Summary
Using redirected URLs in email CTAs has a nuanced impact on deliverability. While redirects are a standard mechanism (IETF) and ESPs often rewrite links (Email Geeks) mitigating some risks, excessive redirects, especially via URL shorteners (Neil Patel Digital, Email on Acid, Reddit, Spamresource.com), can negatively impact deliverability. The destination URL's reputation is crucial (Mailjet, Litmus, Wordtothewise.com), and aligning redirect domains with DKIM/SPF (IETF) is essential for authentication. Tracking links, a form of redirect, are commonly used and considered safe with reputable services (Sendinblue, Gmass, HubSpot). Avoid cloaking and ensure content relevance (Stack Overflow, Google Search Central).
Key findings
- Destination Reputation Matters: The reputation of the final URL is paramount. Blacklisted or shady destinations will harm sender reputation and deliverability.
- Excessive Redirects are Risky: Using too many redirects, particularly with URL shorteners, increases the likelihood of triggering spam filters.
- Domain Alignment is Crucial: Ensure the domain used in the redirect URL aligns with DKIM and SPF records for proper authentication.
- ESPs Can Mitigate Risks: Many ESPs rewrite links for tracking, potentially reducing the impact of domain inconsistencies in redirects.
- Tracking Links are Common Practice: Using tracking links (redirects) from reputable services is a standard and generally safe practice.
Key considerations
- Evaluate Destination Reputation: Thoroughly check the reputation and content of the final destination URL before including it in your email.
- Minimize Redirects: Avoid unnecessary redirects. Use full URLs or branded short links when possible.
- Implement DKIM/SPF Alignment: Configure DKIM and SPF records to include the redirect domain, ensuring proper authentication.
- Choose Reputable Services: If using URL shorteners or tracking services, select reputable providers with established positive reputations.
- Avoid Cloaking: Ensure that the content at the redirect destination is relevant and consistent with the email's purpose to avoid being flagged for cloaking.
- Monitor Sender Reputation: Regularly monitor sender reputation to identify and address potential deliverability issues promptly.
What email marketers say
9 marketer opinions
Using redirected URLs in email CTAs can impact deliverability, but the impact is often indirect and depends on several factors. While redirects themselves aren't inherently bad, issues arise from excessive redirects, untrusted link shortening services, discrepancies between sending and destination domains, irrelevant content at the redirect target, and the reputation of the final destination URL. Tracking links, which are technically redirects, are widely used and generally safe with reputable services.
Key opinions
- Destination Reputation: The reputation of the final URL is crucial. If the redirect leads to a website with a poor reputation (e.g., associated with spam or phishing), it can negatively impact deliverability.
- Excessive Redirects: Using too many redirects, especially through link shortening services, can trigger spam filters and harm deliverability.
- Domain Consistency: Inconsistencies between the sending domain and the destination domain (or domains involved in redirects) can raise red flags.
- Content Relevance: Redirects to irrelevant content or affiliate links, sometimes referred to as cloaking, can be seen negatively and result in emails being marked as spam.
- Tracking Links are Common: The usage of tracking links, while they are redirects, is common practice and generally safe when using reputable tracking services.
Key considerations
- Check Destination URLs: Always check the reputation and content of the final destination URL to ensure it is safe and relevant.
- Avoid Excessive Redirects: Minimize the number of redirects used in your CTAs. If possible, use the full URL or a branded short link.
- Maintain Domain Consistency: Ensure consistent branding between your sending domain and the redirect destination, or at least ensure they are related and trustworthy.
- Use Reputable Services: If you use link shortening or tracking services, choose reputable providers.
- Monitor Sender Reputation: Regularly monitor your sender reputation to identify and address any deliverability issues proactively.
Marketer view
Email marketer from Gmass shares that tracking links are used in almost all marketing emails. As long as you use a reputable service, these redirects will be fine.
28 Aug 2022 - Gmass
Marketer view
Email marketer from HubSpot shares that using redirects to track click performance is standard practice. Just make sure that the link domain is the same as the 'From' domain.
2 Jan 2025 - HubSpot
What the experts say
5 expert opinions
Using redirected URLs in email CTAs has nuanced impacts on deliverability. ESPs often rewrite links for click tracking, potentially mitigating domain consistency concerns. While mailboxes generally don't check final destinations, some filters check for malware/phishing. URL shorteners can be problematic if associated with spam. A critical factor is the reputation of the final destination URL; a poor reputation negatively impacts deliverability.
Key opinions
- ESP Link Rewriting: ESPs commonly rewrite links for click tracking, which may reduce the importance of domain consistency in redirects.
- Limited Destination Checking: Most mailboxes don't actively check the final destination of redirected links, but some filters scan for malware and phishing.
- URL Shortener Risks: URL shorteners can negatively impact deliverability if they're associated with spam or phishing.
- Destination Reputation is Key: The reputation of the final destination URL is a critical factor affecting deliverability.
Key considerations
- Consider ESP Link Handling: Understand how your ESP handles links and whether they rewrite them, as this impacts domain alignment strategies.
- Monitor for Malware/Phishing: Implement measures to ensure your links are not flagged for malware or phishing.
- Use Full URLs When Possible: Exercise caution with URL shorteners and prefer full URLs when feasible to avoid potential spam triggers.
- Check Link Reputation: Verify the reputation of the final destination URL, potentially using tools like Sender Score.
Expert view
Expert from Email Geeks responds that mailboxes generally do not check links for their final destinations, although some filters may click through occasionally to look for malware and phishing.
23 Oct 2022 - Email Geeks
Expert view
Expert from Email Geeks shares that if the ESP rewrites the links, consistent domain usage might not matter. The rewritten link is the same whether it redirects to the customer's website or their Facebook page.
10 Jun 2025 - Email Geeks
What the documentation says
4 technical articles
HTTP redirects are a standard mechanism (IETF). While SEO best practices (Google) are focused on web pages, the principles of avoiding redirect chains and ensuring relevance apply to email as well, where poor practices impact reputation. Crucially, for DKIM and SPF alignment (IETF), the domain in the redirect URL must align with the DKIM signature and SPF records to avoid authentication failures and deliverability issues.
Key findings
- Redirects are Standard: HTTP redirects are a standard mechanism for forwarding users to different URLs.
- SEO Principles Apply: SEO best practices for redirects, such as avoiding redirect chains and ensuring relevance, are also relevant to email deliverability.
- DKIM/SPF Alignment is Crucial: For proper authentication and deliverability, the domain in the redirect URL must align with DKIM and SPF records.
Key considerations
- Avoid Redirect Chains: Minimize the use of redirect chains to improve user experience and avoid potential deliverability issues.
- Ensure Relevance: Make sure the destination of the redirect is relevant to the email content and user expectations.
- Maintain DKIM/SPF Alignment: Carefully configure DKIM and SPF records to ensure that the domain used in the redirect URL is properly authenticated.
Technical article
Documentation from IETF shares that the domain used in the redirect URL should align with the SPF. Mismatched domains can lead to authentication failures and impact deliverability.
5 Jan 2025 - Internet Engineering Task Force (IETF)
Technical article
Documentation from IETF shares that to achieve DKIM alignment in the context of redirects, the domain used in the redirect URL should align with the DKIM signature. Mismatched domains can lead to authentication failures and impact deliverability.
4 Oct 2024 - Internet Engineering Task Force (IETF)
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