Summary
URL shorteners and domain reputation significantly affect email deliverability. URL shorteners, especially those using publicly available and unpoliced hostnames, are risky due to their association with spam, causing email filters to flag messages. It's recommended to use custom domains for link tracking instead. Domain reputation directly influences deliverability: a good reputation ensures inbox placement, while a poor one results in spam folders or blocking. Building a strong reputation involves consistent sending practices, engaging content, proper authentication (SPF, DKIM, DMARC), maintaining a clean email list, avoiding spam triggers, monitoring sender reputation, warming up new domains, and avoiding linking to domains you don't control. IP address reputation is also crucial. Using intermediary reporting tools with shared hostnames can be problematic. Vendors that support custom domains or subdomains for tracking and image hosting should be prioritized. Registering your own URL shortener domain provides more control. Many ESPs offer whitelabeling of tracking links. SPF records improve deliverability by authenticating the sender.
Key findings
- URL Shorteners Hurt Deliverability: URL shorteners, especially those using publicly available, unpoliced hostnames, negatively impact deliverability due to their association with spam.
- Domain Reputation Is Key: Domain reputation is a critical factor determining whether emails reach the inbox or are marked as spam.
- Authentication Is Essential: Proper domain authentication (SPF, DKIM, DMARC) builds trust with email providers and improves deliverability.
- IP Reputation Matters: A sender's IP address reputation is crucial for deliverability, impacting whether messages reach the inbox or are marked as spam.
- Shared Hostnames Are Risky: Using intermediary reporting tools with shared hostnames can negatively impact deliverability.
Key considerations
- Use Custom Domains: Utilize custom domains for link tracking and image hosting instead of URL shorteners and shared hostnames.
- Monitor Sender Reputation: Regularly monitor your sender and IP address reputation to identify and address deliverability issues promptly.
- Maintain a Clean Email List: Maintain a clean email list to reduce bounce rates and spam complaints, positively impacting your domain reputation.
- Implement Authentication Protocols: Implement SPF, DKIM, and DMARC to authenticate your domain and improve trust with email providers.
- Warm-Up New Domains: Gradually warm up new domains to establish a positive sender reputation with ISPs.
- Register Your Own URL Shortener: Consider registering your own URL shortener domain for greater control over link reputation.
- Prioritize ESP Features: Prioritize ESPs that offer features like whitelabeling tracking links and custom domain support.
What email marketers say
10 marketer opinions
The impact of URL shorteners and domain reputation on email deliverability is significant. Using URL shorteners can negatively affect sender reputation as they are often associated with spam, leading email filters to flag messages containing them. It is recommended to use custom domains for link tracking. Domain reputation directly influences deliverability; a good reputation ensures emails reach the inbox, while a bad one leads to spam folders or blocks. Building a strong reputation requires consistent sending practices, engaging content, proper authentication (SPF, DKIM, DMARC), maintaining a clean email list, avoiding spam triggers, monitoring sender reputation, warming up new domains, and avoiding linking to domains you don't control.
Key opinions
- URL Shorteners Harm Deliverability: URL shorteners often negatively impact email deliverability because they are commonly associated with spam and are flagged by email filters.
- Domain Reputation Critical: Domain reputation is a key factor in email deliverability; a good reputation leads to inbox placement, while a bad one results in spam folders or blocks.
- Authentication Matters: Proper domain authentication (SPF, DKIM, DMARC) builds trust with email providers, improving deliverability by verifying email legitimacy.
- Linking to Untrusted Domains is Risky: Avoid linking to hostnames/domains that you don't control as they can hurt your domain's reputation.
Key considerations
- Use Custom Domains for Links: Employ custom domains for link tracking instead of URL shorteners to maintain better control over your reputation.
- Maintain a Clean Email List: Regularly clean your email list to reduce bounce rates and spam complaints, contributing to a positive domain reputation.
- Monitor Sender Reputation: Continuously monitor your sender reputation and address any issues promptly to avoid deliverability problems.
- Warm-Up New Domains: Gradually warm up new domains to establish a positive sender reputation with ISPs.
- Avoid Spam Triggers: Avoid spam trigger words and phrases and potentially harmful links in your emails.
Marketer view
Email marketer from Reddit explains that while URL shorteners can make links look cleaner, they can hurt deliverability. Many spam filters flag them due to their association with malicious content. Using a branded tracking link is a better alternative.
