What Are URL Shorteners?
URL shorteners are tools that condense long URLs into shorter, more manageable links. They are often used to save space and make links more aesthetically pleasing. However, in the context of
Email Marketing, using URL shorteners can be problematic.
Spam Filters
Email service providers (ESPs) and spam filters often flag emails containing shortened URLs as potential spam. This happens because spammers frequently use URL shorteners to hide malicious links. As a result, your carefully crafted email might end up in the spam folder, reducing its visibility and effectiveness.
Trust Issues
Shortened URLs can look suspicious to recipients. Many users are wary of clicking on shortened links because they can't see where the link will take them. This lack of
transparency can lead to lower click-through rates and lost opportunities for engagement.
Branding
Using your own domain in URLs can help reinforce your brand. When recipients see a link with your company’s domain, they are more likely to trust it. Conversely, a generic shortened URL does nothing to promote your brand, and may even detract from it.
Tracking and Analytics
While some URL shorteners offer tracking features, they often don’t provide the depth of analytics you can get from dedicated email marketing platforms. By using full URLs, you can take advantage of your email platform’s tracking capabilities to gain more detailed insights into recipient behavior.
Custom Domain Shorteners
If you must shorten your URLs, consider using a custom domain shortener. This allows you to create shortened URLs that still feature your brand’s name, thus maintaining trust and transparency.
Parameter URLs
Many email marketing platforms allow you to add
tracking parameters to your URLs without shortening them. This way, you can still gather detailed analytics without the downsides of using a URL shortener.
Anchor Links
Instead of displaying the full URL or a shortened version, use
anchor text to hyperlink a descriptive phrase. This not only looks cleaner but also gives recipients a better understanding of what to expect when they click the link.
Conclusion
While URL shorteners may offer convenience, they come with a host of issues that can negatively impact your email marketing efforts. From triggering spam filters to losing recipient trust, the drawbacks often outweigh the benefits. Instead, focus on alternatives like custom domain shorteners, parameter URLs, and anchor links to maintain transparency, trust, and effective tracking.