How to shorten long SendGrid branded tracking links?

Key findings

• Feature availability: SendGrid provides a Short Links feature designed to reduce the length of branded tracking URLs.
• Length reduction: This feature can shorten links by approximately 40%.
• Data retention impact: Activating short links limits data retention for click tracking to 60 days from the link's creation.
• Post-retention behavior: After 60 days, clicks are not tracked, but the shortened links continue to function correctly.
• Deliverability concerns: Historically, very long tracking links have been known to cause filtering issues, particularly with Gmail.

Key considerations

• Data needs vs. link length: Carefully evaluate whether the benefit of shorter links outweighs the trade-off of limited data retention for your specific tracking and reporting requirements.
• Activation process: The short links feature typically requires contacting SendGrid support directly to enable it for your account.
• Alternative tracking: If long-term click data is crucial, consider alternative methods or complementary tracking solutions outside of SendGrid's native short links. Our guide on email link cloaking and click tracking may provide useful insights.
• Deliverability impact: Understand the potential impact of link shorteners on email deliverability when using ESP click tracking, especially if you opt not to shorten links.

Key opinions

• Length concerns: Marketers frequently express concern over the excessive length of SendGrid's default branded tracking links.
• Shortening solution: The SendGrid Short Links feature is seen as a viable solution, though not always self-service.
• Data trade-off: The reduced data retention period (60 days) associated with shortened links is a notable drawback for marketers requiring longer analytical windows.
• Deliverability impact: Some marketers recall instances where very long links caused deliverability problems, particularly with major inbox providers like Gmail.

Key considerations

• Contacting support: Marketers should directly reach out to SendGrid's support channel to request the activation of the short links feature.
• Analytics strategy: Adjust your analytics strategy to account for the 60-day data retention window if using shortened links. Consider how this affects your reporting and long-term campaign analysis, perhaps exploring how to increase email click through rates more broadly.
• Link aesthetics and trust: Shorter, cleaner links can enhance email aesthetics and potentially build recipient trust, which can influence engagement. For further reading, consider the pros and cons of using vanity URLs in email.
• Alternative link shortening: While some ESPs like Iterable automatically shorten links as discussed in their blog post, SendGrid's process requires a manual request.

Key opinions

• Complexity over length: Experts suggest that the complexity of tracking parameters within a URL is often more critical for deliverability than its sheer length.
• Underlying redirects: Even with shortened links, the series of redirects (e.g., ESP tracking domain -> short link -> original URL) can still be complex on the backend.
• Brand alignment: Implementing custom tracking domains for subdomain alignment is a recommended best practice for brand consistency and trust.
• Filter scrutiny: Some spam filters may increase scrutiny on any form of link shortening if not properly managed, due to its common use in phishing.
• Holistic view: Deliverability is influenced by numerous factors beyond just link length, including sender reputation, content, and authentication.

Key considerations

• Proactive monitoring: Monitor your email deliverability metrics closely when making changes to link tracking configurations to identify any negative impacts.
• Security implications: Be aware of the security aspects of shortened links; while convenient, they can obscure the final destination URL, which can be a concern for security-conscious recipients and filters. For more technical insights, refer to discussions on custom SSL configurations.
• Custom domain benefits: Leveraging custom domains for tracking links can enhance brand trust and provide more control over link appearance, including its length. Learn more about why use subdomains for email marketing deliverability.
• Recipient trust: Ensure your tracking links, whether long or short, originate from a trusted domain to avoid being flagged by anti-spam measures or perceived as phishing attempts.

Key findings

• SendGrid's short links: SendGrid's documentation confirms that their Short Links feature aims to shorten links by approximately 40%.
• Data retention limits: The documentation specifies a 60-day data retention window for click tracking on these shortened links.
• Link functionality: Even after the 60-day period, the links themselves continue to work, but no further click data is recorded.
• Enabling process: Accessing the short links feature typically requires contacting SendGrid's support, not a self-service option.
• Other ESPs: Other platforms like Customer.io, Blueshift, and Iterable also provide features for custom domains and link shortening, often with automated processes.

Key considerations

• Service level agreements: Review your ESP's documentation or service level agreements (SLAs) regarding data retention for all tracking features.
• Impact on reporting: Consider how limited data retention will affect your long-term reporting and analysis, especially for evergreen content or campaigns. This can impact your overall email deliverability strategy.
• Custom domain configuration: Ensure that any custom tracking domain (link branding) is configured according to your ESP's instructions to maintain optimal performance and deliverability. Always be aware of whether HTTP tracking links affect email deliverability.
• Phishing prevention: Adhere to best practices for branded links to prevent Gmail phishing warnings, particularly when using shortened links that might otherwise raise suspicion.
• Feature enablement: Documentation often clarifies whether features like link shortening are self-service or require direct contact with support, as is the case for Blueshift's link tracking options.