Can too many links in an email trigger spam filters?

Yes, an excessive number of links, particularly in relation to the overall text content, can be interpreted as a spam indicator by email filters. This can lead to your emails being flagged or sent to the spam folder.

Is it better to link to a landing page with a grid instead of embedding it?

Generally, yes. Linking to a dedicated landing page for a complex grid, like a bra size chart, significantly reduces the number of links within the email itself. This helps maintain a cleaner email code and improves deliverability while still offering the full functionality to the user on your website.

How does email personalization affect deliverability?

Email personalization, such as sending links only for a recipient's known size, improves relevance and engagement. Higher engagement metrics (opens, clicks, replies) signal to mailbox providers that your emails are valued, which positively impacts your sender reputation and inbox placement. Conversely, sending irrelevant content can lead to negative engagement signals.

What if I have an image-based bra size grid with many links?

While using an image might simplify the visual presentation, if each part of the image (e.g., each size square) still has a distinct link, the underlying HTML will still contain numerous links. This doesn't necessarily solve the core issue of high link density. It is important to consider the underlying code and the total link count rather than just the visual presentation. Explore the impact of images in emails affecting deliverability more broadly.

How can I test the impact of my email content on deliverability?

To test, conduct A/B tests with different versions of your email, one with the full grid and one with a more optimized approach (e.g., linking to a landing page). Monitor your engagement rates, bounces, and spam complaint rates closely through your ESP or using an Email Deliverability Tester . This provides real-world data on how your audience and mailbox providers react.

Will including a bra size grid with multiple links in marketing emails affect deliverability, and how can I optimize it? - Content - Email deliverability - Knowledge base

When a lingerie client mentioned their previous experience with higher bounce rates on campaigns featuring an interactive bra size grid, it immediately raised a red flag. The grid, with its many individual links for each size, is a common feature in e-commerce, but its impact on email deliverability can be complex. While user engagement is crucial, the technical implications of such content must be carefully considered to avoid issues like increased bounces or emails landing in the spam folder.

My immediate thought was whether the issue stemmed from the sheer volume of links or something else entirely, especially given it was with a different Email Service Provider (ESP). Without specific bounce codes, it is challenging to pinpoint the exact cause of past problems. However, we can analyze the potential risks associated with high link counts and explore best practices to ensure your marketing emails reach the inbox effectively.

Understanding how email providers evaluate messages with numerous hyperlinks is key to balancing rich content with optimal deliverability. We want to provide a great user experience while maintaining a strong sender reputation and avoiding email blacklists (or blocklists, if you prefer that term).

The impact of link quantity on deliverability

Email service providers (ESPs) and mailbox providers scrutinize email content for indicators of spam. One such indicator can be an unusually high number of links relative to the text content. While there isn't a universally agreed-upon magic number for how many links in an email is too many, an excessive amount can trigger spam filters. A bra size grid with 50+ individual links could be seen as suspicious by automated systems, especially if each link tracks a unique product or size.

Furthermore, a large number of links can increase the overall email code quality and size, potentially affecting how quickly an email loads or whether it's clipped in some email clients. While this doesn't directly cause a bounce, it can degrade the user experience, indirectly impacting engagement metrics that influence future deliverability. Some systems might even interpret heavy HTML with many links as an attempt to hide malicious content or overwhelm parsing engines.

The concern here isn't necessarily the grid format itself, but the underlying quantity of links it introduces. When every cell in a grid is a unique hyperlink, it can push the email into a territory that looks more like a directory or a suspicious phishing attempt than a standard marketing message. This is why adding links to an email negatively affects deliverability if not done judiciously.

Content relevance and recipient experience

Beyond the sheer number of links, the relevance of the content to the recipient plays a significant role. If a recipient who is a 38G receives an email with a grid that links to every size from 28A to 44H, most of those links are irrelevant to them. Sending highly personalized content is a key factor in improving engagement and, by extension, deliverability. Irrelevant content can lead to lower click-through rates and higher spam complaints, both of which negatively impact your sender reputation.

Mailbox providers, like Google and Yahoo, increasingly factor in user engagement signals when determining inbox placement. If subscribers consistently ignore or delete emails with a sprawling size grid, it signals to providers that the content is not valuable, which can hurt your overall sender reputation and cause more emails to land in spam. This is why it's vital to consider the definitive guide to engaging email marketing.

Focusing on delivering the most relevant options directly to the customer can lead to better outcomes. Instead of overwhelming them with choice, guide them to what they are most likely to click on and engage with. This improves the overall recipient experience, which directly correlates with positive deliverability signals. This also applies to how hyperlinks in the body of an email are perceived.

Strategic design for deliverability

To mitigate the risks, I recommend a strategic approach that balances functionality with deliverability best practices. Instead of embedding a full grid with 50+ links directly into every email, consider segmenting your audience and personalizing the content. If you know a customer's size, send them an email that features direct links only to their size, and perhaps a couple of related or compatible sizes.

