Link shorteners do exactly what they sound like: they take a long URL and turn it into a shorter one. But these days, that's really the least interesting thing they do. Modern link shorteners are actually analytics and branding tools that happen to shorten URLs along the way.
When you're running a newsletter, link shorteners can be useful for:
- tracking which links get clicked (though Buttondown does this automatically!)
- creating branded, memorable links for sharing on social media
- generating QR codes for print materials or events
- A/B testing different landing pages
Which one should I use?
For a generous free tier: Short.io gives you 1,000 links and 50,000 clicks for free. TinyURL offers unlimited basic shortening without signup.
For branded links on a budget: Rebrandly starts at just $8/month with custom domain support. Short.io is even cheaper at $5/month.
For developers: Dub is open source with a modern API. Bitly and Short.io also have solid APIs.
For enterprise: BL.INK offers unlimited custom domains and enterprise-grade analytics, but starts at $48/month.
Tool details
Bitly is the most recognizable brand in link shortening. Their free tier is limited (5 links/month, 100 clicks tracked), but the brand recognition means people trust bit.ly links. Analytics include click tracking and geographic data. One custom domain on paid plans.
BL.INK is enterprise-focused with unlimited custom domains and comprehensive analytics. No free tier, but if you need enterprise features and have the budget ($48+/month), it delivers.
Dub is open source with a modern, clean interface. Free tier includes 25 links/month and 1,000 clicks. Analytics are real-time with geographic and device breakdowns. Multiple custom domains available on paid plans.
Linkly specializes in retargeting—you can add Facebook, Google, and other retargeting pixels to your shortened links. No free tier, but strong for marketing teams running paid campaigns.
Rebrandly is good for branded links with a UTM builder included. Free tier is limited to 10 links/month, but paid plans are affordable starting at $8/month. 1-5 custom domains depending on plan.
Short.io has the best free tier: 1,000 links and 50,000 clicks. Paid plans are cheap ($5-18/month) and include A/B testing for links. Real-time analytics included.
TinyURL is one of the originals, still going strong. Unlimited basic shortening for free with no signup required. Paid plans add custom domains and click tracking, but the free tier is genuinely useful for quick, no-frills shortening.
Any other noteworthy alternatives?
- is.gd is completely free with no signup required. No analytics, no custom domains, just pure link shortening. If you need something quick and don't care about tracking, it's perfect.
- Cutt.ly offers a generous free tier with 10 links per month and basic analytics. Their paid plans start at just $5/month.
- Ow.ly is built into Hootsuite, so if you're already using that for social media scheduling, you might as well use their shortener too.
Do I even need a link shortener for my newsletter?
Honestly? Probably not. Buttondown automatically tracks clicks on every link in your emails, so you get all the analytics without needing a separate service. Link shorteners are most useful when you're sharing links outside of email — on social media, in print, or anywhere you want a clean, branded URL.
If you're promoting your newsletter on social media, check out our social media scheduling tools comparison for automating your posts across platforms.
Gee, it sure is awfully nice of you to compile this resource and keep it up to date. What can I ever do to thank you?
Tell your friends about Buttondown, the best way to start and grow your newsletter.