Summary
Hyperlinks significantly influence email deliverability through various factors. The reputation of linked domains is paramount; linking to reputable sites enhances deliverability, while malicious or 'bad neighborhood' links harm it. Deceptive practices like link cloaking trigger spam filters. Link placement, personalization, tracking parameters, URL formatting, authentication, redirects, and the use of HTTPS all play crucial roles. Broken links also contribute negatively. While the number of links matters less than their context and destination, links shared by senders with bad practices should be avoided.
Key findings
- Domain Reputation: Linking to reputable domains is crucial, while linking to 'bad neighborhoods' harms deliverability.
- Link Cloaking: Link cloaking, where the displayed URL differs from the actual destination, triggers spam filters.
- Deceptive Links: Links leading to phishing or malware are actively filtered.
- Incorrect URL Formatting: Improperly formatted URLs lead to deliverability issues.
- Microsoft Blocked List: Links to sites on Microsoft's blocked list negatively impact deliverability.
- DMARC Policies: DMARC policies affect how links are treated, blocking emails with links failing DMARC checks.
- Link Placement: Link placement should be natural and avoid hidden or suspicious positioning.
- Personalization: Personalized links improve deliverability.
- Authenticated Domains: Using authenticated domains enhances deliverability.
- Link Shorteners: Using link shorteners can negatively affect deliverability.
- HTTPS: Using secure (HTTPS) links is crucial for deliverability.
- Broken Links: Broken links negatively impact sender reputation
Key considerations
- Monitor Domain Reputation: Continuously monitor the reputation of linked domains.
- Avoid Deceptive Practices: Refrain from link cloaking or linking to suspicious sites.
- Ensure Proper Formatting: Use correct URL formatting to avoid interpretation issues.
- Check Against Blocklists: Verify links against blocklists like Microsoft's.
- Implement DMARC: Use DMARC policies to secure links and improve deliverability.
- Avoid Too Many Tracking Parameters: Use essential tracking parameters only.
- Avoid Third Party Links: Avoid third party links with bad practices.
What email marketers say
15 marketer opinions
Hyperlinks within email bodies significantly impact deliverability. Factors include the reputation of linked domains (linking to reputable sites improves deliverability, while linking to spammy or malicious sites harms it), link placement (natural integration is preferred), use of link shorteners (generally discouraged), personalization (can improve deliverability), tracking parameters (keep them concise), domain reputation (check before linking), authenticated domains (beneficial), broken links (negative impact), redirects (avoid excessive use), and secure (https) vs. non-secure (http) protocols (HTTPS is crucial). The quantity of links isn't the primary issue; relevance and context matter more.
Key opinions
- Domain Reputation: Linking to reputable domains enhances deliverability, while linking to spammy or malicious ones harms it. Even one link to a low-reputation domain can be detrimental.
- Link Placement: Natural link integration within the email body is better than placement in headers/footers or hidden links, which can trigger spam filters.
- Link Shorteners: Using link shorteners is generally discouraged as they are often associated with spam and can trigger filters. Transparent, full URLs are preferred.
- Personalization: Personalized links used for tracking or dynamic content can improve deliverability, signaling legitimate sending practices.
- Authenticated Domains: Using links from your own authenticated domain builds trust with ISPs and improves deliverability.
- Link Context: The context and relevance of links are more crucial than the sheer number of links. Focus on providing value to the recipient.
- Broken Links: Broken links negatively impact sender reputation as mailbox providers see it as neglect and potentially not well maintained.
Key considerations
- Regularly Audit Links: Routinely check and update links in your email templates to ensure they are active, relevant, and point to reputable destinations.
- Monitor Domain Reputation: Utilize tools to monitor the reputation of your own domain and any third-party domains you link to, addressing any issues promptly.
- Balance Tracking with Transparency: Use link tracking judiciously, avoiding excessive parameters that might appear suspicious. Transparency is key.
- Prioritize HTTPS: Always use secure (HTTPS) links to ensure data integrity and security, improving trust and deliverability.
- Minimize Redirects: Reduce the number of redirects, always linking directly to the final destination whenever possible.
- Relevance Matters: Ensure all links included are highly relevant to the content of the email.
Marketer view
Email marketer from Litmus shares that while link tracking is essential, using too many tracking parameters can make links appear suspicious to spam filters. They recommend keeping tracking parameters concise and relevant.
