Summary
Using redirects in email links can significantly impact deliverability. Key issues include the use of generic URL shorteners which are often associated with spam, link cloaking which obscures the actual destination, and long redirect chains which increase the likelihood of errors and latency. A redirect domain's poor reputation or association with spam negatively impacts sender reputation, as does the presence of excessive tracking parameters. Security risks also arise from editable redirect URLs that can be exploited for malicious purposes, and from open redirects which can lead to phishing and malware distribution. Conversely, using branded links and reputable link tracking services can enhance trust and improve deliverability. It is crucial to avoid practices that are perceived as suspicious and to implement redirects carefully and securely to maintain a positive sender reputation and a good user experience.
Key findings
- Generic Shorteners: Generic URL shorteners are often flagged as spam and negatively impact deliverability.
- Link Cloaking: Link cloaking obscures the actual destination and raises red flags for spam filters.
- Branded Links Impact: Branded links improve deliverability by building trust with recipients and search engines.
- Domain Reputation Impact: The reputation of the redirect domain directly impacts deliverability.
- Redirect Chain Risks: Long redirect chains increase latency and the chance of errors.
- Tracking Params Risks: Excessive tracking parameters can trigger spam filters.
- Editable URLs Risks: Editable redirect URLs create security vulnerabilities.
- Open Redirects Risks: Open redirects expose users to phishing and malware.
Key considerations
- Use Branded Links: Employ branded link domains for better sender reputation.
- Avoid Cloaking Practices: Avoid link cloaking to maintain transparency and user trust.
- Limit Redirects to Essential Only: Minimize redirect chains to reduce latency and potential errors.
- Monitor Domain Reputation: Regularly monitor and manage the reputation of your redirect domain.
- Secure Editable Redirects: Avoid using editable redirect URLs or implement robust security measures.
- Address Open Redirects Issue: Prevent open redirects to avoid malicious exploitation.
- Balance Tracking and Clarity: Use tracking parameters judiciously to avoid making URLs suspicious.
- Test all Links: Routinely test and maintain redirects, ensuring they lead to the correct destinations and function correctly.
What email marketers say
10 marketer opinions
Using redirects in email links can impact deliverability in various ways. Generic URL shorteners and cloaked links are often flagged as spam due to their association with malicious activity. Long redirect chains introduce latency and increase the likelihood of errors. A redirect domain's poor reputation and excessive tracking parameters can also negatively affect deliverability. Conversely, branded links enhance trust and improve deliverability. Redirects for personalization are useful but require careful monitoring and reliability.
Key opinions
- Generic Shorteners: Generic URL shorteners harm deliverability because they're frequently used by spammers.
- Link Cloaking: Link cloaking, achieved via redirects, raises red flags for spam filters.
- Branded Links: Branded links improve deliverability by building trust with recipients.
- Domain Reputation: Poor redirect domain reputation negatively impacts deliverability.
- Redirect Chains: Long redirect chains increase latency and the risk of errors.
- Tracking Parameters: Excessive tracking parameters in URLs can trigger spam filters.
Key considerations
- Use Branded Links: Opt for branded link domains to improve sender reputation and build trust.
- Avoid Cloaking: Use direct and transparent links instead of cloaking or obfuscating the destination.
- Limit Redirects: Keep redirect chains short and essential to reduce latency and potential errors.
- Monitor Reputation: Regularly monitor the reputation of your redirect domain and take corrective actions if needed.
- Balance Tracking: Use tracking parameters judiciously to avoid making URLs appear suspicious.
- Test and Maintain: Regularly test and maintain all redirects to ensure they lead to the correct destinations and are functioning properly.
Marketer view
Email marketer from Quora shares that if your redirect domain has a poor reputation (e.g., due to previous association with spam), it can negatively impact your email deliverability. It's important to monitor the reputation of your redirect domain and take steps to improve it if necessary.
22 Jun 2023 - Quora
Marketer view
Email marketer from Email Geeks shares that redirects are common for tracking and generally "priced in" by email receivers. The problematic redirects are those that lead to obfuscated final destinations. Recommends branding redirects with your own domain.
