What to change
Agree which differences matter before expanding the naming scheme. A label can distinguish a distribution or creative without identifying the recipient. Ask the campaign owner to provide approved values and ensure every link in the final email uses the intended combination. Test the sent proof, not just the source document, because email tooling may rewrite links. Keep the reporting question narrow enough that the additional labels lead to an actual decision.
A worked example
Illustrative example
Illustrative test: The proofs reach the correct pages and produce distinguishable campaign context. Two newsletters may promote the same guide but need separate distribution comparisons. The team assigns approved send-level labels without identifying recipients, then follows links from both sent proofs. If the email platform rewrites them, the analyst checks the final addresses rather than the draft document. The report now distinguishes the intended sends while avoiding an unnecessarily detailed label scheme that creates rows nobody can use for a practical decision.
What this means for your practice
If every newsletter uses the same label, the report may be unable to compare the distributions your team cares about. Decide which differences support a real decision, such as a particular send or creative version. Agree non-personal values and use them consistently in the final email. Ask the supplier to test links from sent proofs, because email tools may rewrite addresses during distribution. Avoid putting recipient identities into public link parameters. More detail is not automatically better: a naming scheme that creates hundreds of unexplained rows can be harder to use than a few deliberate distinctions. The practice should understand what each comparison is meant to inform.
How to check the result
The report can compare the intended distributions without recipient-level identifiers in URLs.
A mistake to avoid
Excessive naming detail can create many rows that nobody can interpret usefully.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
Need help with this?
Tell us what is getting in the way. Kay & Co. can help you understand the options and turn the next step into something that works for your practice.
Explore marketing & search services or discuss your project.
Try the free Healthcare Digital Planner to find your starting priority.