What is ow.ly?
Ow.ly is a URL shortening service offered by Hootsuite, a popular social media management platform. It is widely used in
email marketing and social media campaigns to shorten long URLs for better readability and tracking. This service allows marketers to share links that are concise and clean, which is particularly useful in contexts where character limits are a concern.
How Does ow.ly Work?
The ow.ly tool converts lengthy URLs into shorter ones, making them easier to share and manage. When a recipient clicks on an ow.ly link, they are redirected to the original URL. This redirection process is seamless and invisible to the user. Ow.ly also integrates with Hootsuite, allowing users to track clicks and engagement metrics directly from the Hootsuite dashboard.
Benefits of Using ow.ly in Email Marketing
Using ow.ly in
email campaigns offers several advantages:
Tracking and Analytics: Ow.ly provides comprehensive analytics for each link, allowing marketers to measure
engagement and optimize their campaigns.
Improved Click-Through Rates (CTR): Shorter URLs are more attractive and tend to have higher CTRs compared to long, cumbersome links.
Branding: Ow.ly links can be customized to include a brand name, helping to maintain brand consistency.
Space Efficiency: Short URLs save space, which is especially useful in
mobile marketing where character count is limited.
How to Integrate ow.ly with Email Marketing Tools
Integrating ow.ly with email marketing tools is straightforward. Here are the general steps: Create an account on Hootsuite if you don't already have one.
Generate a short link using the ow.ly tool.
Insert the shortened URL into your email content.
Track the performance of these links via the Hootsuite dashboard.
Many
email marketing platforms like Mailchimp and Constant Contact also offer built-in support for URL shorteners, making the integration even simpler.
Challenges and Considerations
While ow.ly offers numerous benefits, there are some challenges and considerations to keep in mind: Click Fraud: As with any URL shortener, there is a risk of click fraud. Regular monitoring and analytics can help mitigate this risk.
Deliverability Issues: Some email service providers may flag emails containing shortened URLs as spam. It’s essential to monitor your
email deliverability rates closely.
Link Expiry: Although rare, some shortened links may expire or become inactive. Regularly check the status of your important links.
Best Practices for Using ow.ly in Email Marketing
To maximize the benefits of using ow.ly in your email marketing efforts, consider these best practices: Monitor Performance: Regularly check the analytics provided by ow.ly to understand how your links are performing.
Customize Links: Whenever possible, customize your shortened links to include your brand name, enhancing brand recognition.
Test Deliverability: Conduct A/B tests to ensure that using shortened URLs does not negatively impact your email deliverability.
Maintain Transparency: Make sure the destination URL is clear to the recipient to build trust and avoid suspicions of phishing.
Conclusion
Ow.ly is an invaluable tool for
email marketers looking to enhance their campaigns with short, trackable URLs. By understanding its features, benefits, and challenges, marketers can effectively integrate ow.ly into their email strategies to drive better engagement and performance.