Link shortener services and negative effect on your email deliverability
Link shortener services and
negative effect on your email
What are link shorteners? Well they are services
which shorten your url if that is more than 140
characters long. Some link shorteners are
tinyurl.com, bit.ly ow.ly etc.
And yes, they effect adversely in your email
marketing campaign. The hackers and
spammers often use link shortening services to
hide the domains. So, risk remains if you use the
same shortening platform.
The shorteners do perfectly well for the social
media. But in case of email marketing, it is
completely different as you may suffer penalties.
Link shorteners are websites which take in your
long link and actually shorten them to your
convenience. This sounds promising at first. But
you might be the one using it for a white hat
On the other hand, there might be a hacker
trying to hide his malicious link by shortening it.
If you look into social media, most of the time,
shortened links are used for phishing. Google
and other search engines often punish the
domains that are shortened and the link
shortener platform as well.
The penalties can be blocking the domain you
used link shortening on. It is severing when I
think within the Email Marketing terms as the
whole campaign will suffer. The emails you send
can be blocked alternatively.
If that happens, your emails won’t ever reach the
recipient. So, all your efforts will be wasted. The
money you used on flushing out the emails will
go to waste too. This happens because that
domain is blacklisted by the search engine
There are options if you want to consider them. If
you want to use Link shorteners that badly, there
are scripts that you can install like kissa.be,
yourls and more.
Using these you can shorten your own links
without going to a third party. The users will
trust you more this way. They will know where
you are taking them so there won’t be much of a
difficulty people face otherwise. The might be
costly but effective.
Another alternative for you is to use anchor text
in emails. If your links are too long, try using
html anchor texts to hide them or even link them
to images that will serve you better of course.
People won’t see your links you point out in the
post. There are few blacklisted domains which
I’ll forbid you to use and those are: bit.ly ow.ly
su.pr lnk.co cli.gs fur.ly twurl.nl short.ie. Try to
avoid these domains and keep your eyes out for
more like these.
These things are constantly updated and you will
never know when your so called “Safe” website
becomes subject of penalizing your website.
Check back periodically with search engines to
keep yourselves updated.