Another effective strategy is to link to an external landing page. Instead of embedding the entire grid in the email, include a prominent call-to-action (CTA) that directs users to a dedicated bra size finder or full size chart on your website. This approach significantly reduces the number of links in the email, improving its chances of reaching the inbox. Once on the landing page, customers can interact with the full grid without triggering email deliverability issues. This is a common strategy for brands to boost email deliverability rates.

Best practices for linking in emails

Optimize link count: Keep the total number of links per email reasonable. While no strict rule exists, avoid overwhelming recipients and spam filters with excessive hyperlinks. A good balance usually means focusing on essential calls to action and relevant resources.
Use descriptive anchor text: Instead of generic click here, use text that clearly indicates where the link leads, such as find your perfect fit.
Ensure clean URLs: Use reputable URL shorteners if necessary, but prioritize full, clean URLs from your own domain. Avoid multiple redirects or untrusted domains. Ensure all links point to secure (HTTPS) pages.
Test your links: Always verify that all links in your email are functional and lead to the correct destination before sending. Broken links negatively impact user experience and can signal poor email quality to mailbox providers.

Finally, consider the alternative designs for presenting size information. You could use a single image of the size grid that links to one general landing page, or even interactive elements within the email that only reveal more links upon user interaction (though this can be complex to implement across all email clients). The goal is to minimize visible links while still providing the necessary information.

Views from the trenches

Best practices

Segment your audience and personalize emails by sending only relevant size links based on known customer data.

Consider directing users to a dedicated landing page with the full bra size grid rather than embedding all links in the email.

Test different email designs with varied link counts to see what performs best for your audience and deliverability.

Focus on providing immediate value and clear calls to action that are highly relevant to the recipient.

Implement email authentication protocols like DMARC, SPF, and DKIM to build strong sender reputation.

Common pitfalls

Including an excessive number of links in a single email can trigger spam filters and lead to higher bounce rates.

Sending a full bra size grid to all recipients, regardless of their known size, can result in low engagement and spam complaints.

Relying solely on historical data from a previous ESP without current testing can lead to inaccurate conclusions about deliverability.

Failing to monitor bounce reasons and codes makes it impossible to diagnose and fix underlying deliverability issues.

Ignoring the overall email HTML size, which can increase significantly with many links and impact rendering.

Expert tips

Too many links in an email can increase its perceived spamminess, even if the content itself is legitimate.

Prioritize user experience by minimizing clicks and guiding recipients directly to the most relevant information.

A/B test different email structures and link strategies to identify what yields the best inbox placement and engagement.

Understand that deliverability is a complex interplay of many factors, not just individual elements like links.

Leverage user data to create highly targeted and concise email campaigns that resonate with each recipient.

Expert view

Expert from Email Geeks says that having a grid of links like that will not inherently cause delivery issues.

Nov 13, 2020 - Email Geeks

Expert view

Expert from Email Geeks explains that the issue is not the grid format itself, but the sheer quantity of links that raises concerns for mailbox providers.

Nov 13, 2020 - Email Geeks

Crafting a deliverable and engaging email

While a bra size grid might seem like a straightforward way to offer choice, its implementation in marketing emails requires careful consideration of deliverability. The primary concern isn't the visual layout of the grid, but the potential for an excessive number of embedded hyperlinks that can trigger spam filters and negatively impact sender reputation. Ultimately, the goal is to get your email to the inbox, and then to engage your audience. Remember that a poor domain reputation can severely limit your reach.

Problem: high link density

Spam trigger: Many links can make emails appear spammy to filters.
Increased email size: More code, leading to slower loading or clipping.
Overwhelming recipients: Too many choices can lead to decision paralysis and lower engagement.

Solution: content focus

Prioritize relevance: Focus on the most important information or a primary call to action.
Clear value proposition: Make it obvious why the recipient should click.
Concise messaging: Less text, more impact.

Solution: optimize links

Personalization: Dynamically generate relevant links based on customer data.
Link to landing page: Use a single CTA to a dedicated size guide on your website.
Fewer, higher-quality links: Reduce the total number of links in the email body.

Solution: enhance design

Image with single link: Use an image of the grid, linking the entire image to a web page.
Minimalistic layout: Clean design with essential information and clear CTAs.
Mobile responsiveness: Ensure the design is easy to navigate on all devices.

By understanding the nuances of how email content influences deliverability rates, you can make informed decisions. The goal is to maximize the chances of your emails reaching the inbox by adhering to best practices while still providing a valuable and engaging experience for your subscribers.

If you're facing ongoing deliverability challenges, remember to investigate all aspects of your email program, not just content. This includes proper email authentication (DMARC, SPF, DKIM), list hygiene, and monitoring your sender reputation. A holistic approach is essential for long-term success.