Use URL Shorteners Sparingly

While URL shorteners like tinyurl.com or bit.ly can be useful in reducing the length of unwieldy links, there are some downsides to consider when using URL shorteners in your email marketing campaigns.

Return Path points out a couple of these problems:

1. Many anti-spam systems are suspicious of shortened links (because of their popularity with malware distributors) and may block them outright.
2. There’s a chance that some URL shortening services may shut down and stop working without warning.

While URL shorteners do offer some obvious benefits, it’s best to avoid them when you can.