Summary
URLs in newsletters significantly influence email deliverability. Mailbox providers determine URL reputation, which directly impacts whether emails are accepted, filtered, or blocked. Key factors influencing URL reputation include association with bad actors, affiliate programs, URL history, content quality, blacklisting status, and the use of redirects. Tools like VirusTotal, URLscan.io, Sucuri SiteCheck, and Redirect Detective can assess URL reputation. Best practices include regularly monitoring URL reputation, scanning for malware, using custom tracking domains instead of generic URL shorteners, sending valuable content, and ensuring brand alignment. Statistical analysis can help identify problematic domains and their impact on deliverability. Owning the redirect domain mitigates some reputation risks, but content quality remains crucial.
Key findings
- Provider Dominance: Mailbox providers have primary control over URL reputation and deliverability.
- Reputation Factors: URL reputation is affected by various elements like bad actors, blacklists and redirects.
- Security Scanners: Scanning tools identify malicious content and insecure redirects.
- Redirect Impact: URL redirects affect deliverability depending on intermediate destinations.
- Content is King: Good content ensures URLs remain off blacklists for better deliverability.
Key considerations
- Audit Links: Audit and assess likelihood of domains associating with bad actors.
- Custom Trackers: Switch to custom domain for tracking instead of generic shortening services.
- Valuable Content: Content always needs to be valuable.
- Statistical Modeling: Use data to model issues for the email blasts.
- Redirect Strategy: Use reputable URL shortening services or custom domains for redirects.
What email marketers say
10 marketer opinions
URLs within newsletters significantly impact email deliverability. A poor URL reputation, influenced by factors like history, content, blacklisting, and redirects, can trigger spam filters and harm sender reputation. Conversely, reputable URLs build trust with ISPs and improve deliverability. Monitoring URL reputation, checking for blacklisting, validating SSL certificates, and scanning for malware using tools like VirusTotal, Sucuri SiteCheck, and Redirect Detective are crucial. Statistical analysis can identify problematic domains. Using custom tracking domains instead of generic URL shorteners and maintaining a positive brand reputation further enhance deliverability.
Key opinions
- URL Reputation: Poor URL reputation triggers spam filters, negatively impacting deliverability.
- Sender Reputation: URLs influence sender reputation; reputable URLs build trust with ISPs.
- Blacklisting: URL blacklisting causes emails to be flagged as spam or blocked.
- Statistical Analysis: Statistical tools can identify problematic domains affecting deliverability.
- Shortened URLs: Generic URL shorteners can harm deliverability; custom tracking domains are preferred.
Key considerations
- Monitoring: Regularly monitor URL reputation and check for blacklisting.
- Scanning: Scan URLs for malware and security issues before including them in email campaigns.
- Redirects: Check URL redirect chains for unexpected or malicious redirects.
- Brand Alignment: Ensure URLs align with brand reputation and avoid suspicious content.
- Statistical Modeling: Consider using statistical models to identify problematic domains and their impact on deliverability.
Marketer view
Email marketer from Reddit recommends using VirusTotal and Sucuri SiteCheck to scan URLs for malware and security issues before including them in email campaigns, ensuring a safe user experience.
22 Sep 2022 - Reddit
Marketer view
Email marketer from Litmus shares that maintaining a positive brand reputation is critical for email deliverability. It involves using URLs that align with the brand and not linking to suspicious content.
4 Aug 2024 - Litmus
What the experts say
4 expert opinions
URL reputation significantly affects email deliverability, with mailbox providers playing a crucial role in assessing it. Factors such as association with bad actors, affiliate programs, and the use of redirects influence this reputation. If you own the redirect domain, it mitigates some reputation issues. Maintaining a consistent practice of sending valuable content from reputable URLs is essential for avoiding filtering or blocking.
Key opinions
- Mailbox Provider Influence: Mailbox providers primarily determine URL reputation and, consequently, email deliverability.
- Domain Ownership: Owning the redirect domain mitigates some URL reputation issues.
- Content Quality: Sending valuable content consistently improves domain and URL reputation.
- Redirect Impact: URL redirects influence reputation, with mailbox providers considering both the final destination and intermediate hops.
Key considerations
- Monitor Domains: Assess the likelihood of domains in the email body being associated with bad actors.
- Redirect Strategy: Consider using reputable URL shortening services or custom domains for redirects.
- Content Strategy: Prioritize sending valuable content to maintain a good domain and URL reputation.
- Troubleshooting: If deliverability issues persist after implementing best practices for redirects, investigate other factors.
Expert view
Expert from Email Geeks suggests that if you own the domain in the email and it redirects to the final destination (like generic click tracking), it avoids most of the URL reputation issue. If already implemented, other factors should be investigated first if deliverability issues persist.
2 Feb 2024 - Email Geeks
Expert view
Expert from Spam Resource explains that URL redirects can impact reputation because some mailbox providers look at the final destination and some consider the intermediate hops. Using a reputable URL shortening service or a custom domain for redirects is advisable.
15 Aug 2023 - Spam Resource
What the documentation says
5 technical articles
Several tools and services, including Google Safe Browsing, Spamhaus DBL, Microsoft Safe Links, URLscan.io, and VirusTotal, actively identify and flag malicious or unsafe URLs. These flagged URLs can significantly impact email deliverability, potentially leading to emails being blocked or marked as spam. Utilizing these resources to scan URLs before including them in email campaigns is crucial for protecting recipients and maintaining a positive sender reputation.
Key findings
- Safe Browsing: Google Safe Browsing flags unsafe websites, directly impacting email deliverability.
- Domain Block Lists: Spamhaus DBL identifies domains with poor reputations due to spam or malware, affecting deliverability.
- Safe Links: Microsoft Safe Links scans URLs to prevent users from accessing malicious websites, improving email security and sender deliverability.
- URL Scanning Services: URLscan.io scans URLs for malicious content, redirection chains, and security risks.
- Aggregated Analysis: VirusTotal aggregates multiple antivirus engines and website scanners to analyze URLs for threats.
Key considerations
- Proactive Scanning: Scan all URLs before including them in email campaigns to identify potential threats.
- Utilize Multiple Tools: Leverage a combination of tools (e.g., Google Safe Browsing, Spamhaus DBL, VirusTotal) for comprehensive URL analysis.
- Monitor for Blacklisting: Regularly monitor URLs for blacklisting to promptly address any issues affecting deliverability.
- Security Awareness: Educate users about Safe Links and other security measures to enhance overall email security and protect against phishing.
Technical article
Documentation from Spamhaus explains that their Domain Block List (DBL) identifies domains with poor reputation due to spam or malware activity. Checking URLs against the DBL can help determine their impact on deliverability.
25 Jun 2023 - Spamhaus
Technical article
Documentation from URLscan.io details its service, allowing users to scan URLs for malicious content, redirection chains, and other security risks, helping to identify potentially harmful URLs before including them in email campaigns.
14 Jul 2023 - URLscan.io
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