Nimriz
Marketing teams

Email marketing links

Long UTM-tagged URLs look suspicious in email. Branded short links keep copy clean, improve how links appear in text-only clients, and give you per-link click data tied to each placement.

  • Branded short domains that build subscriber trust before the click
  • Per-link click data per CTA, per email step, per placement
  • Set expiration so old sends always land on a branded page - never a broken redirect
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Email link performance

Per-link click data across newsletter and drip campaign sends.

Branded
Summer sale CTA
brand-a.to/summer
1,204
clicks
Active
Feature announcement
brand-a.to/v2-launch
892
clicks
Active
Webinar registration
brand-a.to/webinar-june
341
clicks
Expires Jun 30
Unsubscribe landing
brand-a.to/unsub
28
clicks
Active
2,465
Total clicks
4
Active links
1
Expiring soon

Every raw UTM-tagged URL you paste into an email creates two problems at once. Subscribers see a long, technical-looking string that signals tracking before they even click, and your reporting relies on each sender or team member remembering to apply consistent UTM values every time. Generic shorteners replace one problem with another: the link is short but your brand is absent, and the redirector domain is one the subscriber has never heard of.

Branded short links on your own verified domain solve both problems. Subscribers see a URL that matches your brand, the redirect is still a fast 302, and every link is its own analytics record with referrer, country, device category, and bot-flagged click data. You standardize UTMs once in the UTM builder using presets (on supported plans) and distribute the same branded link to the entire list rather than copying a raw destination URL and hoping the parameters survive copy-paste.

Because the destination is editable after send, you can correct a broken landing page URL, redirect traffic to an updated offer, or route subscribers who click a months-old email to a current page, all without re-sending or asking subscribers to use a new URL. Combined with optional expiration and a branded fallback page, this means every link in every email you have ever sent can behave predictably long after the campaign ends.

The result is cleaner per-CTA email reporting that connects naturally to your analytics stack. You can forward click events server-side to GA4, Segment, or other destinations on supported plans, so email link data joins the same pipeline as the rest of your channel data rather than staying locked inside a separate tool.

Who it is for

Lifecycle and email marketer

Needs per-CTA click data across drip sequences and broadcast sends without maintaining a separate tracking spreadsheet or relying on each template editor to apply UTMs correctly.

Growth marketer

Needs branded, consistent email links that connect click-level data to downstream conversions and integrate with the analytics tools the rest of the growth stack depends on.

Ecommerce and retention ops

Needs time-bound links for sale and promotion emails that expire cleanly, branded fallbacks for post-campaign traffic, and editable destinations when product pages change after send.

What you get

Cleaner email copy

Subscribers see your brand domain instead of a generic redirector, building trust before they click. Branded links stay readable in plain-text clients and preview panes where long UTM-tagged URLs break across lines or look suspicious.

Per-link click data

Each CTA and placement gets its own click record with referrer, country, device category, and bot-flagged signals so you can compare drip steps, email variants, and placement positions in one place. Raw IP and full User-Agent values are never stored in redirect analytics.

Time-bound expiration

Set expiry dates so old campaign sends redirect to a branded fallback page instead of a broken or outdated destination. You choose the fallback URL so subscribers who click a months-old email always land somewhere intentional rather than a dead end.

Live destination updates

Update where a link points after send without changing the branded URL already in subscriber inboxes. This is useful when a landing page moves, a product page gets a new slug, or a post-send error requires rerouting traffic to a corrected destination.

How it works

Links that stay correct long after send

Use separate short links per email CTA or drip step. Update destinations if a landing page changes after send. Set an expiration so time-sensitive campaigns automatically redirect to the right place when they end.

1
Plan

Short links in email behave identically to any other Nimriz link - same branded domain, same redirect, same click analytics.

2
Publish

Redirects default to 302 so link scanners and email pre-fetchers that follow redirects do not cache a stale destination.

3
Measure

Privacy-aware analytics avoids raw IP and full User-Agent storage, useful for email audiences in privacy-sensitive regions.

  • Expiration with a branded fallback ensures old sends do not deliver broken experiences months after a campaign ends.
  • Use separate short links per CTA placement to track which element in the send drove the most engagement.
UTM and link automationTrust and privacyFAQ
Example
Email 1 - announcement
CTA: brand-a.to/v2-launch
Email 2 - feature deep-dive
CTA: brand-a.to/v2-features
Email 3 - last-chance
CTA: brand-a.to/v2-offer (expires end of campaign)
Click comparison
Email 1: 892 · Email 2: 1,204 · Email 3: 341

