Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

The consensus among email marketers, deliverability experts, and technical documentation providers is overwhelmingly against including direct .exe download links in emails. This is primarily due to security risks, the likelihood of emails being blocked by spam filters, and potential damage to sender reputation. The recommended alternative is to host the .exe file on a secure webpage, cloud storage service, or landing page, and then provide a link to that location within the email. This approach enhances security, builds trust with recipients, improves deliverability, and enables better tracking of downloads.

Key findings

High Risk of Blocking: Direct .exe attachments have a very high chance of being blocked or stripped by email systems.
Security Vulnerabilities: .exe files can contain malware and pose security vulnerabilities for recipients.
Negative Impact on Reputation: Including .exe attachments negatively impacts sender reputation and deliverability.
Landing Pages are Preferred: Using a landing page or secure webpage provides a safer and more trustworthy download experience.
Benefits of Landing Pages: Landing pages allow for tracking downloads, providing installation instructions, and supporting multiple platforms.

Key considerations

Use a Secure Landing Page: Create a secure landing page with clear instructions and download links.
Consider Cloud Storage: If a dedicated landing page isn't feasible, utilize reputable cloud storage services.
Security Assurance: Implement HTTPS to ensure a secure connection for downloads.
Provide File Hashes: Offer file hashes (e.g., SHA-256) to allow recipients to verify the integrity of the downloaded file.
Monitor Reputation: Actively monitor sender reputation and deliverability metrics.

What email marketers say

10 marketer opinions

Including direct .exe download links in emails is widely discouraged due to security risks, spam filters, and potential damage to sender reputation. Email marketers and deliverability experts strongly recommend hosting the executable file on a secure webpage or cloud storage service and providing a link in the email instead. This approach builds trust with recipients, improves deliverability rates, and allows for better tracking of downloads.

Key opinions

Security Risk: .exe files pose a significant security risk as they can potentially contain malware or viruses.
Spam Filters: Email providers often block or filter emails containing .exe attachments to protect their users.
Sender Reputation: Sending .exe files can negatively impact sender reputation, leading to lower deliverability rates.
Trust Building: Linking to a secure webpage builds trust with recipients by providing a clear and safe download process.
Better Tracking: Hosting the file on a webpage enables better tracking of downloads and user engagement.

Key considerations

Landing Page Design: Design a clear and trustworthy landing page with prominent download links and security assurances.
Cloud Storage: Consider using cloud storage services for hosting the file if you don't have a dedicated webpage.
Secure Connection: Ensure the download page or cloud storage link uses a secure HTTPS connection.
User Experience: Provide clear instructions and guidance for downloading and installing the software.
File Integrity: Consider providing a checksum or hash of the file to verify its integrity after download.

Marketer view

Email marketer from SuperOffice advises against sending executable files due to security risks and spam filters. Suggests alternatives like linking to the file hosted on a secure website.

7 Sep 2021 - SuperOffice

Marketer view

Email marketer from EmailToolTester warns against using executable attachments due to security concerns and suggests using cloud storage links as a more secure alternative.

5 Jul 2021 - EmailToolTester

What the experts say

4 expert opinions

Experts overwhelmingly advise against including direct .exe download links in emails due to the high likelihood of being blocked, modified, or stripped by email systems. This is driven by security concerns related to malware and viruses. The recommended alternative is to use a landing page to host the file. A landing page offers several benefits, including the ability to track downloads, provide installation instructions, support multiple platforms, optionally require authentication, and provide file integrity verification via hashes.

Key opinions

Executable Blocking: Email systems are generally configured to block .exe files due to security risks.
Security Concerns: Sending .exe files via email increases the risk of distributing malware.
Landing Page Benefits: Using a landing page provides benefits such as tracking, instructions, and multi-platform support.
File Integrity: Landing pages allow for the inclusion of file hashes to verify the integrity of the downloaded executable.

Key considerations

Implement Landing Pages: Prioritize creating landing pages for distributing executables instead of direct attachments.
Provide Instructions: Include clear installation instructions on the landing page.
Include File Hashes: Provide file hashes (e.g., SHA-256) so users can verify the integrity of the downloaded file.
Platform Support: If possible, provide different versions of the executable for different operating systems.

Expert view

Expert from Email Geeks states that including a .exe file in an email is very bad and likely to get blocked, modified, or stripped before reaching the inbox. Also mentions file size limitations.

4 Nov 2023 - Email Geeks

Expert view

Expert from Word to the Wise explains that, in general, systems are configured to block executables, and it is not a good idea to send .exe files via email due to the high risk of malware.

7 Jun 2023 - Word to the Wise

What the documentation says

4 technical articles

Technical documentation from Microsoft, RFC Editor, OWASP, and IETF uniformly advises against including direct .exe download links in emails. This guidance is rooted in significant security concerns, including the potential for spreading malware and exploiting vulnerabilities. The recommended approach is to host the executable file on a trusted server and provide a download link via email. Avoiding direct inclusion of executables minimizes risks associated with malicious code distribution and helps maintain email security.

Key findings

Executable Blocking: Many email clients automatically block executable attachments due to security vulnerabilities.
Security Risks: Transmitting executable content directly via email poses inherent security risks, including potential malware distribution.
Upload Risks: The security risks associated with executable files extend to both uploading and sending them via email.
General Guideline: General security best practices advise against direct inclusion of executable files in email attachments.

Key considerations

Hosting on Trusted Server: Host the executable file on a server that is trusted and well-maintained to minimize the risk of malware.
Providing Download Link: Provide a clear and direct download link in the email, instead of attaching the file.
Security Scans: Before hosting the executable, scan it for any potential security vulnerabilities or malware.
Stay Updated: Keep both the server and the executable file updated with the latest security patches.

Technical article

Documentation from Microsoft explains that many email clients block executable attachments due to security vulnerabilities and the potential for spreading malware. Hosting the file on a trusted server and providing a download link is advised.

24 Oct 2023 - Microsoft Support

Technical article

Documentation from RFC Editor recommends against transmitting executable content directly via email due to the inherent security risks involved with malicious code distribution.

23 May 2021 - RFC Editor