How to Use Short Links in Email Marketing

Email messages often contain several calls to action. Short URLs can make visible addresses cleaner and easier to handle, particularly when a link is also shared in plain text.

Where to use them

Consider short links for article recommendations, event registration, product information, resource pages and other legitimate destinations.

Create a clear call to action

The text around a link should tell readers what they will get. Do not rely on a shortened address to communicate essential information.

Test before sending

Open the short URL on desktop and mobile, confirm the destination, and check any optional preview behavior. Test important campaign links before every major send.

Common mistakes

Avoid misleading aliases, unnecessary redirects, broken destinations and excessive link repetition. Keep email content useful and transparent.

FAQ

Are short links required in email? No. They are simply a formatting and sharing option.