Setup

  1. 1
    Verify your branded domain
    Add a DNS record to prove ownership of your short-link domain. Nimriz validates the record and enables the domain for your workspace with strict host matching. See the custom domain setup guide for the exact steps. Custom domains are available on supported plans.
  2. 2
    Build branded links with consistent UTMs
    Use the UTM builder to attach source, medium, campaign, and content values to each destination URL. Save a UTM preset (on supported plans) so every email link in a campaign starts with the same parameter structure. The builder normalizes field order and drops blank values so your destination URLs stay canonical.
  3. 3
    Create one branded link per CTA placement
    Give each button, text link, and header image in the email its own short link with a descriptive slug. Paste the branded URL into your ESP template just like any other link. This works with Klaviyo, Mailchimp, and any other ESP because you are placing a plain URL that redirects via your branded domain.
  4. 4
    Send and track per-link clicks
    After send, open the per-link analytics to see clicks by CTA, broken down by referrer, country, device category, and bot-flagged signals. Compare engagement across drip steps and email variants using the same reporting surface. Learn more about the privacy-aware analytics model.
  5. 5
    Edit destinations post-send as needed
    If a landing page URL changes, update the destination on the existing short link. Future clicks use the new destination while historical click analytics keep the values that were effective at click time. For time-limited offers, set an expiration and a branded fallback so traffic after the deadline lands somewhere intentional. See link protection for expiry and fallback controls.

What good looks like

Before: raw links in email

  • Long UTM-tagged destination URLs pasted directly into templates
  • Generic shortener domain subscribers do not recognize
  • Inconsistent UTM values applied by different team members or across templates
  • No way to fix a broken destination URL in emails already sent
  • Per-email click totals only - no CTA-level breakdown
  • Bot and pre-fetch clicks inflate open-rate-adjacent metrics with no easy way to filter

After: branded per-CTA links

  • Branded short links on your verified domain in every email placement
  • UTMs standardized once via the builder and applied consistently via presets (on supported plans)
  • One short link per CTA so you can compare header, body, and footer placement clicks separately
  • Editable destinations post-send so a page URL change does not break existing email links
  • Optional expiration with a branded fallback for time-limited offers and promotions
  • Bot-flagged per-link analytics with referrer, country, and device breakdowns - no raw IP stored by default

Frequently asked questions

Does this work with Klaviyo, Mailchimp, and other ESPs?
Yes. Nimriz branded links are plain URLs. You paste the branded short link into your ESP template the same way you would paste any other destination URL. There is no plugin or integration required on the ESP side. The redirect happens via your branded domain when a subscriber clicks, which means the link works in any ESP that accepts a standard URL in a button or text element.
Will using branded short links hurt my email deliverability?
Branded links on your own verified domain and clean, consistent destinations can support sender reputation because the links in your email match your sending identity rather than pointing to an unrecognized third-party redirector. No link shortening approach guarantees inbox placement or deliverability outcomes. Sender reputation depends on list quality, engagement history, authentication setup, and many other factors outside any link tool.
My ESP already rewrites links for click tracking. How does that interact with Nimriz?
Most ESPs wrap links in their own click-tracking redirect before delivery. When an ESP rewrites your Nimriz branded link, the subscriber sees the ESP wrapper URL first, then follows it to your branded domain, then to the final destination. You still get per-link click data in Nimriz analytics from the redirect event at your branded domain. If you want to avoid double-redirect chains or prefer to rely on Nimriz tracking exclusively, you can disable click tracking in your ESP for specific links. The exact option depends on your ESP. See analytics and privacy for what Nimriz records at the redirect step.
Can I change where a link goes after the email has been sent?
Yes. Updating the destination on a short link takes effect for all future clicks immediately. The branded URL already in subscriber inboxes does not change. Historical click analytics keep the UTM values and destination that were effective at click time, so your reporting is not retroactively rewritten. See link creation and slugs for more on destination editing behavior.
What do standard and strict privacy mean for email link analytics?
Standard privacy-aware analytics is the default. Raw IP addresses and full User-Agent strings are never stored in click events, and strict privacy also omits visitor hashes. You still get approved referrer, country, device category, and bot-flagged signals. This makes per-link email analytics available without tying click records to individually identifiable data. Learn more on the analytics and privacy feature page.
What is the difference between per-link tracking and per-CTA tracking?
They refer to the same approach. You create one short link for each CTA or placement in the email (the header image, the primary button, a text link in the body, etc.) rather than reusing a single link for the whole send. Because each placement has its own link record, the analytics surface shows you which specific element drove clicks, not just that someone clicked somewhere in the email. This lets you compare placement performance within a single send and across variants or drip steps.
Can email link click data flow into GA4 or Segment?
On supported plans, you can forward click events server-side to analytics and data destinations such as GA4 and Segment. This means email link click data can enter the same pipeline as your other channel data rather than staying isolated in a link tool. See the integrations and destinations feature page for supported destinations and setup details.
How do UTM presets help with email campaigns?
UTM presets let you save a reusable set of UTM fields (source, medium, campaign, term, content) so every new email link starts with consistent parameter values. Instead of each team member typing UTMs by hand and risking inconsistent casing or naming, you apply a preset and the builder fills in the standard values. The preset is a convenience action that sets the current metadata on the link; it does not create a live relationship, so you can still edit individual values after applying it. Presets are available on supported plans. See the UTM parameters doc for full details.

Related use cases

Campaign links
Branded links across all channels.
Conversion tracking
Connect email clicks to leads and sales.
Protected and expiring links
Time-bound access and branded fallbacks for campaign sends.

Deeper reading

Branded links and domainsPrivacy-aware analyticsUTM parameters docAnalytics and privacy docGlossary: branded short linkBlog: UTM best practices

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