📩 How to Avoid Spam Filters When Using Shortened Links in Emails
Email marketing is one of the most powerful tools for businesses, but using shortened links in your emails can sometimes trigger spam filters, preventing your messages from reaching your audience.
To ensure higher email deliverability, avoid spam filters, and maximize engagement, follow these best practices for using shortened URLs in emails. 🚀
🛑 Why Do Spam Filters Block Emails with Shortened Links?
Spam filters analyze email content and look for suspicious elements. Shortened URLs can be flagged because:
🔴 They hide the final destination – Some spammers use short links to disguise malicious websites.
🔴 They look generic & untrustworthy – Common shorteners like bit.ly or tinyurl.com are widely used in spam.
🔴 They lack branding – Non-branded links are often marked as potential phishing attempts.
🔴 Too many links = Spammy content – Emails overloaded with links can trigger spam filters.
📌 Solution: Use branded short links and follow email best practices to avoid spam filters.
✅ Best Practices to Avoid Spam Filters with Shortened Links
🔹 1. Use a Branded URL Shortener
Instead of using generic shorteners like bit.ly, create custom branded short links.
✅ Example of Branded Short Links:
🔹 go.yourbrand.com/deal
🔹 promo.yoursite.com/offer
🔹 Best URL Shorteners for Branding:
✔️ Rebrandly
✔️ Short.io
✔️ Bit.ly (custom domain)
📌 Why? Branded links look trustworthy, increase click-through rates (CTR), and help avoid spam filters.
📨 2. Limit the Number of Links in Your Email
Too many links (especially short links) trigger spam filters.
🚫 Bad Example:
Get our latest deals: bit.ly/deal1, tinyurl.com/offer, and bit.ly/sale!
✅ Good Example:
🎉 Limited-Time Offer! Click here to grab your deal 👉 go.yourbrand.com/deal
📌 Tip: Keep your email clean with 1-2 short links max.
🛡 3. Always Use HTTPS for Secure Links
Many email providers flag non-secure (HTTP) links as unsafe.
✅ Use HTTPS:
✔️ https://go.yourbrand.com/deal (✅ Secure)
❌ http://bit.ly/deal (❌ Not Secure)
📌 Tip: Always enable SSL for your website and use HTTPS links to boost email trust.
📊 4. Track Email Performance Without Overloading Links
Many marketers add UTM tracking parameters to links (e.g., ?utm_source=email), but too many parameters make the link look suspicious.
🚫 Bad Example:
https://www.example.com/product?utm_source=email&utm_campaign=sale&utm_medium=email_marketing&utm_term=discount&utm_content=cta
✅ Good Example:
https://go.yourbrand.com/sale (Shortened with tracking in the backend)
📌 Tip: Use Google Analytics or Bit.ly tracking features instead of stuffing links with parameters.
🖊 5. Write Natural & Engaging Email Content
Spam filters analyze the full email, not just links. If your email sounds spammy, it may get blocked.
🚫 Avoid spammy words like:
❌ "FREE!!!"
❌ "Click Now!!!"
❌ "Urgent! Act Fast!"
❌ "You’ve won a prize!"
✅ Better Alternative:
🎁 Special Offer Just for You! Get 50% off today 👉 go.yourbrand.com/offer
📌 Tip: Keep a natural tone and avoid over-promotional language.
📨 6. Check Your Email with Spam-Testing Tools
Before sending, test your email with spam checkers to ensure it won’t get blocked.
✔️ Best Free Spam-Testing Tools:
🔹 Mail-Tester
🔹 GlockApps
🔹 IsNotSpam
📌 Tip: Aim for a high deliverability score to prevent emails from landing in spam.
📋 7. Use Short Links Only When Necessary
If possible, use full URLs for trusted domains instead of shortening links.
✅ Example:
https://yourbrand.com/deal (Good)
https://bit.ly/yourdeal (May trigger spam filters)
📌 Tip: Only shorten URLs when absolutely needed, such as tracking links or SMS campaigns.
🚀 Final Thoughts: How to Send Shortened Links Safely in Emails
To avoid spam filters and improve email deliverability, remember:
✅ Use branded short links (e.g., go.yourbrand.com/offer)
✅ Limit the number of links (1-2 per email)
✅ Always use HTTPS for security
✅ Avoid spammy words & excessive tracking parameters
✅ Test emails with spam checkers before sending
By following these best practices, you’ll increase email open rates, boost engagement, and ensure your messages land in the inbox, not spam! 🚀