What is Google URL Shortener?
Google URL Shortener, also known as
goo.gl, was a service provided by Google that allowed users to shorten long URLs into more manageable and shareable links. While Google has since discontinued this service, its functionality can still be found in various other URL shortening tools available today.
Why Use a URL Shortener in Email Marketing?
In the context of
email marketing, URL shorteners can be incredibly useful for several reasons:
Improved Aesthetics: Long URLs can look awkward and unprofessional in an email. A shortened link appears cleaner and more user-friendly.
Tracking and Analytics: URL shorteners often come with tracking features that allow marketers to monitor click-through rates and other important metrics.
Character Limits: Some email platforms have character limits. Using shortened URLs helps you stay within these limits.
Branding: Some URL shorteners offer custom short domains, allowing you to include your brand name in the link, which can increase brand recognition and trust.
How Does URL Shortening Affect Deliverability?
One concern marketers often have is whether using a URL shortener will affect email
deliverability. While shortened URLs are generally safe, they can sometimes be flagged as spam if overused or if the shortening service itself has a poor reputation. It is advisable to use reputable URL shorteners and avoid using too many in a single email.
Alternatives to Google URL Shortener
Since Google URL Shortener has been discontinued, here are some popular alternatives: Bitly: Known for its robust tracking and analytics features.
TinyURL: Offers simple and quick URL shortening.
Rebrandly: Allows for custom branded links.
Ow.ly: Integrated with Hootsuite for social media management.
T2M: Provides detailed analytics and QR code generation.
Best Practices for Using URL Shorteners in Email Marketing
To make the most out of URL shorteners in your email campaigns, consider these best practices: Use Reputable Services: Always choose a well-known and reputable URL shortening service to avoid being flagged as spam.
Integrate with Analytics: Utilize the tracking features provided by URL shorteners to monitor your campaign's performance.
Be Transparent: Avoid masking URLs in a way that could confuse or deceive your audience. Transparency builds trust.
Limit Usage: Don't overuse shortened URLs in a single email. Use them sparingly to maintain credibility.
Test Your Links: Always test shortened URLs to ensure they lead to the correct destination and are functioning properly.
Conclusion
While Google URL Shortener may no longer be available, the concept of URL shortening remains a valuable tool in email marketing. By using reputable alternatives and following best practices, you can enhance the aesthetics, tracking, and overall effectiveness of your email campaigns. Remember, the key is to use these tools wisely and always keep your audience's trust in mind.