Choose one case
Lowercase is the simplest default. Analytics tools may treat Email and email as different values.
Choose one separator
Use an underscore or hyphen consistently. Avoid switching between spaces, punctuation, and several separators.
Name the durable idea
Campaign names should describe the initiative, not the person creating the link. A shape like 2026_autumn_launch stays useful later.
Write the rule down
A tiny shared note beats a convention that exists only in memory. UTMora Pro’s planned naming guard is intentionally limited to case, separator, and an optional prefix.