Use case
Newsletters
A newsletter is mostly links, and every one of them is a chance for a mail gateway to decide the message is not worth delivering.
What goes wrong
Generic shortener domains are heavily used for phishing, so they are treated as a class rather than judged one link at a time. Gateways rewrite or strip them, some filters weigh them, and none of that is a judgement about your specific link.
How it is done here
- 01
Send from a domain you control
A subdomain of the domain the newsletter already comes from keeps the link consistent with the sender, and carries your reputation rather than a stranger's.
- 02
Tag the issue
One tag per issue and UTM parameters per link, so a click reads back as "issue 42, the second link" rather than as an anonymous visit.
- 03
Compare issues, not totals
Filter by campaign over the week each issue went out. What matters is whether this issue beat the last one.
What carries it
- Custom domains
- UTM parameters
- Tags per issue
- Click history that does not expire
Where this stops
A short link cannot tell you who clicked. Email platforms can, because they identify the recipient; Lua sets no cookie and sees only the request.
Try it on your own links
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