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Also, fwiw, there are some people who don't care for bit.ly due to the fact that ".ly" is the top-level domain for Lybia. I know that ow.ly dealt with this by adding ".li" as an option. As far as I know, no one has any problems with Lichtenstein. :-)
Although, now most email marketing solutions have much better tracking and stats than they did a year or two ago. I know that is definitely true of iContact. That basically eliminates the need to use shorteners for email marketing. Now, I have used them in regular emails so that I can see if my client is actually reading the stuff that I send him/her.