Are link shorteners bad for email marketing?

Email marketer from StackExchange explains that it's much better to have the URL resolve directly without any redirects so it is clear where the user will end up. Having a domain that is known to the receiver is much more trust worthy than a short URL.

Email marketer from Email Geeks emphasizes the importance of brand and domain alignment across all elements in emails, advising against the use of URL shorteners and to use your own domains.

Email marketer from HubSpot states that using reputable, branded link shorteners can be acceptable, but overuse or using untrustworthy services can negatively impact email deliverability. They recommend prioritizing clear, direct links whenever possible to maintain a positive sender reputation.

Email marketer from Reddit user u/EmailExpert123 shares that they avoid link shorteners entirely due to concerns about deliverability and trust. They prefer using full, descriptive URLs within their emails, as it provides recipients with more context and confidence about where they are being directed.

Email marketer from Email Geeks reiterates their dislike for URL shorteners, stressing the importance of aligning all domains used.

Email marketer from GMass advocates for using a custom tracking domain to brand your links and build a better reputation. This can improve deliverability, open rates, and click-through rates by reassuring recipients that the links are safe and trustworthy.

Email marketer from Litmus explains that using URL shorteners doesn't provide a transparent view of where the link ends up, it increases the chances it will trigger spam filters. They suggest you use full URLs when linking in your emails.

Email marketer from NeilPatel.com explains that while link shorteners themselves may not directly hurt SEO, excessive use can mask the true destination of the link, which can be perceived negatively by both users and search engines. Transparency in URLs is generally better for building trust and improving click-through rates.

Email marketer from Email Geeks suggests avoiding resources where external entities can misuse them, including ESPs with white-labeled tracking platforms. Owning your own shortener platform ensures only you can use it, reducing the likelihood of reputation tracking issues.

Email marketer from Email Geeks states that link shorteners are not good for deliverability. If you are in Validity's Certification program, you are not allowed to use them.

Email marketer from Email Geeks explains that using branded/white label link shorteners with the sending domain is better than generic ones. Spam filters rely on reputation, making it crucial to control the reputation of domains used in URLs.

Email marketer from ActiveCampaign shares that using URL shorteners can harm your deliverability and using clear URLs that you control the reputation for is a better strategy. Using clear URLs builds trust with your customer base and makes it less likely to trigger spam filters.

Expert from Email Geeks shares a link to an article about how bit.ly can get you blocked.

Expert from Word to the Wise explains that Bitly links can get you blocked because spammers have abused the service, leading to widespread blacklisting of Bitly's domain. This is due to Bitly's open nature, which allows anyone to shorten URLs, making it attractive to malicious actors. Using your own domain for link shortening provides more control and avoids the reputation issues associated with shared services.

Documentation from Mailchimp recommends using a custom tracking domain to maintain brand consistency and improve trust with recipients. This involves setting up a subdomain (e.g., click.yourdomain.com) to handle link tracking, which can enhance deliverability and open rates compared to using generic short links.

Documentation from Google Search Central explains that cloaking or sneaky redirects are a violation of Google's Webmaster Guidelines. Cloaking involves presenting different content to search engines than to users, while sneaky redirects send users to a different URL than the one they initially requested. These techniques can harm a website's ranking and user experience.

Documentation from Microsoft Defender explains that URLs with shortened links are more likely to be marked as suspicious or malicious, particularly if the service used has a poor reputation, and advises that clear URLs are best.