Definition
Query string parameters are key-value pairs added to the end of a URL after a question mark. In email marketing, they identify which campaign, link, and audience generated each click when it lands on your website or analytics platform.
Standard UTM Parameters
- utm_source: Identifies the traffic source — typically "email" or "newsletter"
- utm_medium: Marketing medium — "email"
- utm_campaign: Specific campaign name — "summer-sale-2026"
- utm_content: Specific link or CTA within the email — "hero-button" or "footer-link"
- utm_term: Paid search keyword (rarely used in email)
Best Practices
Use consistent naming conventions across all campaigns. Track parameters at the campaign and link level, not just at the source level. Most ESPs support automatic UTM appending, but you should verify that the generated parameters are consistent with your analytics taxonomy.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.