When it comes to email, aesthetics matter but reputation and deliverability matter more. URL shorteners may have been your go-to for creating sleek, tidy messages, but they could be quietly sabotaging your campaigns. Here’s why shortened URLs aren’t always the best choice – and what to use instead.
What Are URL Shorteners?
Linking to external content – such as videos, forms, articles – is standard practice in email and social media. But full URLs can be long, clunky and rather intimidating. Enter services, such as Bitly, which compress long links into short, digestible ones.
These links not only look cleaner but also offer analytics – click counts, geolocation and more. However, they come with a hidden cost: SEO degradation and deliverability issues.
The Deliverability Problem
Shortened URLs have become a favorite tool for spammers, prompting platforms such as Gmail to flag them as suspicious. According to Google, messages containing certain shortened URLs may trigger warnings like:
“Our system has detected that this message is suspicious due to the nature of the content and/or the links within.”
Removing shortened URLs and using direct destination links can restore normal delivery rates.
Why Shortened URLs Raise Red Flags
- Spammer Hideouts: Shortened links obscure the destination, making them ideal for hiding malicious content. Platforms including Pinterest now block them entirely.
- User Distrust: Even non-malicious shortened links can frustrate users, especially when they’re redirected to unexpected sites.
- Loss of Control: Shortened URLs can be disabled or blacklisted without warning. If your shortening service experiences downtime or gets flagged, your links break – and you’re left scrambling.
- Reputation Risk: According to OnCrawl, users who’ve been burned by spammy short links may distrust any shortened URL, even from reputable senders. That distrust can damage your brand and email reputation.
What to Use Instead
Deliverability and trust hinge on transparency. Here’s how to keep your emails clean and credible:
- Use Original URLs with Hyperlinked Text
Embed full URLs behind descriptive anchor text. This improves readability and helps users understand where they’re headed – without triggering spam filters. - Leverage HTML for Embedded Links
Use HTML to link text or images directly to your destination. This keeps your layout clean and avoids the need for visible URLs altogether. - Create Branded Short Links
Consider setting up a custom domain for link shortening. Services, such as Rebrandly, let you retain control while maintaining trust.
Your email’s success depends on more than just design – it’s about trust, transparency and deliverability. Ditch the generic shorteners and opt for strategies that protect your brand and your audience!
