Shortening URLs for Email Newsletters and Campaigns

Email newsletters are full of links, from product pages to social sharing buttons, and how those links are formatted can meaningfully affect both appearance and measurable performance.

Why Shorten Links in Emails

• Cleaner, more scannable email design, especially in plain-text sections.
• Independent click tracking that complements your email platform's built-in analytics.
• Easier to reuse consistent, branded links across multiple campaigns.

A Note on Deliverability

Some spam filters treat unfamiliar or generic shortener domains with more suspicion than recognizable brand domains. If email deliverability is a top priority, consider a shortener that supports custom domains matching your own brand.

Using UTM Parameters

Add UTM parameters to your destination URL before shortening so that your website analytics platform can attribute traffic specifically to a given email campaign, subject line test, or send date.

Consistent Branding Across Campaigns

A recognizable, branded short link used consistently across every newsletter builds familiarity with subscribers, making them more comfortable clicking through over time.

Testing Before You Send

Always click every shortened link in a test email before sending your campaign to your full list, confirming each one redirects correctly to its intended destination.

Comparing Click Data

Cross-reference click data from your shortener with your email platform's own reported open and click rates to get a fuller picture of subscriber engagement across your campaign.