URLs made up of 70 characters or more can have an adverse impact on an online marketing campaign, an expert has warned.

Guy Kawasaki, co-founder of Alltop.com and managing director of Garage Technology Ventures, explained that when long URLs are copied, pasted and emailed, line breaks are added, which means that people may not be able to click on the link.

Writing on Bmighty.com, he also warned against windows that do not even generate URLS in the first place, as these prevent referrals and additional traffic which could prove very harmful to business.

Mr Kawasaki also said that companies should not solely rely on email but should complement their strategy by with direct mail and follow-up phone calls.

MarktingSherpa’s 2009 Email Marketing Benchmark Guide recently found that almost half (44 per cent) of respondents believe that email is an effective component of their marketing mix.

A similar proportion also said that they typically increase their expenditure on online platforms every year.

Related Topics: Email Marketing