10 mistakes to avoid when using URL shorteners in email marketing?

Let’s face it, email marketing is a powerful tool for reaching your audience. But, like any tool, it needs to be used correctly to be effective.

One common tactic in email marketing is using URL shorteners to make your links more manageable and visually appealing.

However, there are some common mistakes you might make when using URL shorteners that could actually harm your email marketing efforts.

Think of it like this: You’re building a beautiful bridge to connect with your audience, but if you use the wrong materials or don’t build it securely, it could collapse before anyone can cross.

According to the Databox research cited in the article, 52% of marketers have made 2-5 email marketing mistakes in the last year1. The most common mistakes mentioned are:

1. Sending a marketing email with broken links1
2. Sending the wrong marketing email1
3. Sending the marketing email to the wrong list

So, let’s dive into the most common mistakes to avoid when using URL shorteners in email marketing, ensuring your bridge stands strong and leads your audience to their destination:

1. Not Using a Reputable URL Shortener

Imagine sending someone to a website with a shortened URL, only to find it leads to a spammy or malicious site. Not exactly the best impression, right? That’s why using a reputable URL shortener is crucial.

• Why it Matters: Using a trusted URL shortener like ShortURLat, Bitly, Rebrandly, or TinyURL ensures your links are safe and reliable. These platforms have established track records and security measures in place to protect your brand and your audience.
• How to Avoid It: Research and choose a reputable URL shortener with a good reputation. Look for features like custom branding, analytics, and security features to ensure your links are safe and trustworthy.

2. Not Customizing Your Shortened URLs

You’ve got a great offer, but your shortened URL looks like a random string of letters and numbers. Not exactly enticing, is it? Customizing your shortened URLs can make them more memorable and relevant to your audience.

• Why it Matters: Custom URLs are more user-friendly and brand-consistent. They can also be used to track specific campaigns and promotions.
• How to Avoid It: Most URL shorteners offer customization options. Use keywords related to your campaign or brand to create a memorable and relevant shortened URL. For example, instead of “bit.ly/xyz123,” you could use “bit.ly/SummerSale.”

3. Not Using URL Shorteners for All Links

You’re using a URL shortener for your main call to action, but what about the other links in your email? Consistency is key! Use URL shorteners for all links in your email, including links to your website, social media pages, and other resources.

• Why it Matters: Using URL shorteners for all links creates a consistent look and feel for your email. It also helps to improve readability and reduce clutter.
• How to Avoid It: Make it a habit to shorten all links in your email, regardless of their length. This ensures a clean and professional look for your email.

4. Not Tracking Your Shortened URLs

You’ve sent out your email, but how do you know if people are clicking on your links? Tracking your shortened URLs is essential for understanding the effectiveness of your email campaigns.

• Why it Matters: Tracking your shortened URLs provides valuable insights into click-through rates, audience engagement, and campaign performance. This data can help you optimize your future campaigns and improve your overall email marketing strategy.
• How to Avoid It: Most URL shorteners offer analytics dashboards that provide detailed information about your shortened URLs. Use these tools to track clicks, conversions, and other important metrics.

5. Not Using a Clear Call to Action

You’ve got a great offer, but your shortened URL doesn’t tell people what to do next. Make sure your call to action is clear and concise, encouraging your audience to click on your link.

• Why it Matters: A clear call to action tells your audience exactly what you want them to do. It increases the likelihood of clicks and conversions.
• How to Avoid It: Use strong verbs and action-oriented language in your call to action. For example, instead of “Learn More,” use “Download Your Free Guide Now!”

6. Not Testing Your Shortened URLs

You’ve created your shortened URLs, but have you tested them to make sure they work correctly? Testing your shortened URLs before sending your email is crucial to avoid any unexpected errors.

• Why it Matters: Testing your shortened URLs ensures they redirect to the correct destination and that there are no broken links. This helps to prevent frustration and lost opportunities.
• How to Avoid It: Click on your shortened URLs yourself and make sure they redirect to the correct pages. You can also use a tool like LinkChecker to scan your email for broken links.

7. Not Using a Branded Shortener

You’ve got a strong brand identity, but your shortened URLs don’t reflect it. Using a branded shortener allows you to customize your shortened URLs with your logo, colors, and branding elements.

• Why it Matters: A branded shortener reinforces your brand identity and creates a consistent experience for your audience. It also helps to build trust and credibility.
• How to Avoid It: Choose a URL shortener that allows you to customize your shortened URLs with your brand elements. This can help to create a more professional and memorable experience for your audience.

8. Not Using a Shortener That Supports Custom Domains

You’ve got a custom domain, but your shortened URLs don’t reflect it. Using a shortener that supports custom domains allows you to create shortened URLs that use your own domain name.

• Why it Matters: Using a custom domain for your shortened URLs strengthens your brand identity and increases trust. It also helps to improve your SEO and track your campaign performance.
• How to Avoid It: Choose a URL shortener that allows you to use your own custom domain for shortened URLs. This can help to create a more professional and memorable experience for your audience.

9. Not Using a Shortener That Offers Analytics

You’ve sent out your email, but how do you know if people are clicking on your links? Using a shortener that offers analytics provides valuable insights into click-through rates, audience engagement, and campaign performance.

• Why it Matters: Analytics help you understand how your email campaigns are performing and identify areas for improvement. This data can help you optimize your future campaigns and improve your overall email marketing strategy.
• How to Avoid It: Choose a URL shortener that offers detailed analytics dashboards. This will allow you to track clicks, conversions, and other important metrics.

10. Not Using a Shortener That Offers Security Features

You’ve got sensitive information in your email, but your shortened URLs don’t offer any security features. Using a shortener that offers security features helps to protect your audience from malicious attacks.

• Why it Matters: Security features like HTTPS encryption and password protection help to keep your audience safe and secure. This is especially important if you’re sharing sensitive information like login credentials or financial details.
• How to Avoid It: Choose a URL shortener that offers security features like HTTPS encryption and password protection. This will help to ensure that your audience’s data is safe and secure.

Conclusion

Using URL shorteners in email marketing can be a great way to make your links more manageable and visually appealing. However, there are some common mistakes you might make that could actually harm your email marketing efforts. By avoiding these mistakes, you can ensure that your URL shorteners are working for you, not against you.

Remember, your email marketing is a bridge connecting you to your audience. By using URL shorteners wisely, you can build a strong and reliable bridge that leads your audience to their destination and strengthens your brand reputation.

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