Summary
Including links from different domains in emails presents a complex landscape of deliverability and legal considerations. While some experts argue that different domains don't inherently cause problems, especially with strong authentication, others highlight the importance of domain reputation, consistent branding, and user trust. Security systems scan URLs, and linking to sites with poor reputations (as identified by services like Spamhaus) can negatively impact deliverability. GDPR compliance is crucial when data is transferred to different companies through these links. Excessive redirects, cloaking, and using unknown affiliate links can all trigger spam filters. Ultimately, transparency, relevance, and user experience should guide decisions regarding including links from different domains.
Key findings
- Domain Reputation is Key: The reputation of the linked-to domain significantly impacts sender reputation and deliverability.
- Authentication Matters: Strong authentication is essential for overcoming deliverability issues when using different domains.
- Trust & Branding Count: Consistent branding and recipient trust are crucial; inconsistent domains can raise suspicions.
- Security Systems Scrutinize Links: Security systems actively scan URLs, potentially flagging suspicious or malicious links.
- Redirects & Cloaking Are Risky: Excessive redirects and cloaking techniques can be flagged as deceptive and harmful.
- GDPR Must Be Addressed: GDPR compliance is a concern when links lead to domains associated with different data controllers.
Key considerations
- Monitor Domain Reputation: Regularly check the reputation of domains you link to, using tools like urlscan.io and Spamhaus.
- Authenticate Sending Domains: Implement strong email authentication protocols (SPF, DKIM, DMARC).
- Maintain Brand Consistency: Ensure a consistent brand experience across all domains linked in your emails.
- Be Transparent with Links: Avoid cloaking, deceptive redirects, and excessive redirects.
- Obtain Proper Consent: Address GDPR concerns by obtaining consent for data transfer to different controllers.
- Prioritize User Experience: Ensure linked content is relevant, trustworthy, and enhances the user experience.
What email marketers say
10 marketer opinions
Including links from different domains in emails can impact deliverability and raise legal concerns. Sender reputation, domain authentication, link reputation, branding consistency, and GDPR compliance are critical factors. Using reputable link tracking services is generally safe, while excessive redirects and links from unknown or spammy domains can trigger spam filters. Recipient trust is also affected, as users may associate unfamiliar domains with phishing attempts.
Key opinions
- Sender Reputation: Links from domains with poor reputations negatively impact sender reputation.
- Domain Authentication: Authenticating sending domains builds trust with email providers.
- Link Reputation: MSPs and RBLs assign reputation to links, affecting deliverability.
- Redirects: Excessive redirects through different domains can appear suspicious.
- Tracking Links: Reputable link tracking services are generally safe for deliverability.
- Recipient Trust: Unfamiliar domains can erode trust and increase spam reports.
- Affiliate Links: Excessive use of affiliate links from unknown domains can trigger spam filters.
Key considerations
- Branding: Maintain consistent branding to build trust with subscribers.
- GDPR: Ensure GDPR compliance when transferring data to different companies associated with linked domains.
- Link Checks: Use tools like urlscan.io to check links for potential spam or malicious activity.
- Known Services: Consider the use of known link tracking services when linking to a 3rd party site.
- Domain Reputation: Consider the domain reputation of the 3rd party site.
Marketer view
Email marketer from Email Marketing Forums shares that users may not trust a different domain in an email as phishers often use this trick.
12 Jul 2023 - Email Marketing Forums
Marketer view
Email marketer from Mailchimp explains that authenticating your sending domain helps build trust with email providers and reduces the chances of your emails being flagged as spam, even if they contain links to other domains.
1 Aug 2022 - Mailchimp
What the experts say
4 expert opinions
Experts offer differing perspectives on including links from different domains in emails. Some indicate that different domains don't inherently cause deliverability problems, especially with strong authentication and when acting on behalf of another entity. However, maintaining consistent branding is considered vital, as mismatched domains can confuse recipients and potentially trigger spam filters. The reputation of the linked-to domain can also impact the sender's reputation.
Key opinions
- Domain Matching: Domains don't necessarily need to match, especially when sending on behalf of another.
- Authentication: Strong authentication is crucial for deliverability.
- Domain Reputation: Reputation damage to the linked-to domain can affect sender reputation.
- Deliverability problems: There are no real deliverability problems using different domains in email links.
Key considerations
- Consistent Branding: Prioritize consistent branding to avoid confusing recipients.
- User Experience: Consider user experience and brand recognition when linking to different domains.
- Wrapped Links: Wrapping links can mitigate potential deliverability concerns.
Expert view
Expert from Email Geeks answers that different domain links won't negatively affect spam filtering, setting aside permission questions. He links to a spamresource.com article for more information.
12 Jul 2021 - Email Geeks
Expert view
Expert from Word to the Wise answers that consistent branding is vital. Mismatched domains in links can confuse recipients and trigger spam filters. Consider user experience and brand recognition when linking to different domains.
12 Aug 2024 - Word to the Wise
What the documentation says
4 technical articles
Documentation suggests including links from different domains can negatively impact email deliverability and trust. Google warns against deceptive cloaking or redirects. Microsoft Defender scans URLs and can flag suspicious links. Spamhaus identifies domains with poor reputations, and linking to them can hurt deliverability. Constant Contact notes users are less likely to trust or click links from unknown sites.
Key findings
- Cloaking/Redirects: Google flags cloaking or deceptive redirects as spam.
- Safe Links: Microsoft Defender scans and rewrites URLs for security.
- Spamhaus Lists: Linking to domains on Spamhaus lists harms deliverability.
- User Trust: Links from unknown sites reduce user trust and clicks.
Key considerations
- Transparency: Avoid cloaking or deceptive redirects.
- URL Scanning: Be aware that security systems scan URLs for malicious content.
- Reputation Monitoring: Check domain reputations to avoid linking to harmful sites.
- Link Relevance: Links should be relevant and trustworthy for recipients.
Technical article
Documentation from Spamhaus explains that they maintain lists of domains and IPs with poor reputations. Linking to a domain listed by Spamhaus can negatively impact your email deliverability.
29 Nov 2021 - Spamhaus
Technical article
Documentation from Microsoft explains that Microsoft Defender for Office 365 uses 'Safe Links' to scan URLs in email messages, rewriting URLs to point to Microsoft servers. This helps protect users from malicious links, which could flag emails containing unverified or suspicious URLs.
29 Oct 2021 - Microsoft
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