Using link shorteners in email campaigns can negatively impact deliverability due to their association with spam. While URL shorteners like Bit.ly and Tinyurl.com offer benefits such as easier tracking and reduced character count, they are often abused by spammers to mask true URLs. This misuse has led to reputable link shorteners being deny listed, causing emails containing these links to be blocked by ISPs. Consequently, campaigns using URL shorteners may experience increased soft bounces and potential IP/Domain blocks. Cendyn advises against using URL shorteners in email communications.
Link Shorteners can impact email deliverability.
When creating campaigns, link shorteners should not be used.
A URL shortener is a tool that condenses a long web address into a shorter, more manageable format. This makes the URL easier to remember and track. There are numerous URL shorteners available today, such as Bit.ly and Tinyurl.com.
URL shorteners provide useful click data, limit the character count a link takes up, and “beautify” what may otherwise be a long URL. While these link shorteners are great when character count is important, they don’t have a place in email.
Spammers abuse link shorteners because they mask the true URL that they redirect to. The frequent association of link shorteners with spam has led to even reputable ones being deny listed. When links in marketing or transactional emails are flagged as denied, ISPs are likely to block the emails, resulting in lower-than-expected delivery rates for the hotel.
The Risk
If a campaign is deployed using URL shorteners, the hotel will see an elevated number of soft bounces, and there can be some IP/Domain blocks until the ISPs (internet service providers) see a change in sender behavior.
Cendyn does not recommend the use of URL shorteners.
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