How to Create a Newsletter That Readers Love
Plan, write, and ship a high-performing newsletter with Bento, covering strategy, content, design, automations, and growth.
URL Parameter
Also known as: Tracking Parameter, Query Strings
URL parameters are the text that comes after the "?" in a link. They tag where a click came from and what someone does on your site so you can see how each email link performs.
URL parameters are small tags you add to the end of a link in your emails. They sit after a question mark and use simple name and value pairs like utm_source=email. When someone clicks, these tags travel with them to your site. Your analytics tool reads them and records where that visitor started.
This detail helps you see which emails, subject lines, and buttons actually drive results. You can tell if a welcome series beats a weekly newsletter or if a sale campaign brings in more orders than a product update. You also see how different segments behave once they land on your site. Instead of guessing, you get clear numbers tied to each send.
A simple way to start is to use the same set of UTM parameters for every email. Keep names short and consistent, like utm_source=email, utm_medium=newsletter, and a clear campaign name such as black-friday-2024. Use one extra tag to tell links apart so you know which button or placement works best. Once this is in place, you can compare performance over time without cleaning up messy data.
Related Terms
URL(Link)
A URL (Uniform Resource Locator) is the web address behind a link in your email. It is what subscribers click to move from your message to a page on your site.
Learn more →Abandoned Cart Email(Cart Abandonment Email)
An automated email that goes out when someone adds items to their cart but leaves without buying. These emails show what they left behind and usually include a direct link back to their cart. Most businesses send a series of 2-3 reminders over a few days, sometimes sweetening the deal with a discount or free shipping offer.
Learn more →Click Rate (CR)(Click Through Rate)
The percentage of delivered emails where someone clicks a link. It shows how many people take action from your email.
Learn more →Alternative Text(Alt Text)
Short text that explains what an image shows and why it is in your email. It helps people and email clients understand your message when the image does not load.
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