9 Dec 2023 - Litmus
Marketer view
Email marketer from EmailAcademy explains that using link shorteners can negatively affect deliverability. Spammers often use link shorteners to hide malicious links, so using them can trigger spam filters. It's best to use full, transparent URLs.
13 Jul 2024 - EmailAcademy
What the experts say
4 expert opinions
Experts agree that hyperlinks in email bodies affect deliverability, primarily through the reputation of linked domains. While the sheer number of links may not be a direct issue, links to 'bad neighborhoods' (sites with poor security or malicious intent) can harm sender reputation. Link cloaking, where the displayed URL differs from the actual destination, is a spam tactic that severely impacts deliverability. Avoiding text links isn't a deliverability issue itself but a marketing strategy.
Key opinions
- Bad Neighborhoods: Linking to websites with poor security, spammy content, or malicious intent negatively impacts sender reputation and deliverability.
- Link Cloaking: Link cloaking, where the displayed URL is different from the actual destination, is a tactic used by spammers and results in emails being filtered as spam.
- Domain Reputation Matters: The reputation of domains linked to in emails directly correlates to the sender's reputation and overall deliverability.
- Number of links: The number of links are not likely to be a key factor affecting deliverability.
Key considerations
- Avoid Link Cloaking: Ensure that the displayed URL matches the actual destination to avoid being flagged as spam.
- Vet Linked Domains: Thoroughly check the reputation and security of any website you link to in your emails.
- Monitor External Links: Implement a system to regularly monitor the status and reputation of external links in your emails.
- Prioritize Link Destination: Focus on where your links are pointing more than how many you have in your email.
Expert view
Expert from Word to the Wise explains that linking to sites in 'bad neighborhoods' (sites with poor security, spammy content, or malicious intent) can negatively impact your sender reputation and deliverability. Email providers often correlate the reputation of linked domains with the sender's reputation.
6 Nov 2024 - Word to the Wise
Expert view
Expert from SpamResource explains that link cloaking, where the displayed URL is different from the actual destination, is a common tactic used by spammers and phishers. Emails containing cloaked links are highly likely to be filtered as spam.
18 May 2024 - SpamResource
What the documentation says
4 technical articles
Email deliverability is significantly affected by the hyperlinks used within the body of an email, as per documentation from Gmail, RFC, Microsoft, and DMARC.org. Deceptive links, those leading to phishing or malware, are actively filtered by Gmail. Incorrectly formatted URLs, not adhering to RFC standards, can cause deliverability issues. Links to sites on Microsoft's blocked list will negatively impact deliverability. Furthermore, DMARC policies can affect how links are treated, particularly if the links redirect through a domain that fails DMARC checks.
Key findings
- Deceptive Links: Links leading to phishing sites or malware downloads are a major red flag and are actively filtered by Gmail.
- Incorrect URL Formatting: URLs not adhering to RFC standards can lead to deliverability issues due to misinterpretation by email clients and servers.
- Microsoft Blocked List: Including links to sites on Microsoft's blocked list will negatively impact deliverability, potentially resulting in emails being sent to the junk folder or blocked entirely.
- DMARC Policies: DMARC policies can affect how links are treated, especially if the links redirect through a domain failing DMARC checks, leading to email blockage.
Key considerations
- Avoid Deceptive Links: Regularly check and ensure that the links in your emails do not lead to phishing sites or malware downloads.
- Proper URL Formatting: Ensure that all URLs in your emails are correctly formatted according to RFC standards.
- Check Against Blocked Lists: Cross-reference the links you intend to include in your emails against known blocked lists, such as Microsoft's, to avoid deliverability issues.
- Implement DMARC: Implement DMARC policies and ensure that any domain your links redirect through passes DMARC checks to avoid email blockage.
Technical article
Documentation from DMARC.org explains that DMARC policies can affect how links are treated. If your DMARC policy is set to 'reject' and your links redirect through a domain that fails DMARC checks, your email may be blocked.
22 Dec 2021 - dmarc.org
Technical article
Documentation from RFC explains that incorrect URL formatting can lead to deliverability issues. Ensuring URLs adhere to standards ensures they are correctly interpreted by email clients and servers.
11 May 2025 - RFC 3986
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