Can an email with many links still reach the inbox?

Yes, an email with many links can still reach the inbox, provided the links are relevant, reputable, and your overall sender reputation is good. Inbox providers prioritize sender trust and user engagement over a simple count of links.

Do unsubscribe links count towards the 'too many links' limit?

Yes, unsubscribe links are part of the total link count, but they are essential for compliance and deliverability. Including an easy-to-find unsubscribe link helps prevent spam complaints, which are far more damaging than the presence of the link itself.

How do link shorteners affect deliverability?

Generic link shorteners can negatively affect deliverability by obscuring the final destination, which spam filters may view suspiciously. Branded or custom shorteners are generally safer, but direct, full URLs are often preferred.

How many links in an email is too many for good deliverability? - Content - Email deliverability - Knowledge base

Q: Is linking to PDFs bad for email deliverability?

Linking directly to PDFs or other document files is generally acceptable, as long as the linked domain has a good reputation and the file is not excessively large or malicious. The key is the trustworthiness of the source.

The question of how many links are too many in an email for good deliverability is common, and often met with conflicting advice. Some believe a strict limit, like two or three links, is essential to avoid spam filters. This perspective often stems from a misunderstanding of how modern spam filters operate, focusing solely on numerical thresholds rather than the broader context of email content and sender behavior. Email service providers (ESPs) and inbox providers like

Gmail and

Outlook use sophisticated algorithms that look beyond simple link counts.

The reality is more nuanced, emphasizing the quality and relevance of the links, along with overall sender reputation and subscriber engagement. A newsletter with dozens of legitimate links, all pointing to reputable sources and relevant content, is less likely to be flagged as spam than a plain text email with a single suspicious link. The key is to understand the factors that truly influence whether your emails land in the inbox or the spam folder.

The common misconception about link quantity

Many marketers worry that including too many links will automatically trigger spam filters. This fear often leads to overly restrictive email designs that limit valuable content or call-to-actions, inadvertently hindering engagement. While some older spam filtering rules might have relied more heavily on simple link counts, today's systems are far more advanced.

The idea that there's a specific, magical number of links you shouldn't exceed is a myth. As HubSpot points out, from a deliverability perspective, there is no set number. What matters more is the overall context, your sender reputation, and how recipients interact with your emails. If your emails consistently receive positive engagement, inbox providers are more likely to trust your content, even with a higher number of links.

Focusing solely on quantity can lead to missed opportunities for driving traffic and providing value. Instead, shift your perspective to how your links enhance the user experience and align with your email's purpose. For more insights on how multiple or long links affect email deliverability, you can refer to our detailed guide.

Quantity focus

Belief: A fixed number of links (e.g., 2-5) is safe, anything more is risky.
Action: Censor content, limit calls-to-action, or remove valuable resources to stay within a perceived limit.
Outcome: Potentially reduces email utility and engagement, even if emails reach the inbox.

Quality focus

Belief: Link reputation, relevance, and overall email health dictate deliverability.
Action: Include all necessary and relevant links, ensuring they are reputable and add value.
Outcome: Maximizes engagement and email effectiveness, with good deliverability if other factors are positive.

Quality over quantity: what truly matters

When assessing email content, inbox providers (and spam filters) are far more interested in the quality and context of your links than just their sheer number. A link's reputation is tied to the domain it points to. If you link to domains with poor reputations, known for phishing or malware, your email is at a much higher risk of being flagged, regardless of how many other links are present. This is why it's critical to ensure all URLs in your emails lead to trustworthy sites.

The ratio of text to links (and images) also plays a role. Emails that are heavily weighted with links and little textual content can appear suspicious. This is a common tactic used by spammers. Maintaining a healthy balance between text and links helps your email appear more legitimate and informative. Rebrandly emphasizes that while links themselves typically don't hurt deliverability, their quality and context are paramount.

Furthermore, the more diverse the domains you link to, the more resources an inbox provider may need to spend evaluating your email. If you have many links pointing to different external domains, it can sometimes be seen as a heavier load to process and verify, potentially leading to slower delivery or increased scrutiny. Prioritizing links back to your own reputable domain is generally a safer bet. Our article on how to determine if third-party links affect deliverability offers further insights.

Best practices for link quality

Reputable domains: Only link to domains with a strong, positive reputation.
Relevance: Ensure every link provides value and is directly related to your email's content.
Text-to-link ratio: Maintain a healthy balance of textual content versus hyperlinked text.
Consistent branding: Prioritize links to your primary domain over numerous third-party links.

Technical considerations for links

Beyond the subjective aspects of quality and context, there are technical elements of links that can influence deliverability. Link shorteners, particularly generic ones or those used excessively, can be viewed with suspicion by spam filters. This is because they can mask the final destination URL, a tactic often exploited by malicious actors. While some reputable shorteners or custom branded ones may be fine, it's generally safer to use full URLs or descriptive anchor text.

