How to Use URL Shorteners in Email Marketing to Increase Click-Through Rates and Engagement

Email marketer working on a laptop in a modern office, with a dashboard showing clickable short URL performance metrics illuminated by soft backlighting.

Table of Contents

– How to use URL shorteners in email marketing
– Why shortening URLs for emails matters
– Ways to boost email engagement with short links
– Tips for increasing CTR in email campaigns using short URLs
– Track email links with analytics
– Make your links count with customized URLs for marketing
– FAQs about URL shorteners in email marketing

How to use URL shorteners in email marketing

URL shorteners are an underrated tool for email marketing optimization. When you work hard to craft a subject line and body copy that drive opens, the next obvious step is getting clicks. That’s where branded short links and trackable links in emails come in. Whether you’re running a weekly newsletter, announcement blast, or sales sequence, learning how to use URL shorteners in email marketing can help you create cleaner messages, build trust with your audience, and better understand your campaign results.

Why shortening URLs for emails matters

Long links don’t perform well in email. They break formatting, look suspicious, and easily get flagged as spam. When you shorten URLs for emails, you solve these problems and add layers of functionality.

Let’s say you’re sending an offer for a product launch and the original link looks like this:
https://shop.example.com/products/category/new-arrivals/limited-offer?ref=email2024

It’s long, bulky, and invites formatting issues. A branded short link like
https://go.yourbrand.com/newoffer removes friction, maintains branding, and improves readability. Readers are more inclined to click when they recognize the sender and the link looks trustworthy.

Platforms like OpenMyLink.io allow you to customize and brand shortened URLs while enabling advanced tracking features. That’s a win for visual consistency and trust.

Boosting email engagement with short links starts with formatting. No one wants to read an ugly, complicated link. But more than aesthetics, short links enhance functionality:

  • They fit better on mobile devices, preventing line breaks
  • They track engagement metrics like clicks, source devices, and locations
  • They allow for link rotation or geotargeting if you serve different regions
  • They support better call-to-action clarity

Imagine running an A/B test with two CTAs: “Shop now” and “Claim your bonus offer.” With trackable links in emails, each connects to a unique shortened URL. You analyze the results and know which CTA converts best. Without short links and analytics, you’re guessing.

Tips for increasing CTR in email campaigns using short URLs

If you’re serious about increasing CTR in email campaigns using short URLs, pay attention to how and where you place your links. Here are five practical tips you can implement right away:

  1. Place the first link early in your email. Users who scan may never read the full copy.
  2. Use branded URL shorteners for email to increase trust. People hesitate to click generic short links (like those starting with bit.ly or tinyurl.com).
  3. Avoid cluttering emails with too many links. Each extra URL splits attention.
  4. Anchor the call-to-action with emotional or benefit-driven copy. For example, “Get your free guide now: https://go.yoursite.com/guide24.”
  5. Test text links vs buttons. Branded short links can be embedded in buttons or inline text. Split test both formats.

Emails that follow these practices have been shown to improve CTR by 15–25% compared to plain, untracked or long URL campaigns.

To track email links with analytics, you need a platform that allows real-time click tracking segmented by audience type, device, geography, and campaign. This is where link tracking analytics become essential.

Most email marketing tools like Mailchimp or ConvertKit offer basic open and click tracking. But if you want depth—such as campaign comparisons, device-level performance, or user behavior by country—you’ll need URL shorteners that include advanced analytics.

OpenMyLink.io gives you link-specific analytics with breakdowns by:

  • Devices (mobile, tablet, desktop)
  • Referers (which email service drove the clicks)
  • Countries and cities
  • Timestamps
  • Unique vs repeated clicks

For example, if your email campaign performed well in Europe but saw no traction in South America, you can adjust content or timing for future sends. Data helps you stop guessing and start improving.

Using customized URLs for marketing shows that your brand takes email seriously. A personalized domain like link.mybrand.com indicates professionalism and consistent branding. Readers associate your name with quality, reinforced by every email interaction.

OpenMyLink.io lets you build branded short links tied to your custom domain, making your links part of your marketing identity. Combine that with features like:

  • Expiration dates
  • Password protection
  • Device or geo redirection
  • Event triggers

And you now manage your URLs with the same precision as your ads or landing pages.

Think of a fitness app launching a new membership plan. If they send one email to Android users and another to iPhone users, device redirection with short links ensures each cohort gets tailored landing pages. Email marketing optimization isn’t limited to words—it includes how your links behave after the click.

FAQs about URL shorteners in email marketing

What are the benefits of branded URL shorteners for email?

Branded short links increase trust, improve click-through rates, and offer advanced tracking options beyond what basic URLs provide.

Can I track individual user clicks in my emails?

Yes, with platforms like OpenMyLink.io, you can track user behavior by link, including click timestamps, device types, and geolocation.

How do URL shorteners help with email campaign performance?

They help you improve formatting, enable A/B testing, allow for advanced analytics, and reduce bounce rates due to broken or mistrusted links.

Do email filters block short URLs?

Generic shorteners can raise spam flags. Branded URL shorteners for email reduce this risk because they tie the domain to your company, increasing deliverability.

What’s the difference between trackable links in emails and regular links?

Regular links might tell you clicks happened. Trackable short links tell you who clicked, when, where, and from what device—giving you valuable data for optimization.

Start improving your email strategy today. Sign up for OpenMyLink.io and start managing your email links like a pro. From shortening and branding to tracking and targeting, it’s an all-in-one solution for smarter emails.

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