Avoid bit.ly and similar services
I find myself writing yet another comment advising against use of bit.ly and other link-shortening or redirecting services. For easier future reference, I publish the core of the comment here instead:
bit.ly and similar services should be avoided: Many of us wish to have an idea where we are going before we click on a link, these third-party services can (at least in theory) be used to spy on or mess with the surfers, and there is an increased risk of phishing, rick-rolling, lemon-partying, whatnot.
The one good thing that bit.ly does is to shorten URLs in contexts (notably plain-text emails) where the length could be a problem. In WordPress this does not apply, however, seeing that normal “a href” constructs can be used. For that matter, speaking for myself, I would rather take the full URL even in an email.