trends in Email Tagging and Marketing

Emerging trends like machine learning and AI are reshaping the email marketing landscape. These technologies enable more advanced email tagging capabilities, facilitating highly sophisticated segmentation and personalization strategies. The integration of AI with email tagging will likely continue to evolve, offering exciting opportunities for email marketers to enhance campaign effectiveness further.


Using email tagging in your marketing campaigns can greatly enhance your ability to segment, target, and personalize your emails. By utilizing different types of tags, you can send highly targeted content to specific segments of your audience, leading to increased engagement and conversions. Additionally, implementing email tags can improve the efficiency of your email marketing efforts by automating certain processes and ensuring the security and compliance of your campaigns.