Summary
The consensus among email marketers, experts, and documentation sources is that there isn't a strict limit to the number of links that impact deliverability. Deliverability is influenced more by the quality and relevance of links, sender reputation, and the overall user experience. A healthy text-to-link ratio, avoiding links to suspicious or low-reputation domains, and using secure protocols are crucial. Some email providers may have varying thresholds, necessitating testing. Avoiding link shortening services and ensuring links are contextually relevant also enhance deliverability. Link tracking domains should also be separated from sending domains.
Key findings
- No Hard Limit: There is no magic number of links that automatically triggers spam filters.
- Quality and Relevance Matter: The quality and relevance of links are more important than the quantity.
- Sender Reputation is Key: A good sender reputation is essential for email deliverability.
- Text-to-Link Ratio: Maintaining a balanced text-to-link ratio is crucial.
- Domain Reputation: Linking to reputable domains improves deliverability.
Key considerations
- Secure Protocols: Use HTTPS to prevent security vulnerabilities and phishing attempts.
- Avoid Shortened Links: Refrain from using link shortening services.
- Test with Providers: Test emails with different providers to see how they handle links.
- Separate Link Tracking: Separate link tracking domains from sending domains.
- Avoid Spam Words: Avoid using spam trigger words as links to these can negatively affect sender reputation.
- Engagement Cues: Provide engagement opportunities to monitor a connection between the reader and the brand.
What email marketers say
12 marketer opinions
The question of how many links are too many in an email for good deliverability doesn't have a simple answer. Experts and email marketers agree that quality, relevance, and context outweigh the absolute number of links. A healthy text-to-link ratio is crucial, ensuring the email provides value even without the links. Linking to reputable domains and avoiding suspicious or low-quality sites is essential, as is steering clear of link-shortening services. Some providers have different thresholds, so testing is important. Ultimately, focus on providing value to the recipient and ensuring a positive user experience.
Key opinions
- No Magic Number: There is no definitive limit to the number of links. Deliverability depends on various factors beyond just quantity.
- Quality over Quantity: Focus on linking to reputable, high-quality domains. Avoid suspicious or spammy sites.
- Text-to-Link Ratio: Maintain a healthy balance between text and links. Ensure the email provides value even without clicking on the links.
- Domain Reputation: The reputation of the domains you link to significantly impacts deliverability.
- Link Tracking Matters: Separate link tracking domains from sending domains.
Key considerations
- Relevance: Ensure links are relevant to the email's content and the recipient's interests.
- User Experience: Too many links can overwhelm the subscriber. Focus on providing a positive and valuable experience.
- Testing: Email providers have different thresholds. Test your emails with various providers to optimize deliverability.
- Context: Consider the context of your email. Is it a newsletter with curated content or a transactional email with a single call to action?
- Avoid Shortened Links: Avoid using URL shortening services as they can hurt your reputation.
- Link Placement: Avoid using lots of 'click here' style links as they are suspicious
Marketer view
Email marketer from HubSpot Blog explains the importance of maintaining a healthy text-to-link ratio. They suggest ensuring the email content provides value independently of the links, and not to overload emails with too many links that distract from the main message. Focus on quality links that are relevant to the email's objective.
1 Apr 2023 - HubSpot Blog
Marketer view
Email marketer from Email Marketing Forum shares that some email providers have different thresholds for the number of links they allow before flagging an email as spam. They recommend testing with different providers to see what works best for your audience.
6 Nov 2021 - Email Marketing Forum
What the experts say
5 expert opinions
The number of links in an email isn't a primary determinant of deliverability issues. Link quality, context, and domain reputation are more crucial factors. Filters prioritize the quality of the links, the text-to-link ratio, and recipient engagement. Using separate domains for link tracking and sending, avoiding link shortening services, and carefully considering link placement can improve deliverability.
Key opinions
- Link Quality Over Quantity: Filters focus on the quality of links rather than just the number.
- No Direct Correlation: There's no clear relationship between the number of links and deliverability problems.
- Engagement Matters: Engagement with fallback links indicates investment in the brand.
Key considerations
- Separate Tracking Domains: Use different domains for link tracking and email sending to avoid deliverability issues.
- Avoid Link Shorteners: Link shortening services can damage your reputation; use branded links or full URLs.
- Link Placement: Pay attention to the placement and context of links; avoid excessive 'click here' links.
- Text-to-Link Ratio: Maintain a balanced text-to-link ratio.
Expert view
Expert from Email Geeks shares that there's no direct correlation between the number of links and deliverability problems. Filters prioritize link quality over quantity and must accommodate 1-to-1 emails, so a black-and-white approach to the number of links would block desired emails.
30 Dec 2024 - Email Geeks
Expert view
Expert from Word to the Wise discusses that while no precise number exists, the placement and context of links matter. Having lots of 'click here' style links are suspicious. Ensure you have a text-to-link ratio to reassure filters you aren't trying to deceive readers.
8 Apr 2024 - Word to the Wise
What the documentation says
3 technical articles
Email deliverability guidelines emphasize the importance of sender reputation and avoiding spam triggers, rather than specifying a precise link limit. Restraint in link usage is advised, with caution towards external links and a focus on security to prevent phishing attacks and malware. Excessive links can increase vulnerability and, if associated with bulk mail practices, negatively impact sender reputation. Quality and security of links are prioritized over quantity.
Key findings
- Sender Reputation: Sender reputation is a critical factor for deliverability.
- No Specific Link Limit: No explicit number of links is specified as being too many.
- Security: Secure links and protocols are important for avoiding security risks.
Key considerations
- Moderate Link Usage: Use restraint in the number of links included in emails.
- Verify External URLs: Exercise caution when including links to external sites, always verifying URLs.
- Secure Protocols: Use HTTPS and other secure protocols to prevent phishing attacks and malware distribution.
- Bulk Mail Practices: Avoid bulk mail practices that can negatively impact sender reputation.
Technical article
Documentation from Microsoft details bulk mail sender guidelines. While not directly related to number of links, if bulk mail is detected in your domain due to spam from links, it will affect sender reputation. Therefore quality matters more than the amount of links.
23 Sep 2021 - Microsoft
Technical article
Documentation from RFC Editor focuses on security considerations for email, including links. Although not directly stating the number of links, It implies caution when including links to external sites, advising verifying URLs and using secure protocols (HTTPS) to prevent phishing attacks or malware distribution. Excessive external links can increase the risk of such vulnerabilities.
22 Mar 2024 - RFC Editor
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