Summary
The consensus is that while a website's SSL/TLS certificate (HTTPS) doesn't directly impact email deliverability at a technical level, it significantly influences sender reputation, user trust, and brand perception. A secure website contributes to a better user experience, strengthens brand credibility, and reassures subscribers. Users are more likely to engage with emails from brands they trust. Conversely, self-signed or expired certificates, especially in email links, can negatively affect deliverability. While no explicit technical link exists, the overall trust and safety of a domain are essential. Google's prioritization of HTTPS as a ranking signal further underscores the importance of website security.
Key findings
- Indirect Impact: Website SSL/TLS does not directly impact email deliverability protocols.
- Sender Reputation: A secure website positively influences sender reputation.
- User Trust & Engagement: SSL/TLS builds user trust and encourages engagement with emails.
- Brand Perception: HTTPS enhances brand credibility and fosters a perception of security.
- Negative Signals: Self-signed/expired certificates in email links can harm deliverability.
- Google's Signal: Google considers HTTPS a ranking signal, emphasizing its importance.
Key considerations
- Prioritize HTTPS: Ensure your website uses HTTPS to protect data and build trust.
- Secure Links: Avoid including links with certificate issues in your email content.
- Build Trust: Cultivate a trustworthy brand to encourage user engagement.
- Domain Security: Focus on the overall security and trustworthiness of your domain.
- User Experience: A secure website improves user experience and builds confidence.
What email marketers say
7 marketer opinions
While a website's SSL/TLS certificate doesn't directly impact email deliverability in a technical sense, it significantly influences sender reputation and user trust. A secure website (HTTPS) contributes to a better overall user experience, strengthens brand credibility, and reassures subscribers. Conversely, self-signed or expired certificates in email links can negatively impact deliverability. While there's no explicit link, the overall trust and safety of your domain are essential, as users are more likely to engage with emails from brands they trust.
Key opinions
- Indirect Impact: Website SSL/TLS doesn't directly affect email deliverability protocols.
- Sender Reputation: A secure website positively influences sender reputation, indirectly improving deliverability.
- User Trust: SSL/TLS builds user trust and credibility, essential for email marketing success.
- Negative Impact: Self-signed or expired certificates in email links can negatively impact deliverability.
- Data Security: SSL/TLS improves security and user trust, particularly important when collecting data through forms.
Key considerations
- Brand Perception: Ensure your website has a valid SSL certificate to project a trustworthy image.
- Link Security: Avoid including links with self-signed or expired certificates in your email content.
- User Engagement: Focus on building trust to encourage user engagement, which positively affects deliverability.
- Overall Security: Prioritize the overall security and trustworthiness of your domain.
- HTTPS upgrade: Upgrading to HTTPS protects sensitive data, which builds user trust and indirectly affects deliverability.
Marketer view
Email marketer from Web Hosting Forum states that there is no explicit link between website SSL and email deliverability. However, the overall trust and safety of your domain are essential. Users are more likely to engage with emails from brands they trust, and SSL helps in building that trust.
12 Mar 2022 - Web Hosting Forum
Marketer view
Email marketer from StackExchange points out that while SSL/TLS on your website doesn't directly impact email deliverability, it does improve security and user trust. This is particularly important if you're collecting data through forms on your website, as it protects sensitive information.
18 Mar 2024 - StackExchange
What the experts say
1 expert opinions
Although there is no direct technical connection between a website's SSL/TLS certificate and email deliverability, the perception of brand security is crucial. A lack of SSL can lead to distrust, reduced engagement, and potentially, a negative impact on deliverability. A secure site fosters trust.
Key opinions
- No Direct Link: There is no direct technical link between SSL/TLS and email deliverability.
- Brand Perception: The perception of brand security significantly influences user engagement.
- Trust Factor: A secure site builds trust with recipients.
Key considerations
- SSL Importance: Ensure your website has SSL/TLS to build trust and credibility.
- User Engagement: Focus on building a secure and trustworthy brand to increase user engagement.
- Deliverability Impact: Consider that a lack of SSL could indirectly impact deliverability due to decreased engagement.
Expert view
Expert from Word to the Wise explains that while there's no direct technical link between website SSL/TLS and email deliverability, the perception of your brand and security matters. If recipients distrust your website due to a lack of SSL, they may be less likely to engage with your emails, potentially impacting deliverability in the long run. A secure site builds trust.
6 Dec 2022 - Word to the Wise
What the documentation says
3 technical articles
While website SSL/TLS (HTTPS) doesn't directly impact email deliverability protocols, it's critical for securing website content and user data, and for building user trust. Google prioritizes HTTPS as a ranking signal, underscoring the importance of security. This emphasis on security indirectly influences how users perceive links to websites within emails, and SSL/TLS is crucial for maintaining a positive brand reputation.
Key findings
- No Direct Impact: HTTPS doesn't directly impact email deliverability protocols.
- Security & Trust: SSL/TLS secures website content, protects user data, and builds user trust.
- Google Ranking Signal: Google prioritizes HTTPS as a ranking signal.
- Indirect Influence: HTTPS indirectly influences how users perceive links to websites within emails.
- Brand Reputation: SSL/TLS is crucial for maintaining a positive brand reputation.
Key considerations
- Prioritize HTTPS: Ensure your website uses HTTPS to secure user data and improve trust.
- Trust Signals: Understand the importance of security as a trust signal for users.
- Brand Building: Consider SSL/TLS as essential for building a positive brand image and reputation.
- User Perception: Be aware that user perception of your website's security can influence their interaction with your emails.
Technical article
Documentation from SSL.com explains that an SSL certificate secures communication between a website and a visitor's browser. While not directly tied to email deliverability, it's crucial for protecting user data and building trust, which are essential for maintaining a positive brand reputation.
22 Jan 2024 - SSL.com
Technical article
Documentation from Mozilla Developer Network explains that HTTPS (HTTP Secure) uses TLS (Transport Layer Security) to encrypt communications between a web browser and a server. While it doesn't directly impact email protocols, it secures website content and user data, influencing user trust when interacting with links from emails.
11 Aug 2021 - Mozilla Developer Network
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