Why Should You Avoid URL Shorteners in Email Marketing?
There are several reasons why marketers should avoid using URL shorteners in their email campaigns:
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 companyâs 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 donât provide the depth of analytics you can get from dedicated email marketing platforms. By using full URLs, you can take advantage of your email platformâs tracking capabilities to gain more detailed insights into recipient behavior.