14 Jan 2022 - Email Geeks
What the experts say
6 expert opinions
Using redirects in email links presents several deliverability challenges. ESPs and spam checkers often flag generic redirects and long redirect chains as suspicious, increasing the likelihood of emails being marked as spam. Exploitable redirect URLs pose security risks and can damage domain reputation. It's crucial to avoid link cloaking, limit redirect chain length, and use reputable or custom redirect domains to maintain a positive sender reputation.
Key opinions
- Generic Redirects: Generic redirects and shorteners are viewed with suspicion and negatively impact deliverability.
- Editable URLs: Editable redirect URLs are vulnerable to exploitation, leading to reputation damage.
- Link Cloaking: Link cloaking negatively affects deliverability due to obscuring the actual destination.
- Redirect Chains: Long redirect chains negatively impact deliverability by increasing the chance of failure.
- Domain Reputation: The reputation of the redirect domain directly influences deliverability.
Key considerations
- Custom Domains: Prioritize custom redirect domains for enhanced control and reputation management.
- Limit Redirects: Minimize redirect chains and ensure each redirect is necessary.
- Avoid Cloaking: Refrain from link cloaking to maintain transparency and trust.
- Security: Avoid using editable redirect URLs due to security risks.
- Monitor Reputation: Monitor the reputation of your redirect domain to ensure it remains positive.
Expert view
Expert from Word to the Wise explains that utilizing link cloaking, for example via redirects, negatively affects deliverability because it obscures the true destination, causing concern for spam filters and recipients.
25 Apr 2023 - Word to the Wise
Expert view
Expert from Email Geeks points out that editable redirect URLs pose a security risk as they can be exploited by bad actors to redirect to spam content, damaging the reputation of the redirect domain. Recommends using custom domains, customizable services like bitly, or the ISP's default click tracking domain to mitigate risks. Using random shared domain services should be avoided.
29 Apr 2023 - Email Geeks
What the documentation says
5 technical articles
Documentation highlights several deliverability drawbacks of using redirects in email links. Cloaking, achieved with redirects, violates Google's guidelines and can lead to penalties. Poorly implemented or excessive redirects degrade user experience and pose security risks. Microsoft Safe Links rewriting causes delays for security checks. Reputable link tracking services are essential, and suspicious practices like cloaking and generic shorteners should be avoided. Open redirects create security vulnerabilities, potentially leading to phishing and malware distribution.
Key findings
- Cloaking Violation: Redirects used for cloaking violate search engine guidelines, leading to penalties.
- Poor Implementation: Poorly implemented redirects degrade user experience and raise security concerns.
- Security Delays: Security checks on redirects can cause delays in accessing the target URL.
- Tracking Essential: Reputable link tracking services are important for deliverability, but implementation needs care.
- Open Redirects: Open redirects create vulnerabilities to phishing and malware.
Key considerations
- Avoid Cloaking: Refrain from using redirects to cloak or deceive users or search engines.
- Implement Properly: Ensure redirects are correctly implemented to maintain user experience and security.
- Choose Reputable Services: Select reputable link tracking services for secure and effective link management.
- Address Open Redirects: Prevent open redirects to avoid potential exploitation by malicious actors.
- Monitor Performance: Monitor redirect performance to identify and address any latency or security issues.
Technical article
Documentation from Google Search Central explains that cloaking, which can be implemented with redirects, is a violation of Google's Webmaster Guidelines. Cloaking is showing different content to users and search engines, and this can lead to penalties, potentially affecting visibility from Google and other spam checkers.
10 Feb 2023 - Google
Technical article
Documentation from Microsoft explains that Safe Links in Microsoft Defender for Office 365 rewrites URLs in incoming email messages. When a user clicks a URL in the message, they are taken to the target URL after it's checked for malicious content. This can cause a delay and, if the check fails, block access to the site, potentially impacting user experience.
27 Nov 2024 - Microsoft
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