Summary
The overwhelming consensus is that using Bitly links and other generic URL shorteners can negatively impact email deliverability. While they offer some tracking benefits, they are commonly associated with spam and phishing, leading to decreased trust, potential blacklisting, and increased likelihood of emails being flagged as spam. Experts and marketers generally advise against using them, recommending full URLs, branded short links, or UTM parameters for tracking to maintain a positive sender reputation and ensure reliable delivery. In cases where ad sales vendors insist on using Bitly, it may indicate a lack of responsibility for deliverability issues.
Key findings
- Spam Association: Bitly links are frequently used in spam and phishing emails, making them less trustworthy to spam filters.
- Decreased Trust: URL shorteners can decrease trust with recipients and are often flagged by spam filters.
- Deliverability Issues: Using Bitly links can result in emails landing in the spam folder or being rejected by recipient servers.
- Reputation Damage: Link shorteners can be detrimental to your sender reputation and overall email deliverability.
- Limited Effectiveness: Using Bitly links to avoid email clipping in Gmail is unlikely to be effective, as ESPs often wrap them in longer hashed links.
- Tracking Alternative: UTM parameters offer a viable alternative for tracking without compromising deliverability.
Key considerations
- Full URLs: Prioritize using full, original URLs to maintain trust and avoid triggering spam filters.
- Branded Short Links: Consider using branded short links on your own domain for greater control over reputation and deliverability.
- UTM Parameters: Implement UTM parameters to track campaign performance without relying on URL shorteners.
- Vendor Responsibility: If ad sales vendors insist on using Bitly, ensure they understand and accept responsibility for any resulting deliverability issues.
- Self-Hosting: Explore self-hosting a URL shortening service on your own domain for increased control and brand consistency.
- Caution with Shorteners: Use short URLs with extreme caution, relying only on trusted services.
What email marketers say
14 marketer opinions
The consensus is that Bitly links and other URL shorteners can negatively impact email deliverability. While they offer tracking capabilities, their association with spam and potential for abuse can lead to emails being flagged as spam or rejected by recipient servers. Experts and marketers recommend using full URLs, branded short links, or UTM parameters for tracking to maintain a positive sender reputation and ensure reliable delivery.
Key opinions
- Spam Association: Bitly links are commonly used by spammers, leading to deliverability issues and potential blacklisting.
- Decreased Trust: URL shorteners can decrease trust with recipients and may be flagged by spam filters.
- Negative Impact: URL shorteners can negatively impact sender reputation and deliverability.
- Deliverability Harm: URL Shorteners can harm deliverability despite them providing tracking capabilities
Key considerations
- Full URLs: Using full URLs can improve trust and avoid spam filters.
- Branded Short Links: Consider using branded short links on your own domain for better control and reputation.
- UTM Parameters: Use UTM parameters for tracking instead of shortening links.
- Alternative Solutions: Explore alternative solutions for shortening and tracking URLs, such as self-hosting or branded links.
Marketer view
Marketer from Email Geeks shares that Bitly links are very commonly used by spammers which implies they could hurt deliverability.
4 Jul 2022 - Email Geeks
Marketer view
Marketer from Email Geeks recounts a client who asked to use Bitly to shorten URLs because emails were being clipped. They refused to use Bitly but found another solution for long redirects.
14 Jun 2024 - Email Geeks
What the experts say
6 expert opinions
While Bitly links offer click tracking, their use can be problematic for email deliverability. Ad sales vendors may use them to circumvent tracking issues or long URLs, but this can shift responsibility for deliverability issues to the sender. Experts warn that Bitly links are often associated with spam and phishing, making them less trustworthy to spam filters. Additionally, using Bitly to avoid email clipping in Gmail is ineffective. While not always harmful, short URLs can obfuscate the destination and be used maliciously, necessitating caution and the use of trusted shortening services.
Key opinions
- Tracking Benefit: Bitly links provide click tracking and reporting capabilities.
- Vendor Solution: Ad sales vendors may use Bitly to address tracking issues with their ad platforms.
- Shifting Responsibility: Insisting on Bitly links can mean the ad sales vendor is not responsible for deliverability issues.
- Spam Association: Link shorteners are often used in spam and phishing emails, making them less trustworthy.
- Ineffective Clipping Fix: Using Bitly to avoid email clipping in Gmail is unlikely to work.
- Obfuscation Risk: Short URLs can obfuscate the destination and be used maliciously.
Key considerations
- Branded Links: Ad sales vendors should consider paying for branded links instead of relying on Bitly.
- Actual Links: Consider using the actual link instead of a shortened link for increased trustworthiness.
- Trusted Services: If using short URLs, use only trusted shortening services.
- Caution: Exercise caution when using short URLs due to potential deliverability impacts.
Expert view
Expert from Email Geeks explains that ad sales vendors likely use URLs that break or don't track well from email due to some ad platform, and one solution is to use Bitly links. They suggest the vendor should pay for a branded link and not be spammers.
11 Jul 2021 - Email Geeks
Expert view
Expert from Word to the Wise mentions that while not always harmful, short URLs can impact deliverability because they obfuscate the destination and can be used maliciously. They suggest only using trusted shortening services and advise caution.
7 Jun 2024 - Word to the Wise
What the documentation says
4 technical articles
Email deliverability can be negatively impacted by the use of link shorteners such as Bitly. Documentation from Mailchimp and Google highlight the decreased trust and increased likelihood of triggering spam filters when using shortened URLs, recommending full, original URLs instead. Microsoft notes that Outlook may flag shortened URLs as suspicious, also impacting deliverability and advising full URLs for security. While not inherently bad according to SparkPost, URL shorteners still pose deliverability risks, and branded short domains are recommended for improved control and reputation.
Key findings
- Detrimental Reputation: Link shorteners can be detrimental to sender reputation.
- Suspicious Flags: Outlook may flag shortened URLs as suspicious.
- Decreased Trust: URL shorteners can make emails appear less trustworthy.
- Deliverability Risks: URL shorteners can pose deliverability risks.
Key considerations
- Full URLs: Use full, original URLs to maintain trust and avoid spam filters.
- Branded Domains: Consider using branded short domains for better control and reputation.
- Security and Delivery: Use full URLs for better security and deliverability in Outlook.
Technical article
Documentation from SparkPost suggests that while not inherently bad, URL shorteners can pose deliverability risks. They advise using branded short domains for better control and reputation.
22 Nov 2024 - SparkPost
Technical article
Documentation from Google highlights that using URL shorteners can make emails appear less trustworthy, potentially triggering spam filters. They recommend using the full URL.
1 Sep 2023 - Google Support
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