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Summary

The question of whether link shorteners impact email deliverability, especially when an Email Service Provider (ESP) already employs its own click-tracking mechanism, is a common concern for marketers. While ESPs typically wrap links to track clicks, this process differs fundamentally from using third-party link shorteners like Bit.ly.

What email marketers say

Email marketers widely agree that public link shorteners are a significant risk to deliverability. While they acknowledge that ESPs use their own tracking redirects, the consensus is that adding another layer of shortening, especially from a public service, complicates matters and raises red flags with spam filters.

Marketer view

Email marketer from Email Geeks notes that public link shorteners are known to negatively affect email deliverability. This is because they can be used to hide malicious links, leading to a negative score hardcoded into spam filters.

30 Jun 2018 - Email Geeks

Marketer view

Email marketer from EasySendy Pro suggests that while link shorteners have their uses, they can negatively affect email deliverability and should be avoided in email communication channels.

21 Aug 2021 - EasySendy Pro

What the experts say

Email deliverability experts consistently advise against using public link shorteners in email marketing. Their primary concern revolves around the reputation risks associated with shared shortener domains and the lack of transparency they introduce. While ESP click tracking is accepted as a standard practice, experts emphasize that it functions differently due to the ESP's dedicated efforts in maintaining their tracking domains' reputation.

Expert view

Email Deliverability Expert from Email Geeks states that the reputation of public link shorteners is often tainted by abuse. They are frequently used by bad actors, leading to them being widely blocklisted by spam filters.

22 Mar 2025 - Email Geeks

Expert view

Email Deliverability Expert from SpamResource advises that any link used within an email's content has the potential to impact deliverability. Therefore, senders should only link to sites that are fully trusted and maintain good standing.

10 Apr 2024 - SpamResource

What the documentation says

Official documentation and industry best practices strongly caution against the use of public link shorteners in emails. While they acknowledge the need for tracking engagement, they emphasize the critical difference between a reputable ESP's tracking domain and general-purpose URL shortening services, particularly concerning trust and security signals to mailbox providers.

Technical article

Documentation from EasySendy Pro highlights that while URL shorteners are beneficial for certain communication channels, they are known to negatively impact email deliverability and should be avoided in email campaigns.

21 Aug 2021 - EasySendy Pro

Technical article

Documentation from Kickbox Blog advises email senders to ensure that all links within their email content are the full, unshortened URLs. It explicitly states that using shortened links will detrimentally affect deliverability rates.

03 Mar 2022 - Kickbox Blog

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