4 Jul 2023 - Reddit
Marketer view
Email marketer from EmailVendorSelection explains that monitoring your sender reputation is key to identifying and addressing deliverability issues. Regularly checking blacklists and using feedback loops can help maintain a healthy reputation.
27 May 2023 - EmailVendorSelection
What the experts say
7 expert opinions
URL shorteners and domain reputation significantly impact email deliverability. Publicly available and unpoliced hostnames, especially URL shorteners, are risky as they can negatively affect deliverability. Intermediary reporting tools with shared hostnames can also cause issues. Using custom domains or subdomains for tracking and image hosting is highly recommended. Registering your own URL shortener domain provides more control. Many ESPs offer whitelabeling of tracking links. Domain reputation is critical; a good reputation ensures inbox placement, while a bad one leads to blocking or spam folders. Proper domain authentication is also essential.
Key opinions
- Risks of Public URLS: Publicly available, unpoliced URLs, and URL shorteners negatively impact deliverability.
- Intermediary Problems: Shared hostnames in intermediary tools can be problematic.
- Domain Reputation is Key: Domain reputation is crucial for inbox placement.
Key considerations
- Use Custom Domains: Prioritize custom domains and subdomains for tracking and image hosting.
- Register Your Own URL Shortener: Consider registering your own URL shortener domain for more control.
- Whitelabel Tracking Links: Utilize ESPs that offer whitelabeling for tracking links.
- Proper Authentication: Ensure proper domain authentication to avoid being marked as spam.
Expert view
Expert from Spam Resource explains that domain reputation is a critical factor in email deliverability. They share that a good domain reputation helps ensure messages reach the inbox, while a bad reputation can lead to emails being blocked or sent to spam folders.
18 Aug 2021 - Spam Resource
Expert view
Expert from Email Geeks confirms that many ESPs offer the ability to whitelabel tracking links, allowing you to use a subdomain on your site instead of the ESP's domain.
4 Dec 2023 - Email Geeks
What the documentation says
4 technical articles
Email deliverability is significantly impacted by both IP and domain reputation. Google highlights that a good sender reputation is crucial for inbox placement, while a poor one results in spam marking. Microsoft emphasizes multiple factors including IP reputation, domain reputation, authentication (SPF, DKIM, DMARC), and sender history for maintaining a positive reputation and reliable delivery. The RFC-Editor clarifies that SPF records improve deliverability by authenticating the sender and preventing spoofing, thereby building domain reputation. Spamhaus confirms that domain and IP reputation are critical factors and being listed on blocklists severely impacts inbox delivery.
Key findings
- IP Reputation is Critical: A sender's IP address reputation is a crucial determinant of email deliverability.
- Domain Reputation Matters: Domain reputation, alongside IP reputation, significantly affects whether emails reach the inbox.
- Authentication is Key: SPF, DKIM, and DMARC are essential for authenticating emails, preventing spoofing, and improving deliverability by establishing domain reputation.
- Blacklisting Impacts Delivery: Listing on blocklists like Spamhaus can severely hinder the ability to deliver emails to recipients' inboxes.
Key considerations
- Monitor IP Reputation: Regularly monitor your IP address reputation to ensure good standing with email providers.
- Implement Authentication Protocols: Implement SPF, DKIM, and DMARC to authenticate your domain and improve trust with email providers.
- Avoid Blacklists: Take steps to avoid being listed on email blacklists by adhering to best practices and addressing any spam complaints promptly.
- Maintain Sender History: Establish a positive sender history by consistently sending legitimate, engaging content and avoiding sudden spikes in sending volume.
Technical article
Documentation from RFC-Editor (defining SPF) clarifies that using SPF records helps establish a domain's reputation by authenticating the sender and preventing spoofing. This authentication improves deliverability by assuring recipient servers that the email is genuinely from the claimed domain.
17 Sep 2022 - RFC-Editor
Technical article
Documentation from Microsoft details several factors impacting email deliverability, including IP address reputation, domain reputation, authentication (SPF, DKIM, DMARC), and sender history. Microsoft emphasizes the importance of maintaining a positive reputation and adhering to best practices to ensure reliable delivery.
18 Dec 2023 - Microsoft
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