Another technical consideration is the use of HTTP tracking links versus HTTPS. While HTTP tracking links can still function, using HTTPS for all your links provides a layer of security and trust that inbox providers appreciate. It signals that the linked content is secure and reduces the likelihood of your email being flagged due to insecure connections. The length of your URLs can also indirectly play a role. Excessively long or obfuscated URLs can sometimes raise red flags, making shorter, cleaner URLs preferable.

Ultimately, email deliverability is a complex interplay of various factors. While the number of links isn't a primary deterrent on its own, their technical configuration and the reputation of the domains they point to are significant. For a deeper dive into how URL length affects deliverability, consider exploring our specialized content.

Link type	Deliverability impact	Best practice
Generic link shorteners	Can increase spam scores due to obfuscation.	Avoid or use branded shorteners if necessary.
HTTP tracking links	Less secure, can be seen as less trustworthy.	Use HTTPS for all tracking and destination links.
Long/obfuscated URLs	May raise flags; harder for filters to parse.	Keep URLs clean and as concise as possible.
Links to untrusted domains	Directly impacts sender reputation; high spam risk.	Only link to highly reputable and relevant domains.

Strategic link placement and user engagement

The strategic placement and purpose of your links are crucial. Every link in your email should serve a clear purpose, whether it's a primary call-to-action (CTA), a link to a resource, or an unsubscribe option. Overwhelming subscribers with too many disparate CTAs or irrelevant links can confuse them, leading to a poor user experience and potentially lower engagement. A low click-through rate or high unsubscribe rate can negatively impact your sender reputation over time.

Legitimate newsletters, especially those focused on content or news, often contain numerous links. If subscribers have opted in for this content and consistently engage with it, inbox providers recognize this positive behavior. The collective positive engagement signals to providers that your emails are wanted, overriding any potential minor flags from a higher link count. Conversely, even a single suspicious link in a cold email can significantly harm deliverability, as EmailChaser points out for cold outreach.

Crucially, the unsubscribe link is vital for deliverability and compliance. It should always be present and easily discoverable, regardless of how many other links you include. This allows disengaged subscribers to opt-out gracefully rather than marking your email as spam, which is far more damaging to your sender reputation. Remember, a well-structured email with clear purpose and relevant, trustworthy links will perform better than one limited by an arbitrary link count.

Tips for effective link placement

Clear CTAs: Highlight your primary call-to-action link prominently.
Value-driven: Each link should genuinely add value for the recipient.
Unsubscribe visibility: Ensure the unsubscribe link is easy to find.
Contextual linking: Embed links naturally within relevant text.

Views from the trenches

Best practices

Always prioritize the quality and relevance of your links over a perceived numerical limit.

Ensure all linked domains have a strong, positive sender reputation to avoid blocklisting.

Maintain a balanced text-to-link ratio to avoid triggering spam filters.

Use HTTPS for all links to enhance security and build trust.

Common pitfalls

Adhering to an arbitrary 'maximum link count' that restricts valuable content and engagement.

Using generic link shorteners that obscure the final destination URL.

Including links to irrelevant content or domains with poor reputations.

Neglecting the balance between text and links, leading to an image or link-heavy email.

Expert tips

Your email is the place to drive people back to your website, while your website is the place to feature other, off-domain links.

Spam filters focus on the quality of links rather than just their quantity.

Even emails with many links can have solid engagement if other factors are positive.

Mail filtering algorithms may prioritize emails that are easier to analyze (i.e., fewer diverse links) during traffic spikes.

Marketer view

Marketer from Email Geeks says: An overweighted link-to-text ratio can contribute to emails going to the promo tab or even the spam folder, especially if link quality is poor.

2023-02-06 - Email Geeks

Expert view

Expert from Email Geeks says: The number of links is not as critical as the quality of those links, and filters primarily assess reputation over quantity.

2023-02-06 - Email Geeks

The true path to inbox success

The notion that there's a strict limit to the number of links in an email for good deliverability is largely outdated. Modern email filtering systems are sophisticated and evaluate numerous factors beyond a simple link count. Instead, they focus on the overall reputation of your sending domain and IP, the relevance and quality of the linked content, and crucially, how your subscribers engage with your emails.

To ensure your emails land in the inbox, prioritize building a strong sender reputation, maintain a healthy balance between text and links, and always provide relevant, trustworthy content. Focusing on these core principles, combined with proper email authentication like DMARC, SPF, and DKIM, will be far more effective than obsessing over an arbitrary link limit. If you're experiencing deliverability issues, exploring common reasons why emails go to spam can provide further guidance.