We've updated the Redirects and Bookmarks page on Communication Standards to add a new best practice. We recommend that, whenever possible, you should avoid coding links to redirects. This includes marketing URLs.
On websites, we recommend that links be embedded. This means that links look like this, and not like http://eere.energy.gov/communicationstandards/. Embedded links are easier to read and they help visitors understand where a link goes. Embedded links also "hide" the URL from your users, so most won't know the URL they are being pointed to. This means that when you embed links, it's best to link to full URLs.
Best practices are recommendations. They are not required, but they do help you create more effective websites.
As always, if you have any questions please ask in the blog comments or send an email to the Communication Standards webmaster.