Improved Click-Through Rates: Shortened URLs look cleaner and more professional, which can increase
click-through rates (CTR).
Enhanced Tracking: Most URL shortening services offer analytics that help you understand user behavior, such as
click tracking and location data.
Better Deliverability: Some email servers flag long URLs as suspicious, which can hurt deliverability rates. Shortening URLs can help avoid this issue.
Ease of Sharing: Shortened links are easier to share across different platforms, making them more versatile.
Choose a URL Shortening Service: Popular services like Bitly, TinyURL, and Google's URL Shortener can help you create short links.
Generate Short URL: Use the chosen service to create a short URL for the link you want to include in your email campaign.
Embed in Email: Replace the long URLs in your email content with the newly generated short links.
Track Performance: Monitor the performance of your links through the analytics provided by the URL shortening service.
Trust Issues: Some users may be wary of clicking on shortened links due to potential
phishing scams.
Service Dependency: Relying on a third-party service means you are dependent on their uptime and policies.
Limited Customization: Free URL shortening services may offer limited customization options, which can be a drawback for
branding.
Best Practices for Using Shorten Properties
To maximize the benefits and minimize the risks, follow these best practices: Use Reputable Services: Always choose well-known and reliable URL shortening services.
Custom Branded Links: Use custom branded links if possible to build
trust and credibility.
Transparency: Make it clear where the link will lead by providing context in your email.
Monitor Performance: Regularly review the analytics to understand which links are performing well and make adjustments as needed.
Conclusion
Shorten properties are a valuable tool in email marketing, offering improved aesthetics, better tracking, and enhanced deliverability. By understanding the benefits, implementation strategies, and potential risks, you can effectively incorporate shortened URLs into your email campaigns to achieve better results.