Email is not dead — but long, parameter-stuffed URLs certainly are. When a newsletter link wraps across three lines on mobile, it looks broken. Short, branded links look intentional.
What hurts email CTR
- Wrapped URLs that break awkwardly in clients
- Suspicious domains users do not recognize
- Identical links with no way to tell which CTA performed
- Missing HTTPS indicators in the visible text
The better approach
Create unique short links for each major CTA in a campaign. Tag with UTMs. Use slugs that match button copy: /free-guide under a "Download guide" button reinforces the promise.
Deliverability note
Short links themselves do not hurt deliverability when the destination domain has a good reputation. Avoid URL shorteners with shared spam history. Your own branded domain inherits your sender trust.
Measure beyond opens
Opens lie — clicks tell the truth. Compare click maps in your ESP with ByeStar analytics to see geographic and device patterns your email tool might miss.
Start free with ByeStar — short links, QR codes, bio pages, and analytics in one place.