Do shortened URLs harm deliverability?

URL shorteners like bit.ly, tinyurl, and t.co can significantly harm deliverability. Filters treat them with suspicion because they obscure the true destination.

Spammers use shorteners to hide malicious URLs. This association taints all shortened links. Filters may add spam points or block shortened URLs entirely, especially in corporate environments.

Shared shortening services also carry shared reputation risk. If other users send spam through the same service, the domain's reputation affects your deliverability.

The solution is to use your own branded link domain for tracking instead of public shorteners. This gives you control over the domain's reputation and maintains transparency about where links lead.

Hidden destinations invite suspicion. Use clear, branded links that tell recipients and filters exactly where they are going.