Definition
Link shortening (also called URL shortening) is the practice of converting a long URL into a shorter alias that redirects to the original URL. Services like Bitly, TinyURL, and Ow.ly provide link shortening for tracking and aesthetics.
In email marketing, link shortening is controversial. While it produces cleaner-looking links, it introduces deliverability risks because shortened URLs can mask the true destination and trigger spam filters.
Link Shortening in Email vs Web
| Factor | Web (social media, websites) | |
|---|---|---|
| Shortening benefit | Character limits, aesthetics | Minimal (links are not printed) |
| Deliverability impact | None | Negative — triggered spam filters |
| User trust | Expected | Lower — hidden destination |
| Tracking accuracy | Accurate | Can be blocked by link scanners |
Why Shortened Links Are Risky in Email
- Spam filter flag: Shortened URLs are commonly used by spammers to hide malicious destinations. Spam filters may penalise or block emails containing shortened links.
- Redirection delay: Each shortened link adds a redirect step, which can slow down the page load when a subscriber clicks.
- Link scanning: Some corporate security systems block emails with shortened URLs outright.
- Trust issues: Subscribers may be hesitant to click a link when the destination is not visible in the status bar.
Alternatives to Link Shortening in Email
| Alternative | Description | Best For |
|---|---|---|
| Plain links | Full URL displayed in the email | Building trust, clean appearance |
| Anchor text | Link hidden behind descriptive text (HTML) | Standard email practice |
| UTM tracking | Full URL with tracking parameters | Analytics without shortening |
| ESP link wrapping | Provider handles tracking internally | Most professional email |
When Link Shortening May Be Acceptable
- Links to very long URLs: Extremely long parameter-laden URLs may benefit from shortening.
- Social sharing links: If the email links to a social sharing shortcut.
- Tracking via your ESP: Some ESPs use internal link shortening that bypasses the spam filter concerns of public shorteners.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
Yes, commonly. Shortened URLs are a known spam tactic because they hide the destination URL. Many spam filters assign a higher spam score to emails containing shortened links.
Generally no. Shortened links from public services like Bitly are more likely to trigger spam filters and reduce subscriber trust. Use your ESPs built-in link tracking instead.
Most ESPs wrap links with their own domain and parameter structure. This does not shorten the visible URL but redirects through the ESPs tracking server, which appears legitimate to spam filters.
Not without clicking or hovering. The destination is hidden behind the shortening service URL. This is the primary reason shortened links reduce trust in email.
No. Link shortening reduces the visible URL length. Link wrapping sends the click through a tracking server before reaching the destination URL. Most ESPs use link wrapping without shortening the visible URL.